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The High Price of Low-Cost CPMs

Harvard Business Review

Because a CMO can argue that they paid low cost-per-thousand (CPM) rates on their ad buy. But trafficking in low CPMs has become dangerous. To truly manage your media investments to ROI, you must manage your cost based on real impressions and business outcomes, not poor quality disguised as low cost.

Cost 8
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A simple cure for the Buzzword Bingo | Rajesh Setty

Rajesh Setty

We decided to avoid CPM (cost-per-impression) based advertising as it is difficult to measure the ROI. Apart from using PPC (pay-per-click) and CPE (cost-per-engagement) based advertisements to jump-start adoption, we have engaged some experts to work on social media marketing.

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Who Rules the Web Now?

Harvard Business Review

They're out to kill the cost-per-thousand or CPM-based ad sales model. In effect, they are turning online advertising into a lead generation play to deliver better ROI for marketers. Instead, each possesses a wealth of user information to target ads to individual consumers on a cost-per-click (CPC) or cost-per-action (CPA) basis.

CPA 15
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7 Marketing Technologies Every Company Must Use

Harvard Business Review

Many marketers have reported rapid and significant ROI from adopting these tools; but first, they had to convince higher-ups to make the up-front investment. And since you usually pay on a CPM basis, you get tons of free impressions. This is a wasted opportunity.

article thumbnail

7 Marketing Technologies Every Company Must Use

Harvard Business Review

Many marketers have reported rapid and significant ROI from adopting these tools; but first, they had to convince higher-ups to make the up-front investment. And since you usually pay on a CPM basis, you get tons of free impressions. This is a wasted opportunity.