The Web is not now, nor has it ever been a CPM medium. It’s that simple. That it has been used as one is the result of four related things . . .go to Terry Heaton’s PoMo Blog to read the rest.
He also said
"Moreover, Madison Avenue has been ignoring the wisdom of web usability guru Jakob Nielsen, who has proven that nobody even sees the bloody CPM-based ads anyway, so this sudden discovery that the CPM model is failing really can’t come as a shock to anybody.The good news is that Clickable Print is a great way to push social networking, promotions and other forms of content.
They don’t work, and who would know that better than the people who are actually paying for the ads — the advertisers. They’re now routing around the ad industry and becoming content companies that can play in the real world of the Web.
Yes, folks, advertising is content in the Media 2.0 world. As money gets sucked away from CPMs and moved to promotions, social networking, and other forms of content, Madison Avenue is left scratching its collective head."