Wednesday, June 30, 2010

How the Entertainment Industry Can Move Beyond the Click

Online marketers recognize the inadequacy of the clickthrough as an ad performance metric but still rely on it for its simplicity and ease of use. A joint study from comScore and MediaMind (formerly Eyeblaster) gives marketers in the entertainment industry reason to look further, to measures of interaction and dwell time, for a more accurate indication of performance.

With average click rates of less than 0.4%, entertainment industry ads perform somewhat worse than average. But their dwell rate of 8.7% compares with a rate of 7.1% across all industries, and average dwell time is 35% longer for the entertainment industry. This means entertainment industry ads are more likely to be interacted with—gaining branding value—but less apt to have that value measured if marketers look only to clicks.

Rich media ads performed better than static banners, and rich media ads with video perform better than those without. The lift gained from rich media with or without video was higher for the entertainment industry than for other verticals.

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