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Online ad engagement 25 times higher than click rate

Just read this study, late I know but the numbers are impressive

http://digital-media.net.au/article/online-ad-engagement-25-times-higher-than-click-rate/493542.aspx

“Video saw a 30% lift in engagement over non-video banners with dwell time nearly doubling from 37.37 to 71.51 seconds. With more than one in ten users spending over a minute, video banner advertising may be a popular alternative to intrusive pre-roll advertising.”

eyeblaster have done a great job on this report but why are they and other still charging on a cpm basis?
Surely paying for engagement is the way forward?

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This entry was posted on Thursday, October 29th, 2009 at 9:55 pm and is filed under Coull Misc. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “Online ad engagement 25 times higher than click rate”

  1. Tweets that mention blog.coull.com » Blog Archive » Online ad engagement 25 times higher than click rate -- Topsy.com Says:
    October 30th, 2009 at 1:53 am

    [...] This post was mentioned on Twitter by irfon watkins and Vaughan Denny, Coull. Coull said: New Blog Post: Online ad engagement 25 times higher than click rate http://ow.ly/15Ydl9 [...]

  2. Jack Says:
    November 2nd, 2009 at 4:38 pm

    I’d suggest that with video display advertisers have to sell up against TV dwell-time is a bit too academic.

    Sales houses are trying to quantify online video ads in terms of TV-like GRP as that’s what the client knows. At least CPM can be extrapolated to a rough GRP figure; dwell time might make such a calculation a step too far.

    The FMCG companies know what they are paying ($-wise) for notional eyeballs with their TV ads so they need a comparable measurement for their online video too.

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