![]() ![]() Metrics For Determining the Value of an ImpressionĪs mentioned above, impressions are commonly measured using a cost per thousand formula, or CPM formula. Once you get confirmation that the media will be on hand, you will exponentially increase the number of views for a sponsorship or advertising package by piggybacking whatever audience you have onto an even larger one. Pitch your story to TV, radio, newspapers, blogs, etc to get some additional coverage. Use press buzz to build up the value of a sponsorship.ĭo you have something interesting to say? Interesting things tend to get press buzz. ![]() Once you get three responses I’d say you can have a decent idea of a range to base your impressions cost on and if anyone gives you any grief you can show them quotes to prove it. You can just pretend to be interested in advertising, get a quote (use a fake email if you don’t want to get a ton of sales follow-up) and come away with some ranges for advertising to base your sponsorship package off of. If you’re a news site, fill out local news site forms for advertising packages to get pricing. Whatever industry you’re in, look up similar companies in your area and fill out quote forms online to get a rough idea for advertising costs using a similar form of advertising. Find out what competitors are paying for ads. But these approaches can work for any organization looking to monetize their impression base or for an advertiser looking to rationalize an advertising spend. The following are suggestions for estimating sponsorship or advertising spends (please keep in mind I was originally asked to answer this for a fundraising event seeking business sponsorships so the answers are skewed a little towards that realm). If you can’t get more targeted, then you can try to increase the sheer volume of impressions to increase the overall advertising buy. For someone looking for a sponsor or selling advertising, you can increase the value of an impression by providing a more targeted audience to an advertiser (eg, 10,000 homeowners to a bank looking to offer a deal on refinancing a home loan). Most people are trying to determine the value of an impression because they are selling advertising or buying advertising. This is an age old question and there is often no one-size fits all answer, largely because the value is subjective, which I will show later in this article. Why is it difficult to calculate the value of an ad impression? So $50 CPM would be $50 for 1,000 impressions. ![]() ![]() Advertising buys are typically purchased by the CPM (cost per thousand impressions). So if one person views it, we’d call that one impression. In advertising, the viewing of an advertisement would be considered an impression. Generally, you have the publisher or person who has the ad spaces and they are selling these spaces to an advertiser. I’m going to cover the basics in a very simple way to make sure we’re all on the same page. Besides, in order to determine the value of each impression, it’s important to understand what an impression is and how online ad buys work. I was recently asked to answer what seems like a very simple question: how do you determine the value of ad impressions? But this question is anything but simple. ![]()
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