Future of blog advertising
Nothing can be more disturbing then “the death of page views” for publisher’s who run CPM (Cost per Thousand) ads.
Those who are running traditional HTML/XML coded site nothing to worry about it. Concern is Ajax and Flash based pages. The rise of pages using Flash and Ajax pages are refreshing less and less and naturally the ‘page view’ is shrinking.
This will definitely make an effect in both publishing & advertising world, since publishers who uses Ajax/flash will ultimately abandon CPM ads. Problem is you can’t just pass by the beauty of Ajax just to have your CPM ads profitable. Since Ajax is smoother & everyday some wonderful tools are coming out. I have seen lots of Ajax based tools came out in last few months, especially for comments and messaging sections of blogs (those are flexible and way better).
So what should be the move of Ajax based publishers? I think they will move on to CPA (Cost per Action), since CPC ads are getting outdated, even advertisers are paying less and less for that.
What are CPA ads? CPA or Cost per Action is quite complicated. In CPA type of ads publisher will earn for some unknown action taken by readers. It can be click, can be just views etc. How much a publisher will earn will depend on a number of factors about the publisher and advertiser, including whether the ads match the topic of the site, and level of interest of their site visitors. Google is testing in the area and other ad networks are doing quite well with them. Advertisers like them too as they don’t pay for clicks that don’t convert into some measurable action. Since there is always a question of “click fraud? around CPC based ads.
There is an indication that the top site’s less page refresh might even boost their ad real estate value. Since the ad will stay longer and dominate the space. Darren Rowse have an interesting article on this.
CPA ad, Advertisements, CPM, CPC, Page views
