CPM by Type
CPM by Type
| Topics: |  Social Media Stats CPM Data |
On this chart, Trunity belongs somewhere between Encyclopedias and Topic-Oriented Blogs.
But Trunity represents new advantages for advertisers besides simple targeting (because every portal is defined by its "neighborhood," a large segment of Trunity community portals will be localized opening up hard to find online advertising realestate for locally based advertisers.
What can social media sites do to increase their CPMs? There appear to be two options:
- Create sections of the network that are more topic-oriented, and less about individuals. For example, band pages and groups on MySpace, and Facebook groups. Source (near bottom).
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Posted by Humane Lyon on October 7, 2008 1:11 pm
From the author.
Update: I received some questions about the affinity versus targetability landscape. Here's a brief description of the methodology. I used published CPM numbers where they were available; e.g., Yahoo Mail ($3-4), TripAdvisor ($16), Facebook ($0.10-0.15). Note that published CPMs are generally to be taken with a pinch of salt, since they may apply only to small portions of the overall publisher inventory and not represent real market-clearing prices e.g., Google's stated goal of $20 CPM for YouTube -- only a very small number of YouTube videos show ads today. I've used Metacafe's $5 net CPM payout to video producers as a more reasonable benchmark -- this likely represents a gross CPM of $10 assuming a 50% rev share. For blogs, the numbers are all over the place: BlogAds ratecards for various blogs vary from $1-$4CPM, Valleywag reports $6.50-$9.75, and Federated Media has ratecards charging $7-$40. I took $10 to be a median for blogs with reasonably high traffic. Some of the other data points are based on guesses and informal conversations, since these sites typically don't publish their CPMs. Please email me if you have additional data on these; I will update the graph accordingly.