Cost Per Human: What really matters to advertisers
Provided by Rezonence
Buy the guaranteed attention of a human being using FreeWall® technology
Tell us about the Opportunity / What is it?
One look at the online advertising industry and it all seems to be doom and gloom. Headlines proclaiming 198 million people globally use ad blockers, that online fraud costs UK advertisers £277m, and that 86% of consumers suffer from banner blindness isn't making the industry any more attractive to advertisers.
Then you have AdBlock Plus recently announcing its tech is now viable on mobile devices, along with Apple bringing in their own ad blocking technology with iOS 9. So the current problems facing online advertisers are now replicated on mobile media too.
What is the Marketing Objective?
These issues are causing a huge problem for marketers who require the attention of human beings. What's at the root cause of all this? To put it simply it's the buying of CPM inventory, because of its inefficiencies.
All these issues can be negated if advertisers start to assess and pay for inventory on a cost per human (CPH) basis. This is the only way to buy the guaranteed attention of a human being with regards to a brand message, and better yet, to only buy the guaranteed understanding of a human being of a brand message.
How does it work?
Buying on a CPH basis is possible today because of tech like FreeWall®, allowing advertisers to buy formats on a cost per engagement (CPE) basis. Effective engagement with consumers has been validated by cognitive and neurological research to help deliver greater understanding and memorability of campaigns.
Then if you layer the ability to engage individuals, only as often as required to ensure understanding, CPE becomes CPH. After all, once you have successfully engaged with a consumer with one message you don't need to keep up a constant stream of the same messaging.
Who's used it in the past?
Brands : Sky, Lloyds, Sage, Airbnb, Unilever, Bet 365, TopGear, Tear Fund, Vodafone, Sandals, Health Lottery, BHF, Publishers : Haymarket, Johnston Press, Telegraph Media Group, 1XL, BBC Worldwide, City AM, WebAds, Bauer
Features / Benefits
Buying on a CPE basis ensures proven reach for your digital campaign. It means your brand message was seen, understood and engaged with by a human. • 100% viewability • 100% accountability • 0% ad fraud • 0% wastage •