Selling video ads by impressions
Cory Bergman September 25th, 2006
Clickz’s Eric Picard says ABC’s recent announcement that it will start selling video ads based on flat rates instead of CPMs is a bad idea. “ABC is much better off selling impressions in a world where audience scarcity doesn’t exist,” he writes. (But keep in mind, this is for a site that has scale. Local sites with few video views may be better off sticking with a flat rate sponsorship model.)
5 Comments Add your own
1. Safran | September 25th, 2006 at 8:53 am
There’s room for both. If I’m an advertiser, I want to see proof of performance. I am used to buying ratings and circulation - so why would I buy a flat rate run of site based on faith?
I think you’re better off selling CPM for overall site plays/views and flat rates for special sections.
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