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TPN Campaign Types & Rates

TPN offers a range of booking and campaigns types and can accommodate a range of campaigns and rates. Due to the nature of a true performance network TPNs standard rates change periodically in response to market conditions. TPN will honour any rate quoted if booked within 60 days.  TPN uses four campaign types to help differentiate service levels and delivery expectations.

 

1)     Targeted CPM Campaign

These are campaigns utilising advanced targeting options offered by TPN. Campaigns are delivered as fast as possible against a specific target audience. These campaigns take precedence over all campaign types

  • Display rates range from $3.00 to $25.00 CPM depending on the targeting.
  • Email rates from $150 to $300 CPM depending on the targeting and volume. (Lifestyle Survey Network)

 

2)     Branding CPM Campaign

These are typically campaigns whose creative is primarily brand focused and where a call to action is less obvious. Often the Click Through Rate (CTR) is lower than normal direct response performance campaign. These campaign are delivered evenly over the campaign period.

  • Display rates range from $3.00 to $25.00 CPM depending on the targeting. 
  • Email rates from $150 to $300 CPM depending on volume. (Lifestyle Survey Network)

 

3)     High Priority CPC Campaign

These are campaigns with a defined budget that needs to be spread over a defined campaign period. These are often used to promote a wider campaign or specific promotion. After Targeted & Branding these campaigns take priority as inventory forecasting is used to ensure they are delivered within the campaign period.

July/Aug 2010 Rates: 
  • $3.00 CPC for display
  • $2.00 CPC for email (bonus includes one demographic targeting parameter)

 

4)     Low Priority CPC/CPA Campaign

These campaigns can be placed at any rate and compete with each other in an eCPM based auction which determines which campaign gets the majority of the available spare inventory each hour. Effective Cost Per Thousand Ad Impressions (eCPM) is affected by the Cost per Click (CPC) or Cost per Acquisition (CPA) rate paid and the Click Trough Rate (CTR) or Conversion Rate (CR). Delivery of these campaigns cannot be guaranteed.

Rates range from $1.00 to $2.50 CPC and $5.00 to $100.00 CPA depending on the type of campaign and the level of completion. 

July/Aug 2010 Recommended Rate: 
  • $1.50 CPC (inc. display, email, button, text)
  • use CPX calculator to estimate CPA equivalent