EyEBlASTER BEnCHMARk InSIgHTS - MediaMind

Benchmark Insights:
Using Dwell to Measure Advertising Effectiveness
Why Engagement Counts
In 1938, American education reformer John Dewey asserted that “there
is an intimate and necessary relation between the processes of actual
experience and education.” 1 According to Dewey, people ‘learn’ through
doing and playing.
In the offline world, the target of advertising is a ‘viewer’ – a passive
bystander that can only direct his eyeballs to the direction of the TV,
newspaper or magazine. Online, the target of advertising is a ‘user’ – an
active participant that can engage, interact and play with an ad.
Engagement is the third dimension of online advertising, beyond the
traditional reach and frequency. While the theory behind the benefits
of interactivity and engagement is clear, Eyeblaster acknowledged the
need for empirical evidence that Dwell does affect brand effectiveness
metrics.
New research provides scientific evidence for the effectiveness of Dwell
as an engagement metric. The research shows that when more people
choose to actively engage with your brand, as measured by a high Dwell
Rate and a high Average Dwell Time, the more the needle shifts in favor
of your brand.
This new research by Eyeblaster, Microsoft Advertising and comScore
concludes that campaigns with high Dwell not only increase brand
engagement, but also drive increased brand related search and increased
site traffic.
An additional analysis by Eyeblaster shows that Dwell has an impact way
beyond branding. Ads with a high Dwell Rate are more likely to have a
high Conversion Rate as compared to ads with a low Dwell Rate.
It would seem that there is more to display advertising than a mere click.
How then, can you increase your campaign’s Dwell? These three simple
steps will help you increase your Dwell and ultimately your ROI:
• First, include placements around editorial content that require thorough
reading.
• Second, combine video into your ad.
• Third, get more assertive and visible with your ads!
1
Dewey, John. Experience and Education. 1938/1997. New York. Simon and Schuster.
3 Eyeblaster benchmark insights