BARCELONA, Spain—In an "end of year" wrap-up, Exoclick’s Business Intelligence (BI) 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 dating traffic source. ExoClick has exclusivity in monetizing dating traffic from WhiteLabelDating.com, Traffic Mansion, Dating Factory and AdultFriendFinder. 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, the following 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 a 3X higher CTR for Members Area compared to non-Members Area. On Mobile, the Header banner has a 2X higher CTR.
Side of page:
On desktop, the Skycraper banner positioned on the side of the page yields a massive 10X higher CTR, and NTV A/B/C formats, displayed at the side of a video, have a 2X higher CTR.
Bottom of page:
On desktop, the Instant Message format has a 2X higher CTR and the Footer banner yields a 5X higher CTR. On mobile, the Footer banner has a 2X 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 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.”
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.
