Trends of Time and Attention in Online Social Media Advertising

Eyeblaster Analytics Bulletin
Issue 4 | Trends of Time and Attention

in Online Advertising
July 2009
Background Summary of findings
Recent years saw click thru rates (CTR) The main findings in this research include the
following:
dropping from 5% to way below 0.4% (or
s Consumers are 25 times more likely to
0.1% for standard banners). This has led spend meaningful time on the ad than click it
some to conclude that ‘display advertising s When they do spend time, consumers
is dying’. On the other hand, data such spend close to a full minute of active
engagement
as Comscore and OPA’s recent research
s Video increases Dwell Rate by 30% and
showed that consumers exposed to Dwell Time by 200% (in the US) or 100%
display ads spend over 50% more time (globally)
on an advertiser’s site the following month, s Consumers react to ads differently
depending on the time of day, week, or year
viewing over 50% more pages than average
visitors. This may lead to the conclusion s Home-page media offers one of the
highest Dwell Rates, but lowest Dwell Time
that display advertising is more critical than
s And more…
ever. What’s a marketer to do?
Human attention has become a scarce

commodity. Drawing attention is the
In this research we leverage a new data
first stage in the process of converting
point called Dwell, and review trends in
consumers. Clicking through to a web
consumer attention consumption with
site is one form of attention – one that
rich media display advertising. Eyeblaster
consumers increasingly refuse to follow.
developed Dwell with leading advertisers
But what happens when there is no click?
and agencies worldwide in order to create
At that stage, a good measure for ad
a standardized metric across all ad formats
effectiveness is time spent with the ad. and sizes. Previous time related metrics,
Indeed, time spent has long been a key such as expansion duration or video
metric for attention in web site analytics, duration, were limited to niche formats and
and new technology now allows us to creative implementations. Dwell is equally
analyze consumer time spent with display applicable to all rich media formats, for
advertising. the first time allowing a comprehensive
and consistent analysis.
Pg 193 – Marketing Sherpa’s 2008

Table of contents
Methodology and Definitions .....................................................................4

Spending Time vs. Clicking .......................................................................5
Does Video Impact Dwell? ........................................................................5
What’s the Best Time for Spending Time? ................................................ 6
Dwell by Verticals ......................................................................................8
Trends by Region ......................................................................................9
Unit Sizes and Formats ............................................................................10
Benchmarks
Appendix 1: North America .................................................................... 13
Appendix 2: Europe ................................................................................ 14
Appendix 3: APAC .................................................................................. 15
3 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Methodology and Definitions
Methodology
This document uses isolated data from a sample size of over 42 billion rich
media impressions spanning all formats and global regions.
The data was gathered in the period between September 2008 and March 2009.
Later in this document, where a sub-set of the data was utilized, it is highlighted
as such.
Dwell Time Definition

Dwell Time is the average number of seconds consumers intentionally spend
engaging with an online ad. The metric sums the following user actions: amount
of time the mouse was over an ad, user-initiated video duration, user-initiated
expansion duration, and any other user-initiated custom interaction duration.
Unintentional dwell instances lasting less than one second are excluded.
Dwell Rate Definition

Dwell Rate is the cumulative instances of where a user interacted with the ad
divided by served impressions.
Many charts in this bulletin show Dwell Rate alongside Click Through Rates. As
you will see, Dwell Rate is consistently higher than CTR by order of magnitude.
Note therefore, that such charts use a different scale for Dwell Rate and CTR,
visible on corresponding sides of the graph.

Spending Time vs. Clicking
To begin our review of Dwell, we looked at global data and compared it to the well known CTR metric on the same sample:
CTR vs. Dwell Rate At 0.35%, the Click Through Rate for Rich Media ads is still
CTR vs. Dwell Rate over three times higher than standard banners, but still a small
portion of the exposed population. If we were to assume this
10.00% was the extent of the impact of the display campaign, this
8.71%
is certainly not an impressive number. In contrast, the Dwell
8.00% population measuring users with intentional active engagement
is 8.71%, or 25 times higher.
6.00%
4.00%
These 8.71% are exposed on average
2.00%
0.35% to 53.08 seconds of hands-on, active
0.00%
engagement. This is equal to intently
Dwell Rate (sec) CTR watching two 30 second TV spots in a row!
Source: Eyeblaster Research
Does Video Impact Dwell?

