Mj Bear Dwell on branding april 29

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

Clickthroughs only
tell part of the story

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

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 found
More Dwell =

Source: comScore

What we found
More Dwell, More Search

Source: comScore

What we found
More Dwell, More Traffic

Source: comScore

More Dwell, More Search

Source: comScore

More Dwell, More sites visits

Source: comScore

Source: comScore

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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Mj Bear Dwell on branding april 29

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

2. You dream it… How can I know which online ideas will work best? What impact does online creativity have on brand?

3. We deliver it… Proof that online engagement leads to increased brand effects

4. How should I compare these two ads?

7. Clickthroughs only tell part of the story

8. With online we can go much further

9. We can measure active engagement with an ad

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

11. Engaged but not clicking 25x more likely to spend time than click Source: Eyeblaster

12. Average Dwell time Source: Eyeblaster

13. And how does Dwell affect…

14. What we did Source: Eyeblaster

15. 4.6 = Average Dwell Source: Eyeblaster

16. What we did Source: Eyeblaster

17. What we did Matching groups by gender… Source: comScore

18. What we did …age, income, region… Source: comScore

19. What we did …online and search behaviour, and connection speed. Source: comScore

20. What we did Source: comScore

21. What we found More Dwell = Source: comScore

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

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

24. What we found More Dwell = Source: comScore

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

28. What we found Source: comScore

29. Comparing formats Source: Eyeblaster

30. Comparing formats Source: Eyeblaster

31. Comparing verticals Source: Eyeblaster

32.

33. More Dwell, More Search Source: comScore

34. More Dwell, More sites visits Source: comScore Source: comScore

35. Source: MetrixLab

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

37. 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

Mj Bear Dwell on branding april 29

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