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
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