Tuesday, August 25, 2009

How Much Time People Really Spend with Ads

Marketers are used to low click-through rates—but they also know the click isn’t the only way users engage with advertising. Other metrics are needed to measure the full range of interaction that might take place with online advertising.

Eyeblaster set out to develop a new type of measurement, dwell rate, in its “Trends of Time and Attention in Online Advertising” report. “Dwelling” on an ad is spending time with it, including mouse-overs, user-initiated video duration, user-initiated expansion duration and other user-initiated custom interaction durations.

“Recent research shows that the lack of suitable metrics as a top frustration for marketers,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Technology allows us to analyze consumer time spent with display advertising and indicates that consumers intentionally spend nearly a minute with online ads on average.”

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