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BREAKING NEWS & VIEWS
Martha, Forbes, ESPN Among Top Online CPMs That Wall Street Journal “News Hub” of short video updates that was launched several months ago is part of a winning strategy at the Dow Jones site, garnering CPM rates of $75 to $100. Learmonth polled agencies and media buyers about where their money is going, and apparently WSJ hasn’t made a video that advertisers don’t like. On the health side, the choices are slim when it comes to environments where drug companies feel safe to peddle their wares, and so WebMD and others in the category continue to earn CPMs above $45. Martha Stewart Living isn’t the only magazine brand to demand premium rates, but the media buyers Ad Age consulted seemed to single out the site for “getting it,” whatever that means. Its $25 CPMs are remarkable for a general interest content category in a women's segment where there really is no shortage of inventory. Advertisers will pay to be intrusive…if publishers give them the chance. A welcome interstitial unit (full-page ad that precedes loading the home page) at Forbes.com is a $90 CPM. Well, after all, if you are going to let a salesman put his foot in the door before your editors even get to say hello, then someone should pay dearly for the privilege. Forbes.com’s audience is choice to be sure, but at The Economist, with 800,000 highly targeted and influential users, site takeovers cost a $91 CPM. YouTube may be struggling to squeeze revenue from advertisers on its own user-generated content, but when a major brand like ESPN sets up a channel page there, the sports publisher gets a $22 CPM. Despite the good fortune of major brands to command top dollar online, even well-targeted inventory is struggling this year. According to the vertical ad network provider Adify, which powers many ad networks that aggregate topic-specific content, prices have declined this year in most categories (see chart). Automotive ad CPMs started the year at a rate of $17.26, and by Q3 had fallen to $12.47. Food and real estate have seen increases this year, however. Real estate brokers have been struggling to maintain business in a down market. The food vertical benefits from more packaged goods advertisers coming online and consumers hunting for bargains in their purchase of staples. Nevertheless, the laws of excessive digital supply and level advertising demand continue to depress CPMs and challenge publishers to create premium havens that buyers deem worthy.  If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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