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

Understanding

BROWSERS: AUTO and TRAVEL
?
AUTO
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. 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

impressions

conversions

32%

36%

43%

49%

39%

31% 32% 27% 20% 20% 18% 6% .03% .07%

21%

8% .31% 0%

13% .15%

4% .18%

Safari browser does not always support cookies. Actual impressions and conversions are higher than the numbers represented.

impressions

conversions

impressions

conversions

35%

30% 44% 48%

37%

33% 33% 23% 28%

IE CHROME FIREFOX SAFARI OPERA UNKNOWN
19% 5% 0% 0%

21% 6% .1% 0%

21%

13% 2.5% .06% 0% .2% 0%

RETAIL

Most impressions were served on Chrome and IE, and most conversions took place on Chrome and IE as well. Meanwhile, on Safari there were 7% more conversions than impressions, indicating a growth opportunity. 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

TIME TO CONVERSION
0-6 HRS 7-12 HRS

The consideration time a consumer took between the attributed impression served and the conversion result.

13-24 HRS

25-48 HRS

2-3 DAYS

3-7 DAYS

AUTO
52% 4%

TRAVEL
29% 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
21%

FINANCE
41% 5%

0-6 HRS 7-12 HRS 13-24 HRS 25-48 HRS 2-3 DAYS 3-7 DAYS

4% 13% 16%

14%

11%
12%

10%
34%

19%

CONVERSIONS ACCOUNTED AS:
AUTO RETAIL
Consumer signed-up for more info, a test drive or built a car model. Consumer completed a purchase.

TRAVEL FINANCE

Consumer completed a booking or purchase. Consumer signed-up for a banking account.

eCPM
averages

$2.89 $3.03

$2.48 $2.17

Data based off of 27 million impressions in Feb 2013. Provided by

ABOUT

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 @netmining.

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