Question

Topic: E-Marketing

Target Cpm For Ad In Mobile Weather App?

Posted by Carol on 12/11/2012 at 6:23 PM ET 250 Points
We're looking at placing an ad in a new, local weather app. The just-released app currently has about 100 downloads; it is owned by a local TV station in a mid-size market. The target audience for this app is appropriate. The station is promising heavy promotion. I've asked for, and the station has agreed to, an out clause in the annual contact if the app doesn't reach a pre-determined level of users/impressions after six months.

I know what price they're asking. Now I need to know what is an average cost per thousand impressions for an ad in this type of mobile app so I can project what the make-it-or-break-it user/impression level will have to be over the course of the year and so I can have some ammo for negotiating.

Thanks in advance for any help you can provide.

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RESPONSES

  • Posted on 12/11/2012 at 8:53 PM Accepted
    I'm not sure there are any norms yet for this kind of advertising. If there are, it probably will vary based on the target audience and locale. There are significant differences in CPMs for most media across markets -- especially local cable-tv and radio, electronic and print, etc.

    My suggestion would be to get CPM pricing for other media in your market. Compare what you're getting to local print and broadcast options, for starters. If Adwords is an option, see what that will cost you too. Ditto banners on hyperlocal news sites.
  • Posted by Moriarty on 12/12/2012 at 2:21 AM Accepted
    You need to think not in terms of what has been done, or what the norms are. Because there simply aren't any norms for this kind of thing.

    This is why entrepreneurs need courage - and imagination.
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