Marketing and Online Advertising. When the click is not profitable

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Marketing and Online Advertising. When the click is not profitable

According to a survey conducted by Econsultancy and Rubicom Project, now collected in an Eyeblaster study, 63% of publishers still price advertising by CPM (Cost per Thousand) but CPC (Cost per Click) has been gaining ground in recent five years, as reflected by data showing that 30% of publishers have already made the switch to this type of pricing. The Afghanistan Mobile Number List report suggests that the CPC pricing model could undermine the viability of online editorial content and, in turn, could affect the price of online advertising. Afghanistan Mobile Database

The Eyeblaster study argues that the CPC pricing model is not effective beyond search engines. This system can be used when it comes to companies like Google that generate billions of searches a day, but few other sites have that traffic and, in any case, the websites have banners to return their audience. Advertisers link the success of an online campaign based on clicks but they affect a multitude of other factors Brother Cell Phone List to convince a user to click on an ad. Another aspect covered in the study is whether the click should be considered the appropriate measurement to discern the success of a campaign. In many markets, the purchase is made in offline stores, so retention should be valued more than click.

In light of which, CPC pricing seems like the best deal for everyone as the risk of a campaign is shared between the publishers and the advertiser. The study states that the use of CPC pricing reduces the growth of the advertising sector and could bankrupt certain publishers, causing an increase in the price of advertising, which would lead to less investment by advertisers.

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