5 May 2010

Latest Eyeblaster Global Benchmarking study released

Eyeblaster have just released their latest Global Benchmarking study covering the impact of dwell time on online advertising effectiveness. Key findings include:

  • The longer people spend engaging with your creative, the more likely they are to convert - not exactly rocket science but good to get statistical confirmation of this
  • High engagement web environments increase dwell time for your ads when they're placed within them - again, intuitively you'd expect people to be more attracted to content delivered in an environment they trust and spend time with online
  • Ads that visibly impact over and above a publisher's content drive dwell times up - in a low engagement online setting compelling content is always going to win out
  • Video creative increases dwell time by 29% - video is, not surprisingly, still the king in attracting online interest