Telecommunication brands are one of the most successful industries at engaging consumers through online spend, according to new research.
The study, from ad server MediaMind, has found that when looking at ads, users are most likely to convert within the first three exposures to campaign.
Telecoms is the second highest vertical for user engagement – beating out retail, travel, entertainment, apparel and news.
Only sports advertising has a higher Dwell rate (the proportion of ads meaningfully interacted with).
Telecoms ads have a dwell rate of 7% compared with the average for other sectors of 6.5% (by comparison ads for the restaurant sector receive a dwell rate of around 5%).
MediaMind analyzed the results of nearly 21 billion impressions between Q2 2010 and Q1 2011.
The research titled, “The Comprehensive Guide on How to Leave an Effective Message” is available here. http://www.mediamind.com/Forms/Telecom_2011/index.html?utm_source=PR&utm_medium=PR&utm_campaign=PR
Users most likely to convert within the first three exposures to campaign
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.
http://www.mediamind.com