Research: As Dwell on Ads Increase, Conversion Rate Climbs Higher
5/6/2010

New York, New York, 06-May-10  -- A periodic analysis of global benchmarks released today by Eyeblaster, the leading independent provider of integrated digital advertising solutions, reveals that when more consumers engage with an ad, conversion rate increases, showing a direct link between a high Dwell Rate and a high Conversion Rate. The full benchmark report is available here.

Eyeblaster analyzed the results of more than 13 billion rich media impressions served in 2009 and directly compared the relationship between Dwell and Conversion Rate. Results show that when more consumers engage with an ad for more time (i.e. Dwell), they are more likely to end up converting. On average, increasing Dwell from 5% to 15%, increases conversion rate by 45%, from 0.4% to 0.6%. Thus, ads that allure users to engage are more effective in generating conversions.

Results show that when more consumers engage with an ad for more time (i.e. Dwell), they are more likely to end up converting. On average, increasing Dwell from 5% to 15%, increases conversion rate by 45%, from 0.4% to 0.6%.  

Furthermore, a recent research by Microsoft Advertising, comScore and Eyeblaster also confirms that digital campaigns with high Dwell are more effective for branding. The study compared users who were exposed to campaigns with low Dwell and users who were exposed to campaigns with high Dwell. The results indicate that campaigns with a high Dwell triple brand related keyword search, increase traffic by 69% and increase brand engagement — number of page viewed and time spent on the advertiser’s site.

“It’s encouraging to see the same metric applicable to different maketing objectives,” said Gal Trifon, CEO and co-founder at Eyeblaster. "The connection between engagement and conversions emphasizes the value of digital display as a response medium, while the joint research with Microsoft Advertising shows clear branding correlation.”

For more information on Eyeblaster’s latest benchmark report, visit www.eyeblaster.com. To download research, click here.

About Eyeblaster
In 1999, Eyeblaster was among the pioneers in rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising to ad serving and global campaign management. As the leading provider of digital advertising solutions, Eyeblaster empowers marketers to engage consumers online. The company’s flagship product, MediaMind, is the only ad serving and campaign management solution built from the ground up for agencies and advertisers. MediaMind includes critical functions that simplify campaign process, enable cross channel analytics, and streamline integration with other technology components.

Headquartered in New York, Eyeblaster has over 35 representation offices across all major markets worldwide. This footprint allows Eyeblaster customers to deploy global campaigns with guaranteed service levels, publisher acceptance and integrated metrics. The company is the only publisher-independent provider in the field, as well as the only one certified for compliance with the three IAB measurement guidelines: ad serving, video and rich media.

In 2009, Eyeblaster delivered campaigns in a variety of ad formats including rich media, in-stream video, display, search and mobile for over 8,500 brands serving approximately 3,400 agencies across over 5,200 global web publishers in 55 countries worldwide. Learn more at: http://www.eyeblaster.com 

North America Media Contact:
Alice Suh
Eyeblaster
T: 646.723.1922
M:347.414.4660                                                                                                                                   

International Media Contact:
Lianne Schneider
Eyeblaster
T: 972.9.776.0889
M: 972.523.776844
 




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