Users most likely to convert within the first three exposures to campaign
MediaMind Technologies Inc., the leading independent provider of integrated digital advertising solutions, today released a global telecom research titled, “The Comprehensive Guide on How to Leave an Effective Message.” The new study shows that telecom advertising is the second highest vertical for user engagement - beating out retail, travel, entertainment, apparel and news. The full study is available here.
MediaMind analyzed the results of nearly 21 billion impressions between Q2 2010 and Q1 2011 and found that out of every one million impressions served, 70k impressions were Dwelled, or engaged by users. On average, one million impressions yielded over 5,000 conversions.
Targeting users with the most effective ads early in the campaign proved to be the most effective. Telecom ads received the highest Conversion Rate after the first impression and Conversion Rate quickly dropped below the average after the fourth impression.
“Giving the right offer to the right user early on is crucial,” said Gal Trifon, General Manager of MediaMind and Chief Digital Officer of DG. “Intelligent creative optimization is a great opportunity for telecom advertisers to improve their chances at their first impression by delivering the most relevant ads.”
The study also discovered that the location of the ad resulted in a higher performance, in addition to the size of the ads. For Telecom Standard Banners, the highest performing placements were found in travel, technology, homepage, news, entertainment and finance sectors.
For more information on MediaMind, visit http://www.mediamind.com
MediaMind, a division of DG (NASDAQ:DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display and search. During 2010 MediaMind delivered campaigns for approximately 9,000 brand advertisers, servicing approximately 3,800 media and creative agencies across approximately 8,200 global web publishers in 64 countries.