Really?Just 362 ads per day?That certainly seemed low to me, even after spotting that the study reviews on paid promoting, as antagonistic to the emblem logos you see on everything from soccer stadiums to a biker’s tattoo. The 362 is nowhere near the commonly cited figure of 5,000 per day, although the origins of which are mysterious at best. I looked extra but couldn’t find any better data. Now I was really pissed off and pondered what it would take to make a crude estimate of my own as a simple sanity check.
This at last led to the intense idea of using total ad spending and cost per thousand impressions to calculate total ad impressions per year. This can easily be transformed to ad impressions per person per day. What I like about this method is avoids any are looking to estimate what number of ads an individual sees per minute of media time or what number of ads are theoretically accessible to be viewed. On any other hand, it assumes that advertisers get precisely the impressions they pay for, neither more nor less. This is in no way true in an absolute sense, but I’m willing to trust that the correlation between actual and acquired impressions is close enough to present an answer that’s about accurate.
The table below shows what I came up with. Figures for promoting are easy: eMarketer publishes them all the time. CPMs are harder to find. I ended up using figures from assets adding INFOACRS which itself quotes eMarketer, however from 2008 and MonetizePros. There’s slightly body English in there besides. I do think the results are either affordable or low – another widely quoted authority, Augustine Fou, shows commonly higher CPM figures than those I used, which would result in estimating even fewer impressions from a similar spending.
I looked extra but couldn’t find any better data. Now I was really annoyed and contemplated what it might take to make a crude estimate of my own as an easy sanity check. This at last led to the intense idea of using total ad spending and cost per thousand impressions to calculate total ad impressions per year. This can easily be transformed to ad impressions per person per day. What I like about this technique is avoids any wish to estimate what number of ads a person sees per minute of media time or what number of ads are theoretically available to be viewed. On any other hand, it assumes that advertisers get precisely the impressions they pay for, neither more nor less.
This is certainly not true in an absolute sense, but I’m inclined to trust that the correlation among actual and bought impressions is close enough to provide an answer that’s about correct.
