Report: Switch from Social to Ad Exchanges Drives 29x Jump in Conversions

Written on
Jun 10, 2014 
Mike Daly  |

ADOTAS – Neustar released a company Media Intelligence Report today that analyzed more than 152 billion global ad events during Q1 to compare the effectiveness of different online advertising channels.

“This quarter, we found that overall conversions (purchases and consumer actions) occurred 29 times more than the previous quarter due to a shift in spending from social channels and portals to ad exchanges, a channel more focused on direct responses,” said a company spokesperson.

Additional highlights from the report:

  • Advertising on social channels reached more people than other channels.
  • Users reached via ad exchanges are more likely to convert (make a purchase).
  • Offline first-party customer data performed better.
  • Targeting top converting audiences increased conversions by significant amounts in industries such as health, telecommunications, education, CPG, entertainment and retail.

To download the report, click here.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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