EyEBlASTER BEnCHMARk InSIgHTS - MediaMind

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Benchmark Insights: Using Dwell to Measure Advertising Effectiveness Consider Instant Messaging. Users tend to spend about eight minutes with the ads presented. True, during some of that time the messenger window is covered by the browser or other programs. Nevertheless, when users are actively chatting, they are exposed to the ads for a long duration. Imagine the average chat session: You type “Hi”, you wait… wait… wait… Your friend is typing… typing… and then “Hi” pops up. You type “what’s up?” You wait… wait… and while you stare at the messenger window waiting for a reply, you notice the flashing banner of a new movie that just came out. As you have nothing better to do, you check it out – the banner serves as entertainment while you wait. The combination of long exposure and boredom while waiting boosts Dwell Rate for Instant Messaging. It is the most promising indication to date that shows that applicationbased ads may even outperform browser-based ads as technology continually moves forward, for example, mobile platforms or tablet-based computing. Dwell is also high in environments where users are immersed in content for a long time. In News placements, users spend a lot of time reading the content while their eyes are moving back and forth on the webpage. This increases the likelihood of seeing the banners and engaging with them. The result is a higher Dwell Rate. On the other hand, social networks tend to have relatively lower ad duration. Users may be spending a lot of time on social networks overall, but relatively little time on a single webpage. Users log in multiple times per day to update their status, check for messages and see what their friends are doing, but that takes only a short amount of time. Thus, users may not notice the banners and the result is a lower Dwell Rate. retweet this 8 Eyeblaster benchmark insights
Benchmark Insights: Using Dwell to Measure Advertising Effectiveness 2. Use video Dwell Rate with and without Video Display advertising competes with the publisher’s content. Users browse to the webpage to engage with the publisher’s content, while the advertiser’s job is to lure them to engage with the ads. One of the advantages of video banners is that the publisher’s content is typically static. Therefore, moving pictures tend to draw attention from the content to the ad. In the Video Analytics Bulletin, 6 Eyeblaster Research showed that video banners work best when the video is exposed to the user at first glance. In some Expandable Banners, the video is hidden behind the expanding panel. A good practice here would be to have a light preview video visible at first glance to invite users to expand the panel and view the full video. The results are that video ads perform better than ads without video. On average, adding video to ads increases the Dwell Rate by 29% as compared to banners without video. Video also nearly doubles the Dwell Time as compared to ads without video. These results are similar across ad formats, verticals and ad sizes. Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. Dwell Time with and without Video Video uses both audio and visual elements to combine senses and tell stories. With the rise of interactive video, adding touch to audio-visual stimuli will only serve to increase overall Dwell and increase residual brand effectiveness. Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. 6 Eyeblaster. Analytics Bulletin: Online Video Advertising. Available for download at: http://www.eyeblaster.com/Content.aspx?page=resource&id=81 9 Eyeblaster benchmark insights
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EyEBlASTER BEnCHMARk InSIgHTS - MediaMind

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