Measuring User Dwell – Another Path to ROI
Marketers might assume that consumers who spend more time looking at or interacting with an ad are also more likely to purchase the product promoted in the ad. Analytics to measure user activity with ads already exist, but Eyeblaster, a digital advertising firm, is promoting a new technique to help marketers understand user engagement. The firm has also come up with an official industry term for extended user interaction with ads: dwell.
According to Eyeblaster, dwell activities include behavior such as hovering a mouse over a display ad or watching a video. High-dwell ad campaigns result in the following:
- A 45% increase in conversion rates
- A 39% increase in brand-related keyword searches
How can marketers be sure to generate a high dwell rate on a campaign? It’s all about video. Average dwell time for non-video ads was 31 seconds while the dwell time jumped to 57 seconds for video ads. Ad position on the page also plays a role in how many consumers dwell and for how long. The highest incidences of dwell and click-throughs were linked to commercial breaks and floating ads.
Gal Trifon, CEO and co-founder at Eyeblaster says “[t]he connection between engagement and conversions emphasizes the value of digital display as a response medium.” The firm’s measurement techniques also add to the number of ways a marketer can measure ROI for an online ad campaign.[Source: Boosting Conversion with More Engaging Ads. Emarketer.com. 6 May 2010. Web. 12 May 2010]