Dwell Time and Online Advertisement Optimization
Friday, September 25, 2009 22:28
A recent research study about advertising online concludes that ads are not all about clicks as users may associate themselves with ads in ways other than mere clicking.
This can be best explained with the help of a new theory or metric known as ‘dwell time’. This refers to the time a user ‘dwells’ or spends on an ad. However, depending upon the nature of the ad, it could mean various things. It can be the duration the ad is viewed if it may contain a video or if it is expandable, how long was it expanded, etc.As an increasing number of ads make use of rich media for various experiences, one may start to believe that in many cases, the click is not of prime importance.
The CEO of Eyeblaster(a marketing firm) Gal Trifon states that, recent studies exhibits that the shortage of appropriate metrics is a matter of frustration for marketers. With the assistance of technology, we can compute approximately, how much time a consumer spends with display advertising. The average time that consumers intentionally spend with online ads is almost a minute. It is essential to once again evaluate the role of technology and create campaigns employing measurable touch-points far more than a click.
The results of the Eyeblaster study are as follows:
1) Videos almost double the average Dwell Time. Numerically, consumers spend 71.51 seconds on video, while 37.7 seconds with non-video in banner ads.
2) The Dwell Rate is the highest during the morning, 9am being the peak time, during which users are ready to interact, but for not as long as they are at lunch time, when they usually play with ads for longer periods. This data shows CTR rising in the early hours of the evening, and both, the CTR and Dwell Rate dropping as the evening advances with a decline at around 8.00pm.
3) Dwell Time, that measures intentional and active participation is 8.72% as compared to an average CTR for rich media at 0.35%. Dwell Time shows that people are 25 times more likely to spend worthwhile time on the ad rather than just click it.
4) As per data records, it is revealed that messenger ads are the highest performing ad format with an average of 82.98 seconds compared to rich media rectangles with 73.46 seconds, banners with 58.71 seconds and skyscrapers with an average of only 37.57 seconds.
The end result is that the click is definitely not the only thing that counts as there are many other things one must look at in order to acquire a more accurate picture of the performance of an ad.
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