eBay has unveiled a new cost per engagement (CPE) video model aimed at measuring better return on investment for advertisers.
The CPE model differs from the common cost per impression/thousand views (CPM) model in that advertisers are only charged when users hover their mouse over the ad and hold it there for a visible three-second countdown. eBay began testing the CPE model in May with Harley Davidson and Hewlett-Packard as debut advertisers.
eBay Australia and New Zealand sales and marketing director David Odgers said: “The CPE model will provide advertisers who are new to the digital arena with a safe and transparent environment to deliver their campaign to engaged users. We believe that this model will be attractive to any business that demands an accurate measurement of consumer engagement,”
Chris Cannon, senior account director at PHD, media agency for Hewlett-Packard, said: "eBay’s video CPE model provided an excellent platform to showcase our client’s new brand image and products to engaged ecommerce users. Paying on a cost per engagement basis ensured we got the most value from the campaign and with measurable results. User engagement and CTR were exceptionally high."
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