• Robert Eckelman

Changing from CPP to CPM. I am a fan, but there are things to consider.

NBC & Hearst are moving to impression base selling.

This changing currency is a good thing,

it will allow media properties to sell all Impressions.

It's needed, Live viewing has changed dramatically. People now watch a few live programs and the rest has been replaced by time-shifted, Video On Demand, and CTV | OTT.

3 Things to keep in mind

1 Is this a currency change only. If Nielsen ratings are converted to thousands, no one wins. The margin of error is HUGE & sample size MINUSCULE

2 Not all impressions are equal. Currently, Prime is valued (CPP) higher than daytime, I suspect the same in a CPM based environment. The reality- Impressions have to be valued. A 30-second, non-skippable, tightly targeted video impression is more valuable than a random: 30.

3 Watch out for impression substitution. Check your cable order, I have seen impressions shifted from the purchased schedule to ads everywhere without permission, not cool or ethical. Elsewhere I have also seen video impressions replaces with static or video display ads (100% of AD on screen for 1-second counts as an exposure).

This is a great step. Sellers will still need to understand client goals, buyers will still need to inspect what they expect, the measurement will have to improve

Local CTV | OTT advertising has always been impressions based. impressions should all be non skippable, targeted to a specific GEO and viewer profile. there is never impression substitution. We are not part of the currency change, CTV | OTT has always been a step better :)

Changing from CPP to CPM. I am a fan, but there are things to consider. CTV | OTT has always been CPM based with a value proposition of focusing on specific audiences and Geo's

Recent Posts

See All

7 simple thoughts for the last week of July

1. The reason most people fail is that they give up what they want most for what they want now. 2. Common sense is like money and health: once you have it you must work to keep it 3. Laziness may a