Marketers are used to low click-through rates—but they also know the click isn’t the only way users engage with advertising. Other metrics are needed to measure the full range of interaction that might take place with online advertising.
Eyeblaster set out to develop a new type of measurement, dwell rate, in its “Trends of Time and Attention in Online Advertising” report. “Dwelling” on an ad is spending time with it, including mouse-overs, user-initiated video duration, user-initiated expansion duration and other user-initiated custom interaction durations.
“Recent research shows that the lack of suitable metrics as a top frustration for marketers,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Technology allows us to analyze consumer time spent with display advertising and indicates that consumers intentionally spend nearly a minute with online ads on average.”
The difference between clicks and general interaction was huge in 2008. For example, the average worldwide click-through rate for rich media ads studied was 0.35%. The average dwell rate for those ads was a much more impressive 8.71%.
Broken down further, in North America expandable banners had only a 0.3% click-through rate, but a 7.1% dwell rate and an average user dwell time of more than 45 seconds. Other rich media formats saw similar improvements in engagement measured by dwell or interaction rate.
As the report notes, dwell time is an important metric. Internet users in North America spent the longest time dwelling on online ads appearing in the mail category, at nearly 85 seconds. Instant messaging ads were a close second, at nearly 74 seconds, with news, technology and games rounding out the top five.
The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisers, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds and content syndication services available within the ADM community.
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AUTOMOTIVE IMAGE AND PHOTO RESOURCES
Did you know that there are over 4,000 photos listed on Automotive Digital Marketing Professional Community? And, do you know that many of these images are actually charts and graphs of the latest marketing trends and research? Did you know that many of these photos are actual ads used by dealers that worked exceptionally well? There have been over 4,000 photos uploaded and made available for use by all ADM members.
AUTOMOTIVE VIDEO FILE HOSTING
Did you know that there are more than 750 videos on Automotive Digital Marketing Professional Community? Have you seen how many of those videos are actual examples of marketing campaigns and business processes used successfully by some of the leading and most successful dealers in America?
GET ACCESS TO AUTOMOTIVE ARTICLES AND PUBLISH YOURS
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SOMETIMES CONTROVERSIAL, BUT ALWAYS FASCINATING AUTOMOTIVE DISCUSSION FORUM
Did you know that there are over 500 forum topics on Automotive Digital Marketing Professional Community? Have you checked the forum lately to see what your associates, clients and colleagues are saying?
Have you posted a forum discussion to see what other professionals have to say about the topic?
There have been over 500 discussions started and still active with ongoing comments and information being published daily within the ADM Forum.
SPECIALIZED AUTOMOTIVE PROFESSIONAL GROUPS
Did you know that there are more than 25 professional groups on Automotive Digital Marketing Professional Community? Have you joined any groups so that you can send messages to all other group members?
EVENT CALENDAR FOR AUTOMOTIVE PROFESSIONALS
Did you know that there are Important Upcoming Automotive Digital Marketing Events listed on Automotive Digital Marketing Professional Community? Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.
RADIO SPOTS AND AUTOMOTIVE PODCASTS
Did you know that there are more than 500 MP3 audio files on Automotive Digital Marketing Professional Community? Have you checked out what other automotive professionals are listening to? Did you know that many of these MP3 files are automotive marketing and Internet sales best practice Podcasts, and examples of highly effective radio spots, along with powerful and engaging dealer website soundtracks?
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