Leap Day: What It’s Means To Online Marketing
Written by Gregg Poulin (contact - e-mail) -- February 29th, 2008 | Recommend ThisLast week, Wall Street and Madison Avenue were abuzz with the news that Google Paid Search Ad clickthroughs had gone flat in terms of volume. But just as traders dumped the stock and caused its share price to plummet, others were questioning that decision. But one factor that everyone seemed to ignore was the little fact that this year contains a full extra day worth of potential business. This got us thinking - what does that extra day really mean in terms of online marketing?
Looking at our data we know that in January in the U.S. there were 600 billion page views which would be a daily average of 20 million page views. In the 4th quarter of 2007 internet ad spending totaled $7.3 billion or about $81 million per day according to the IDC in a recent ClickZ article.
Combining this with published ad revenue numbers, it would appear that US pageviews collectively have a CPM to marketers of about $4.18.
So marketers will be spending $81 million today that they would not have in the previous three years. In the spirit of GoldenPlace.com’s bizarre marketing efforts (hey, they apparently work…here we are creating buzz), we came up with some ways marketers could spend this money when the year is one day shorter, to put this all in perspective.
The Treasury has made it easy for individuals to reduce the debt. You just have to give a “Gift to reduce Debt Held by the Public“…
…it’s just too bad they don’t take paypal.
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March 3rd, 2008 at 12:54 am
Never thought of it that way, that an extra day means more income and more expenses. You could write a lot about this. What about companies who charge customers monthly, while paying wages by the hour? They lose on both counts - An extra day of service without additional revenue, and more wages.
March 6th, 2008 at 6:02 am
Hi Gregg,
You have described a wonderful factors on online marketing, it’s like an spoon feeding now I’m much clear what does ‘marketing’ means, thanks for sharing such good factors.