Mj Bear Dwell on branding april 29

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Mj Bear Dwell on branding april 29

  1. 1. DWELL ON BRANDING MJ Bear MSN Executive Producer CEE and MEA April 29, 2010
  2. 2. You dream it… How can I know which online ideas will work best? What impact does online creativity have on brand?
  3. 3. We deliver it… Proof that online engagement leads to increased brand effects
  4. 4. How should I compare these two ads?
  5. 5. Clickthroughs only tell part of the story
  6. 6. With online we can go much further
  7. 7. We can measure active engagement with an ad
  8. 8. Dwell rate = Ratespent actively engaging time Time of engagement x = Source: Eyeblaster
  9. 9. Engaged but not clicking 25x more likely to spend time than click Source: Eyeblaster
  10. 10. Average Dwell time Source: Eyeblaster
  11. 11. And how does Dwell affect…
  12. 12. What we did Source: Eyeblaster
  13. 13. 4.6 = Average Dwell Source: Eyeblaster
  14. 14. What we did Source: Eyeblaster
  15. 15. What we did Matching groups by gender… Source: comScore
  16. 16. What we did …age, income, region… Source: comScore
  17. 17. What we did …online and search behaviour, and connection speed. Source: comScore
  18. 18. What we did Source: comScore
  19. 19. What we found More Dwell = Source: comScore
  20. 20. What we found More Dwell, More Search Source: comScore
  21. 21. What we found More Dwell, More Search Source: comScore
  22. 22. What we found More Dwell = Source: comScore
  23. 23. What we found More Dwell, More Traffic Source: comScore
  24. 24. What we found More Dwell = Source: comScore
  25. 25. What we found More Dwell, More brand engagement Source: comScore
  26. 26. What we found Source: comScore
  27. 27. Comparing formats Source: Eyeblaster
  28. 28. Comparing formats Source: Eyeblaster
  29. 29. Comparing verticals Source: Eyeblaster
  30. 30. More Dwell, More Search Source: comScore
  31. 31. More Dwell, More sites visits Source: comScore Source: comScore
  32. 32. Source: MetrixLab
  33. 33. We deliver it… Online - More Search More Traffic Proof that online engagement More Engagement leads to increased brand effects Offline - Awareness Favourability Purchase Intent
  34. 34. 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

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