Advertising overlap on multiple sites has a significant impact on consumer conversions, according to “How Overlap Impacts Reach, Frequency and Conversions,” a study 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 only on a single publisher.
- 90% 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,” demonstrated that sponsored search and display advertising together provide a 22% higher conversion rate over search alone.
The Atlas Institute 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.