eMarketer: Avoiding E-Ad Viewer Overlap
Atlas MT Original Study: Online Advertising Reach Across Sites - Dispelling the Myth
What this study is basically stating is that it is generally 'safe' for companies to advertise across sites with shared audiences without the risk of duplicating marketing efforts. Whilst the research points out that the more inventory a company buys, the higher the chance of duplication, the reality is that most advertisers buy such a small percentage of inventory that duplication is minimal.
Atlas DMT reviewed the online advertising campaigns of 58 Atlas Digital Marketing Suite customers and reported in November 2002 that 96% of internet users viewing the ads of campaigns reaching between one and 10 million US internet users monthly, viewed the ads on only one website. Just 4% viewed the same campaign's ads on two websites.
