CPM literally means ‘cost per mille’, or cost per 1,000 impressions. This type of campaign model is suitable for advertisers wishing to increase online brand awareness. The benefit is that you will know exactly how many times your ad has been shown over a certain time. A good idea is to run your CPM campaign alongside other online or off-line activities for maximum impact.
Calculating the cost for a CPM campaign is easy. For example, displaying your ad 10,000 times at a CPM rate of R200, will cost R2,000 (10,000 / 1,000 x 200). CPM rates vary, and can be anything from R120 to R450, depending largely on the industry you operate in and the sites your banner is displayed on. You can of course choose the time period over which you want your impressions to be distributed, by setting a daily cap. Once the cap for that day has been reached, your banner will not be displayed again until the next day. This will continue until it has been shown a total of 10,000 times.
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A CPM ad should implant an image or message into the mind of the user. Make it eye-catching, ensure it is informative, run it enough times so the user will remember but not too many times that they grow tired of it. Finally, spread your campaign over several sites rather than investing all your money in one site.
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