October 7th, 2009
Writtten by admin Topics: Media, Traffic
CPMa CEO Rob Leathern authored a piece on InternetEvolution.com this week that looks at the relative value of user attention online compared to television:
That means that each user hour spent on search engines is worth about $3.24 in ad revenue, and therefore non-search online ad revenue clocks in at just $0.21 per hour. A lot of search spend is incremental, whereas non-search spend is more likely to reflect share shift from other media, and this seems to be borne out by these numbers as well, since this virtually puts non-search online advertising (display, lead generation, classifieds, video) at parity with offline television ad spend.
Very interesting figures – online display advertising is not that much different from the amount of revenue it generates per user hour compared to television, when in fact it should be a lot higher….
Tags: display, economics, online, television, time
October 5th, 2009
Writtten by admin Topics: Traffic
The following comScore data show that US consumer traffic to Google, Facebook and Youtube have mushroomed since September 2006 from 2.7% of all user time spent online in the United States to represent as of August 2009 approximately 14.1% of all user time.
In addition, you can see that over this time period the average number of monthly users has grown to about 197 million in the US, although the rate of growth of users and minutes has been roughly the same, meaning users are not really using the web much more intensely than before. The daily UV figures are also fairly static.
Facebook and Youtube are large and have seen mega-growth over the last three years, and yet they are probably underperforming in terms of their revenue per user hour figures. Any change in their ability to monetize their traffic will certainly have a huge impact in the overall online advertising figures. Figures below are in millions of minutes per month.
Tags: advertising, data, facebook, google, monetization, Traffic, youtube
September 16th, 2009
Writtten by admin Topics: Partners, Targeting
San Francisco, CA – September 16, 2009:
CPM Advisors, the smart cross-platform media buying solution for advertisers and agencies, today announced that it has joined the BlueKai Certification Program.
The BlueKai Certification Program enables agencies and marketers to easily define a standard in-market audience profile using BlueKai data while reaching audiences via their media partners. Additionally, the program provides a seal of quality to assure marketers that their online campaigns are powered by the data they’ve defined. The BlueKai Certification Program offers an interface where agencies or marketers can create a standard audience definition via a BlueKai data plan that is customized based on their RFP. They can then share this data plan with CPM Advisors who will then submit a proposal that incorporates both data and media costs. Certified BlueKai data, according to the marketer’s plan, is then delivered real-time to target this standardized audience across all chosen media.
“We’ve enjoyed working with the BlueKai team over the past year as they’ve continued to expand their data offerings, and we believe that our cross-platform access and optimization methodologies can best utilize and enhance the value of their data,” says Matt Esslinger, Vice President of Operations at CPM Advisors. “We focus on streamlining the media buying process operationally for clients using via our CPMatic.com media-buying portal and back-end tools, and programs such as this make the data buying process easier, and enable us to incorporate BlueKai data efficiently across multiple client campaigns.”
CPM Advisors, Inc. (CPMa) was founded in early 2008 and is based in San Francisco, California. CPMa operates CPMatic.com and provides optimized cross-platform media buying for advertisers and agencies, integrating with major publishers, ad exchanges, aggregators and marketplaces. The company’s founders and board members have previously built and funded Internet advertising management, adserving and optimization systems for several of the largest online advertisers. More information is available at http://cpmadvisors.com.
September 9th, 2009
Writtten by admin Topics: Targeting
Our CEO, Rob Leathern has a new article on InternetEvolution.com entitled “Assumed Targeting & the Power of Perception.”
We might call this “assumed targeting.” This combines cheap, untargeted or relatively untargeted media with an ad intended only for a select few viewers.
Tags: founder, internet evolution, privacy, Targeting
September 2nd, 2009
Writtten by admin Topics: Optimization
An interesting personal blog post from our founder and CEO, Rob Leathern, about the concept of waste in advertising.
August 6th, 2009
Writtten by admin Topics: Events
CPM Advisors CEO, Rob Leathern will be speaking at LeadsCon East in New York, and he looks forward to meeting any prospective partners or clients at the event. Please contact Eddie Rizzo (eddie at cpmadvisors.com) if you plan to be at the event and would like to be sure to meet with Rob.
LeadsCon East will take place August 17-18, 2009 at the Marriott Marquis hotel in New York City.
The session, Achieving Breakthrough Results will be held Tuesday, August 18, 10:30am – 11:15am.
The abstract for the session: Internet advertising presents a truly accountable medium for the deployment of advertising dollars. In times good and bad, but especially in the more challenge economic environments, those spending money want to know they are getting the most out of their money. This applies for both those whose objectives focus on branding and those with a more specific performance objective such as a sale or a lead. Learn how you can make your dollars go further and get the results you deserve.
Presenter: Murthy Nukala, Founder & CEO, Adchemy
Moderator: Rob Leathern, CEO, CPM Advisors, Inc.
Panelists:
Alan Edgett, Sr. Director, Digital Media Strategy & Innovation, Experian Consumer Direct
Paul McLenaghan, Vice President, Interactive Markets, TARGUSinfo
Scott Spencer, Group Product Manager, DoubleClick Ad Exchange, Google
August 1st, 2009
Writtten by admin Topics: Traffic
I posted a comment to an article about display advertising and thought the point about publishers being able to make more money through arbitrage was one worth alluding to. At Root Markets I worked with several large publishers including the New York Times (who invested in the company as well) to explore this idea further. Surely a publisher of some scale *could* have the data, tools, relationships, position to justifiably take on some more of the downstream economics from advertising vs. selling their remnant inventory for a smaller amount. I still believe this is true, but I know it will take some specialized help for them to be able to do that.
I hope that publisher-side optimizers (normally people mention names like Rubicon, Admeld, Pubmatic etc.) get to the point where they can do more that just shuffle the same inventory between different ad networks (not to say there isn’t value here, but as one of my college CS professors used to say, if it’s not an order of magnitude difference who really cares?), and actually drive meaningful change in the way publishers parcel out, create, optimize inventory. We’re not going to do it, we’re firmly anchored on the advertiser optimization side. But more than hope, I know it will be happen – just who does it, how and how quickly are the questions.
July 22nd, 2009
Writtten by admin Topics: Announcements
We’re excited to welcome a new member of the CPMa team, Matt Esslinger, as VP of Operations.
Matt leads CPMa’s operations team. Matt has over ten years of experience in online media and has built and scaled operations for several $20MM+ business units. Matt was most recently vice president at ARPU, a leader in data-enabled online advertising. Prior to ARPU, Matt was vice president at Adteractive, where he ran the online education lead generation business, including all sales, distribution, and product marketing efforts. Before Adteractive, Matt was at Looksmart, where he was the founding product manager for the company’s core paid listing product and later built out the operations team responsible for managing several hundred clients. Matt began his career at Deutsche Bank Alex. Brown as an investment banking analyst working with clients in retail, business services, and online media. Matt holds an AB Degree in Economics from Stanford University.
