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 People now watch a few live programs and the rest has been replaced by time-shifted, Video On Demand, and CTV | OTT.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 :)