When looking at in-banner video advertising, we can see a 30% lift in Dwell Rate compared to non video rich media.
Video nearly doubles the average Dwell Time, from 37.37 seconds to 71.51 seconds!
Video increases both the rate of engagement and duration in Video Impact on Dwell
time. Considering the power of television to develop stories
that create brand recall, what we are seeing is that video is
12.00% 80.00
both powerful at drawing the eye away from page content
and then holding the users attention, nearly double other 10.00%
70.00
ad formats. 60.00 Dwell Time
Dwell Rate
8.00%
It is interesting to draw a comparison between in-banner 50.00
video, analyzed above, and in-stream pre-roll video ads. While 6.00% 40.00
pre-roll often gets a bad rap for being intrusive, its duration is
30.00
a mere 15 seconds and below. Here we can see the tradeoff 4.00%
marketers face, when measuring active participation of 10% 20.00
of the exposed audience – with no negative connotation from 2.00%
10.00
the intrusion aspect – and duration of engagement that is 5
0.00% 0.00
times longer. So is reach more important or impact? Each
No Video
Video With Video
brand and each campaign may require a different answer.
Dwell Time (sec) Dwell Rate


What’s the Best Time for Spending Time?
Are there any variations on Dwell Time by hour, day or month?
Resolution by Part of Day

The time-of-day analysis uses a sample size based on US Eastern time zone, and focuses on browser-based ad formats,
excluding Messenger formats. These criteria were defined to increase visibility to time-of-day trends.
The following chart shows workday (Monday-Friday) data by hour:
Time-of-day analysis: workdays only During workdays, Dwell

8.00% 0.35% Rate is at its highest in the
7.00%
45.13
44.92
44 92
0.30% morning, peaking at 9am,
6.00% 0.25%
when people are prepared to
Dwell Rate
43.85
43 85 43.75
43 75
43.59
43 59 43.56
5.00% 42.72
42 72
0.20%
interact, but for not as long as
CTR
42.33 42.46 42.44
42.10
4.00% 41 64
41.64
41.80
41 80
41.34
41.60
41 60
41.11 41.26 41.27
41.07
40.83 0.15%
3.00%
they are at lunch-time when
40.67
40 67
39.92 39.81 39.89
2.00% 0.10%
1.00% 0.05% they generally play with ads

0.00%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.00%
for longer durations.
Dwell Time (sec) Dwell Rate CTR The data shows CTR picking up in the early
Source: Eyeblaster Research evening, and both CTR and Dwell Rate
declining as the evening progress with a
drop at about 8.00pm.
Interestingly, we can see a spike for the
insomniacs who are quite happy to play
around for longer at 3.00am!
Resolution over Weekend
Unlike workdays, during the weekend we don’t see the impact of morning coffee and lunch breaks. In looking at data
across the weekend period, there is no substantial change for Dwell Rate or Dwell Time. The time consumers spend on
ads is relatively flat across the board.
As a general trend, Dwell Rate is lower during Time-of-day analysis: weekends

weekend days, while Dwell Time remains
consistent with workday peak hours. In 7.00% 46.64
0.50%
other words, once an advert does get the 6.00% 40.77 42.09 41.84 42.30
42.88 42.95 42.96 42.73 42.41 43.79
43 79 44.68
44 68 43.80
43 80
42.69 0.45%
38.18 38.18 36.56
36 56 36.82 37.02 39.10
39 10 40.24
40 24
0.35%
consumer’s attention on the weekend, they 5.00% 36.08 35.95 35.92
0.30%
Dwell Rate
are free to spend time with it as they are during 4.00% 0.25%
CTR
workday break periods. 3.00% 0.20%

2.00% 0.15%
0.10%
1.00% 0.05%
0.00% 0.00%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of the day

Dwell Time (sec) Dwell Rate CTR

Distribution of Dwell by Month
The following chart again uses global data in order to drill down further into the metrics of when consumers are likely to dwell:
Distribution of Dwell by Month In looking at data across months, we see

that CTR is the highest around November,
8.20% 53.06 0.38% possibly indicating a response aspect prior
8.00% 48.18 46.66 47.51 45.66
0.37% to Christmas and the holiday season.
43.48 43.84 0.36%
However, in January, during the post-holiday
Dwell Rate
7.80% 0.35%
7.60% 0.34% season there is a jump in the number of
CTR
0.33% users wishing to engage with a brand.
7.40% 0.32%
7.20% 0.31% Additionally, in October consumers seem
7.00%
0.30% to be prepared to spend the longest time
0.29%
6.80% 0.28%
exploring a brand as opposed to December,
Sept Oct Nov Dec Jan Feb Mar which shows the lowest Dwell Time.

