Atlas Research Discovers that Consumers Convert at Much Higher Rates When Viewing Ads Across Multiple Web Sites
11 6월 2007 - 7:00PM
Business Wire
The Atlas Institute, a division of Atlas, a provider of digital
marketing technologies and expertise and an operating unit of
aQuantive, Inc. (NASDAQ:AQNT), released a study today that
identifies the impact of advertising overlap across Web portals,
including MSN, AOL, Yahoo! and Google, among others. The report
titled, �How Overlap Impacts Reach, Frequency and Conversions� is
available at:
http://www.atlassolutions.com/institute_marketinginsights.aspx. The
study confirms that advertising overlap on multiple sites has a
significant impact on consumer conversions, which is in stark
contrast with current industry reporting standards that attribute
100 percent of online conversions to the last impression (or last
�click�) seen. The study�s findings show that consumers are more
likely to convert after viewing ads on multiple Web sites.
Therefore, it is more accurate for marketers to attribute
conversions to a full set of impressions and/or clicks. The Study�s
Significant Findings Consumers reached across multiple publishers
were twice as likely to convert as those reached only on a single
publisher. Ninety percent of the consumers that converted were
reached by placements other than the last ad seen. Two out of three
consumers who eventually took a responsive action were reached by
ads across multiple portal sites before converting. �The study
validates the fact that most marketers need to plan beyond the last
ad seen,� commented the study�s author, Jed Fowler, Analyst, Atlas
Institute. �It�s critical that marketers review all consumer
touch-points to determine credit for conversions.� The Atlas
Institute, dedicated to advertising effectiveness research,
conducted the study throughout the first quarter of 2007. The study
analyzed media campaigns of 16 advertisers that spanned the major
retail, manufacturing, and health sectors. The analysis was based
on five billion ads, 1.7 million online sales transactions, leads
and registration conversions and more than 300 million anonymous
users. This latest study confirms that overlapped ads are typically
responsible for the majority of online conversions. A previous
Atlas Institute study �The Combined Impact of Search and Display
Advertising�
(http://www.atlassolutions.com/institute_marketinginsights.aspx)
also reinforces the importance of overlap. It demonstrated that
sponsored search and display advertising together provide a 22
percent higher conversion rate over search alone. �Overlap across
publishers has tremendous implications for an ad campaign�s
performance, marketers can no longer ignore the magnitude of
reaching consumers across multiple sites,� concluded Fowler. About
Atlas Institute Atlas Institute is a division of Atlas, an
advertising technology provider, solely dedicated to conducting
research in online advertising. The Institute publishes Digital
Marketing Insights, a series of publications by the Institute�s
senior marketing analysts and digital marketing experts that help
customers improve their digital marketing effectiveness. Many of
these findings are also made available to the digital marketing
industry at large. Each Digital Marketing Insight report is
designed to help marketers more successfully build value with their
customers, throughout the customer lifecycle: from awareness to
acquisition and from retention to growth. To view a full listing of
the Atlas Institute's Digital Marketing Insights, please visit
http://atlassolutions.com/institute_marketinginsights.aspx About
Atlas Atlas is a leading provider of digital media technologies for
agencies, advertisers and publishers. Atlas solutions for agencies
and advertisers enable the unified management of digital marketing
campaigns across display banners, rich media, search, video, and
Web sites. Atlas solutions for publishers maximize advertising
revenue across all available and developing digital media
platforms. With industry-leading tools and close collaboration,
Atlas helps our clients achieve dramatic, measurable results. Atlas
serves its clients from offices in Seattle, San Francisco, New
York, Denver, Raleigh and London. Atlas, an operating unit of
aQuantive, Inc. (NASDAQ: AQNT), is a member of the NAI, adhering to
the NAI privacy principles that have been applauded by the FTC, and
is the first third-party ad server to complete the auditing process
and achieve ad measurement accreditation by the Media Rating
Council.
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