Doubleclick (NASDAQ:DCLK)
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CORRECTED VERSION: DoubleClick Reports That Clicks, Conversions
and ROI Boomed For Search Advertisers in 2004 Holiday Season
Daily Average Click-throughs More Than Doubled in December and Gross Revenue
Increased More than 300% over the Third Quarter Average
NEW YORK, Jan. 12 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ: DCLK),
the leading provider of marketing solutions for ad agencies, marketers and web
publishers, released the final installment of its DoubleClick Holiday 2004
Shopping Report series today, which concluded that search engine advertising
effectiveness spiked dramatically during the month of December (December 1-24).
Performics, the performance-based marketing division of DoubleClick and a
leading provider of search engine marketing (SEM) services and technologies,
analyzed daily activity data for all its clients in aggregate from search
engine advertising campaigns for the month of December and compared that with
the average daily client activity during the third quarter of 2004. Consumer
searches, as evidenced by the number of keyword clicks, increased dramatically
during the month of December. The holiday shopping season saw more consumers
searching and likewise improvement in conversion rates, gross revenue and
return on investment for advertisers.
* The unweighted average number of daily clicks per client in December was
more than double (+144%) the daily client average during the 2004 third
quarter.
* The average client conversion rate (conversions divided by clicks)
increased 124% during December when compared with the average client
daily conversion rate for the third quarter. Total conversions, measured
by clicks resulting in purchases or other predetermined marketing
objectives, increased 446%.
* The average price per click in December rose by 23%, but with the higher
click volume, the average advertisers' total media spend tripled (+200%)
compared to the daily average for the third quarter.
* The unweighted daily client average for total gross revenue that search
marketing programs generated for merchants was 375% higher in December
compared with the third quarter average. The average return on
investment (revenue divided by click charges(1)) rose 58% in the last
shopping month of the holidays compared to the average for the late
summer months.
"Consumers are increasingly finding ads targeted to search queries to be a
valuable service when they are in shopping mode," said Stuart Frankel, Senior
Vice President of DoubleClick and General Manager of Performics. "The success
search advertisers found throughout the 2004 holiday shopping season is further
evidence that search is a critical source of traffic and sales for online
retailers."
Methodology
The data represent Performics' analysis of millions of clicks, ad dollars and
revenue dollars from the aggregated search engine advertising campaigns of all
of its clients. The comparisons are the unweighted daily client averages for
the month of December, specifically December 1 - 24, versus the unweighted
daily client averages for the third quarter 2004 (July through September 2004).
About DoubleClick
DoubleClick is the leading provider of solutions for advertising agencies,
marketers and web publishers to plan, execute and analyze their marketing
programs. DoubleClick's marketing solutions - online advertising, search engine
marketing, affiliate marketing, email marketing, database marketing, data
management and marketing resource management - help clients yield the highest
returns on their marketing dollar. In addition, the company's marketing
analytics tools help clients measure performance within and across channels.
DoubleClick Inc. has global headquarters in New York City and maintains 22
offices around the world.
Media Contact
Jenny Connorton
DoubleClick Inc.
(212) 381-5183
(1) Click charges are the total cost of all keywords to the marketer for
the given time period
DATASOURCE: DoubleClick Inc.
CONTACT: Jenny Connorton, DoubleClick Inc., +1-212-381-5183,
Web site: http://www.doubleclick.com/