Sluggish Economy Causes a Shift From CPM to CPL
I read an interesting article on MediaPost the other day that discussed WebMD’s decreased revenue guidance. It served as a perfect example of how, in the U.S. economy’s current “sluggish” state, health advertisers are concerned with response rate and a positive return on their investment. They are lowering their traditional CPM spends and instead moving into new online advertising opportunities that will give them the same type of media exposure but on a cost per lead basis. It’s less risky for the advertisers and the publishers are happy to accept the new approach too because it is a positive alternative to seeing their profit margins slide.
Posted on 5/2/2008 by Eric Schwartz in Advertising and Marketing
1 Comment to “Sluggish Economy Causes a Shift From CPM to CPL”
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I read an interesting article on MediaPost the other day that discussed WebMD’s decreased revenue guidance. It served as a perfect example of how, in the U.S. economy’s current “sluggish” state, health advertisers are concerned with response rate and a positive return on their investment. They are lowering their traditional CPM spends and instead moving into new online advertising opportunities that will give them the same type of media exposure but on a cost per lead basis. It’s less risky for the advertisers and the publishers are happy to accept the new approach too because it is a positive alternative to seeing their profit margins slide.
Posted on 5/2/2008 by Eric Schwartz in Advertising and Marketing
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Internet Marketing Secrets | October 8, 2008 @ 12:23 pm
Interesting, you always learn something.