Time on Ads across Media Sections

The publisher section is relevant to the consumer’s context and offers a hint as to their state of mind. Are they leaning
forward typing emails and IMs, are they scanning through news, or clicking on a home-page en route to another
content destination?
The following chart is based on North American ad impressions served in the top 300 publishers:
What we discover is that Dwell Time Time on Ads across Media Sections
is highest in a messaging environment
followed by news, technology and 9.00% 0.50%
gaming. 8.00% 0.45%
84.24
In terms of Dwell Rate – news, 7.00% 73.54

0.40%
technology, and gaming sections all 6.00%
0.35%
Dwell Rate
attract a high number of consumers to 5.00%

56.98 0.30%
CTR
49.82
explore the advertiser’s message. 0.25%
4.00% 40.28 40.06
35.06 34.21 34.20 0.20%
Home-pages offer a very interesting 3.00% 31.44 30.65 30.42
28.21 26.49 26.27
25.66 0.15%
finding. They are seen to generate one 2.00% 0.10%
of the highest Dwell Rates, which might 1.00% 0.05%
be due to the higher quality of creative
0.00% 0.00%
on home-pages designed to catch
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it is a jump-off page for the consumer Source: Eyeblaster Research
as opposed to a destination.

Dwell by Verticals
Dwell Time for the technology and internet sector is almost double compared to the
lower verticals, showing that users spend 91.9 seconds ‘dwelling’.
Nearly 10% of all ads are engaged Dwell by Verticals

with for an average of one-and-a-half
minutes. This shows a real willingness 12.00% 0.70%
91.9
of technology users to explore a sector
that has direct bearing on their everyday 10.00% 0.60%
experiences. 0.50%
8.00% 63.1
Both entertainment and gaming are the Dwell Rate 56.5
49.6 0.40%
47.1 46.7 46.0
CTR
next best engaged sectors, both holding 6.00% 45.1 45.1
40.2
0.30%
63 seconds and 56 seconds of Dwell
4.00%
Time respectively, with gaming gaining 0.20%
a higher than average CTR as a result. 2.00% 0.10%
However, although gaming shows a peak
in CTR at 0.6%, this means that for every 0.00% 0.00%
1000 ad impressions served only six
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expect in a game micro-site, and you
are more likely to navigate.
For clarity, even high clicking gaming fans
are over 10x more likely to Dwell.
Across all sectors, Dwell Time shows that consumers are both willing to engage with brands and explore
them on the page as opposed to click-away – and will do so for between 15 and 60 seconds longer
than TV ads.
THINK active exploration and not just a passive exposure of the brand.

Trends by Region
In the following data, Messenger ads were removed from the data source to ensure uniform comparisons across regions:
Dwell Rate Dwell Time

General 8.71% 53.08
Global No Video 7.65% 37.37
With Video 10.04% 71.51
General 9.75% 54.58
EMEA No Video 8.41% 40.93
With Video 10.65% 69.54
General 6.54% 57.58
US +Canada No Video 5.56% 32.73
With Video 7.53% 85.16
General 7.31% 41.86
APAC No Video 6.55% 33.51
With Video 9.80% 59.94
General 12.64% 50.85
Latin America No Video 11.29% 31.02
With Video 15.24% 72.33
Americans are the least likely to engage Trends by Region: focus on video
with online ads, BUT when they do
engage, US consumers spend far more 16.00% 90.00
time with the ad than in other markets,
especially if the ads contain video. 14.00% 80.00
12.00% 70.00
In the US, Dwell Time shows that the
Dwell Duration
average time spent with a video ad is 60.00
Dwell Rate
10.00%
85 seconds. 50.00
8.00%
40.00
At 85+ seconds, North 6.00%
30.00
America leads the world in 4.00% 20.00
Dwell Time 2.00% 10.00
It would appear from the data that there is 0.00% 0.00

