Dwell on my Ad!

Eyeblaster 2010 Global Benchmarks

Dwell
Rate is a valuable metric
to measure the effectiveness of Rich Media display
advertising. It helps marketers ascertain if consumers are actually looking at
ads.


  • 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
    beyond branding.

  • High Dwell triples brand related search, increases traffIc by 69%, and boosts
    brand engagement.


Eyeblaster Research recommends these best practices to help advertisers create better campaigns with a higher Dwell Rate:

  1. Place ads in environments where users spend ample time
  2. Utilize video to draw users’ attention
  3. Use more visible ad formats.

More insights and benchmarks from DoubleClick here.

pdf_icon View the electronic version of ‘Global Benchmarks‘.

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