EyEBlASTER BEnCHMARk InSIgHTS - MediaMind

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Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Dwell and Conversions While the research by Eyeblaster, Microsoft Advertising and comScore has shown the advertising effect of Dwell, Eyeblaster Research has found empirical evidence that Dwell works beyond branding. In fact, there is a link between a higher Dwell Rate and a higher Conversion Rate. Dwell Rate and Conversion Rate Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. The chart above describes the link between Dwell Rate and Conversion Rate. For the purpose of this analysis, Eyeblaster Research analyzed the results of over 13 thousand ads and 13 billion Rich Media impressions served between Q1 2009 and Q4 2009. Ads were divided into buckets according to their Dwell Rate, and for each bucket the average Conversion Rate was calculated. Interactive ads that attract users to touch and play with them will generate interest, and ultimately a higher Conversion Rate. The results clearly establish that there is a link between Dwell Rate and Conversion Rate. On average, a higher Dwell Rate yields a higher Conversion Rate. Thus, interactive ads that attract users to touch and play with them will generate interest, and ultimately a higher Conversion Rate. Conversion Rate is only one measure to validate Dwell. The aim of Dwell is not necessarily to generate conversions, but to measure branding effectiveness. Nevertheless, these results confirm the effectiveness of Dwell – users who Dwell on ads and are allured by the creative are more likely to convert. 6 Eyeblaster benchmark insights
Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Increasing your Dwell How then can you get a higher Dwell for ads? The second half of this research is dedicated to best practices for getting a higher Dwell Rate and a higher Average Dwell Time. 1. Place ads in environments where users spend ample time on the webpage. The longer users spend with the publisher’s content, the higher their Dwell Rate. The chart below presents the link between Ad Duration, the length of time that an ad is presented, and Dwell Rate. The analysis indicates that environments in which users spend ample time with the publisher’s content or with the ad exposed, tend to have a higher Dwell Rate. The Impact of Ad Duration on Dwell Rate Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. 7 Eyeblaster benchmark insights
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