Sector Expertise
On Line Communication
One of the fundamental characteristics about on line advertising is that a message is delivered at the real time, 24 hours a day, seven days a week, 365 days in a year. An on line advertising campaign could be launched, updated or removed immediately and it can be constantly monitored. In the traditional advertising this takes time along with high costs.
Generally, there are two main models related to on line advertising available on the web:
The CPM is refer to a kind of advertising that we can define “static”, where the user passively receives the message and where is used a payment metric related to the exposition. This is an advertising push type, in this case is the company that pushes its products through user not request messages. The advertising typology that utilizes this model of payment includes banners, interstitials, bottoms, pop ups, sponsorships etc.
Usually, the CPM is being used when the advertising campaign goal is focus to create brand awareness, in other words increasing the brand awareness to the people.
CPC Model (Cost Per Click)
The CPC model is refer to a dynamic type of advertising, where the user is the one who moves towards the message (pull advertising) and where it is necessary his/her action defined by a click which is the metric to calculate the cost for the advertiser. In brief, the advertiser pays correspondently of how many clicks the message has received on it.
At the moment, the CPC is used in almost every advertising models, especially in keyword advertising and in the contextual advertising.
Generally, the CPC model is used when the advertiser company goal is to generate traffic. The built traffic from a specific target increases the probability of selling for the advertiser.
In recent times, the model has been evolving towards a new model, the CPA (Cost Per Action), where the payment of the advertiser is determined through specific actions the user carry out in the advertiser web site, as a result of the advertising message exposition.
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