Working in a field like SEM (search engine marketing), you run into a lot of specialized, technical sounding jargon that describes concepts that, theoretically, should be easy to understand. But oftentimes, laymen encountering our TLAs (three-letter acronyms) are either flummoxed or intimidated (even after they find out what the letters stand for), particularly when we’re talking about a relatively new industry term such as CPV (cost-per-view).

Layman: Cost-Per-what now?
Demystified: Simply put, Cost-Per-View (CPV) is a search-based site view. In other words, CPV is an entire or partial site view that either pops-under or pops-over the current browser (the type of pop depends on the software/adware on your computer). Many companies provide variations of site views, but for this article, these different applications will fall under one umbrella – CPV.

Layman: OK, I’ve seen that stuff show up when I’m searching. How is it doing that?
Demystified: CPV’s functionality is similar to that of Paid Search. An advertiser submits a set of predetermined keywords – prequalifying leads through careful keyword selection and strategic keyword bid management. When a search is made, an advertiser’s website/landing page will appear when the search query or URL string matches the advertiser’s list of predefined terms. CPV eliminates a crucial step in paid advertising – the actual click (CTR). In essence, CPV is a forced click whereby an advertisement is displayed regardless of the user’s intentions.

Layman: Right, but how did it get on my computer? I sure didn’t put it there.
Demystified: CPV is enabled through an application that is sometimes intentionally (but more often unintentionally) downloaded onto your computer. When downloading, you should always be careful about bundled software – make sure to carefully read the full terms and agreements as well as the privacy policies.

Layman: There’s no way it should be working though, since I’ve got pop-up blockers.
Demystified: When you download the intended application/software, CPV adware is sometimes also included within the download package. More responsible companies will stipulate that adware is part of the bundle – watch out for disclaimers like: “this free software is ad supported.” Other companies are a bit more devious and will not openly state that their programs support adware – to find out more check out this link. So in effect, CPV is not part of the current browser window where pop-up blockers may be enabled. CPV is an application rooted within your computer and opens a new browser, bypassing your current browser’s pop-up blocker.

Layman: Great. Does this stuff come with everything I download?
Demystified: In general, adware can be downloaded from numerous programs, including but not limited to: toolbars, instant messengers, games, email icons, atomic clocks, weather monitors, tickers – all types of software. More specifically, companies like 180Solutions, MyGeek, Hotbar, Brainfox, Redux Media and Qoolaid all support Cost-Per-View advertising in some form. To break it down a little, 180Solutions’ CPV vehicles are various Zango applications (as well as 180SearchAssistant) while their advertising vehicle is better known as Metrics Direct. MyGeek provides CPV through adware downloads; they’ve built out an extensive CPV model and interface which they resell to other organizations like BlowSearch and CPVMarket. Hotbar enables CPV through their free toolbar download, while Brainfox and Qoolaid support CPV through adware downloads.

Layman: It must be cheap if they’re making so much of it, right?
Demystified: CPV, which is considered a site view, is a very affordable and effective means of online advertising. Cost-Per-View is priced on both a CPC and CPM model where the highest bidder is displayed first; however, your bid does not automatically get lowered to $0.01 above your next competitor. Since only one advertiser can be displayed for any given keyword at one time, there is usually a breakdown of rank (bids) and % of displayed ads – which varies across CPV providers. So, the highest bidder for a keyword could receive 70% of all impressions while the next highest bidder might receive 20% and the 3rd place bidder would receive 10%. The actual price per impression also varies across CPV providers similar to that of paid search.

Layman: I see. So…I have this ‘friend,’ and my ‘friend’ is running a little side business out of his garage…is this CPV worth it to him?

Demystified: That depends. Say your friend’s business is a SEM. CPV is a search based application, falling within the realm of a SEM. The bottom line is that through a combination of methodical keyword development and strategic keyword bid management and optimizations, clients can hit advertising metrics and meet ROI (return on investment) goals. For both a SEM and a client advertiser, CPV provides a great opportunity to increase online reach and exposure – possibly capturing a previously untapped segment of online users. For an advertiser, Cost-Per-View is a great way for qualified leads to actually visit websites through the “forced-click” CPV model. In addition, this CPV site view could provide a feasible alternative to the traditional search results, which would in turn improve the efficacy of search and the end user’s overall experience; however, I somehow doubt that this is common. In regards to a SEM, many clients aren’t willing to approve pop-up advertising for various reasons – one of them being that they don’t want their brand to be associated with pops. For the end user, pop-ups and pop-unders could become nuisances that ultimately deter them from further online investigation and development. Even more problematic is that the added CPV enabling software can greatly reduce overall computer performance. And finally, there are ethical concerns about unwittingly downloading adware onto computers – but that’s another can of worms.

Layman: …What?
Demystified: Cost-Per-View is still a fledgling form of online advertising for which the ins and outs are continually being defined and redefined. For additional information, contact the respective CPV providers. In the meantime, here’s some quick tidbits:

• CPV providers value the users’ web-surfing experience; to address this concern, 180Solutions limits each unique IP address to 2-3 ad impressions a day while MyGeek limits ad impressions to 4 a day – Gee wiz, thanks guys!
• 180Solutions, which set up shop around April 2000, reports 20M active users worldwide while MyGeek, which started their CPV product in 2004, reports 30M unique users worldwide.
• On January 23, 2006, a public advocacy group slammed 180Solutions with a 91 page class action complaint. Read more here.
• Google has teamed up with Sun Microsystems and Lenovo to help combat “badware,” which can include some CPV applications. To find out more, check out this article.
MyGeek has recently debuted CPVT (Cost-Per-View Text) which is their new contextual product that at the moment only distributes to Wire.com.

This entry was posted on Friday, March 3rd, 2006 at 6:02 pm and is filed under Advertising: Online. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.