The number of banner advertising networks and ad-supported sites increased by 22% in the first quarter of this year, according to the latest Online Advertising Report from US company AdKnowledge Inc.
The research also found that 33% more “conversion events”, where users purchase, register and so on, came from users who had just viewed an ad, compared to those who had clicked through. AdKnowledge suggest that this should make advertisers reconsider the use of clicks and post-click conversions as a sole method of determining ad effectiveness.
People at work still seem to provide the bulk of online ad respondents, as most ad deliveries, click throughs and conversions took place during mid-week lunch hours, while the lowest level of activity was at the weekends. Activity on Saturdays was 38% lower than Monday to Wednesday at noon.
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