1. Dwell Time Nicole Fawcette

2. Dwell, Moving beyond the click Nicole Fawcette

3. Let’s have a look back…

4. This got us addicted… …TO CLICKTHROUGHS

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

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

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

8. How should I compare these two ads?

9. Comparing ads

11. Clickthroughs only tell part of the story

12. With online, we can go much further

13. We can measure active engagement with an ad

14. What we are talking about is… …IS DWELL!

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

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

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

19. Average Dwell Time Source: MediaMind

20. And how does Dwell affect brand?

21. What we found More Dwell = Source: comScore

22. What we found Source: comScore More Dwell, More Search

23. What we found More Dwell, More Search Source: comScore

24. What we found More Dwell =

25. What we found More Dwell, More Traffic Source: comScore

26. What we found More Dwell = Source: comScore

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

28. What we found Source: comScore

29. Comparing Formats Source: MediaMind

30. Comparing Formats Source: MediaMind

31. We deliver it Proof that online engagement leads to increased brand effects Online - More Search More Traffic More Engagement Offline - Awareness Favourability Purchase Intent

32. Thank you