Decreasing Page Views Doesn’t Mean Lessening Ad Revenue

Dec 02, 2006

I’ve been of late again and again logging into my Google Analytics account to check how many visitors I’m getting and just about yesterday I started noticing the page views number. That’s why this post titled The Imminent Demise of the Page View at Micro Persuasion immediately caught my attention. It says with the arrival of Ajax and Flash people are going to have to reload their pages less and less and this is going to result in lesser page views for the advertisers and hence, jeopardizing the entire CPM (Cost Per Thousands impressions — I wonder why it is not CPMI) thingy. Well, does it really matter how many times a page is refreshed if the ad isn’t performing much any way? Isn’t it just an illusion?

Darren at Problogger rightly says that

I predict that we’ll see advertising networks start experimenting with new ways of displaying ads that will adapt with the non refreshing page environments that web users will demand. I’m not sure what systems we’ll see but perhaps it’s time for CPS ads (cost per second) or Ajax Auto refreshing Ads…

and I totally agree with that. The advertisers have to advertise and the publishers have to monetize their content through advertising so some or the other model is definitely going to evolve. This will force the advertising networks to come out with more creative promotional campaigns that are going to benefit everybody in the end. And anyway with CPM rates being shamefully so low, it doesn’t make sense publishing such ads on your website or blog unless you are getting a few million visitors everyday.

Technorati Tags: online advertising, ad revenue, blog money, publishing ads