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Conversion takes time

November 02, 2003 |

Up to 85 percent of conversions occur after the day the most recent advertising impression was served, according to new research from Advertising.com.

Up to 85 percent of conversions occur after the day the most recent advertising impression was served, according to new research from Advertising.com. The results seem to show online ads can have an impact on buyers’ purchasing decisions long after they view an ad.

The research was conducted on Baltimore, Md.-based Advertising.com’s ad network, which reaches about 72 percent of all Internet users, according to comScore Media Metrix. Using the Optigence platform, researchers analyzed anonymous user behavior based on data collected from over 370 million impressions served for three separate advertisers. The study examined the number and timing of conversions, defined as the desired action taken on an ad, occurring over intervals of five, 10 and 14 days after the impression.

For the five-day monitoring period, approximately one-third of all conversions happened on the same day that the impression was served, but only nine to 11 percent occurred within three hours of the impression being served. The longer periods of monitoring revealed that up to 85 percent of conversions occurred days after a user was served an impression.

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