The Blast - Digital Monthly by Eyeblaster

Eyeblaster Benchmarks: Why Engagement Counts

The recently published Global Benchmarks by Eyeblaster examines why Dwell Rate is a valuable metric to measure the effectiveness of Rich Media display advertising. Dwell Rate helps marketers ascertain if consumers are actually looking at ads.

A sneak preview of some of the Benchmark highlights shows:

- Ads with a high Dwell Rate are more likely to have a high Conversion Rate.
- A new study by Microsoft, comScore and Eyeblaster shows Dwell’s effectiveness beyond branding.
- High Dwell triples brand related search, increases traffic by 69%, and boosts brand engagement.

Eyeblaster Research recommends these best practices to help advertisers create better campaigns with a higher Dwell Rate:

1. Place ads in environments where users spend ample time
2. Utilize video to draw users' attention
3. Use more visible ad formats

Click here to download the full Research by Eyeblaster.

Otto My Trends Homepage Takeover, Germany
Format: Homepage Takeover
Interactive Feature: 3D Cube
Media: Pilot 1/0
Creative: Kolle Rebbe, Salon91
Vertical: Retail
View demo

"The aim of the OTTO MSN site-takeover was to introduce a stunning new look for the OTTO campaign and to inspire users with the latest summer fashion of OTTO. We created a look for the campaign which was visually strong – with each model being mirrored, but in various summer outfits to suit each model's mood and character. By giving users the opportunity to switch between different locations, models and different summer fashion styles, we achieved higher user involvement

and brought more intensive attention to the clients' product range. The 3D-animation of the "videocube" underlined the visual concept of the campaign, and allowed for an interesting interactive user- experience."

Florian Voellmecke, Online Project Manager, Kundenberatung KOLLE REBBE GmbH

1. Nissan Homepage Takeover 3D, ES
Media: OMD
Creative: Duke
Format: Homepage Takeover
Interactive Feature: 3D Video
Vertical: Auto
View demo

2. ModNation Racers Homepage Takeover, DK
Media: Remind
Creative: Nordisk Film
Format: Homepage Takeover
Vertical: Gaming
View demo

3. Iron Man 2, FR
Media: MEC
Creative: Waste
Format: Polite Banner
Interactive Feature: Postcode Finder
Vertical: Entertainment
View demo

4. Sex and the City 2, UK
Media: PHD
Creative: Thinkjam
Format: Polite Banner
Interactive Feature: Interactive Video
Vertical: Entertainment
View demo

5. Bing Los Links Sidekick, US
Media: Universal McCann
Creative: Razorfish
Format: Sidekick
Vertical: Tech/Internet
View demo

6. T-Mobile Smart Versioning, UK
Media: Mediacom
Creative: Saatchi - Interactive
Format: Polite Banner
Vertical: Telecom
View demo

Centrifuge: the New Marketing Funnel? - A web search for “marketing funnel” will suggest that the concept has been declared dead many times over. Still, I have yet to see a consensus on its replacement.

50 Percent Jump in Traffic - We are pleased to bring you an interview with Shane Needham, Sr. Interactive Producer, 22squared, who recently worked on a successful campaign for Buffalo Wild Wings featured on ESPN.

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