One of the big challenges faced by online marketers and agencies that handle large online budgets is maximizing conversions and optimizing online budgets at zero or minimum cost. This issue of the Eyeblaster Analytics Bulletin presents findings on conversions and a multitude of methods that can be deployed to ensure a better yield of successful digital campaigns.
Eyeblaster Analytics BulletinIssue 3 | Trends in Conversions
March 2009Background Summary of findings
In a time of recession, . Click-thru Rate vs. Conversion Rate: Worldwide (WW) '08 CTR is 0.14% accountability of online while WW'08 Conversion Rate stands at advertising becomes more 0.32% - more than double.
critical than ever. Whether you . Correlation between Format Type and Conversion Rate: Rich media ad formats are pursuing a direct response increase the tendency of users to convert by initiative or looking to achieve 2.5x.
. Impact of Data Capture on Conversion measurable branding objectives, Rate: Lowering the number of phases the the focus is on the process of user needs to go through by bringing the conversion mechanism into the banner. `conversion': that moment when You are 5x more likely to convert in a an individual exposed to an ad banner than you are on a site.1performs a desired action. . CTR vs. Data Capture: Comparisons across unique data reveals users are This issue of the Analytics nearly 8x more likely to convert in a banner than click on it and about 34% of Bulletin focuses on the role unique users who interact will fill in form details within a banner.of conversions. Given the . Automatic Optimization and its impact accountability and measurability on Conversion Rate: Conversion rate of online media, what measures of campaigns using an optimization algorithm is significantly higher (1.25x) can we take in order to maximize than the average conversion rate of conversions at zero or minimum rich media and practically double the global average conversion rate for all ad cost? Eyeblaster conversion formats.
tags give the ability to track . Search as a conversion metric: One can measure an increase in search activity user's activity on the advertiser's as a result of display advertising that is site after viewing or clicking on sustained for a sizeable amount of time after the display campaign has finished.an ad, but this is only one of a . Behavioral sequencing: Consumers myriad of methods that can be exposed to targeted messages in deployed to ensure a better yield sequence are more likely to move through a conversion sequence.of success.
Pg 193 - Marketing Sherpa's 2008 1 Pg 193 - Marketing Sherpa's 2008 Table of contents
Research Methodology ............................................................................. 4
Results in Detail ........................................................................................ 4
Post-Click vs. Post-Impression ................................................................. 5
Improving the conversion process with Data Capture ................................ 6
Automatic Optimization mechanism and its impact on conversion rate ..... 10
Search within the conversion process .......................................................1 1
Benchmarks
Appendix 1: North America .................................................................... 15
Appendix 2: Europe ................................................................................ 16
Appendix 3: Spain .................................................................................. 17
Appendix 4: APAC .................................................................................. 18
Appendix 5: Taiwan ................................................................................. 19
3 Analytics Bulletin Issue 3 | March 2009Research Methodology Results in detailThis study is based on data of more than 2,000 Click-thru Rate (CTR) vs. Conversion Ratecampaigns representing 29 billion impressions collected between Jan '08 and Dec '08 covering all sectors. CTR is a valuable metric to measure the amount of users These campaigns represent advertisers using Eyeblaster who wish to visit the advertiser's site, but this in itself is not conversion tags. Conversion rates were based on a true conversion. The common perception is that CTR total conversions with no differentiation of the type. indicates campaign success; the following analysis shows All calculations were performed on daily delivery data that low or high CTR does not necessarily correlate with aggregated to the ad level. the campaign's overall objectives. Conversion tags placed on the advertiser's web site on the other hand, track actual user activity that t... [download for more]
