Cost per thousand
Fast track (Summarised definition)
Advertising pricing model where advertisers pay for every 1,000 ad impressions served, commonly used for brand awareness campaigns where exposure frequency matters more than immediate clicks or conversions.
Full lap (Full definition)
Cost per thousand, commonly abbreviated as CPM (where M represents the Roman numeral for 1,000), represents an advertising pricing model where advertisers pay for every 1,000 ad impressions served, making it particularly valuable for brand awareness campaigns where exposure frequency matters more than immediate clicks or conversions.
The importance of CPM extends beyond impression counting to encompass brand visibility measurement, awareness campaign evaluation, and reach optimisation strategies. CPM advertising enables businesses to maximise brand exposure within budget constraints, making it ideal for campaigns focused on building recognition rather than immediate response or conversion generation.
CPM advertising operates by charging advertisers based on impression delivery rather than user actions, providing predictable costs for achieving specific reach objectives. This model enables strategic planning for awareness campaigns where the goal is maximising exposure to target audiences rather than generating immediate clicks or conversions.
CPM benefits include predictable pricing, broad reach potential, brand awareness building, and frequency control that enable strategic exposure management. Advertisers can calculate exact costs for reaching specific audience sizes, making budget planning and campaign forecasting more accurate and strategic.
CPM optimisation focuses on audience targeting refinement, creative quality improvement, and placement selection that maximise impression value whilst maintaining cost efficiency. These strategies ensure impressions reach relevant audiences who are more likely to remember and engage with brands over time.
CPM platforms include display advertising networks, social media platforms, video advertising services, and programmatic advertising exchanges that offer impression-based pricing with sophisticated targeting options and audience insights that enable strategic reach optimisation and brand awareness building.
For businesses developing brand awareness strategies, CPM advertising provides efficient approach to building recognition and market presence. Effective CPM management enables strategic exposure planning, audience reach maximisation, and cost-effective brand building that supports long-term marketing objectives through consistent visibility and strategic audience engagement across relevant digital channels.