Dwell Time Nicole Fawcette

Dwell, Moving beyond the click Nicole Fawcette

Let’s have a look back…

This got us addicted… …TO CLICKTHROUGHS

But, online advertising has changed… We get your challenges: Shrinking client budgets and high creative expectations… Advertising online is innovating through rich media!

This research provides evidence… How can I know which online ideas will work best? What impact does online creativity have on brand?

This research provides evidence… Proof that online engagement leads to increased brand effects

How should I compare these two ads?

Comparing ads

Clickthroughs only tell part of the story

With online, we can go much further

We can measure active engagement with an ad

What we are talking about is… …IS DWELL!

What is Dwell? DWELL IS… THE MEASURE OF CONSUMER ENGAGEMENT WITH YOUR BRAND ONLINE

How is it calculated? Dwell time =x = Time spent actively engaging = Rate of engagement rate Source: MediaMind

Engaged but not clicking through 25x more likely to spend time than click Source: MediaMind

Average Dwell Time Source: MediaMind

And how does Dwell affect brand?

What we found More Dwell = Source: comScore

What we found Source: comScore More Dwell, More Search

What we found More Dwell, More Search Source: comScore

What we found More Dwell =

What we found More Dwell, More Traffic Source: comScore

What we found More Dwell = Source: comScore

What we found More Dwell, More brand engagement Source: comScore MORE PAGES +125% MORE TIME +83%

What we found Source: comScore

Comparing Formats Source: MediaMind

Comparing Formats Source: MediaMind

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 you