About page impressions, banner impressions and CPM

Below is a basic explanation of the terms 'page impression', 'banner impressions' and 'CPM'.

Page impression or page view
Each time a visitor opens any page on our website, a page impression is generated. If a visitor reads 10 pages on the 4WD Action website, he has generated 10 page impressions or views.

Banner impression or banner view is calculated each time a banner is loaded on a page requested by a website visitor. This is different from page impressions, as a page can have more than 1 banner. If a page has 3 banners and someone visits that page, this equals:

Page impression = 1
Banner impressions = 3 (one for each banner placement)

On average, EMG websites have 3 banners per page. In total, our websites generate over 4,000,000 page impressions a month and 12,000,000 banner impressions.

CPM is ‘cost per mile’ or cost of advertising per 1,000 banner impressions. CPM is the most widely used measurement for online advertising and is the most suitable for our websites.

Example: If a website has 10,000 visitors who visit 4 pages each per month, this will generate 40,000 page views. If each page has 3 banners and they are sold for $20CPM, this website would create:

40,000 x 3 = 120,000 banner impressions
If 1,000 banner impressions = $20 then,
120,000 banner impressions = $2,400 [per month]
Or $28,800 per year

There are other measurements for online advertising, such as CPC (cost per click) and CPA (cost per action) – but these depend more on campaign value, advertiser reputation, artwork, placement, targeted demographics and other components. As we usually don’t have control over CPA campaigns and the above components, CPM is the most suitable way to create a satisfying result for both the advertiser and publisher.

For CPM rates visit Quick Rate Card page or Contact Us.