Docstoc

DWELL ON BRANDING

Document Sample
DWELL ON BRANDING Powered By Docstoc
					DWELL ON BRANDING
Anita Caras
Milan, 08.03.10
You dream it…


                How can I know which online
                ideas will work best?

                What impact does online
                creativity have on brand?
We deliver it…




          Proof that online engagement
          leads to increased brand effects
How should I compare
these two ads?
Clickthroughs only
tell part of the story
With online we
can go much
further
We can measure active engagement
with an ad
We can measure active engagement
with an ad
Dwell time = Time spent actively engaging




Source: Eyeblaster
      time
Dwell rate = Rate of engagement




Source: Eyeblaster
Total Dwell



                     x   =




Source: Eyeblaster
Engaged but not clicking




    25x more likely to
    spend time than click
Source: Eyeblaster
Average Dwell time




Source: Eyeblaster
And how does Dwell affect…
What we did




Source: Eyeblaster
4.6 = Average Dwell




Source: Eyeblaster
What we did




Source: Eyeblaster
What we did
Matching groups by gender…




Source: comScore
What we did
…age, income, region…




Source: comScore
What we did
…online and search behaviour, and connection speed.




Source: comScore
What we did




Source: comScore
What we found
More Dwell =




Source: comScore
What we found
More Dwell, More Search




Source: comScore

                          Low dwell   High dwell
What we found
More Dwell, More Search




Source: comScore
What we found
More Dwell =




Source: comScore
What we found
More Dwell, More Traffic




                   Low dwell   High dwell




Source: comScore
What we found
More Dwell =




Source: comScore
What we found
More Dwell, More brand engagement




Source: comScore
What we found




Source: comScore
Comparing formats
Comparing formats




Source: Eyeblaster
Comparing verticals




Source: Eyeblaster
More Dwell, More Search




Source: comScore
More Dwell, More sites visits




   Source: comScore


Source: comScore
Source: MetrixLab
                 Proof that online engagement
We deliver it…   leads to increased brand effects




           Online -     More Search
                        More Traffic
                        More Engagement

           Offline -    More Awareness
                        More Favourability
                        More Purchase Intent
Q&A

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:11
posted:5/11/2011
language:English
pages:44