Study Reveals More Conversions Come After Ad Impressions Alone Than After
A surprising finding from AdKnowledge
has revealed that more conversions come after online banner ad impressions
as opposed to click-throughs.
Adknowledge Inc.’s Online Advertising Report (OAR)
- ROI Impact of Internet Advertising is Greater Than Previously
Thought According to the OAR, on average, there are 33% more
conversion events (such as purchases, registrations, etc.) from users
who only viewed an ad, but did not click, than from users who clicked on
an ad. "With AdKnowledge eAnalytics, we've been measuring
conversions from impressions for our clients to track purchasers who
convert from only seeing an online ad," said Steve Findley, V.P.
AdKnowledge Analytic Services, the company's data mining and analysis
arm. "This data yields two important conclusions. First, the
potential ROI impact of Internet advertising is much greater than
previously thought. Second, advertisers that focus only on clicks or
even post-click conversions may miss vitally important effects of their
advertising campaigns," he explained.
- Ad Conversion Events Peak Mid-Week OAR statistics show that ad
deliveries, click throughs and customer conversion events peak during
the lunch hour mid-week, with the lowest activity taking place on
weekends. In the first quarter, AdKnowledge eAnalytics data shows 38%
more activity taking place at noon Mondays through Wednesdays, than noon
- Web Advertising Growth Continues to Rise According to
AdKnowledge's OAR, the number of ad-supported sites and networks
continues to grow rapidly. In the first quarter, the number of sites and
networks grew by 723 - an increase of 22%.
- CPMs Continue To Stabilize The OAR also shows online advertising
rates continued to stabilize even as availability of sites continues to
grow. Average cost-per-thousand impressions (CPM) rates remained nearly
the same, falling only .48% in the first quarter of 2000 to $33.59 from
the fourth quarter of 1999 rate of $33.75.
About the OAR Report
AdKnowledge uses aggregate statistics from its powerful data warehouse to
supply valuable information in the Online Advertising Report (OAR) to
marketers and agencies to help them optimize their Web advertising
campaigns. The OAR is a compilation of Web advertising statistics analyzed
by AdKnowledge eAnalytics, which provides marketers with a new level of
insight into online advertising brand effects and resulting purchase
behavior. The information is gathered from the AdKnowledge System, which
includes four components that span planning, campaign buying and
trafficking, ad serving and targeting, and reporting. The more than 4,000
sites and networks in the AdKnowledge System are representative of the Web
advertising marketplace. According to Nielsen//NetRatings, the Web-wide
reach of U.S. sites and networks tracked by AdKnowledge is 95.85% of the
home audience and 98.42% of the work audience.
The full Online Advertising Report is available at: www.engage.com/adknowledge/oar/oar_docs/oar_1stqtr00.pdf
(Adobe Acrobat Reader 4.0 Required).
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