A new study by the Atlas Institute found that online advertisers are unlikely to reach the same person with a campaign across multiple sites.
For advertisers with low-reach campaigns (targeting 1-10 million unique users), 96% of the users see an advertiser’s ads during a given month on one site, the study reported. Only 4% see an advertiser’s ads on two sites. For advertisers with high-reach campaigns (targeted to 10 million or more unique users), 84% of users see ads on one site, 13% on two sites, and 2% on three sites.
“Many advertising agencies claim that advertising on publisher sites with similar audiences will result in high duplication in reaching a target audience. With this study we have found just the opposite to be true,” said Young-Bean Song, director of the Atlas Institute.
The Seattle-based Atlas Institute is the research and education arm of technology provider Atlas DMT. The study analyzed data from 58 unique advertisers.
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