First Impressions to Deep Relationships -- The Rise of the CPVP

By Sonobi Archives
Cover image for  article: First Impressions to Deep Relationships -- The Rise of the CPVP

For many of us, times of transition tend to be energizing.  Typically, change happens when existing systems are starting to falter, but exciting new possibilities are beckoning.

For many of us, times of transition tend to be energizing.  Typically, change happens when existing systems are starting to falter, but exciting new possibilities are beckoning.

Take digital marketing. The first banner ad ran over 20 years ago, and the rise of the impression as the key advertising currency followed quickly thereafter. Over the years, traditional CPM buys have served us relatively well, though we are all too familiar with the challenges that they present: lack of certainty around reach, ad views wasted on spiders and bots, lack of creative flexibility, inability to follow consumers across media channels and devices…the list goes on. There are plenty of tools to help mitigate these issues, but the core challenges never really disappear.

But there is now a better way to do things. For both publishers and advertisers, the simple truth is that it is people that are valuable, and impressions are just a proxy for reaching them. When a publisher can identify unique individuals and serve specific messaging against them, it creates entirely new levels of value for advertisers, who are looking to create personalized communications with their core constituency.  People-based marketing is a win for both sides, and the tools, strategies and data exist to do it today.

There are still challenges, to be sure. But the shift from CPM to CPVP – cost per viewable person – is underway even as we speak, and the benefits CPVP offers are profound.

"Evolution of a Market – Impressions to People" is the third and final white paper in Sonobi's series (download it below) outlining best practices for true people-based marketing.  In this segment, we look at how the CPM rose to become the key unit of ad delivery. More importantly, we look at some of the CPM's shortcomings and how this has led to the major transition that is currently underway, as we move towards a 100% people-based market, direct to publisher, with guarantees. We outline why this is better for everyone concerned, including publishers, brands and consumers. And finally, we look at how this is all possible and what it takes to successfully make CPVP buys in today's market.

Not everyone thrives in times of change. But it is our belief that times of positive transition are to be cherished, and that those rare moments of profound progress are the most rewarding. We are excited to explain to you why we believe that now is one of those times. 

The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage.com / MyersBizNet, Inc. management or associated bloggers.

 

 

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