Dwell rate: New display advertising metrics and benchmark report from Eyeblaster
Eyeblaster just launched an interesting new report that shows a correlation between dwell time for interactive ads and increased conversion rates.
The connection is sort of obvious but nevertheless good to see some confirmation and wonder if we will see some more mini applications within display ads now comparable to Facebook apps.
Highlights of the report include
- Ads with a high Dwell Rate are more likely to have a high Conversion Rate.
- A new study by Microsoft, comScore and Eyeblaster shows Dwell’s effectiveness.
- High Dwell triples brand related search, increases traffic by 69% and brand engagement.
- Placements in which users spend ample time on the web page increase Dwell Rate.
- Ads that are more visible over the publisher’s content have a higher Dwell Rate.
- Combining video into creative increases Dwell Rate by 29% and doubles Dwell Time.
Download the full research report here.
http://bit.ly/benchmarkByEb
http://bit.ly/benchmarkByEb
