Will Scully-Power

Improve direct-response performance by capturing data in banner ad
June 16, 2009, 7:29 am
Filed under: Ad Exchange, Ad Network, Data, Research | Tags: ,


A new study by Eyeblaster is based on data representing more than 2,000 campaigns and 29 billion impressions taken over 2008. Findings from Eyeblaster’s Analytics Bulletin, “Trends in Conversions” shows the process by which there is a drop off at every step within the consumer’s mindset, explaining how the elimination of steps will drive higher direct response rates from consumers and why delayed reactions in the funnel are key to boosting conversions.

From rich media, standard advertising to search, the ‘viewer to converter’ funnel tells the full story, giving marketers and advertisers insight on how to utilize the consumer’s path across search and display to capture response rates

Importantly, Eyeblaster’s research shows that capturing users’ details was greatly aided when the advertiser reduced the number of phases to pass through by placing the data collection points within the banner ad.

More: http://www.bandt.com.au/articles/A7/0C061AA7.asp


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