eBanners
A few Banner Metrics
CPI – Cost per Impression is one of them and this means that the Banners you see displayed on your Webpage is however counted as an impression and the advertiser pays for it even though it is not something a viewer are clicking on . A useful way of branding your service, product, company or brand, it can be good when aiming for Reach rather than Frequency advertising outcomes.
CPC – Cost per Click however means you are charged every time a viewer finds your banner or text links attractive enough to click on. It is the start of how you can begin to asses how effective your sales/enquiry funnel is shaping up. You can anticipate that the conversions to a sale could be ZERO or 100% dependign on how your creative, call to action and incentive for the specific message you have can be.
CPA – Cost per Acquisition is where the advertiser shares some of the revenue generated from that sale with the advertising enabler such a publisher. For example, some credit card comparison portals work in that way where they make money from the referrals they send out to the Banks.
As you can see the CPI model works really well for publishers while eCommerce websites could do well out of CPI to scientifically measure optimum conversion rates. I was thinking of some other benefits from a CPC Adwords model for the advertiser and came up the idea of subliminal.
Wikipedia references subliminal as follows: A subliminal message is a signal or message embedded in another medium, designed to pass below the normal limits of the human mind‘s perception. These messages are unrecognizable by the conscious mind, but in certain situations can affect the subconscious mind and can negatively or positively influence subsequent later thoughts, behaviors, actions, attitudes, belief systems and value systems. The term subliminal means “beneath a limen” (sensory threshold). This is from the Latin words sub, meaning under, and limen, meaning threshold.
Now I am not saying that Ads are intended to be subliminal but that in effect what we do not focus on consciously must be by default unconscious. Hence what the conscious mind does not register in the background is processed subliminally. One can argue that most of what we do not process consciously is provcessed unconsciously. and yes, it might have an effect on our ideas, preferences and “back of mind” recall … as opposed to”front of mind” thinking …
There is a whole library of information of unconscious thinking out there. I for one really enjoyed the many years spent studying NLP and reading up on the unconscious Mind and Whole of mind development and processing. I intend to devote a whole section of my upcoming blogs on sharing my views, theories and experiences on the subject matter in articles to come.
Cheers,
Dan
