Atlas study examines conversion metrics

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Seattle—Internet users reached by marketers across multiple publishing sites are twice as likely to convert as users reached on a single publishing site, according to a study from Atlas Institute, a division of online ad serving company Atlas, which is owned by aQuantive.

The study was based on an analysis of 5 billion online ad impressions served by a total of 16 advertisers in the retail, manufacturing and health care sectors during the first quarter. It looked at the impact that advertising overlap on multiple sites has on conversions, including online sales, leads and registrations.

“The study validates the fact that most marketers need to plan beyond the last ad seen,” said Jed Fowler, an analyst at Atlas Institute and author of the report. “It’s critical that marketers review all consumer touch points to determine credit for conversions.”

—Kate Maddox

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