Monday, November 1, 2010

Popular Articles Do Not Bring In Ad Clicks, Revenue – Survey

The survey

The survey conducted by Perfect Market took into account revenue generated from 15 million articles in over 21 news website. The conclusion was that low mortgage ads next to an article on the mortgage rates in today’s times, or employment ads next to articles on increasing unemployment are most likely to generate revenue rather than putting ads with no relevance next to articles. Perfect Market’s CFO was even quoted saying that it was a bit of a surprise and went against the trend in the industry. But relevant ads make perfect sense then why is it a surprise to the industry?

The other side

As a consumer, let us assume you have to buy a TV. Buying a TV will always be at the back of your head but that does not mean you will only read articles on the prices of television sets. You are just as likely to read an article on the corruption during the Commonwealth Games 2010 as you are any other article. So if an ad for a new LCD television set was to pop up while reading about CWG, what would stop you from clicking on that ad? Also, the survey calculates the revenue from a CPC (cost per click) basis, however, most advertisers in today’s industry pay on a CPM (cost per mille or cost per thousand impressions) basis.

Videos ads are most likely to capture your attention online these days. So does it really matter which article you are reading? What do you think?

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Categories: International, News, Web
Tags: commonwealth games 2010 corruption, CPC, CPM, digital advertising, Features, google, katy perry, perfect market, priyanka chopra, shahid kapoor, video ads

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