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Cost Per Hour (CPH)- Time Based Programmatic Ad Buying

Advertisement industry have evolved drastically, with each new Advertiser demand there is new technology needs we are seeing.

Impression Based Advertisements 

First it when advertiser wants to move to digital and count everything that is serving on to their potential customer. Which leads to CPM Cost Per Miles Model of Ad buying and sales.

Click/Lead/Acquisition Based Advertisements 

At the same time some of the advertiser demand to track the the lead,conversion,clicks etc. Advertisers reach a large number of people. Advertiser are interested in brand awareness over the immediate sale which leads to Cost per Lead (CPL) and Cost per Acquisition (CPA) and Cost Per Click (CPC).

Viewable Impression Based Advertisements

With too much bot traffic and fraudulent clicks coming from the publishers which we are still causing problems for Advertisers and Ad Networks. Advertiser demand to work with Viewable impressions where For Display, 50% + pixel and for 1 second (2 seconds for video) is counted as a viewable impression. We went on to create Viewable Impression Based Ad buying. Which is still hard to meet as per Advertiser’s requirement. Which is still hard to match with Media Agency such as GroupM demanding 100% Viewable Impression considered to valid and are billed. With all this, Main question we are yet to answer, Viewability and Exposure time for any ad that is serving, Considering the standard as 1 second and n% as a criteria for viewbable impression. But Does it assure that Ad have good Exposure time and Advertisement convey what it is meant for Viewability and Exposure time for any ad that is serving, Considering the standard as 1 second and n% as a criteria for viewbable impression. But Does it assure that Ad have good Exposure time and Advertisement convey what it is meant for. Check our the Video which can explain the above points (Courtesy Elium  )

So What Is Cost Per Hour/Minute/Seconds (CPH)?

Instead of measuring the just “x Seconds” and “X” Pixels of ad to count it as a viewable impressions. In this approach, We will calculate the total time spend by the User to view the ad and Portion of the ad in the inview. Advertiser have to pay based on the number of seconds/Hour/Minutes User viewed the ads. Recently New-York Time have effectively implemented this approach to give ROI to Advertiser. Check out the below cost per hour comparison with CPM Financial Times rolls out ‘cost per hour’ advertising metric in 2015 Reference: Research Paper By Nikul Sanghvi Financial Times CPH
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My name's Sachin, and I am Blogger and tech geek, currently working in Digital Advertisement Domain having work experience of more than 3 years. Ad-Tag Macros is the professional association dedicated exclusively to online advertising operations and technology. We focus primarily on topics such as ad serving and related technologies, yield management, policies, procedures, and standards. Experience Platform DFP Small Business Google Analytics Native Ads Mgid WP ComScore Blogspot AdSense Skills HTML/CSS Javascript Yield optimization Trafficking Mobile web ads Display, video ads Troubleshooting creative issue SEO and Blog revenue Optimization For Any Queries Please Contact Me Contact@adtagmacros.com