• by July 11, 2001

Engage, Inc. today released its Summer 2001 Online Advertising Report (OAR). Based on data derived from the Engage AdKnowledge System, the current version of OAR focuses on the non-quantified impact branding has on the bottom line through an analysis of creative and conversions.

The report's lead finding determined that when comparing post-impression to post-click, users, those who view the ad and later arrive at a marketer's site by typing in the URL or finding the site through a search or other means, are 60% more likely to repeat their conversions than those who simply clicked on the ad. Further, post-impression converters were twice as likely to reach the confirmation page as post-click converters.

"This study not only underlines the value to an impression without a click but demonstrates to marketers seeking repeat customers and lifetime value, the importance of post-impressions converters in understanding the ROI of online marketing," said Mark Ailsworth, VP of Engage AdKnowledge.

The Engage Online Advertising Report, Summer 2001 findings also include:

1. Only 25%t of ad-related conversions are directly related to clicks; the number of post-impressions, or branding conversions is 44% greater than post-click conversions.

2. The majority of post-impression conversions occur within one day of the ad impression and nearly 4 out of 10 occur in the first 30 minutes. This provides evidence that these conversions are driven by online marketing and are not a result of coincidence.

3. Although standard creative sizes (486x60) still dominate the online marketing industry, some square pop-ups and skyscrapers are significantly more effective when judged by click rate.