Engagement is the third dimension of online advertising, beyond the traditional reach and frequency. While the theory behind the benefits of interactivity and engagement are clear, Eyeblaster recognizes the need for empirical evidence that engagement metrics do affect brand effectiveness metrics.
New research provides scientific evidence for the effectiveness of Dwell as an engagement metric. The research by Eyeblaster, Microsoft Advertising and comScore shows that when more people choose to actively engage with your brand as measured by high Dwell Rate and high Average Dwell Time, the more the needle shifts in favor of your brand.
The new research also concludes that campaigns with a high Dwell not only increase brand engagement, but also drive increased brand related search and increased site traffic. Campaigns with a high Dwell generated three times the brand related keyword searches, and increased site traffic by 69% as compared to campaigns with a low Dwell.
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 a display ad then 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, use placements around editorial content that requires thorough reading.
• Second, combine video into your ad.
• Third, get more assertive and visible with your ads!
These insights are discussed in the recently published edition of the Eyeblaster Benchmarks. This edition 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.
To download the full edition of the Eyeblaster benchmarks, follow this link.
Ariel Geifman | Research Analyst