Atlas Study Pinpoints Lunchtime and Primetime as Best Dayparts for Conversions Online; Atlas Research Demonstrates the Potential of Dayparting on Direct Response Campaigns.SEATTLE -- Atlas (www.AtlasSolutions.com), 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 research demonstrating the potential of dayparting on direct response interactive marketing campaigns. E[acute accent acute accent n. A mark (´) indicating: a. that a vowel is close or tense, as é in French été. b. that a vowel or syllable has a high or rising pitch, as in Chinese or Ancient Greek. c. ]Atlas's research analysts, who studied conversion rates for each hour of the day, found the lunchtime and primetime hours as the best dayparts for conversion rates. The noon EDT EDT abbr. Eastern Daylight Time EDT Eastern Daylight Time EDT n abbr (US) (= Eastern Daylight Time) → hora de verano de Nueva York EDT hour showed the highest conversion rate of 35 percent more than the overall average. The 4 a.m. EDT hour had the lowest rate, converting at less than half of the day's mean rate, while the morning, in general, showed the least activity. E[acute accent]"Time of day can have a dramatic impact on a campaign as hourly conversion rates can vary as much as 50 percent from the overall average," said Young-Bean Song, director of analytics, Atlas. "The results of this study indicate that web users save their purchases and other activities (typically tracked as conversions by marketers) for the lunch hour, after dinner or before going to bed. This is a clear indicator for direct response marketers that daypart advertising can play a key role in realizing savings in costs-per-acquisition deals." E[acute accent]The Atlas research also found several other factors advertisers should take into account when buying online media by daypart, including: E[acute accent]--Daypart media costs should be no more than 35 percent higher than regular rates, as this may offset any potential gain in cost-per-acquisition. E[acute accent]--Early morning hours convert the poorest, but account for 10 percent of the overall conversion volume. Cutting these hours may increase efficiency, but will sacrifice volume. E[acute accent]--Although increasing impressions during the most effective dayparts will increase conversion rates and volumes, a point of diminishing returns may be reached due to higher frequency. E[acute accent]Atlas's research is based on three months of data from six advertisers across a range of different industries from online social services social services Noun, pl welfare services provided by local authorities or a state agency for people with particular social needs social services npl → servicios mpl sociales , to brick-and-mortar retailers, information services See Information Systems. and consumer electronics. To view the complete Atlas Institute Digital Marketing Insight on "Online Media Conversion Rates by Daypart," go to: http://atlassolutions.com/institute/insights.aspx. E[acute accent]About the Atlas Institute E[acute accent]The Atlas Institute is the research and education arm of Atlas. 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. 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. 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://atlassolutions.com/institute/. E[acute accent]About Atlas E[acute accent]Atlas (www.AtlasSolutions.com) is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for 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 (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). , and provides a highly scalable ad-serving platform to help online publishers increase revenue. E[acute accent]Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco, 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) and 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). . |
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