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Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Why Dwell? In the second half of 2008, Eyeblaster released the Dwell metrics. The aim was to define a ubiquitous online metric to help advertisers quickly gauge the effectiveness of online Rich Media campaigns. Dwell was developed to capture Rich Media’s essence – interactivity and touch. Dwell is divided into two metrics: Dwell Rate and Average Dwell Time. Dwell Rate measures the proportion of impressions that were intentionally engaged with by touch, interaction or click. Average Dwell Time measures the duration of a Dwell in seconds for users who engaged. In both cases, unintentional Dwell lasting less than one second is excluded. Dwell provides an estimate of the share of impressions that were seen by users with high likelihood. Users’ natural tendency is to follow the mouse cursor movement with their eyes. Dwell measures the proportion of impressions that had a meaningful mouse-touch, lasting more than one second. While there have been users who have seen the ads and have not touched them with their mouse, Dwell allows us to gauge the number of users that are very likely to have seen the ad, and indeed take time to explore the brand’s message. Dwell is superior to older metrics such as Click Through Rate (CTR) and Interaction Rate. CTR measures the share of impressions that were clicked on. However, in many cases, users can retain the message from the ad itself and do not have any reason to browse to the advertiser’s website by clicking on the ad. For example, users who have seen an ad for a shampoo can typically get all of the information that they need from the ad and are less likely to click on the ad and browse to the advertiser’s website. In this case, the ad has done its part – users have seen the ad and got the message. However, without a click being recorded the ad was deemed completely ineffective, penalizing a well performing creative by using an inapplicable metric. Similarly, interactions measure specific actions taken by the user such as playing or stopping video, clicking, expanding and other custom interactions. Alas, auto-initiated video, for example, can deliver the message without any interaction. After all, TV has been delivering messages without interactions for decades. Furthermore, Interaction Rate may be influenced by the number of interactions defined in the creative – a game could deliver multiple interactions and playing a video merely one or two. Thus, when Interaction Rate is creative dependent, it may prove hard to compare apples to apples, making crosscampaign benchmarking unfeasible. “Dwell encompasses the whole course that users go through when engaging with ads”. Dwell was developed to capture the branding effect of campaigns. To do that, it encompasses the whole course that users go through when engaging with ads. Rich Media ads need to capture users’ attention away from the publisher’s content and make them want to find out more about the brand. As users tend to follow the mouse cursor movement with their eyes, this is a proxy to how many users have seen the ad. Therefore, Dwell Rate measures whether the ad was successful in capturing users’ attention by quantifying the proportion of users who physically touched the ad. After users have seen the ad, advertisers need to draw them to interact and have a deeper brand experience. It is this deeper, all encompassing multi-modal experience where the cognitive change on part of the consumer takes place, combining touch with the audio-visual senses. 2 The more human senses involved, the more emotions evoked and ultimately the more time users spend with the brand, the deeper their overall experience with the brand is and the more likely they are to recall the brand message. Average Dwell Time measures the length of users’ engagement with ads, to quantify how long users were exposed to the ad. Average Dwell Time measures how much time the mouse was on the ad, the panel was expanded, the video playing or any other action taking place on the ad after the user engaged. A previous study by Eyeblaster Research has already shown that today’s consumers are 24x more likely to interact with an ad than click on it, and those that choose to do so engage with ads on average for around 43 seconds. 3 But what does this actually mean for the marketer? While the theory makes sense that those ads with higher Dwell work better than ads with lower Dwell, what happens in practice? 2 Lugo, J.E., Doti, R., Wittich, W. & Faubert, J. Multisensory Integration: Central Processing Modifies Peripheral Systems. October 2008. Psychological Science. 3 Eyeblaster Research. Analytics Bulletin: Trends in Time and Attention. Available for download at: http://www.eyeblaster.com/Content.aspx?page=resource&id=74 4 Eyeblaster benchmark insights
Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Dwell and Branding New research by Eyeblaster, Microsoft Advertising and comScore shows that Dwell does have an actual effect on brand metrics. The research investigated the differences between campaigns with a low active engagement as measured by a low Dwell and campaigns with a high active engagement as measured by a high Dwell. “The robust methodology of the research ensured any positive brand uplift observed was due exclusively to the increase in Dwell.” The study examined a sample of high Dwell campaigns and a sample of low Dwell campaigns and compared the difference between them in terms of their brand effects. The robust methodology ensured any positive brand uplift observed was due exclusively to the increase in Dwell. The sample of campaigns was taken out of 800 Rich Media campaigns that were served by Eyeblaster exclusively on Microsoft Advertising sites between January 2009 and June 2009. The 800 campaigns were ranked by total Dwell scores. 4 To ensure a distinct difference between high and low Dwell, the study analyzed campaigns that fell in the top and bottom 10% of the Dwell scale. Overall, 10 campaigns from the low Dwell group and 10 campaigns from the high Dwell group were chosen for the analysis. These 20 were selected for having the largest number of impressions, ensuring the biggest sample sizes for our analysis of over 6,500 panelists. The campaigns covered eight industry verticals. Campaigns with high Dwell are 3x more effective at driving search than campaigns with a low Dwell. Uplift between unexposed and exposed was averaged for the 10 low Dwell and 10 high Dwell campaigns. These average uplifts were compared to evaluate the impact of increased Dwell on subsequent brand effects. The results of the study indicate that users who were exposed to campaigns with a high Dwell are more likely to search for brand related keywords as compared to users who were exposed to campaigns with a low Dwell. The research found that users who were exposed to campaigns with a low Dwell increased brand related keyword searches by 12%, as compared to the control group, while users who were exposed to campaigns with a high Dwell increased brand related keyword search by 39%, as compared to the control group. This shows that campaigns with high Dwell are 3x more effective at driving search than campaigns with a low Dwell. Furthermore, campaigns with a low Dwell increased advertisers’ site traffic by 10%, as compared to the control group, while campaigns with a high Dwell increased site traffic by 17%. This is an incremental change of 69% between campaigns with low Dwell and campaigns with high Dwell. Campaigns with a high Dwell also increased brand engagement – increasing page views and time spent on the brand’s site. 5 For each of the 20 campaigns, comScore identified people that had been exposed to the ads. comScore measured those panelists’ subsequent online behavior across a four week period and compared those to unexposed panelists and their online behavior. These groups were pair matched – the exposed/ unexposed groups were equal except for the fact that the exposed group had seen the ads, the unexposed had not. Groups were matched to ensure equality according to specific demographic and online behavioral variables. 4 To capture both the effect of Dwell Rate and of Average Dwell Time, the research examined the Total Dwell which was defined as Dwell Rate multiplied by Average Dwell Time. 5 Available for download at: http://advertising.microsoft.com/europe/dwell-on-branding 5 Eyeblaster benchmark insights
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