CPM Is Dead
Posted on 8:33 pm by Paul ColliganTim Bourquin makes a great point about why CPM is “broken” over at his blog.
The only thing I’d ad to his comments is this … and it comes from all people … Microsoft. Enjoy the embedded video.
If it doesn’t happen in your reader, trust me and click on over to see this one.
CPM created the “guy” in this video. Anything that makes our audience just numbers created the guy in this video.
The gal in this video wants a divorce.
So do a lot of audiences.
I bet you if the guy treated her with the respect she deserved, she’d stay.
Again, gotta say thanks to Microsoft for this video. Now I hope/pray that they practice what the preach.
FWIW, Tim, your Podcast and New Media Expo is the only exhibitor booth conference that I’d spend money to attend, let alone buy a booth.
And I fully expect my booth at Podcast And New Media Expo to pay off much better than one at NAB, Comdex, or anything else could.
Technorati Tags: cpm is dead, tim bourquin, bring back the love, newmediaexpo2007, podcast expo 2007, podcast and new media expo
5 Comments »
May 24, 2007
Geert said:
Glad you liked it… and we´ll definetly try to live up to our promises.
May 24, 2007
Jeff Hinz said:
The CPM model is not broken. If you choose to negotiate ad deals based on a CPM that includes all delivered impressions, then so be it. A broadcast TV buyer would never negotiate a buy based on “Household” CPMs, which is what the current all-inclusive Internet CPM equates to. Rather, all established media buyers negotiate on a “Target” CPM. Online media metrics must be comparative to offline media metrics in order to be considered. There is no reason to reinvent the metrics - just do yourself a favor and learn how to negotiate like the rest of the world.
Jeff Hinz
RawVoice
May 24, 2007
Paul Colligan said:
Jeff,
Since you left the exact same comment in Tim’s post, I’ll leave Tim’s response to do the job.
Paul
May 26, 2007
All Things On Demand » Blog Archive » the CPM issue (Pingback)
[…] Today on one of the blogs I following using my RSS Reader, I found a great post talking about the major issue about CPM, especially when talking about Podcasting. He linked to two things, an article that explains CPM and how it is designed for mass markets where only a small percentage of the consumers are potential customers, and this video below: […]
June 1, 2007
CPM Revisited | WebAnalysts.Info | Web Analytics | (Pingback)
[…] On May 23rd Tim Bourquin wrote Why CPM is Broken and Paul Colligan chimed in that CPM Is Dead. […]