NBC Universal sets sights beyond CPMs

In an effort to move beyond an CPM (cost-per-thousand) model of online advertising, NBCU VP of Digital Media Beth Comstock said the company is developing a new “pay for effectiveness” technology. The idea, explains Clickz, is “to determine where exactly consumers are viewing its content, and then let them target desired demographics on whatever platform they’re using to access NBC content.” For instance, it will let the company track viewing of Heroes on broadcast, cable, online, and on mobile devices like iPods, to find the total number of viewers. “It’s about delivering the right message to the right person at the right time, and television doesn’t do that now,” Comstock explains.