Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Advertising : June 12, 2007
Study: multiple ads lead to conversions
Consumers aren't converting simply because of the last ad that they saw online. According to a recent study, users are more likely to convert when they have seen multiple ads across multiple platforms.
“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,” said Jed Fowler, an analyst with Atlas Institute and the author of the study.
Atlas Institute researchers found that consumers who see ads on at least two different platforms are twice as likely to convert to buying than users who viewed only one type of ad. They also found that roughly 90% of consumers attribute the purchase to something other than the last ad clicked upon before the purchase.
"Most marketers need to plan beyond the last ad seen,” commented Fowler. “It’s critical that marketers review all consumer touch-points to determine credit for conversions.”
Fowler based his report on more than 5 billion ads, 16 advertiser's campaigns and 1.7 million online sales transactions throughout Q1 2007.
For online marketers this is an indication and putting all their eggs in one basket, whether paid search, display ads or email marketing is the wrong approach. For good ROI, advertisers need to diversify those online ad campaigns. Utilizing all online ad forms and correctly targeting the ads to the customer is the best way to increase ROI.
Tags: online advertising
Subscribe to BizReport
Latest Headlines
- Are you prepared for an online reputation crisis?
- 7Search upgrades PPC offerings
- Does your target audience have high-speed Internet access?
- Borders.com brings bookstore buzz to Internet
- IAB releases revised ad unit and rich media guidelines
- What does your online reputation say about you?
- Creating a niche is key for social marketers
- Marketers to spend over $2 billion on affiliate marketing
Featured White Papers:

Search Engine Optimization and Pay-Per-Click: A Holistic Approach
Learn how pay-per-click (PPC) and natural search engine optimization (SEO) can work hand in hand to help your business better connect with new customers. >>

12 SEO Campaign Killers
Learn what not to do when launching a Search Engine Optimization (SEO) campaign to attract more visitors, leads and sales. >>

Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:

Successful Promotions
Shows you how effective imprinted promotional items can be for any kind of campaign. >>

Featured Research
- NEW! B-to-B Lead Generation Handbook
Special $200.00 discount for BizReport readers only!
Improve your results and the quality of your leads - download the full report right now.