BARCELONA — ExoClick’s business intelligence unit has carried out an analysis of the ad network’s members area traffic from the fourth quarter of 2018.
ExoClick said it has exclusivity in monetizing dating traffic from WhiteLabelDating.com, Traffic Mansion, Dating Factory and AdultFriendFinder. The business intelligence team looked at statistics globally and also some specific intelligence for the U.K. market.
Kelan Stone, head of ExoClick's members area business, said, “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.”
“The majority of our dating traffic covers English speaking GEOs which further helps advertisers to monetize 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.”
Below are the ExoClick stats:
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 five English-speaking GEOs:
U.S.: 62.2%
U.K.: 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 nonmembership sites:
Top of Page
On desktop, top page position ad formats the cube and header banner both give a x3 higher CTR for members area compared to nonmembers area. On nobile the header banner has a x2 higher CTR.
Side of Page
On desktop the skycraper 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 a x2 higher CTR.
Bottom of Page
On desktop the instant message format has a x2 higher CTR and the footer banner yields a x5 higher CTR. On mobile the footer banner has a x2 higher CTR.
Top Ad Formats by Volume Global Versus U.K.
Looking at top ad formats by volume on desktop and mobile, ExoClick compared global impressions and U.K. impressions, here are the percentages:
Desktop Global U.K.
Banner rectangle 300x250 37.29% 43.4%
Banner Leaderboard 728x90 3.05% 8.62%
Full-page ads 0.39% 0.41%
Mobile Global U.K.
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%
Advertisers can purchase 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.
