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Netmining Understanding Consumer Engagement Infographic

Understanding CONSUMER ENGAGEMENT An Analysis of Browser, Time to Conversion and eCPM Trends by Vertical Most marketshare for impressions: IE and Chrome shared the lead Most marketshare for conversions: IE Did not drive as many conversions as impressions served: Chrome Contender for most growth opportunity: Safari BROWSERS: AUTO and TRAVEL Most impressions were served on Chrome, but over a third of all conversions took place on IE. The largest impression to conversion differential was on Chrome, where there were 8% fewer conversions than impressions. Meanwhile, on Safari there were 5% more conversions than impressions, indicating a growth opportunity. AUTO Most impressions were served on IE, and most conversions took place on IE as well. The second largest impression to conversion differential was on Chrome, where there were 5% fewer conversions than impressions. TRAVEL impressions conversions impressionns conversions 32% 36% 43% 49% 39% 31% 32% 27% 20% 21% 18% 20% 13% 8% 4% 6% .31% .18% .03% .15% 0% .07% * Safari browser does not always support cookies. Actual impressions and conversions are higher than the numbers represented. impressions comversionS impressions comersions 35% 30% 48% 44% BANK IE 37% 33% 33% 28% CHROME 23% 21% 19% OPEN 21% FIREFOX 6% 13% 2.5% 5% SAFARI .1% .06% .2% 0% 0% 0% 0% 0% OPERA UNKNOWN Most impressions were served on Chrome and IE, and most conversions took place on Chrome and IE as welI. Meanwhile, on Safari there were 7% more conversions than impressions, indicating a growth opportunity. RETAIL Most impressions were served on IE, and most conversions took place on IE as well. The largest impression to conversion differential was on Chrome, where there were 5% fewer conversions than impressions. FINANCE BROWSERS: RETAIL and FINANCE The consideration time a consumer took between the TIME TO CONVERSION attributed impression served and the conversion result. 0-6 HRS 7-12 HRS 13-24 HRS | 25-48 HRS 2-3 DAYS 3-7 DAYS AUTO TRAVEL 52% 29% 4% 4% 8% 15% 15% 11% 10% 7% 18% 27% The fastest converting consumers (0-6 hours) were in the Auto vertical, closely followed by those in the Finance vertical. The consumers that took the longest consideration (3-7 days) to convert were in the Retail category, followed by those in the Travel category. Netmining determined that the time to conversion was affected by the cost of the consumer's purchase. The conversions related to the Retail and Travel verticals were high-ticket purchases such as luxury apparel and flight/hotel bookings. Consumers spent a longer time considering these purchases than a sign-up on an Auto or Finance marketer's site, which did not require a cost commitment. RETAIL FINANCE 0-6 HRS 21% 41% 7-12 HRS 5% BANK 4% 13-24 HRS 13% 14% 16% 25-48 HRS 11% OPEN 12% 2-3 DAYS 10% 34% 19% 3-7 DAYS CONVERSIONS ACCOUNTED AS: Consumer completed a booking or purchase. Consumer signed-up for more info, AUTO TRAVEL a test drive or built a car model. Consumer signed-up for a banking RETAIL Consumer completed a purchase. FINANCE account. ECPM $2.89 | M$2.48 A $3.03 E $2.17 OPEN averages Data based off of 27 million impressions in Feb 2013. Provided by •netmining Netmining is a leading provider of real-time targeting solutions designed to help marketers understand and reach their audiences online. The company combines its own unique blend of audience planning, targeting, bidding and optimization capabilities to deliver exceptional campaign performance. The Audience Scoring Engine translates data into customer intelligence that yields high performing and highly relevant online advertising, targeted to your customer. For more information, please visit netmining.com or follow us on Twitter anetmining. ABOUT

Netmining Understanding Consumer Engagement Infographic

shared by netmining on Apr 16
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Netmining illustrates how consumers from different vertical types are being served ads and engaging with different browsers online, what their purchase cycle looks like and how eCPMs are trending – ...

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