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  • "ShipServ is a vital tool for us as a leading European ship chandler and we need to be highly visible in the ports we serve as it is used by all the leading shipping companies."

    George Saris, President
    Atlas Ship Chandlers

  • "We started to use TradeNet just to save time and stop manual typing of orders, but now we get other substantial benefits including vital benchmark data on suppliers’ response times that help us in all our negotiations."

    Knut Ove Thuland Hansen, Purchasing Manager
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  • "Time is the biggest saving through ShipServ. We have detailed data that tells us that the amount of time we spend per vessel each week has dropped from 9.2 hours to 7.9 hours."

    Richard O'Malley, Purchasing Supervisor
    Crowley Maritime

  • "Encouraging our suppliers to adopt the e-commerce platform has been well worth the effort. We have reaped significant cost savings from streamlining our purchasing processes."

    Charles Ong, Purchasing Manager
    Keppel Shipyard

  • "Since joining ShipServ in 2012, we have gained 7 new clients in 18 months. It has helped our company be seen in the international shipping market as both ShipServ Pages and TradeNet are used by many different shipping companies and it also speeds up the process between buyer and supplier."

    Valeria Assandri,Machinery & Replacement Parts S.r.l

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6 January 2011

Online Marine Advertising Tip #6 (of 10): Do The Math

The standard metric for advertisers is CPM, or cost per thousand impressions. An impression is counted as when a web page is displayed – so the beauty of CPM is you’ll get exactly what you pay for. Pay for your ad to appear 3,000 times – it’ll appear 3,000 times. Compare this to advertising in a magazine or exhibiting at a trade show where there’s no guarantee people will see your ad or booth.

Use CPM as a way to compare which sites offer you the best value – but don’t forget to factor in waste. If 50% of the traffic is outside your target market, then in real terms the CPM is double the stated CPM.

Of course, the lowest CPM site is not necessarily the best value. Sites with higher CPMs usually have earned their rates by attracting high-quality traffic. Only you can judge whether a higher CPM is worth it.

Other pricing models
Beyond CPM, some sites give the impressions free and charge by:

CPA or CPE cost-per acquisition or engagement – an acquisition would be a sale, an engagement would be an action, like playing a game, answering a poll, or taking a product tour

CPL cost-per-lead – a lead being defined as (for example) a free registration for something like an e-newsletter

CPC or cost-per-click – paying for every time your advert is clicked on

These can be good ways to buy, but buying impressions by the thousand is still the most common way to advertise.

(Article taken from “The 10 Essentials of Online Advertising in Shipping”, a ShipServ eBook)

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