Online Ad Viewers, Not Clickers Most Loyal Customers.
June 16, 2001
Engage, Inc. released its Summer 2001 Online Advertising Report (OAR). Based on data derived from the Engage AdKnowledge(R) System and through the analysis of online advertising creative and conversions, the current version of OAR focuses on the non-quantified impact branding has on the marketing campaigns.
The report’s lead finding determined that when comparing those who view the ad and later arrive at a marketer’s site by typing in the URL or finding the site through a search or other means are 60 percent more likely to repeat their conversions than those who simply clicked on the ad. Further, ad viewers were twice as likely to reach the confirmation page as those who clicked.
“Engage knows measurement is vital to marketers,” said Tom Rothfels, Executive Vice President, Worldwide Media, Engage Inc. “As a leader in analytics and online campaign optimization, Engage will continue to use its powerful measurement technology and in-depth analysis to provide valuable information like the OAR to ensure marketers have the information they need to understand and improve upon their online advertising campaigns.”
The Engage Online Advertising Report, Summer 2001 findings include:
1. Only 25 percent of ad-related conversions are directly related to clicks; the number of post-impression, or branding, conversions is 44 percent greater than post-click conversions.
2. The majority of post-impression conversions occur within one day of the ad impression and nearly 4 out of 10 occur in the first 30 minutes. This provides evidence that these conversions are driven directly by online marketing.
3. Although standard creative sizes (486×60) still dominate the online marketing industry, some square pop-ups and skyscrapers are significantly more effective when measured by click rate.
“This study not only highlights the value of an impression without a click but demonstrates to marketers seeking repeat customers and lifetime value, the importance of all campaign viewers in understanding the ROI of online marketing,” said Mark Ailsworth, Vice President, Engage AdKnowledge.
The full OAR report Click below:
http://www.engage.com/oar (requires Acrobat Reader).
