[NPL] AdKnowledge Proves Click Rates Ineffective
TweetFollow Us on Twitter

[NPL] AdKnowledge Proves Click Rates Ineffective

AdKnowledge Proves Click Rates Ineffective for Web Marketing Optimization

Report Shows Little Correlation Between Click Rates and Conversion Rates;
Online Marketers Need to Understand Real Drivers of Brand Awareness and
Purchase Behavior

Palo Alto, Calif. - August 16, 1999 - AdKnowledge today released its Q2
Online Advertising Report (OAR). This report is a compilation of Web
advertising statistics and trend analyses gathered from the AdKnowledge
System, and analyzed by the new AdKnowledge eAnalytics division. Together,
the AdKnowledge System and eAnalytics enable marketers and agencies to
measure, optimize and execute Web marketing campaigns. Leading the reports
findings are statistics demonstrating that click rates have little value as
indicators for return on investment (ROI) optimization because their
correlation to conversion rates is so low.

There has been a lot of talk lately about declining click rates, said
AdKnowledge Vice President Steve Findley. This new data proves that Web
advertisers who are just looking at click rates are missing the bigger
picture. The Web is fast becoming a more sophisticated advertising medium.
Because its so measurable, data mining will be increasingly used by smart
marketers to optimize current campaigns and point the way towards more
efficient campaigns in the future. Our customers already are taking
advantage of this capability in AdKnowledges new eAnalytics and DataDNA
services, he added.

The AdKnowledge Online Advertising Report findings include:

1. Click Rates Alone Are of Little Value According to the AdKnowledge OAR,
only 14.3% percent of the time is the ad with the highest click rate in a
campaign also the ad with the highest conversion rate. (Conversion rate is
considered to be the rate at which people are converted from a view of an
ad on the Web to a desirable action on an advertisers site, like a sale or
registration.) Other data shows that when selecting the best Web sites for
a campaign based on click rates and not conversion rates, there is a 50/50
chance of choosing incorrectly. Leaving that much to chance is simply
unacceptable in Web marketing today, said Findley.

2. Web Advertising Expansion Continues
According to the AdKnowledge OAR, the number of sites and networks seeking
advertising has continued to grow. In the second quarter, the number of Web
media properties grew by 296 sites. At the end of March, the Web included a
total of 1,815 sites and networks that accepted advertising, by the end of
June, that number had risen to 2,111 an increase of 16.3%.

3. Average CPMs Decline Further
The report shows online advertising rates continued to decline in Q2, at
the rate of 2.1% for the quarter. In Q1, average CPM cost was $34.96, while
the average CPM cost in Q2 was $34.23. While not a significant dip, it is a
steeper decline rate than seen in Q1, (0.5%) but not as steep as seen in Q4
last year (3%).

4. Rich Media Acceptance Continues Growth The report shows that interest in
rich media advertising continues. All rich media formats experienced
double-digit growth this quarter, as the number of sites accepting rich
media ads continues to increase.

About the OAR Report
AdKnowledge uses a powerful data warehouse to supply valuable information
from its 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 a new level of insight into online brand awareness and 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. As the only provider
of a complete set of Web ad management services exclusively to marketers
and agencies that is independent of the media, AdKnowledge is in a unique
position to provide an unbiased snapshot of the online advertising market.
The AdKnowledge Systems database contains more than 2,100 Web sites,
which, according to Nielsen//NetRatings, reaches over 94.1% of the overall
Web audience. The full OAR is available at
http://www.adknowledge.com/oar_2ndqtr99.pdf (requires Acrobat Reader).

About AdKnowledge
AdKnowledge is the only provider of complete Web marketing management
services focused entirely on the needs of advertising buyers. AdKnowledge
combines eAnalytics and data mining with outbound campaign management to
provide sophisticated marketers and agencies with insights into what drives
brand awareness and purchase behavior across all Web sites and networks.
The AdKnowledge System, an easy-to-use, Web-based tool, enables clients to
act on those insights to execute, measure and optimize Web marketing
campaigns. By not selling media, the company remains independent and can
provide marketers with unbiased intelligence. AdKnowledge is a privately
held company, funded by Kleiner Perkins Caufield & Byers, Mayfield Fund,
The Walden Group, Partech International, Sandler Capital Management,
Techno-Venture Co., Ltd. and GeoCapital Corporation. The companys
headquarters are in Palo Alto, California, with offices in New York.
Contact via phone at 650-842-6500 or on the Internet at
http://www.adknowledge.com.

