Study Reveals That Sixty Percent Of All
Conversions From Online Ads Occur Within The First Thirty Minutes After A Click
AdKnowledge, a division of Engage, Inc. (Nasdaq:
ENGA) today released its Q2 Online Advertising Report (OAR). The report's lead
finding measures the time lag from a click on a web advertisement to a sale or
registration on a web site and indicates that 60% of customers who convert on a
site after clicking on an ad do so within the first half hour after clicking.
“Benchmarks are critical to online marketers.
AdKnowledge is pleased to provide the first glimpse into average time lag from
click to sale and relative performance of placement types,” said Steve
Findley, vice president of analytics, AdKnowledge. “Our powerful technology
combined with sophisticated analyses puts us in a unique position to be able to
provide this kind of valuable information.”
The AdKnowledge Online Advertising Report
- Most initial conversions occur shortly after a
click. A new study conducted for this OAR revealed startling results on the
time lag from a click on an ad to a conversion event. Sixty percent of
customers who convert for the first time on a site after clicking on an ad
do so within the first half hour after clicking. An additional 30% converted
within the next 7 days. A conversion event is defined by the individual
advertiser and is usually an action such as a sale or registration on the
- Click rate performance is directly affected by
location of placement types. When reviewing click rates by placement type it
was discovered that portal keyword placements generated much higher click
rates than other ad placement types. Run of Site and Run of Network
placements showed little variation between portals and other sites and
- 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%.
AdKnowledge uses aggregate statistics from its
powerful data warehouse to supply valuable information in the Online Advertising
Report (OAR) to marketers and agencies to help them optimize their Web
advertising campaigns. The OAR is a compilation of Web advertising statistics
analyzed by AdKnowledge eAnalytics, which provides marketers with a new level of
insight into online advertising brand effects and resulting purchase behavior.
The information is gathered from the AdKnowledge System, which includes four
components that span planning, campaign buying and trafficking, ad serving and
targeting, and reporting. AdKnowledge data is completely anonymous and is
reported in the aggregate. The more than 4500 sites and networks in the
AdKnowledge System are representative of the Web advertising marketplace.
According to Nielsen//NetRatings, the Web-wide reach of U.S. sites and networks
tracked by AdKnowledge is 95.85% of the home audience and 98.42% of the work
audience. The full OAR is available at
The full report is available at no cost:
(requires Acrobat Reader).
© Copyright 1999, Peter De Legge. All
to Marketing Today Newsletter FREE!
Be alerted when new content is published, get exclusive newsletter-only articles
and job listings. Join a virtual who's who of marketers from
do not rent or share our email list.
- Harvard Business School (Working Knowledge)
- Northwestern University, Medill School
Noted Marketing Pros
"I love the site!"
Seth Godin, author, Permission Marketing
As one of the "best business links on the web."
- Business 2.0 Magazine's Web Guide
"Websites worth watching."
- Folio Magazine
Most importantly, our