CPM & CPC Prices Show Variation
Razorfish notes than prices for specific digital ad campaigns can vary greatly according to client goals and strategies.
For example, on a per-unit basis, ad networks adwords guide and homepage take-overs on major portals and sites may both have very low CPM costs, but the approaches and goals of each are very different.
In addition, as recently as 2007, average CPC prices on the major search engines ranged from $0.56 to $0.88. As the landscape has become more competitive and brands have become more targeted in their keyword buying, CPC prices are continuing to rise significantly.
Razorfish predicts that publishers will try to create more premium inventory, as well as pull back non-guaranteed inventory from ad networks as they build their own exchanges.
With more dollars going into digital, publishers will try to take more control over their inventory, and in a revived economy, Razorfish expects digital media prices to rise this year.
