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.

 View the electronic version of ‘Global Benchmarks‘.

2010

05/05

CATEGORY

Research

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