###

Contacts:
Michele Schott Pat Lucas
AdKnowledge Big Sky Communications, Inc.
650-842-6502 530-888-8311
mschott@adknowledge.com pat@bigskypr.com

 
AAPL
$117.60
Apple Inc.
-1.03
MSFT
$47.47
Microsoft Corpora
-0.12
GOOG
$541.08
Google Inc.
+1.81

MacTech Search:
Community Search:

Software Updates via MacUpdate

MacUpdate Desktop 6.0.3 - Discover and i...
MacUpdate Desktop 6 brings seamless 1-click installs and version updates to your Mac. With a free MacUpdate account and MacUpdate Desktop 6, Mac users can now install almost any Mac app on macupdate.... Read more
SteerMouse 4.2.2 - Powerful third-party...
SteerMouse is an advanced driver for USB and Bluetooth mice. It also supports Apple Mighty Mouse very well. SteerMouse can assign various functions to buttons that Apple's software does not allow,... Read more
iMazing 1.1 - Complete iOS device manage...
iMazing (was DiskAid) is the ultimate iOS device manager with capabilities far beyond what iTunes offers. With iMazing and your iOS device (iPhone, iPad, or iPod), you can: Copy music to and from... Read more
PopChar X 7.0 - Floating window shows av...
PopChar X helps you get the most out of your font collection. With its crystal-clear interface, PopChar X provides a frustration-free way to access any font's special characters. Expanded... Read more
Carbon Copy Cloner 4.0.3 - Easy-to-use b...
Carbon Copy Cloner backups are better than ordinary backups. Suppose the unthinkable happens while you're under deadline to finish a project: your Mac is unresponsive and all you hear is an ominous,... Read more
ForeverSave 2.1.3 - Universal auto-save...
ForeverSave auto-saves all documents you're working on while simultaneously doing backup versioning in the background. Lost data can be quickly restored at any time. Losing data, caused by... Read more
Voila 3.8.1 - Capture, annotate, organiz...
Voila is a screen-capture, recording, and annotation tool that is a full-featured replacement for Mac's screen-capture and screen-recording capabilities. It has a large and robust set of editing,... Read more
SyncTwoFolders 2.0.6 - Syncs two user-sp...
SyncTwoFolders simply synchronizes two folders. It supports synchronization across mounted network drives and it is a possibility to run a simulation showing in a log what will be done. Please visit... Read more
Duplicate Annihilator 5.1.1 - Find and d...
Duplicate Annihilator takes on the time-consuming task of comparing the images in your iPhoto library using effective algorithms to make sure that no duplicate escapes. Duplicate Annihilator detects... Read more
HandBrake 0.10.0 - Versatile video encod...
HandBrake is a tool for converting video from nearly any format to a selection of modern, widely supported codecs. Supported Sources: VIDEO_TS folder, DVD image or real DVD (unencrypted -- CSS is... Read more

