Why Cost-Per-Second Ad Pricing Makes Sense for Mobile Ad Buying - eMarketer

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eMarketer Interview

Why Cost-Per-Second Ad Pricing Makes Sense for Mobile Ad Buying

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An interview with

Dr. Erik Nylen

Data Scientist, Parsec Media

Topics: MarketingAdvertising

Interview summary

Theodora Berenson (not pictured) Director, MarketingParsec Media Ad blocking and ad quality are front of mind for publishers and advertisers alike. Both are concerned that the addressable audience for digital and mobile advertising is shrinking, as US consumers increasingly employ ad blocking services out of frustration with digital and mobile advertising. eMarketer’s Cathy Boyle spoke with Dr. Erik Nylen, data scientist at mobile advertising platform provider Parsec Media, and Theodora Berenson, the company’s director of marketing, about how buying mobile display ads based on a cost-per-second [CPS] basis might be a better model.

Interview

eMarketer: What is the argument for buying mobile display ads based on a cost-per-second model instead of cost-per-thousand [CPM]?

Theodora Berenson: CPM is not the best metric because you’re buying impressions that people may not even see or pay attention to. This is especially true for mobile. It’s better to make buys based on the time and attention that consumers give your advertisements and your product, which leads to brand lift.