Smart advertising benchmarks 2011

7BEST PRACTICES FOR BUILDING A SMARTER AD Measuring the effectiveness of online ads have been the thorn to many marketers. As a global provider of digital advertising solutions that optimize the use of media, creative and data for enhanced campaign performance, MediaMind serves millions of display ads, search, rich media, video, dynamic ads, and mobile. With access to this data, MediaMind is able to report on online advertising effectiveness. SO WHAT IS DWELL EXACTLY? To understand the effectiveness of ads, we must be able to measure the engagement of that ad. To measure the effectiveness of branding, MediaMind uses two metrics: Dwell Rate is the number of impressions engaged by touch, interaction, or click. Average Dwell Duration measures the amount of time those people engaged with your ad. Unintentional dwell lasting less than one second is excluded.1. Use video for higher engagement 6.3% With Video DWELL RATE 2. No Video 5.2% Initiate your video 9.2% automatically 4.3% USER INITIATED LE AB ND TE PA LI PO EX DWELL RATE LE TE AUTO-INITIATED AB LI PO ND PA EX 3.7% 8.4%AVERAGE DWELL RATE 7% 3. Surround ad with 6% relevant content 5% MUSIC, ENTERTAINMENT, FINANCE, TECHNOLOGY SITES WITH MATCHED CONTENT 4% 3% RUN OF NETWORK, RUN OF SITE Instant Message 94 sec 4. TS Richer Formats RMA O Prolong Attention F ER 18 sec Overlay RICH Peelback 58 sec Video Extender 50 sec Sidekick 48 sec 38 sec Polite Banner Homepage Takeover 45 sec 6.6% 5. SY NCHED DWELL RATE Synched Ads Capture More Attention -SYNCHE NON D 8.6% 5.6% 8% Automatic Optimization 6.6% 7% 6. 6% DWELL RATE Take advantage of dynamic creative Other 5% optimization 4% 3% 7. 58% Integrate exchanges into the media buy SAVINGS MONEY SPENT OTHER MEDIA BUY AD EXCHANGE BUY WANT THE FULL REPORT? VISIT WWW.MEDIAMIND.COM/DOMOREWITHDIGITAL Follow us: © Copyright 2011 MediaMind.

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Smart advertising benchmarks 2011

by Mitya Voskresensky

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