Latest Forum Discussions

See All

Screeny (Utilities)
Screeny 1.0 Device: iOS iPhone Category: Utilities Price: $.99, Version: 1.0 (iTunes) Description: Screeny is an utility app that helps you save space consumed by screenshots. It screens your camera roll and helps you to filter and... | Read more »
Tilt to Live Bundle Set to Arrive This T...
Tilt to Live Bundle Set to Arrive This Thanksgiving Posted by Ellis Spice on November 25th, 2014 [ permalink ] One Man Left has unveiled an upcoming Tilt to Live bundle, allowing players to get the series for a di | Read more »
BattleLore: Command (Entertainment)
BattleLore: Command 1.0 Device: iOS Universal Category: Entertainment Price: $9.99, Version: 1.0 (iTunes) Description: ***NOTE: Compatible with iPad 2/iPad mini, iPod touch 5 and up and iPhone 4S and up – WILL NOT RUN ON EARLIER... | Read more »
Weather Or Not Review
Weather Or Not Review By Jennifer Allen on November 25th, 2014 Our Rating: :: STYLISH WEATHER REPORTINGiPhone App - Designed for the iPhone, compatible with the iPad Check the weather quickly and conveniently with Weather or Not... | Read more »
The All-New Football Manager Handheld 20...
The All-New Football Manager Handheld 2015 is Available Now Posted by Jessica Fisher on November 25th, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Six iOS Games to Get You Ready for Thank...
Image Source: Friends Wiki At this point in the month, you or at least a few people you know are probably getting ready to scramble around (or are already scrambling around) for Thanksgiving Dinner. It’s a hectic day of precise oven utilization, but... | Read more »
Call of Duty: Heroes: Tips, Tricks, and...
Hello Heroes: What’d we think of Call of Duty‘s take on Clash of Clans? Check out our Call of Duty: Heroes review to find out! Just downloaded Call of Duty: Heroes and need some handy tips and tricks on how to get ahead of the rest? As we often do,... | Read more »
Call of Duty: Heroes Review
Call of Duty: Heroes Review By Jennifer Allen on November 25th, 2014 Our Rating: :: CLASH OF FRANCHISESUniversal App - Designed for iPhone and iPad Mix Clash of Clans with Call of Duty, and this is what you get.   | Read more »
Slider Review
Slider Review By Jordan Minor on November 25th, 2014 Our Rating: :: SLIDE TO PLAYUniversal App - Designed for iPhone and iPad Slider has all the excitement of unlocking your phone screen.   | Read more »
oh my giraffe (Games)
oh my giraffe 1.0.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0.0 (iTunes) Description: Eat fruits while being chased by lions. Cut the vines to send fruit plummeting onto the lions. Don't worry, your flexible... | Read more »

Price Scanner via MacPrices.net

Early Black Friday MacBook Pro sale: 15-inch...
 Best Buy has posted early Black Friday prices on 15″ Retina MacBook Pros, with models on sale for $300 off MSRP on their online store for a limited time. Choose free local store pickup (if available... Read more
A9 Chips Already?
It’s barely more than a couple of months since Apple got the first A8 systems-on-chip into consumer hands, but rumor and news focus is already turning to the next-generation A9 SoC. Apple Daily... Read more
NewerTech Announces NuGuard KXs Impact X-Orbi...
NewerTech has announced updates to its family of Impact X-Orbing Screen Armor bringing military grade, triple layer protection to Apple’s new iPhone 6 and 6 Plus. Like all models in the NuGuard KXs... Read more
13-inch 1.4GHz MacBook Air on sale for $889,...
 B&H Photo has the 13″ 1.4GHz/128GB MacBook Air on sale for $889 including free shipping plus NY tax only. Their price is $110 off MSRP. B&H will also include free copies of Parallels Desktop... Read more
Save up to $300 on Macs and iPads with your A...
Purchase a new Mac or iPad at The Apple Store for Education and take up to $300 off MSRP. All teachers, students, and staff of any educational institution qualify for the discount. Shipping is free,... Read more
Apple refurbished Mac Pros available for up t...
The Apple Store is offering Apple Certified Refurbished Mac Pros for up to $600 off the cost of new models. An Apple one-year warranty is included with each Mac Pro, and shipping is free. The... Read more
Jumptuit Launches One-Tap Windows 8.1 iTunes...
Jumptuit has launched Windows 8.1 support for One-Tap iTunes Sync. with which Windows 8.1 users can now easily sync their iTunes libraries with Microsoft OneDrive. Jumptuit provides easy access from... Read more
Apple restocks refurbished 13-inch 2014 Retin...
The Apple Store has restocked Apple Certified Refurbished 2014 13″ 2.6GHz Retina MacBook Pros for up to $230 off the cost of new models. An Apple one-year warranty is included with each model, and... Read more
CEA Study Finds More People Recycling Electro...
A new study by the Consumer Electronics Association (CEA) finds that electronics recycling receives the continued and growing support of consumers. According to the CEA,s Recycling and Reuse Study,... Read more
15″ 2.2GHz Retina MacBook Pro on sale for $17...
 B&H Photo has the 2014 15″ 2.2GHz Retina MacBook Pro on sale today for $1749. Shipping is free, and B&H charges NY sales tax only. B&H will also include free copies of Parallels Desktop... Read more

Jobs Board

*Apple* Solutions Consultant (ASC) - Apple (...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
Senior Event Manager, *Apple* Retail Market...
…This senior level position is responsible for leading and imagining the Apple Retail Team's global event strategy. Delivering an overarching brand story; in-store, Read more
*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
*Apple* Solutions Consultant (ASC) - Apple (...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
*Apple* Solutions Consultant (ASC) - Apple (...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.