Atlas Study Pinpoints Lunchtime and Primetime as Best Dayparts for Conversions Online

Atlas research demonstrates the potential of dayparting on direct response campaigns

SEATTLE – September 14, 2005 - Atlas (www.atlassolutions.com), a provider of digital marketing technologies and expertise, and an operating unit of aQuantive, Inc.Inc. (NASDAQ: AQNT), today released research demonstrating the potential of dayparting on direct response interactive marketing campaigns.

Atlas’s research analysts, who studied conversion rates for each hour of the day, found the lunchtime and primetime hours as the best dayparts for conversion rates. The noon EDT hour showed the highest conversion rate of 35 percent more than the overall average. The 4 a.m. EDT hour had the lowest rate, converting at less than half of the day’s mean rate, while the morning, in general, showed the least activity.

“Time of day can have a dramatic impact on a campaign as hourly conversion rates can vary as much as 50 percent from the overall average,” said Young-Bean Song, director of analytics, Atlas. “The results of this study indicate that web users save their purchases and other activities (typically tracked as conversions by marketers) for the lunch hour, after dinner or before going to bed. This is a clear indicator for direct response marketers that daypart advertising can play a key role in realizing savings in costs-per-acquisition deals.”

The Atlas research also found several other factors advertisers should take into account when buying online media by daypart, including:

• Daypart media costs should be no more than 35 percent higher than regular rates, as this may offset any potential gain in cost-per-acquisition.
• Early morning hours convert the poorest, but account for 10 percent of the overall conversion volume. Cutting these hours may increase efficiency, but will sacrifice volume.
• Although increasing impressions during the most effective dayparts will increase conversion rates and volumes, a point of diminishing returns may be reached due to higher frequency.

Atlas’s research is based on three months of data from six advertisers across a range of different industries from online social services, to brick-and-mortar retailers, information services and consumer electronics. To view the complete Atlas Institute Digital Marketing Insight on “Online Media Conversion Rates by Daypart”, go to: http://atlassolutions.com/institute/insights.aspx.

About the Atlas Institute
The Atlas Institute is the research and education arm of Atlas. The Institute publishes Digital Marketing Insights, a series of publications by Atlas's senior marketing analysts and digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each Digital Marketing Insight report is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. Atlas Institute also provides education in digital marketing to Atlas customers and partners. To view a full listing of the Atlas Institute's Digital Marketing Insights, please visit http://atlassolutions.com/institute_marketinginsights.aspx

About Atlas
Atlas (www.AtlasSolutions.com) is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for online campaign management, rich media, search marketing, landing page optimization, reporting, and analysis to maximize their online ROI, and provides a highly scalable ad-serving platform to help online publishers increase revenue.

Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco, New York, Denver, and London. Atlas is an operating unit of aQuantive, Inc (NASDAQ: AQNT) and is a member of the NAI, adhering to the NAI privacy principles that have been applauded by the FTC.