MJ Bear
MSN Executive Producer CEE and MEA
April 29, 2010
DWELL ON BRANDING
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
Dwell time
=x
= Time spent actively engaging= Rate of engagementrate
Source: Eyeblaster
25x more likely to
spend time than click
Engaged but not clicking
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 didMatching 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 foundMore Dwell =
Source: comScore
What we foundMore Dwell, More Search
Source: comScore
What we foundMore Dwell, More Search
Source: comScore
What we foundMore Dwell =
Source: comScore
What we foundMore Dwell, More Traffic
Source: comScore
What we foundMore Dwell =
Source: comScore
What we foundMore Dwell, More brand engagement
Source: comScore
What we found
Source: comScore
Comparing formats
Source: Eyeblaster
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
We deliver it…
Proof that online engagement
leads to increased brand effects
Online - More Search
More Traffic
More Engagement
Offline - Awareness
Favourability
Purchase Intent
THANK YOUQ&A
More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg
More on Measurement: advertising.microsoft.com/europe/being-greater-with-data
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