Writing for Nieman Journalism Lab, Michael Andersen looks at Flyerboard, which offers online publishers and businesses self-serve advertising. Click over to Boston.com’s Your Town page for Newton and see an example of Flyerboard’s handiwork on the left rail. The image in this post is from the Houston Chronicle website, Chron.com.
Tag Archives: Online ad sales
Posted on April 14, 2009
Well, something doesn’t add up. When Martin Langeveld crunched the numbers, he found that newspaper Web ads were yielding an absurdly high CPM (cost per thousand page views) of $80.28.
I knew that number couldn’t be correct, as I recalled an instructive post by Ethan Zuckerman:
While highly targeted ads (an ad for roofing services in Pittsfield, MA) might be worth several dollars a click, most ads sell for a dollar or less a click, often much less. An ad that sells for a buck a click and gets 1% clickthrough is functionally a $10 CPM ad, which suggests that lots of ad inventory (the nickel-a-click stuff) selling at sub-$1 CPM.
Ryan Chittum agreed the number was ridiculously high and endeavored to come up with an explanation: