For those of you who read this site, you might have noticed I’m a big pontificator on ads and models of ads. If it was up to me, some company would pay me $200k a year + stock to come up with cool new ideas for monetizing sites. If you have that job, or would like to create it for me, email me ;-). Anyway, as pageviews are dying, and CPC is rife with click-fraud (its inevitable, don’t ignore that), we as a money loving community need to keep ahead of the curve. So in that spirit, I am going to propose several new ad models right here for your own enjoyment.
Hybrid CPM/C – aka HyC (that sounds catchy)
Hybrid CPM/CPC henceforth to be referred to as HyC is a model based on CPM based ads that give extra bonus to the publisher for action being taken. So lets assume that pageviews are getting cheaper (assume under $10CPM), but companies are still looking to reduce their risk, hence a hybrid CPM model. Take a now cheaper CPM model (less basic risk to the advertiser) and pair it with a direct action compensation model (CPC) and the publisher’s lower potential revenue are now potentially better. The reasoning behind this poorly eloquated idea is the digg effect. Digg visitors are notorious for not clicking ads, but draining your bandwidth. So this model would compensate both camps, the massive influx of visitors from the social sites, as well as the potentially interested customers who click through. So you have a hybrid branding/sales model.
Now you might be thinking, well HTF (how the ….) do we develop this model properly? Well it takes some interesting math skills to balance the equation necessary for this model to work well. Why do I ignore CPA in this model? Well unless you have access to the entire sales chain, its shit. So HyC= CPM+CPC = happy publisher. So I promised you multiple ad models, well…
HyCT – Hybrid CPM/CPT
So how would you change advertising? And do you have any other quirky acronyms or labels for your ads?