How much do low average clickthroughs matter for marketers?
eMarketer recently estimated that marketers around the world will spend $6 billion advertising on social networks this year, yet the return on that investment is still in question.

Many ad performance metrics have been low on social networking sites, suggesting that users do not want to click on ads while they’re socializing. But how useful are measures of average performance to real-world marketers when so many variables can affect ad performance?

According to a widely reported … Continue Reading

According to a good article from eMarketer and data from Credit Suisse the CPM’s for online advertising are all over the place.

You can also glean from this article that it’s no wonder that Google is in sound financial shape with paid search CPM of $75+ where as Yahoo, who is experiencing growing pains, can only boast average CPM’s of $2.23.

Traditional Media

CPM

Broadcast TV
 $   10.25

Syndicated TV
 $    8.77… Continue Reading

At the Newspaper Association of America’s annual meeting earlier this week, news from McClatchy (#2 behind Gannett in the US) is that 15% of advertising revenue comes from online or digital revenue.

Its easy to agree that digital revenue is at a higher profit margin, but the true question is the revenue mix between national versus local buys.  Newspapers cannot survive on national CPM’s and need to be more effective in capturing local digital advertiers.

Socrates might be embarased, but this now begs the question – how long … Continue Reading