Why is it that marketers cannot accurately identify this waste? Traditional media - television, radio, outdoor and others - typically charge advertisers on a cost-per-thousand basis (CPM). These same media do not have an exact methodology to measure the success or failure of an advertising campaign, i.e., return on investment (ROI). We do, and have had for years. In our industry, FindWhat.com and GoTo were the first to realize and act upon this void by launching Pay-Per-Click ads in the late 1990s, where advertisers paid when ads performed.
With MIVA's intense focus on performance and ROI, if Leverhulme, Woolworth or Wanamaker were here today, their complaint about wasted advertising budgets would be reduced dramatically, especially if they advertised with MIVA.
MIVA has continued to evolve as we have aggregated and developed new products and services to better serve our customers. Today we offer a range of products and services through our three industry-facing divisions - MIVA Media, MIVA Small Business and MIVA Direct - aimed at significantly enhancing an advertiser's ability to improve ROI, further minimizing waste and uncertainty.
We were first-to-market with a revolutionary Pay-Per-Call offering - connecting businesses with or without a web presence, with targeted Internet-based leads. MIVA was the first to offer private label solutions to large publishing partners looking to offer a performance advertising solution under their own brand.