Doubleclick (NASDAQ:DCLK)
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DoubleClick Releases Research On Clicks, Conversions and ROI Boom
for Search Advertisers In 2004 Holiday Season
Daily Average Click-throughs Double 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 aggregate average daily activity data from search engine advertising
campaigns for the month of December and compared that with the average daily
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.
* The average number of daily clicks in December was more than double
(+109%) the daily average during the 2004 third quarter.
* Conversion rate (conversions divided by clicks) increased 124% during
December when compared with the average daily conversion rate for the
third quarter. Total conversions, measured by clicks resulting in
purchases or other predetermined marketing objective, increased 369%.
* The average price per click in December rose by 23%, but with the
higher click volume, total media spend more than doubled (+157%)
compared to the daily average for the third quarter.
* The daily average for total gross revenue that search marketing
programs generated for merchants was 308% 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 daily averages during the month of
December, specifically December 1 - 24, versus the daily 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 23
offices around the world.
(1) Click charges are the total cost of all keywords to the marketer for
the given time period
Media Contact
Jenny Connorton
DoubleClick Inc.
(212) 381-5183
DATASOURCE: DoubleClick Inc.
CONTACT: Jenny Connorton, DoubleClick Inc., +1-212-381-5183,
Web site: http://www.doubleclick.com/