AUSTRALIAN’S DON’T DWELL: EYEBLASTER STUDY
New research from Eyeblaster proves direct link between Dwell and brand effectiveness: Australia underperforming
Eyeblaster recently released a benchmark report revealing Australian consumers represent the lowest Average Dwell Time and Dwell Rate for online advertisements. The research shows there is a direct link between a high Dwell Rate and a high Conversion Rate and thus brand engagement, and is a wakeup call to Australian advertisers who use the online medium to reach consumers.
The full benchmark report is available here.
Eyeblaster analysed the results of more than 13 billion rich media impressions served globally 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.
When considering Dwell Rate within Australia, the Technology and Internet vertical performed the best with 12.8%, followed closely by Sport (10.5%) and Retail (9.3%). The B2B vertical achieved the highest Average Dwell Time of 66.9 seconds. Surprisingly, News and Media was revealed as the poorest performing vertical in the Australian market, with a Dwell Rate of just 2.6%, and an Average Dwell Time of just 23.6 seconds.
Benchmarks for Australia by Vertical
Source: Eyeblaster Research, Q1 2009 to Q4 2009
Eyeblaster Country Manager, Australia and New Zealand, Carolyn Bollaci said, “These metrics are evidence that user interaction with an advertisement increases the Dwell Time, which directly affects conversion rate and brand awareness. Australian advertisers need to tap into the unique benefit of engagement that online advertising can offer.”
“Fortunately, the results reveal practical ways Australian advertisers can optimise their online campaigns Dwell Rate and Time, and ultimately their ROI.
“Firstly advertisers should select placements around editorial content that requires thorough reading. The longer users spend with the publisher’s content, the higher their Dwell Rate. Secondly they should combine video into the ad. Finally, advertisers should get more assertive and visible within their ads by utilising features such as expandable banners.”
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.
Top line results from the study:
– Interactive ads that attract users to touch and play with them will generate interest, and ultimately a higher Conversion Rate.
– High Dwell triples brand related search, increases traffic by 69% and increases brand engagement
– Combining video into advertisements increases Dwell Rate by 29%, and nearly doubles Average Dwell Time.
 Dwell Rate: The number of impressions that were dwelled upon out of all impressions. Dwell is defined as an active engagement with an ad. It includes positioning on the mouse over an ad, user-initiation of video, user-initiation of an expansion, and any other user-initiated Custom Interaction. Unintentional Dwell, lasting less than one second, is excluded.
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Photo credit: DJ Codrin