No With No With No With No With
more resistance on behalf of the consumer Video Video Video Video Video Video Video Video
in the US than in EMEA or APAC – which EMEA US+Canada APAC Latin America
suggests in more digitally advanced regions
(i.e. the US), consumers have been over- Dwell Time (sec) Dwell Rate
saturated with online ad formats. This, in
turn has been complemented with greater Source: Eyeblaster Research
brand or publisher restrictions as a result
of the negativity afforded by original pop-
up ads seen in the early days of online
marketing.
The data suggests that it is not so much shape or size or clicks that we need to address, but a potential consumer complacency,
especially where the most interesting creativity is often hidden post-click ( either click-to-expand or click-to-micro-site).
Thus, US designers need to work that much harder on ad creativity to get people engaged from the outset. But, the potential
pay-off is once they have them engaged, US consumers really want to explore brands right where they are ‘dwelling’.
The argument for creativity can be seen in the inclusion of video – as it both increases the rate of engagement and duration
in time. Considering the power of television to develop stories that create brand recall, what we are seeing is that video is
both powerful at drawing eye off page content and then holding the users attention, nearly double other ad formats or in the
case of the US, practically triple the Dwell Time.
Regionally and globally the contribution of video cannot be ignored

Dwell by Unit Sizes and Formats
To test the correlation of consumer attention and ad size, we looked at performance of various sizes of rectangle, leaderboard
banners, Messenger units, floating ads and skyscrapers.
Dwell Time and Click Rates across 10 popular unit sizes:
Dwell by Unit Size

Dwell by Unit Size
35% 4.00%
82.98 3.50%
30% 73.46
66.34 3.00%
20% 58.21
2.50%
Dwell Rate
55.26
50.41
47.61
15% 2.00%
CTR
42.29
37.57
1.50%
10%
1.00%
5% 6.38 0.50%
0 0
300x250
336x280
180x150
160x600
120x600
300x600
728x90
468x60
234x60
N/A
Rectangles Banners Messenger Floating Skyscraper

Looking at both Rate and Time, the top performing formats are:
Browser-based formats Desktop formats

s 300x250 – the rectangle (MPU) – high Dwell Rate, high s 180x150 – mostly MSN Messenger Today – high rate,
Dwell Time and average clicks high duration, yet average clicks
s 728x90 – the banners – average Dwell Time, average s 234x60 – the half-banner in MSN Messenger –high
Rate and average clicks rate, high duration and high clicks
s 120x600, 160x600, 300x600 – the skyscrapers – We continue to see the huge gap between clickers and
lowest Dwell Time, low interactions for 160 and 120 time-spenders. Roughly 10% of all ads get user attention
wide formats with an increase for 300 wide formats, compared to less than 0.3% clicked on.
but low clicks across the board
s 468x 60 and 120x600 – two original banner/
All formats are achieving longer
skyscraper sizes – both achieving the lowest CTR, but engagement time than the average 30
the banner achieves a high rate and average dwell time
second TV spot
Dwell Time is not necessarily equating to shift in CTR, i.e.
even if someone plays with an ad for a ‘long’ time they are
not necessarily going to click-thru, indicating they have found
the “immediate” answers they need.
The Dwell Rate and CTR do have a level of consistency,
i.e. the number of people who engage with an ad is relative
to the click-ability, and is related to the size/location of the
advert on the page.
The following graph aggregates the data for each category of ad sizes:
Dwell by Unit Size
35% 65.30 4.00%
30% 55.82 3.50%

3.00%
25% 44.24
Dwell Rate
39.05
2.50%
20%
CTR
2.00%
15%
1.50%
10%
1.00%
5.51
5% 0.50%
0% 0.00%
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Dwell Time Dwell Rate CTR

