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Eyeblaster, the leading independent provider of integrated digital advertising solutions, uncovers that airline brands reach sub-optimal frequency, showing that a large portion of users are under exposed to airline advertising online.
Eyeblaster analyzed global data from billions of impressions of online airline campaigns. To examine the optimal frequency of Standard Banners, Eyeblaster calculated the average Click Through Rate (CTR) at every exposure for airline campaigns in order to determine the optimal frequency that will increase a campaign’s overall CTR. Findings indicate that four exposures to an ad is the optimal frequency for campaigns with standard banners in the airline industry.
“The business of selling airline tickets has significantly changed since digital channels have become available to consumers,” said Gal Trifon, CEO and Co-founder Eyeblaster. “Airline marketers have a real opportunity to capitalize on the plethora of travel content found online and results indicate that more ad impressions are needed to drive consumers down the conversion funnel.”
Research findings show that 61% of users receive only one exposure and that 14% are only exposed twice. Thus, when airline advertisers deliver campaigns with sub-optimal frequency, they leave about 75% of consumers underexposed by 2-3 ads.
The study also shows that rich media doubles airlines’ traffic and conversions as compared to standard banners. Additionally, news, travel, finance, and instant messaging are the most effective placements for branding in terms of Dwell Rate, while homepages, news, travel and finance are the most effective placements for direct response in terms of conversion rate.
For more information on Eyeblaster’s Airline Analytics Bulletin visit eyeblaster.com. To obtain the complete research report, please contact UK Media representative or visit the website.
About Eyeblaster
In 1999, Eyeblaster (eyeblaster.com) was among the pioneers in rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising to ad serving and global campaign management. As the leading provider of digital advertising solutions, Eyeblaster empowers marketers to engage consumers online. The company’s flagship product, MediaMind, is the only ad serving and campaign management solution built from the ground up for agencies and advertisers. MediaMind includes critical functions that simplify campaign process, enable cross channel analytics, and streamline integration with other technology components.
Headquartered in New York, Eyeblaster has over 35 representation offices across all major markets worldwide. This footprint allows Eyeblaster customers to deploy global campaigns with guaranteed service levels, publisher acceptance and integrated metrics. The company is the only publisher-independent provider in the field, as well as the only one certified for compliance with the three IAB measurement guidelines: ad serving, video and rich media.
In 2009, Eyeblaster delivered campaigns in a variety of ad formats including rich media, in-stream video, display, search and mobile for over 8,500 brands serving approximately 3,400 agencies across over 5,200 global web publishers in 55 countries worldwide.
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