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Sky Looking To Price Media Around Outcomes Rather Than CPMs

  • The Drum, Monday, November 9, 2015 6:37 AM

Sky wants to be able to plan and trade its TV media to match the customer journey as advertisers like Vodafone realise the role the medium can play in driving business objectives when baked fully into an integrated media plan. However, understanding that value is tricky and consequently trading media continued to use a cost per thousand (CPM) model. Sky Media is one broadcaster trying to buck the trend and is looking at outcome trading to elevate the value of its media.

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