Just an Online Minute... When do they convert?

AdKnowledge today released its Q2 Online Advertising Report (OAR), where the lead finding measures the time lag from a click on a web ad to a sale or registration on a site.

The report indicates that 60% of customers who convert (buy or register) on a site after clicking on an ad do so within the first half hour after clicking. Additionally, 30% converted within the next 7 days.

AdKnowledge also found that click rate performance is directly affected by location of placement types.

Not surprisingly, portal keyword placements generated higher click rates than other ad placement types. Also, Run of Network (RON) and Run of Site (ROS) placements yielded higher click rates on ad networks and content sites than portals.

Also, average CPM rates continue to remain stable with rates comparable to last year. Average rate card CPM rates have stabilized, remaining mostly flat since last quarter. The CPM rate is almost exactly where it was this time last year at $34.23.

This stabilization has occurred at the same time as the number of sites selling advertising jumped this quarter by 13%, according to the OAR.

The full OAR is available in Acrobat Reader format at http://www.adknowledge.com/update/oar_2ndqtr00.pdf.