EyEBlASTER BEnCHMARk InSIgHTS - MediaMind

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Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Conclusion Dwell Rate is the best ubiquitous metric to measure the effectiveness of Rich Media display advertising. Dwell offers a time-based measurement of all media channels to ascertain if consumers are actually looking at ads beyond panel based data alone. The research indicates that high Dwell increases brand related searches, elevates site traffic, and boosts brand engagement. Furthermore, ads with a higher Dwell Rate tend to have a higher Conversion Rate on average. These results serve as an indication to the validity of the metric. There are three best practices that would help advertisers create better campaigns with a higher Dwell Rate. First, placing ads in environments in which users spend ample time tends to generate better Dwell Rate results than environments with short exposure duration. Second, using video tends to increase Dwell Rate, as video draws users’ eyes from the publisher’s content. Last, exploring more visible ad formats may lead to a higher Dwell Rate, while rewarding the consumer with more engaging content increases Average Dwell Time, which in turn will drive effective campaigns. 12 Eyeblaster benchmark insights
Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Benchmarks This edition of Eyeblaster Benchmarks provides a summary of the results of campaigns that were served by Eyeblaster between Q1 2009 and Q4 2009. To produce these benchmarks, Eyeblaster Research analyzed the results from 170 billion impressions delivered in six different regions and more than 50 different countries. CTR by Region for Standard Banners and Rich Media Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. Overall global CTR is 0.23%. Rich Media tends to have much higher CTR as compared to standard banners – 0.37% as compared to 0.09%. As far as regional differences are concerned, there is a clear rule of thumb. If you are a former English speaking British colony, your CTR and Dwell are likely to be lower. Thus, the US, Canada, Australia and New Zealand have lower CTR performance as compared to other regions. This is mainly due to differences in user behavior and market maturity. 13 Eyeblaster benchmark insights
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