广告行业eCPM概念
来源:互联网 发布:招聘网络平面设计师 编辑:程序博客网 时间:2024/05/18 16:36
千次展示期望收入(expected Cost Per Mille,eCPM),是最关键的定量评估收益的指标。表示实际或者估计的千次广告展示可以获得的广告收入。
eCPM又可分解为点击率和点击价值的乘积
eCPM=r(a,u,c)=μ(a,u,c).v(a,u,c)
a、u、c三个变量,分别代表广告、用户与环境
r:回报
μ:点击率,描述的是发生在媒体上的行为
v:点击价值(click value),即单次点击为广告产品带来的收益,描述的是发生在广告主网站上的行为
μ和v的乘积定量地表示了某次或若干次展示的期望CPM值
------------------------------------------------------------------------------------------------------------------------------------------------------------
国外的说法是
eCPM(effective cost per mille)
Here is an example that illustrates the difference between CPM and eCPM:
- Gizmo Galaxy buys one million impressions for $3,000.00 on Network A. The company’s CPM is $3.00. Simple and straightforward. Also, not very helpful.
- It turns out that Network A was fine-tuning the campaign at the beginning and delivered an extra 200,000 impressions (a.k.a. bonus impressions). So Gizmo Galaxy actually got 1.2 million views for its $3,000.00 media buy. Using the eCPM formula, Gizmo Galaxy’s Director of Marketing can see that the real cost was $2.50 per thousand impressions. This is a more meaningful number upon which to base future ad purchasing decisions than CPM would be.
- As a test, Gizmo Galaxy ran a separate campaign on Network B under the same criteria: one million impressions at a $3.00 CPM. At the end of the campaign, the network had delivered exactly one million impressions. Since there were not any bonus impressions, the eCPM was $3.00.
eCPM和CPM的区别
CPM代表“按千次展示付费”这种广告形式:广告主在制定一个广告计划时,设置其愿意为千次展示所付出的费用,在广告实际获得展示时,为广告的每次展示付费。
CPM是广告形式,eCPM是数据指标。并不是直接对等的概念。
1 0
- 广告行业eCPM概念
- eCPM
- 广告行业中富媒体的概念
- 广告行业知识
- 广告行业PMP
- 什么是网页 eCPM?
- 移动广告行业的复苏
- 中国广告行业现状
- 广告行业计费模式专业术语
- 广告行业相关了解
- 揭秘互联网广告行业的“弄潮儿”
- 互联网广告行业术语及缩写
- 有人见过这么高的eCPM ?
- 网页eCPM(Google Adsense)的优化
- 透过Omniture峰会管窥广告行业发展趋势
- 透过Omniture峰会管窥广告行业发展趋势
- 互联网广告行业窥探和基础知识总结
- 提高Google Adsense的eCPM的常用技巧
- RESTful
- 设计模式——代理模式
- 263. Ugly Number
- [容斥原理] BZOJ 2839 集合计数
- OC中与copy有关的那些事 一 (copy与声明NSString属性 : strong/copy 的关系)
- 广告行业eCPM概念
- linux shell 获取当前正在执行脚本的绝对路径
- linux下多线程之生成者与消费者模型(互斥,读写锁,条件变量)
- onCreateContextMenu用法
- 接口三
- swift3.0 基本数据类型
- 【老戴说镜头】怎样才算一颗好的镜头
- apache日志分析简介
- 记录自己的成长