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Benchmark Insights: Using Dwell to Measure Advertising Effectiveness 3. Get assertive Good display ads are like good salesmen – they need the right amount of chutzpah to get the job done. As with video banners, ads that make an effort to be seen typically get higher engagement from users. Clearly, there is a tradeoff between higher Dwell Rate and higher Average Dwell Time. Floating Ads and Commercial Breaks have a higher Dwell Rate, while Expandable Banners and Polite Banners have a lower Dwell Rate and a higher Average Dwell Time. The leading Rich Media ad formats can be divided into two main groups. Floating Ads and Commercial Breaks tend to have very high breakthrough as evidenced by their high Dwell Rate, but for a very short duration, typically of around five seconds of Average Dwell Time. Floating ads are shown over the publisher’s content and are highly visible. Commercial Break is shown before the page is loaded for a very short duration. Dwell by Ad Format Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. 10 Eyeblaster benchmark insights
Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Both Commercial Breaks and Floating Ads tend to get a high Dwell Rate. Many of these engagements are typically attributed to users who try to close the banner in order to view the publisher’s content, and as a result marketers have tended to shy away from such formats for fear of annoying users. However, by removing the accidental interaction of less than one second, we are still left with a positive indication that these ads were engaged by consumers. Their low Dwell time is related to the amount of time that these ads are typically displayed on screen. These formats can do well with short and concise marketing messages. One of the most successful ways to deliver video is Eyeblaster TV. Eyeblaster TV is a video delivered in a floating ad, with the sound turned on by default with the volume on low. This allows publishers with mostly textual content to deliver ads transferred directly from TV with a more natural usage pattern as opposed to merely serving them In-Stream. As a result, Eyeblaster TV gets double the Dwell Rate of regular video ads, while the Video Fully Played Rate is similar to other ads, so users do not turn it off more often than the typical video ad. This indicates that when used wisely, default sound on can be accepted by consumers in online advertising. For more on Eyeblaster TV, please download the Analytics Bulletin on Video. 7 Polite Banners and Expandable Banners tend to have a lower Dwell Rate. This could be seen as many initial loads contain less visually engaging creativity, preferring to hide the fun stuff behind even a click-to-expand in certain cases. However, the main advantage here is in providing the stage for longer and more complex marketing messages. Polite Banners and Expandable Banners have a longer Average Dwell Time, which works well for ads that require more than a few seconds to understand. 7 Eyeblaster. Analytics Bulletin: Online Video Advertising. Available for download at: http://www.eyeblaster.com/Content.aspx?page=resource&id=81 11 Eyeblaster benchmark insights
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