CPE drives comms and value

The cost per engagement model Michael Nutley discusses (MW 26 August) is designed to drive ROI value for advertisers in terms of only paying the media partner based on user interactions with any branded content hub.

However, there is an incremental value, over and above CPE, in the form of a communications byproduct.

The nature of CPE means media partners are proactive in driving scale and interactions to a branded content hub as this is the only way they are monetarily rewarded.

For example, it encourages them to run a variety of digital platforms, such as PPC and SEO, to drive scale to the branded hub.

Media partners who have access to a large portfolio of sites within their network can run display advertising to drive scale to the content hub and therefore earn more of the CPE budget. The byproduct for the advertiser here is that their display ads are run across a variety of sites thus driving incremental reach that isn’t paid for on a CPM basis. Even if users don’t click on the ads to reach the content hub, the advertisers have experienced added value exposure.

The same goes for any offline communications that the media partner decides to run to drive scale to the branded hub – a press or newspaper ad with a call to action to visit the site.

Because CPE is a strong model that encourages the media partner to deliver a multiplatform comms approach that drives value over and above engagement, it is attractive to advertisers.

Erfan Djazmi
Digital account manager, Carat

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here