Digital Media Cost Models

Berdasarkan data emarketer pada tahun 2020 diprediksi YoY growth digital ad spending sebesar 40%, sedangkan pertumbuhan total ad spending tumbuh hanya 14%, ini berarti pertumbuhan traditional ad spending jauh di bawah digital ad spending dan semakin banyak perusahaan yang beralih beriklan dari traditional media ke digital media.

Perusahaan yang akan melakukan promosi melalui digital media tentunya wajib mengetahui digital media cost models, sehingga campaign-nya tepat sasaran dengan cost yang efektif. Hal ini penting untuk efisiensi cost marketing yang pada akhirnya berpengaruh pada profibiltas perusahaan tersebut.

Diambil dari referensi Google Adwords, pada dasarnya publisher melakukan charge pada advertiser menggunakan 5 media cost model yaitu Cost-per-thousand impressions (CPM), viewable Cost-per-thousand impressions (vCPM), Cost-per-click (CPC),  Cost-per-action (CPA) dan Cost-per-view (CPV).

Berikut penjelasan dari masing-masing model tersebut :
  1. CPM: Pay every time the publisher serves your ad. Most often used for raising awareness of your company or product, rather than persuading customers to buy right now.
  2. vCPM: Pay every time your ad is displayed on screen, to raise brand awareness but only pay for impressions measured as viewable. The “v” means the ad is viewable, which is defined as 50% of the ad being shown on the screen for over one second (not buried lower on the page, or displayed on a page where someone navigates away while the page is still loading).
  3. CPC: Pay each time someone clicks on your ad, regardless of what happens after the click. This works well if you’re focused on increasing sales or website traffic.
  4. CPA: Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website. Publishers take on more risk when using the CPA model, since there’s no guarantee that someone will click the ad. This can make CPA campaigns a bit pricier than other options, but with higher returns.
  5. CPV: Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad. This is the default option for video ads.
Jadi pemilihan digital media cost models tergantung pada goal perusahaan masing-masing, semisal mau meningkatkan brand awareness produknya bisa menggunakan CPM atau vCPM. Bila ingin meningkatkan trafik website bisa menggunakan model CPC.