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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.