Harvard Business

AUGUST 10, 2016

Because a CMO can argue that they paid low cost-per-thousand (CPM) rates on their ad buy. 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. Marketing is essential for companies. Throughout the customer journey, marketing both changes brand perception and awareness and drives sales. Simultaneously, companies need to justify marketing expenses — down to the last penny.

CPM 30

CPM Price Cost Audience 30

Rajesh Setty

DECEMBER 4, 2008

We decided to avoid CPM (cost-per-impression) based advertising as it is difficult to measure the ROI. HELLO THERE AND WELCOME. You are a new visitor to this blog. Here you’ll find more than 1500 articles and mini-sagas on entrepreneurship, leadership, creativity and simply how to distinguish yourself. You REALLY should subscribe to our newsletter too - you will get exclusive content that is NOT featured on this blog once or twice a month. Its even 100% free!

CPM 29

CPM Blue Ocean Strategy Offshoring Licensing 29

Harvard Business Review

FEBRUARY 22, 2011

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. [For more, visit the Communication Insight Center.]. At the recent Online Publishers Association Member Summit, the two of us gave a keynote in which we presented some hypotheses about the future of online competition.

CPM 12

CPM Disintermediation Advertising Retail 12

Harvard Business Review

NOVEMBER 3, 2014

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. With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.”

CPM 8

CPM CRM B2B Content 8

Harvard Business Review

NOVEMBER 3, 2014

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. With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.”

CPM 8

CPM CRM B2B Content 8