Engage Study Reveals Online Ad Viewers, not Clickers Most Loyal Customers; Engage Releases Online Advertising Report, Summer 2001.Business/Technology Editors ANDOVER, Mass.--(BUSINESS WIRE)--July 11, 2001 Engage, Inc. (Nasdaq: ENGA), a leading interactive media and enterprise marketing software company, today released its Summer 2001 Online Advertising Report (OAR). Based on data derived from the Engage AdKnowledge(R) System and through the analysis of online advertising creative and conversions, the current version of OAR focuses on the non-quantified impact branding has on the marketing campaigns. The report's lead finding determined that when comparing those who view the ad and later arrive at a marketer's site by typing in the URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. or finding the site through a search or other means are 60 percent more likely to repeat their conversions than those who simply clicked on the ad. Further, ad viewers were twice as likely to reach the confirmation page as those who clicked. "Engage knows measurement is vital to marketers," said Tom Rothfels, Executive Vice President, Worldwide Media, Engage Inc. "As a leader in analytics and online campaign optimization optimization Field of applied mathematics whose principles and methods are used to solve quantitative problems in disciplines including physics, biology, engineering, and economics. , Engage will continue to use its powerful measurement technology and in-depth analysis to provide valuable information like the OAR to ensure marketers have the information they need to understand and improve upon their online advertising campaigns." The Engage Online Advertising Report, Summer 2001 findings include: 1. Only 25 percent of ad-related conversions are directly related to clicks; the number of post-impression, or branding, conversions is 44 percent greater than post-click conversions. 2. The majority of post-impression conversions occur within one day of the ad impression and nearly 4 out of 10 occur in the first 30 minutes. This provides evidence that these conversions are driven directly by online marketing. 3. Although standard creative sizes (486x60) still dominate the online marketing industry, some square pop-ups and skyscrapers are significantly more effective when measured by click rate. "This study not only highlights the value of an impression without a click but demonstrates to marketers seeking repeat customers and lifetime value, the importance of all campaign viewers in understanding the 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). of online marketing," said Mark Ailsworth, Vice President, Engage AdKnowledge. About OAR Engage 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 optimize - optimisation their Web advertising campaigns. The OAR is a compilation Compiling a program. See compiler. of Web advertising statistics analyzed an·a·lyze tr.v. an·a·lyzed, an·a·lyz·ing, an·a·lyz·es 1. To examine methodically by separating into parts and studying their interrelations. 2. Chemistry To make a chemical analysis of. 3. by Engage AdKnowledge eAnalytics, which provides marketers with a new level of insight into online advertising brand impact and resulting purchase behavior. The information is gathered from the Engage AdKnowledge System, which includes four components that span planning, campaign buying and trafficking, ad serving and targeting, and reporting. Engage AdKnowledge data is completely anonymous and is reported in the aggregate. The full OAR is available at: http://www.engage.com/oar (requires Acrobat Reader The former name of Adobe Reader. See PDF. ). About Engage(R) Engage, Inc. (Nasdaq: ENGA) is a leading enterprise marketing software and interactive media company. A majority-owned operating company operating company A business that engages in transactions with outsiders. of CMGI CMGI Commonly Maintained Grounds Infrastructures CMGI College Marketing Group Information (Services) , Inc. (Nasdaq: CMGI), Engage enables companies to harness the power of interactive marketing to create more loyal customers, maximize revenue, and increase brand visibility and recognition. Based in Andover, Massachusetts Massachusetts (măsəch  `sĭts), most populous of the New England states of the NE United States. , Engage has European headquarters in London and offices worldwide. For more information on Engage, please call 877-U ENGAGE or visit www.engage.com.
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