As CNET continues to refine its branded content program, Kulik is considering changing its pricing model from CPM to CPV, which other publications have done recently.
CPV is increasingly how marketers evaluate ROI. “I don’t want the pricing structure to be a roadblock to partnering,” Kulik said.
Unlike its peers, CNET doesn’t think branded content will replace display, since many brands buy both at the same time.
This tendency might be specific to the nature of CNET’s publication. After all, it reviews tech products, so banner ads offer a way for brands to influence purchasing decisions, Kulik said.
“Everyone says display is dying,” she said, “but the reality is display isn’t dead – for us, anyway.”