廣告行業eCPM概念

千次展示期望收入(expected Cost Per Mille,eCPM),是最關鍵的定量評估收益的指標。表示實際或者估計的千次廣告展示可以獲得的廣告收入。

eCPM又可分解為點選率和點選價值的乘積

eCPM=r(a,u,c)=μ(a,u,c).v(a,u,c)

a、u、c三個變數,分別代表廣告、使用者與環境

r:回報

μ:點選率,描述的是發生在媒體上的行為

v:點選價值(click value),即單次點選為廣告產品帶來的收益,描述的是發生在廣告主網站上的行為

μ和v的乘積定量地表示了某次或若干次展示的期望CPM值

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國外的說法是

eCPM(effective cost per mille)

Here is an example that illustrates the difference between CPM and eCPM:

  • Gizmo Galaxy buys one million impressions for $3,000.00 on Network A. The company’s CPM is $3.00. Simple and straightforward. Also, not very helpful.
  • It turns out that Network A was fine-tuning the campaign at the beginning and delivered an extra 200,000 impressions (a.k.a. bonus impressions). So Gizmo Galaxy actually got 1.2 million views for its $3,000.00
    media buy. Using the eCPM formula, Gizmo Galaxy’s Director of Marketing can see that the real cost was $2.50 per thousand impressions. This is a more meaningful number upon which to base future ad purchasing decisions than CPM would be.
  • As a test, Gizmo Galaxy ran a separate campaign on Network B under the same criteria: one million impressions at a $3.00 CPM. At the end of the campaign, the network had delivered exactly one million impressions.
    Since there were not any bonus impressions, the eCPM was $3.00.

eCPM和CPM的區別

CPM代表“按千次展示付費”這種廣告形式:廣告主在制定一個廣告計劃時,設定其願意為千次展示所付出的費用,在廣告實際獲得展示時,為廣告的每次展示付費。

CPM是廣告形式,eCPM是資料指標。並不是直接對等的概念。