June 23, 2008 08:00 ET
Online Advertising Purchasing Problem Solved: CityAds.net Enables Advertisers to Accurately Track and Quantify Online Ad Results
Media Buyers Can Now Purchase and Measure All of Their Advertising With a CPM Model Consistently Across the Board
SALT LAKE CITY, UT--(Marketwire - June 23, 2008) - Advertisers have always grappled with
quantifiably measuring the return on investment of advertising while
publishers have struggled with bringing the best value and results to their
advertisers. Although online advertising represents an additional way to
target potential customers, it has limitations which make it hard to
evaluate and compare its value to other traditional advertising mediums
such as television, radio and print. CityAds.net is addressing this issue
with a new way to directly track who exactly is viewing online ads, and
changing the way online advertising is packaged and sold to advertisers.
For decades, media buyers who purchase advertising on TV, radio and
magazines relied on a charging model using the Cost Per Thousand (CPM)
system and the Gross Rating Points (GRP). Traditionally, these systems of
measurement have not worked with online advertising purchases since online
advertising typically follows several different tracking and pricing
models, including CPC (Cost per click) or an online CPM (cost per thousand
page views) making it difficult for media buyers to accurately manage their
advertising budgets and purchasing priorities.
"It has been challenging trying to manage my advertising budget
consistently across all media because online advertising typically has a
different purchasing model," said Elisabeth Nebeker, Broadway Across
America - Utah. "With CityAds.net, I can now use both the GRP and CPM
systems which have helped me to understand my market reach and frequency as
well as my target audience."
Based on circulation, ad size and medium, traditional CPM determines how
much an advertiser has to spend to reach their target audience. Online
advertising has not used the traditional CPM model because of the inability
to calculate views and circulation accurately, ultimately relying on CPC
models or calling "CPM" a simple and vague "cost per thousand views." The
current "online" CPM model tracks page views that the ads reside on, not
whether the ad actually appears to the viewer, and does not take into
account circulation like traditional CPM model. With this online CPM model
many ad views are tracked and reported that never appear to the viewer.
With Cost Per Click models, advertisers pay per click so they are not at
risk of paying for an ad that does not appear.
With the CityAds.net Billboard Platform, ad views are tracked only if ads
appear in the visible area of a viewer's browser. In addition the platform
tracks clicks, individual computers (Unique Viewers) IP addresses
(households) and percentage of unique viewers in the market that the ads
have reached. This brings reach and frequency into the online CPM mix and
makes use of the traditional CPM model possible with the Internet.
Advertisers and media buyers can now accurately manage their advertising
budgets across the board -- TV, radio, magazines and online and distribute
quality branding display and video advertising.
"Prior to this technology, publishers were unable to calculate GRP because
they truly couldn't know the percentage of the market they were reaching.
Being able to understand and track the audience, know the market and how
frequently you are reaching them, is as imperative with online advertising
as it is with all other advertising mediums," said Alan James Edwards,
executive vice president and co-founder of CityAds.net. "Yet historically
online advertising has not done that. Now it's possible with our platform
because we have a way to bring circulation into the equation and measure
ROI as well or better than with TV, radio, print and direct mail."
The CityAds.net Billboard Platform enables local businesses that
traditionally have been unable to leverage the power of the Internet due to
cost and technology hurdles, to leverage appealing and eye-catching online
videos to attract new customers. http://cityads.net.
CityAds.net is the only video advertising network that lets local
businesses take advantage of the power of online advertising. Local
businesses can use CityAds.net to easily create high quality video ads for
distribution on the regional Web sites their potential customers visit
every day. CityAds.net displays advertising based on the viewer's
location, so advertising gets in front of the potential customers that
local businesses want to reach most. Online publishers can use the
CityAds.net ad engine to turn their Web sites into revenue generating
machines, populating their sites with localized advertisements that are
relevant to their visitors in addition to running their own video
promotions and advertisements on their Web site and other Web sites on the
For more information, visit www.CityAds.net.