subject: Examining The Effectiveness Of Ppv Marketing [print this page] If you have been reading widely about emerging marketing systems online, then you surely must have come across the idea of PPV marketing. In case you haven't we will give you a brief overview of what it is, before going on to examine its effectiveness; which is touted as one of its strongest selling points.
So, what is PPV marketing in the first place? Well, PPV marketing is what you would otherwise call 'pop-up based' or 'adware-based' marketing. In other words, it is a form of online marketing carried out through pop-ups, which are served on adware. We have all encountered these things before, only that we may not have been aware of them. The first point of contact (from the ad-target person's perspective) is when they download an adware program. An adware program is one that is distributed free of charge, and given to potential users on the condition that they be ready to be served with adverts through it. This is not something to be uncomfortable about, when you come to think of it. It is very much like free-to-air radio, or free-to-air TV: where you get free useful content, on the understanding that you will be served with adverts occasionally.
Therefore, from the user's perspective, the whole thing is about adware (because what they are interested in is the software and its functionality, with their being served with ads being what they pay in exchange for the free software functionality). From the website owner's perspective - which is where we assume you are standing, the whole arrangement is about the pop-up adverts, hence the name PPV (Pay Per View) marketing. The name PPV marketing makes sense when you look at this arrangement against something like PPC advertising, where as the advertiser, you get charged whenever someone clicks on your advert. In PPV marketing, the user doesn't have to click on the advert. It is automatically served to him or her whenever they conduct an Internet search related to a term you will have specified, or whenever they type a URL you will have specified (on a separate window, as a pop-up). So you pay for each advert so served (as a 'view').
So, just how effective is this PPV marketing?
Well, one would say that PPV marketing, provided it is properly leveraged, can turn out to be one of the most effective online marketing approaches. And here, by the way, we are talking about both cost effectiveness and functional effectiveness.
In terms of cost effectiveness, we see PPV marketing having lesser potential for ad-fraud (which continues to be a major problem online). Provided you optimize your PPV marketing - especially via a proper choice of keywords/URLs to bid on, as well as proper development of pop up adverts, you stand to make much more money per unit spend on PPV advertising.
In terms of functional effectiveness, we are looking at the very huge possibility that PPV marketing comes with of targeted buyers seeing your advert -as it is automatically served. Now compare that to other online marketing systems (like PPC), where the potential buyers actually have to click on adverts to which they have a tendency to become blind, and you see what we are looking at, when we talk about the effectiveness of PPV marketing.
