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The Equity Kicker

Nic Brisbourne’s view from London on venture capital and exploiting change in technology and media

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Author

More page views means lower CPMs

Started by brisbourne · 6 months ago

Up until now I have thought that CPMs on social networks are low mostly because people are familiar with the layout of pages and their eyes immediately go to the content that they want. In other words ad-blindness is particularly acute.
I still think that is a large part of the explanation%2 ... Continue reading »

3 comments

Sam Sethi
1 year ago

Hi Nic

Interesting thought but the reason people are ad-blind is because the ads are at best contextual or gender/geo specific.

Their relevancy is very low.

The point of social networks like FB is that they are lifestreams and/or attention streams i.e my status, my flickr photos etc all aggregated in my profile. But the person reading it is often someone else.

The ads that appear around MY profile should reflect THEIR attention/behaviour/interests. When and if FB and others ever do this then I think CPM rates will increase with every new page view

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kid mercury
1 year ago

this is one of the reasons why i feel rich media/interactive advertising is part of the ticket unlocking the advertising potential of social media. the ads need to become more interesting, and need to erase the distinction between content and ads.

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alan p
1 year ago

Its why ads at the front and back of print mags command highest rates.

The oldies are always the goodies :)

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