Startling realities of Dwell Time by size and format: Floating ad reveals a massive 30% Dwell
s Around 10% of all ads are interacted with compared to Rate
less than 0.3% clicked on. Based on 1000 ad impressions
served, this means less than 3 ads are clicked on vs. around Floating ads represent less than 1% of Rich Media volume,
100 ads are being played with. but are quite useful for specific marketing applications. Dwell
Rates are highest for floating ads, while Dwell Time for floating
s Once engaged, the average consumer is willing to spend ads is lower than other rich media formats. This is probably
around 60 seconds actively exploring a brand message due to the following considerations:
– not just 30 seconds passively receiving a message like
television. s Floating ads by design are more intrusive, hence more
likely to ‘bust through’ consumer ad blindness, increasing
Desktop ads (Messenger ads) are outperforming browser- Dwell Rate.
based categories, showing 12% increase in Dwell Rate
and a 10-20 second increase in Dwell Time. Increased s The duration in time is limited because generally these ads
Dwell Time in Messenger ads is due to the length of time the are designed to be on screen for a minimum amount – they
user is exposed to the ad. For example, some users can be are short-form adverts, typically around seven seconds
exposed to an ad for as long as all day, complemented by and no more than 15 seconds.
the potential auto-load of the software on machine restart. s Users looking to close the floating ad and taking over
This is balanced against adverts contained within a browser, one second to do so, are still recorded as dwelling users
such as on a home-page, where the likelihood is that the and skew the data further towards higher rate, lower
user would normally be there for a few seconds before duration.
leaving the page. A comparison could be drawn in terms of
standing around a bus stop versus driving past a billboard
in terms of potential exposure time. However, once a
consumer is engaged, they will spend a great amount of
time exploring a brand.

Conclusion
What advertisers want to know is “are users seeing my ads?” and unlike TV, Dwell Time can answer
a definitive “yes they are,” providing a key engagement measurement irrespective of click-thru.
Marketers are far more excited to know that around 100 people spend more than a minute discovering
their product or brand in an ad as opposed to learning that three people clicked on it.
Online rich media ads encourage consumers to engage with brands in more active, explorative
ways. Marketers are shifting towards creating compelling interactive stories where consumers
are ‘dwelling’, as opposed to driving traffic to micro-sites. Video is an obvious enhancement to
any campaign, and a move towards interactive video should be seen as a priority for advertisers
wishing to engage with consumers.
CTR alone has been giving us skewed data results when isolated from Dwell Time. Therefore,
it is no longer sufficient to rely on clicks as a primary indication of online ad effectiveness.
Consumers today are far more willing to engage with brands than we previously thought, and
in more active and explorative ways. However, the limited amount of attention time means we
must deliver the brand to the consumer wherever they are, and not expect the consumer to go
look for the brand.
Note to Strategists
Armed with this new information, take confidence in finding ways to draw
the eye away from page content and into the ad format, and reward the
consumer for doing so – and for their willingness to take time out. Treat them
with respect, feed them information where they are, and enjoy achieving
higher brand involvement than even television can deliver, both in terms
of time and through active participation and exploration.

Appendix 1
Benchmark for North America 2008
Performance Metrics (Format and Verticals)
Basic Metrics Video Metrics Expandable Metrics

