ExoClick releases dating traffic statistics for Q4 2018

ExoClick releases dating traffic statistics for Q4 2018

Barcelona, 14 January 2019. Exoclick, the innovative ad network’s Business Intelligence department has carried out an analysis of the ad network’s Members Area traffic from Q4 of 2018, in order to help advertisers better understand this high quality dating traffic source. The BI team looked at statistics globally, and also some specific intelligence for the UK market.

 

Impressions

With the majority of traffic coming from English speaking GEOs, out of the 993 million impressions served during Q4 here is the percentage split across the top 5 English speaking GEOs:

US

62.2%

UK

26.4%

Canada

5.5%

Australia

3.6%

South Africa

2.3%

 

Verticals

In Q4 advertisers promoted the following offer types at Members Area dating traffic globally:

VoD

28.27%

Games

24.55%

Dating

23.46%

E-Commerce

14.47%

How to tutorials

9.25%

 

 

Display positions by CTR

ExoClick then looked at the average CTR of different display ad formats depending on their position on the screen. Members Area sites have higher quality users that generate more clicks compared to non-membership sites:

  • Top of page

On desktop, top page position ad formats the Cube and Header banner both give an x3 higher CTR for Members Area compared to non-Members Area. On Mobile the Header banner has an x2 higher CTR.

  • Side of page

On desktop the Skyscraper banner positioned on the side of the page yields a massive x10 higher CTR, and NTV A/B/C formats, displayed at the side of a video, have an x2 higher CTR.

  • Bottom of page

On desktop the Instant Message format has an x2 higher CTR and the Footer banner yields an x5 higher CTR. On mobile the Footer banner has an x2 higher CTR.

Top ad formats by volume Global versus UK

Looking at top ad formats by volume on desktop and mobile, ExoClick compared global impressions and UK impressions, here are the percentages:

 

Desktop

Global

UK

Banner rectangle 300x250

37.29%

43.4%

Banner Leaderboard 728x90

3.05%

8.62%

Full page ads

0.39%

0.41%

 

Mobile

Global

UK

Banner 300x250

41.97%

32.13%

Banner 300x100  

10.69%

19.57%

Banner 300x50

10.66%

0.89%

Full page ads

0.74%

0.56%

 

Kelan Stone, Head of Members Area Business commented, “These Q4 statistics provide valuable insights for advertisers. By calculating the average CTR of all display ad formats, Members Area traffic does generate more clicks than general web traffic. A typical Members Area user is logged in and browsing inside the dating site, he has already provided the site with his personal data and in many cases, also his credit card details. This makes him a qualified potential user/purchaser of many other similar services and this is why Members Area traffic is so valuable.”

Stone continued, “The majority of our dating traffic covers English speaking GEOs which further helps advertisers to monetise their offers as they only have to create compelling messages in one language, making testing less time consuming in order to find the right formula for conversions.”

Advertisers can purchase this exclusive Members Area traffic from WhiteLabelDating.com, Adult Friend Finder, Traffic Mansion and Dating Factory via self-service from ExoClick’s admin panel or by contacting their dedicated ExoClick account manager.

Giles Hirst

Written by

Giles Hirst

Giles Hirst is Head of Communication at ad network ExoClick and presenter of ad tech video news programme The Additive.

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