Adaptive Media - Dwell on Branding (MJ Bear)

DWELL ON BRANDING MJ Bear MSN Executive Producer CEE and MEA April 29, 2010

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 rate = Ratespent actively engaging time Time of engagement x = Source: Eyeblaster

Engaged but not clicking 25x more likely to spend time than click 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 did Matching 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 found More Dwell = Source: comScore

What we found More Dwell, More Search Source: comScore

What we found More Dwell, More Traffic Source: comScore

What we found More Dwell, More brand engagement Source: comScore

What we found Source: comScore

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… Online - More Search More Traffic Proof that online engagement More Engagement leads to increased brand effects Offline - Awareness Favourability Purchase Intent

THANK YOU Q&A More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg More on Measurement: advertising.microsoft.com/europe/being-greater-with-data

Adaptive Media - Dwell on Branding (MJ Bear)

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