Study: 70% of Conversions Influenced by Multiple Channels
ADOTAS – Mediaplex, ValueClick’s technology arm, has released a Path to Conversion report. Mediaplex analyzed aggregated results from campaigns it conducted in the past seven months, and found that 70% of conversions were preceded by exposures or interactions with two or more online channels prior to the final conversion event.
The analysis also showed that 45% of the conversions credited to paid search were preceded by an exposure to at least one of the client’s display ad banners. Paid search links were often used as navigational tools, not new lead generators – 70% of paid search conversions came from branded keywords, the study found.
ValueClick is an online marketing service company that focuses on affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology.
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