42244 0 3 econsultancy_xml <p>The study looked at 16 advertisers that used Atlas to track their campaigns in the first quarter of the year. It covered 5bn ads served and 1.7m conversions. </p> <p>It found that users reached by campaigns across multiple publishers represented around a third of the number of users reached, but accounted for two thirds of conversions. </p> <p>Atlas recommended that overlap is most effective for branding campaigns, as well as noting that the impact of overlap on conversions will vary between advertisers as <em>"there is no consistent correlation between reach and conversion overlap".</em></p> <p> <strong>Further reading:</strong> <br /> <a href="http://econsultancy.com/reports/online-advertising-networks-buyer-s-guide-2007">Online Advertising Networks Buyer's Guide 2007</a> </p> <p> <em> </em> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>The study looked at 16 advertisers that used Atlas to track their campaigns in the first quarter of the year. It covered 5bn ads served and 1.7m conversions. </Paragraph> <Paragraph>It found that users reached by campaigns across multiple publishers represented around a third of the number of users reached, but accounted for two thirds of conversions. </Paragraph> <Paragraph>Atlas recommended that overlap is most effective for branding campaigns, as well as noting that the impact of overlap on conversions will vary between advertisers as <Quote>"there is no consistent correlation between reach and conversion overlap".</Quote></Paragraph> <Paragraph> <Emphasis>Further reading:</Emphasis> <LineBreak /> <Link URL="http://econsultancy.com/reports/online-advertising-networks-buyer-s-guide-2007" Window="Self">Online Advertising Networks Buyer's Guide 2007</Link> </Paragraph> <Paragraph> <Quote> </Quote> </Paragraph> </FormattedContent> 2007-07-27T12:17:00+01:00 0 1 econsultancy_xml <p> <strong>A new study from aQuantive's Atlas Institute has looked at the effects of running ads across multiple publishers, portals and ad networks, and found that this can have a positive effect on conversions.</strong> </p> <p>The <a href="http://www.atlassolutions.com/WorkArea/showcontent.aspx?id=1758&amp;LangType=1033">study</a> (PDF), (via Google's <a href="http://google-cpg.blogspot.com/2007/07/impact-of-ad-overlap.html">CPG Blog</a>) found that users that are reached across many sites tend to be more avid media consumers, and are often responsible for the majority of conversions. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>A new study from aQuantive's Atlas Institute has looked at the effects of running ads across multiple publishers, portals and ad networks, and found that this can have a positive effect on conversions.</Emphasis> </Paragraph> <Paragraph>The <Link URL="http://www.atlassolutions.com/WorkArea/showcontent.aspx?id=1758&amp;LangType=1033" Window="Self">study</Link> (PDF), (via Google's <Link URL="http://google-cpg.blogspot.com/2007/07/impact-of-ad-overlap.html" Window="Self">CPG Blog</Link>) found that users that are reached across many sites tend to be more avid media consumers, and are often responsible for the majority of conversions. </Paragraph> </FormattedContent> false 1563 363900 Huge value in ad overlap - aQuantive study false 2007-07-30T11:01:00+01:00 huge-value-in-ad-overlap-aquantive-study 2009-04-28T22:55:11+01:00 2009-04-28T22:55:11+01:00 143