Cost-per-engagement pioneer tackles wasted impressions with exposure-based viewable impressions pricing; launches new “Content Ads”
SAY Media today announced its cost-per-exposure (CPX) pricing model and the availability of “Content Ads” – a new ad product designed to meet the unique needs of small- to medium-sized businesses – that will be billed on the company’s new exposure-based pricing methodology. Helping lead the industry shift away from an impressions-based pricing structure and toward a more accountable and transparent model, SAY Media has developed the technology needed to ensure advertisers get the most value by charging only for ads that are visible within a user’s browser.
“Counting ads served and not ads seen is one of the biggest problems plaguing digital media. Web publishing today is built on an unconstrained pricing model that incentivises more ‘impressions’ regardless of any connection to real users. In fact, according to comScore’s figures, more than 30 percent of ads served go unseen by consumers, which means one-third of advertisers’ dollars are wasted,” said Matt Sanchez, CEO, SAY Media. “Similar to our industry-first efforts around cost-per-engagement, the launch of CPX eliminates these wasted impressions by only charging for ads seen by consumers.”
The company’s newly released Content Ads feature a highly refined creative execution that looks and feels tightly integrated with adjacent editorial content. These ads are the company’s first product to be billed on the CPX-accountable pricing structure. This combination of factors help SAY Media clients achieve an average click-through rate three to four times higher than the industry average and guarantees brand exposure for their advertising spend. The introduction of this new ad unit and its exposure-based pricing coincides with a wider demand for accountability of display advertising metrics that the IAB, ANA and 4A's recently brought to light with their landmark "Making Measurement Make Sense" initiative.
SAY’s initiative around standardising a viewable impressions pricing model remains consistent with the company’s Clean Campaign vision to make digital media premium by eliminating webpage clutter and creating the right balance between editorial and advertising. SAY’s efforts to create more accountability and transparency in the industry through measures like CPX will provide a truer picture of the ROI of digital advertising and ultimately attract more advertising dollars for digital.
About SAY Media
SAY Media is a digital publishing company that creates amazing media brands. Through its technology platform and media services, SAY enables its portfolio of independent content creators to build passionate communities around key consumer interest areas such as Style, Living, Food and Tech. The company provides simple and accountable ways for the world’s top brands to engage with these passionate audiences, at scale, with a reach of more than 500 million people around the world. SAY Media is headquartered in San Francisco, with offices across North America, in the UK and Australia. For more information visit www.saymedia.com.