Thursday, January 07, 2010

Tweet CPM's

Interesting article in Business Week;

My comment below;
"Top media sites often get $10 or $20 per thousand page views; even remnant inventory, leftover Web pages that get sold through ad networks, goes for 50¢ to $1 per thousand".

Lol - when you get back to reality let me know.
The current rates are closer to $5 and $0.25 pcm (unless you are counting pages that load up 10 ads to a page).
I think 3c per 1000 tweets is a little overpriced by about a factor of 10.
Randomly read some tweets and scan the 30 or so that appear per browser page, information that can be gleaned from that page is probably worth about that.
So what do you think? how much would the information you can glean from tweets be worth to you?

If you could slice and dice data to track interactions/mentions/user sentiment the way you wanted it - what commercial information could you gain?



  1. Actually it's higher.

    The CPM on targeted publisher with the right audience is $10-$40 , depending on how targeted you are. If you're pulling in that rate, your remnant inventory is mostly in the $3-$10 range, with a bit in the $1-3 range too. You can look at networks that publish rates, like Federated Media, to see some going rates.

    Publisher-centric ad networks can often monetize a partner site to $20-$80 for a PCPM (page CPM / aka all ads on the page).

    In order to pull those rates though, your contracts specify that at least 50% of each ad-unit is "above the fold" on certain browser sizes. Advertisers want to ensure delivery.

    That's why the Twitter costs are "Fucking Stupid".

    There is no way to measure per-tweet actual exposure. The kind of user who follows a celebrity... usually follows multiple celebrities.. and then they have their friends. Looking at the average numbers of
    - how many visits does a twitter user make per day
    - how many people do they follow
    - how many tweets does an average user make

    The vast majority of tweets are 'below the fold'. Even more aren't on the user's page.

    Then, many people subscribe to hundreds of people... but use apps and filters to view select streams. Meaning they miss most tweets too.

    So my comment is this:
    If you're advertising on twitter, a CPC/CPA makes perfect sense.

    However, doing a CPM is fucking stupid. There is absolutely no measurement possible to gauge delivery of tweets -- and you're likely paying for a whole lot of nothing.

    I should post a cleaner version of this later with all the math...

  2. Twitter is worth a lot, Twitter advertising is not;
    - Bad journalism is worthless