Atlas Releases Study on Combined Advertising Impact of Search and Online Display Ads; Advertisers: Measure Across Web-Advertising Channels to Optimize Synergy, Results.SEATTLE -- Atlas, a provider of digital marketing technologies and expertise, and an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of aQuantive, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :AQNT), today released a study on the synergy between advertising on the two most prominent online advertising channels. The new research study, "The Combined Impact of Search and Display Advertising -- Why Advertisers Should Measure Across Channels," was conducted by the Atlas Institute. The complete Digital Marketing Insight (DMI (Desktop Management Interface) The first desktop management standard from the DMTF. Enabling PCs to be monitored from a central console, it was superseded by the DMTF's Common Information Model (see CIM). ) report is available at www.AtlasSolutions.com/institute. The Atlas Institute segmented users into three distinct groups based on their media exposure: display only, search only, and search and display. While it has often been assumed that the overall effect is greater than the sum of the parts, the Atlas Institute proved the synergy by analyzing for one month 11 advertisers who track both display media and sponsored search clicks via a third-party ad server. The study analyzed more than 10.8 million impressions and 2.5 millions search clicks from 1.8 million users. The study found that on average, those users exposed to both display and search advertising converted at a rate 22% higher than search alone, providing one of the industry's first values for cross channel synergy. "On average, 44% of search users are also being shown display ads from the same advertiser, which means that there is significant enough overlap that advertisers should be measuring this effect," said Esco Strong of the Atlas Institute, and author of the report. He added, "The lift of conversion rates differed greatly across advertisers, suggesting that the synergy between these channels is highly variable, depending on the advertiser and the campaign." Included in the Digital Marketing Insight are four online advertising tips that resulted from the findings. Atlas also explains the reason for the combined effect and the impact of frequency. Relative conversion rates between the three groups across multiple advertisers are cited, in addition to conversion rate lift by individual advertiser. Xerox Corporation (company) XEROX Corporation - http://xerox.com/. See also XEROX PARC, XEROX Network Services. , a leading technology company that participated in the study, is running two integrated global ad campaigns across a range of online and traditional media: one supporting Xerox color products and solutions, and the other supporting Xerox's consulting services. "Customers don't see ads in silos. Neither should marketers," said Barbara Basney, Director of Global Advertising at Xerox Corporation. "Atlas Institute's cross-channel study is providing quantitative validation that can help spur the next generation of web-marketing optimization -- optimizing the synergy between online advertising channels." Young-Bean Song, Vice President of Analytics and the Atlas Institute, also commented on the research, saying, "Measuring and optimizing cross channel synergies is fundamental to making good marketing investment decisions. This landmark study changes the way the industry thinks about measuring ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). online -- and this is only the beginning." About the Atlas Institute The Atlas Institute is the research and education arm of Atlas, an advertising technology provider and creator of the Atlas Digital Marketing Suite. The Institute publishes Digital Marketing Insights, a series of publications by Atlas's senior marketing analysts and digital marketing experts that help our customers improve their digital marketing effectiveness Marketing Effectiveness is the function of improving how marketers go to market with the goal of optimizing their marketing spend to achieve even better results for both the short-term and long-term. Also related to Marketing ROI and Return on Marketing Investment (ROMI). . Many of these findings are also made available to the digital marketing industry at large. Each Digital Marketing Insight report is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. The Atlas Institute also provides education in digital marketing to Atlas customers and partners. To view a full listing of the Atlas Institute's Digital Marketing Insights, please visit http://www.atlassolutions.com/institute/insights.aspx. About Atlas Atlas (www.AtlasSolutions.com) is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for Video On Demand, online campaign management, rich media, search marketing, landing page optimization Landing page optimization (LPO, also known as webpages optimization) is the process of improving a visitor's perception of a website by optimizing its content and appearance in order to make them more appealing to the target audiences, as measured by target goals such as conversion , reporting, and analysis to maximize their online ROI, and provides a highly scalable ad-serving platform to help online publishers increase revenue. Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Denver, and London. Atlas is an operating unit of aQuantive, Inc (NASDAQ:AQNT), is a member of the NAI See Network Associates. , adhering to the NAI privacy principles that have been applauded by the FTC FTC See Federal Trade Commission (FTC). , and is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council (MRC See Maximum return criterion. ). |
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