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Mj Bear Dwell on branding april 29
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Mj Bear Dwell on branding april 29

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    Mj Bear Dwell on branding april 29 Mj Bear Dwell on branding april 29 Presentation Transcript

    • 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 Search Source: comScore
    • What we found More Dwell = Source: comScore
    • 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
    • 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… 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