From CPM to CPM(2): Moving Beyond the First Impression into a Second Lifeby Kent Lewis on October 27, 2006Uncategorized
For most of its existence, advertising has been priced around the notion of X dollars per 1,000 impressions (CPM). Considering the relative consistency of the media landscape over the past 100 years (or so), this has worked well and generally been appropriate. We adjust up/down based on the demographic, the productivity of the ad itself, and measurability. But basically, it’s a viable model that works.
Now, as we find ourselves living in a convergence culture, a “new kid on the block” has emerged (translation: new medium) that is gently challenging this model. Virtual worlds – as a medium – are capable of accommodating a form of advertising where the M in CPM becomes multi-variate. In other words, a single “ad campaign” can produce a number of different types of impressions and consumer touchpoints, both primary and secondary.