Response to "Let’s Kill The CPM" by Shelby Bonnie on TECHCRUNCH
Great article – very Jerry Maguire! Maybe it’s not just time to kill the concept of CPM, but also that of ‘advertising’ in its current guise. Rather like the brave move of finally accepting that the ‘paper’ in ‘newspaper’ is no longer relevant in helping to define those publishing brands’ future, the term ‘advert’ may also now be redundant in the face of what is already becoming ‘participatory social influencing’ between brands and consumers, wherein one may perhaps look to a more positive future again because the pricing can be more geared to actual revenue based results and not just potentially irrelevant numbers of eyeballs.
I still think that the core influence on purchasing is peer consensus and strong brand value. The rest imho is just mud on the wall and currently feels like a bunch of random graffitti. User generated content will only feed user generated ad models, but bring branded content into the mix and then things get exciting. Humbly J
For more dialogue with agencies, brands, celebrities and investors on this subject and our place in it, door is always open via jan [at] famebook [dot] com... Also happy to stand up and be different at relevant events!
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