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http://andrewchenblog.com/ -
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http://andrewchenblog.com/2008/04/07/5-factors-that-determine-your-advertising-cpm-rates/ -
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definitely out-analyzed t.c. on this one ;)
Nice post. Much better than tc's thats forsure.
I'm glad to see someone has the smarts to actually mention fill rate. Along with the myth of singe-double digit CPM rates, there is also a myth that sites have a 100% fill rate which is totally untrue.
Of course I understand why Arrington won't mention this on his own site, since it goes against pumping and hyping startups. But he knows its true. He's even said publically that he's unsatisfied with Federated Media due to the fact that they can't fill inventory for his site. Don't really know why he is complaining when he prints money from 125x125 squares.
Interesting article, especially to me since I am in the process of developing a site that involves "home improvement". Thanks.
Nice post. I think it could be also mentioned, that SEO approach for transient traffic from search engines can also have a big impact. By targeting realsonable volume terms that indicate a user is immediatly looking to purchase, above $20 CPM can be achieved.
Andrew,
It's great to see someone actually break out realistic CPMs. I can't tell you how many entrepreneurs I've met who quote $20 CPMs in their business plans. A sure sign they've unfamiliar with online advertising.
great post ..
how about discovery cost (from advertiser perspective) of small sites in high-value niches? Do advertisers really bother buying small lots of inventory? At what volume can a site start expecting advertiser interest on a network like Rev.Sci/RightMedia?
Very useful analysis. I wonder where my site apnijobs.com will fall in?
Great post. Extremely helpful. Since this goes straight to the heart of many websites' plans, it's baffling that more people don't discuss these issues forthrightly and factually.
I am making my own website now and I thought that the best way to popularize it is with some search engine.But now I will search for some other methods to increase the traffic to my website.
Thank you for the post - does anyone have figures for Europe/Germany?
Useful article especially with benchmark figures. I have a question though - are these CPM figures 'overall' figures for a page, or are they per advertisement? I presume the former, but just checking.
Andrew, great post. Although I had a question regarding your first point. You list "stickiness" vs. one-hit wonder. I was wondering if they are opposite ends of spectrum/mutually exclusive. Some examples would be great! Thanks,
very informative and useful.
do you know the rates for South africa by any chance?