Atlas just released a great follow-up to their land mark study from 2007 on what they termed the “Last Click” phenomenom. This latest study is titled “Behind the Numbers: Making Last-Click Assumptions”.
In its research, Atlas has found that in the final two days prior to a purchase a consumer is usually exposed to 5.5 ads. But, those final 48 hours before a buy only account for less than one-third of total media impressions, Atlas determined. If advertisers back up the purchase funnel a bit, they’ll see consumers were exposed to 8.5 ads in the week before a purchase, 11 ads in the two weeks before a purchase and 14 ads in the month prior to a purchase.
This study, in my opinion, reinforces greatly the topics covered in the majority of my past posts – most notably my series on “understanding the buy cycle” where I’ve spoken about client conversions being the outcome of multiple influences over time (you can see part I of that series here: https://nurtureengine.wordpress.com/2009/04/29/understanding-the-buying-process-online/)
Here’s the OMMA write-up on the Atlas Study: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107034#
Here’s an old Clickz article that talks about the original “last click” study by Atlas back in 2007: http://www.clickz.com/3626112