May 2008
Epic Advertising, the New York-based online performance marketing company, today announced the official launch of Performance CPM (pCPM), a patent-pending metric that allows advertisers to track performance-marketing campaigns by measuring "induced visits." Advertisers can now determine campaign effectiveness utilizing a new, more comprehensive approach.
The premise of pCPM is rooted in induced visits, or visits to an advertiser's site tracked beyond direct clicks. A visit to an advertiser's site is "induced" if it results in any way from an ad, even if there is no immediate response or direct click path from ad to site. This metric goes beyond traditional campaign measurement tactics by employing scientific techniques to discern the broadest types of cause and effect, excluding things like "accidental clicks."
Along with measuring induced visits, the metric encompasses elements from traditional tracking methods - CPC, CPM and CPA - as well as inherent branding impacts to offer a more holistic view of an online advertising campaign's success. Because pCPM involves only statistics, it avoids any retention of Personally Identifiable Information (PII).
Prior to its release, Epic Advertising's pCPM was refined internally over a 6-month period and tested in beta on a handful of selected advertising campaigns. Beta test results demonstrated induced visits accounted for a 60% increase on top of clicks. The results also showed that the measurement helped to ascribe value to branding ads seen but not actually clicked.
"pCPM alters the way online advertisers can gauge the true value of their campaigns by allowing them to now measure true effectiveness and influence," says Don Mathis, President of Epic Advertising. "For instance, if you see an ad without clicking but remember the company's URL, and then visit the site later, we would capture and realize that induced visit as part of pCPM."
Added Mathis, "This method lets our advertisers do two new things: they can see the impact of an ad beyond direct clicks, and they can put a solid measure of user-impact on their traditional brand-oriented CPM campaigns. It encompasses the standard metrics used in the marketplace as well, so it is more comprehensive. We believe our method, marrying marketing and technology, is the next step in online marketing campaign tracking and will serve as a model for the industry."
Want to see what 24 hours of creative awesomeness look like? Click here.
This news message is supported by The Creative Finder, an online platform for photographers, illustrators, designers, and art directors to promote their portfolios towards new clients and collaborators. Creatives who wish to sign up for an account can save 10% off annual fees with promo code 'designtaxi'.
