Posts Tagged ‘engagement’

Online ad engagement 25 times higher than click rate

Thursday, October 29th, 2009

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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Google Study Finds Packaged Goods Spots Perform At ‘Parity’ Online Vs. TV

Monday, April 7th, 2008

I found the latest research published on MediaPost very interesting, it is backed up by our own statistics around engagement.  In essence the research finds that online video advertising is at least as good as TV in building brands.

“The takeaway is that nothing is lost and much can be gained. There is no downside in terms of bringing a brand-building message,” Marianne Foley, senior vice president-strategic initiatives at Harris Interactive said referring to the impact of running TV commercials online.

The study found that the commercials performed equally in all the major attributes on each of those platforms, but that embedded video ads might actually perform slightly better in terms of their ability to influence “purchase intent.”

Maybe this is why we have seen a huge spike in activity over the last few months. Long may it continue..

Irfon

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