SOURCE: BlueLithium Labs

December 07, 2006 09:00 ET

Cyber Monday Not Just a Myth: BlueLithium Labs Research Reveals Low Clicks on Black Friday, High Conversions on Cyber Monday

SAN JOSE, CA -- (MARKET WIRE) -- December 7, 2006 -- BlueLithium Labs released a report today containing online advertising data for the post-Thanksgiving shopping days. Cyber Monday, the recently coined term for the Monday following Thanksgiving, is said to see the highest volume online shopping traffic of the year, while Black Friday draws the year's largest brick-and-mortar shopping crowds. Researchers at BlueLithium Labs set out to see what the impacts of higher traffic volumes have on actual online advertising effectiveness.

The report from BlueLithium Labs examines online retail traffic volume, click-through percentages and sales conversions on Black Friday and Cyber Monday and compares the data to the preceding three weeks of November. The study found that while online traffic volume was up on both days, click-through rates were 32% lower than average on Black Friday and sales conversion rates from online advertising were down 8% as well. However, while click-through rates were also 12.6% lower than average on Cyber Monday, conversion rates from online advertising were nearly 30% higher than average.

The impact of this data on the actual effectiveness of online advertising on both days is significant. Many merchants bump up their online advertising efforts for both Friday and Monday because both are known to be hot shopping days. This report suggests that they may do better to spend throughout the month, but pull back on Friday and focus those ad dollars to spend more heavily on Monday.

"The behavior of users on Friday reflects people searching the Web for special sales and merchandise, then going into the store to buy it," said Dave Zinman, SVP of product and director of BlueLithium Labs. "On Monday, you still see fewer people clicking on ads but many more people making conversions. This indicates that people are checking off their shopping list and picking up all they items they missed in the stores on Friday."

"BlueLithium Labs was created to track trends in online advertising to help BlueLithium better serve its customers," said founder, chairman and CEO Gurbaksh Chahal. "The holiday season is also the peak season for online advertising and the right strategies during this crucial time can significantly boost returns for retailers. This report will allow us to make recommendations to our customers during the 2007 holiday season that will help them see the highest conversion rates possible."

About BlueLithium Labs:

BlueLithium Labs is the cornerstone of BlueLithium's mission to reinvent the ad network. It is where BlueLithium's computer scientists and engineers develop products and strategies to help publishers increase the value of their ad inventory, advertisers improve their ROI and Web users see more targeted ads and less clutter. BlueLithium Labs developed AdPath, a comprehensive suite of behavioral targeting solutions for advertisers and publishers; and AdRoll, the first behaviorally targeted video network. Today, BlueLithium Labs is developing and testing revolutionary media strategies such as custom behavioral segmentation and MingleNow, the first online/offline social network. For more information, please visit www.bluelithium.com.

Contact Information

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