Posted by: Matt Shanahan AdExhanger ran an op-ed piece today why to price advertising in cost per second of engagement (CPS). But how can a publisher make practical use of this metric right now given the entire market is CPM based. We have several B2B media companies taking advantage of engagement data to drive up CPMs by using the concept of CPS very simply. For the sake of this post, I’ll refer to a fictitious publisher called Acme Online. In a similar circumstance to our real customers, Acme Online is an established publisher in their market segment. Any strategies that focus on growing advertising revenue by increasing unique audience members would have payback but step function growth is unlikely. Their […]
Archive | Attention Economics
Ask Your Audience What Ads They Want
Posted by: Matt Shanahan Twitter recently began a new service called @earlybird. The service allows Twitter to deliver offers – think ads – directly to a user’s client. People are proactively signing up to receive ads! In the FAQ for @earlybird is the question “what if I’m only interested in offers for a specific category, let’s say fashion or music?.” The response is “We’re thinking about you, too.” The performance of advertising is high when you combine opt-in and intent. Twitter understands that and will be asking the audience “what ads do you want?” So why not do this for display advertising? Personally, I like a good ad (e.g., Super Bowl ads). It’s the bad ones that I would like […]
Isn’t the Customer King?
Posted by: Matt Shanahan “Technology is king” according to a recent MediaPost article; “content is king” according to a paidContent.org article; and “curation is king” according to a Business Insider article. For all the talk of monarchy, why isn’t the customer king? I guess it has to do with the definition of king. For this post, I’m proposing a king be defined as the entity paying the way for everyone else in a particular market. Let’s face it, without a king of my definition there is no market (i.e., no kingdom). Interestingly, in paid content most people wouldn’t debate that the subscriber is king. Sales, marketing, and product management teams are driven by the need to improve their offering and serve […]
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