Those who view and visit later are 60 percent more likely to repeat their conversions, demonstrating the branding power of online advertising.

The Engage Online Advertising Report, Summer 2001 findings include:

1. Only 25 percent of ad-related conversions are directly related to clicks; the number of post-impression, or branding, conversions is 44 percent greater than post-click conversions.

2. The majority of post-impression conversions occur within one day of the ad impression and nearly 4 out of 10 occur in the first 30 minutes. This provides evidence that these conversions are driven directly by online marketing.

3. Although standard creative sizes (486x60) still dominate the online marketing industry, some square pop-ups and skyscrapers are significantly more effective when measured by click rate.

"This study not only highlights the value of an impression without a click but demonstrates to marketers seeking repeat customers and lifetime value, the importance of all campaign viewers in understanding the ROI of online marketing," said Mark Ailsworth, Vice President, Engage AdKnowledge.

Engage AdKnowledge uses aggregate statistics from its powerful data warehouse to supply valuable information in the Online Advertising Report (OAR) to marketers and agencies to help them optimize their Web advertising campaigns. The full OAR is available at: www.engage.com/oar/ (requires Acrobat Reader).