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Raja Ramachandran

Friday, June 15, 2007

Ads on Multiple Sites Gives Higher Conversions

Advertising overlap on multiple sites has a significant impact on consumer conversions which has been revealed by the study"How Overlap Impacts Reach, Frequency and Conversions," conducted by aQuantive's Atlas Institute.

The study finds that consumers are more likely to convert after viewing ads on multiple websites; therefore, it would be more accurate for marketers to attribute conversions to a full set of impressions and/or clicks rather than the current industry standard of attributing all online conversions to the last impression (or last "click"), according to Atlas.

Some key findings from the study:

  • Consumers reached across multiple publishers were twice as likely to convert as those reached solely through a single publisher.
  • 90 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.

A previous Atlas Institute study, "The Combined Impact of Search and Display Advertising," found that sponsored search and display advertising together provide a 22 percent higher conversion rate over search alone.

Source MarketingVox

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