Research: Online Users Under-Exposed to Airline Campaigns

New York, New York (March 24, 2010) – Eyeblaster, an independent provider of integrated digital advertising solutions, uncovers that airline brands reach sub-optimal frequency, showing that a large portion of users are underexposed 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 www.eyeblaster.com. To download the complete research report, visit http://bit.ly/AirlineResearchNote.

Source: Eyeblaster