This means you will pay $2 each time the ad is viewed 1,000 times. CPM plays a vital role in calculating how much to spend on advertising and includes all ads showcased on the website.Īdvertisers who pay on a CPM basis pay for all ads that appear on a webpage. We often see CPM (cost per mille or cost per thousand impressions) regarding the cost of an online ad. Since every business is unique, it makes sense to figure out what works best for you in order to keep your users engaged.ĬPM and viewable CPM often get mistaken as the same, but they differ slightly. While the real estate directly above the fold is widely regarded as the most viewable position, there is no conclusive evidence to suggest that one position or structure is superior to another. There are other ad placement options, too, like sticky ads and pop-ups, but it's best to talk these options over with your marketing team. Therefore, it's best to consider keeping the design size under 728x90s. With ad placement below the fold, the ad viewability drops to 40%. It might seem like the best option since 100% of the ad appears however, internet users are notorious for “bouncing,” leaving the ad viewability at only 68%-though this is still an improvement, “above average” and certainly better than below the fold. On average, when placing ads above the fold, ad viewability increases as these ad units remain visible without having to scroll down a page. Advertisers need to know what percent in view of the ad is visible and the viewable impressions to determine the final vCPM-any portion of ads not visible on-screen, lying outside the fold, whether above or below, gets deducted from the whole as a percentage.
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