User Impressions
Avg.
Average Avg. Video 50% Fully Total with any
Started Expansion
IR CTR Dwell Rate Dwell Duration Played Played Expansion Panel
Rate Duration
Time (Seconds) Rate Rate Rate Expansion
(Seconds)
(Seconds) Rate
Standard Banner — 0.08% — — — — — — — — —
Rich Media
Commercial Break 12% 3.47% — — 4.53 69% 2.4% 1.5% — — —
Expandable Banner 11% 0.31% 7.05% 45.46 38.43 15% 76.9% 64.0% 12% 6% 55.28
Floating Ad 5% 4.96% 30.62% 4.66 6.69 48% 63.2% 52.6% — — —
Formats
Floating Ad With
5% 3.42% — — 20.81 8% 57.1% 39.7% — — —
Reminder
Floating Expandable 5% 1.38% 10.63% 28.81 5.09 68% 85.5% 73.1% 69% 2% 24.14
In Game 11% 3.83% — — 15.40 95% 66.4% 43.1% — — —
Polite Banner 4% 0.17% 4.72% 50.28 23.45 51% 67.2% 48.7% — — —
Push Down Banner 4% 0.27% 15.03% 10.89 — — — — — — —
Video Strip 23% 0.10% — — 12.25 57% 52.9% 37.7% — — —
User Impressions
Avg.
CTR CTR Average Avg. Video 50% Fully Total with any
Dwell Started Expansion
IR (Rich (Standard Dwell Duration Played Played Expansion Panel
Rate Rate Duration
Media) Media) Time (Seconds) Rate Rate Rate Expansion
(Seconds)
(Seconds) Rate
Apparel 12% 0.29% 0.19% 10.66% 93.07 13.65 60% 76% 36% 20% 8% 32.73
Auto 9% 0.23% 0.10% 6.42% 41.82 14.17 18% 75% 64% 15% 9% 36.06
B2B 13% 0.25% 0.15% — — — — — — 15% 10% 44.74
Careers 15% 0.21% 0.10% — — 14.29 5% 29% 20% 20% 10% 81.91
Consumer
8% 0.31% 0.12% 6.14% 40.58 43.53 35% 62% 35% 13% 6% 61.22
Packaged Goods
Corporate 1% 0.14% 0.46% — — — — — — 12% 9% 71.73
Electronics 7% 0.26% 0.11% 7.02% 27.47 15.82 12% 67% 48% 11% 8% 35.08
Entertainment 10% 0.28% 0.14% 4.87% 56.71 15.97 12% 62% 46% 9% 5% 47.31
Financial 4% 0.17% 0.08% 5.33% 41.88 12.93 53% 74% 57% 8% 4% 37.42
Verticals
Gaming 5% 0.95% 0.06% 8.35% 26.72 44.20 30% 54% 40% 21% 7% 37.26
Government/Utilities 16% 0.74% 0.08% 5.89% 42.49 25.85 67% 58% 44% 20% 10% 25.67
Health/Beauty 16% 1.57% 0.07% — — 16.44 63% 77% 40% 18% 14% 71.42
Medical 6% 0.20% 0.10% 6.24% 27.18 31.52 39% 77% 63% 14% 7% 71.59
News/Media 11% 0.68% 0.13% — — — — — — — — —
Restaurant 4% 0.27% 0.08% 5.63% 35.26 21.78 37% 46% 29% 13% 1% 98.19
Retail 8% 0.50% 0.07% 7.36% 14.91 — — — — 12% 8% 42.57
Services 5% 0.24% 0.05% 6.32% 42.94 24.86 55% 77% 63% 25% 12% 65.89
Sports 2% 0.26% 0.08% — — 12.20 63% 66% 47% — — —
Tech/Internet 6% 0.18% 0.12% 8.02% 83.60 15.69 46% 76% 63% 6% 4% 72.95
Telecom 8% 0.19% 0.11% 4.40% 44.55 17.00 56% 83% 69% 14% 11% 78.68
Travel 7% 0.19% 0.15% 5.95% 35.19 49.26 56% 74% 58% 20% 10% 52.89
Interaction Rate (IR) User Initiated Interactions' divided by 'Served Impressions'
Click-through Rate (CTR) Frequency of Click-throughs as a percentage of served impressions. 'Clicks' divided by 'Impressions'.
The ratio between the number of times an impression was dwelled upon (all instances where the users engaged with
Dwell Rate impressions), and the number of Served Impressions.
The average amount of time users intentionally spent engaging with an ad. The metric sums the following user actions:
Dwell Duration (Seconds) Amount of time the mouse was over an ad, user-initiated video duration, user-initiated expansion duration, and any other
user-initiated Custom Interaction duration. Unintentional dwell instances, lasting less than one second, are excluded.
Avg. Video Duration The average duration the video was played, including user and auto initiated videos (in seconds).
Started Rate The number of times the video started out of video’s served Impressions
50% Played Rate The number of videos that played over 50% of their total video length divided by ‘Video Started’.
Fully Played Rate The number of videos that were fully played divided by video that started
Total Expansion Rate Total expansions divided by served impressions. Including Auto-initiated expansions
Impressions with any Panel Expansion Rate The number of impressions with at least one panel expansion.
Avg. Expansion Duration The average time a panel was expanded, including user and auto initiated expansions
Rich Media Ads All Eyeblaster’s formats excluding standard banner, wallpaper and window ads
— Not Available - either this measurement is not applicable to the format or there was not enough data to be statistically relevant

Appendix 2
Benchmark for Europe 2008

User Impressions
Avg.
Started Expansion
Rate Duration
(Seconds)
(Seconds) Rate
Standard Banner — 0.14% — — — — — — — — —
Rich Media
Commercial Break 7% 2.53% 49% 3.66 3.97 72% 48% 29% — — —
Expandable Banner 35% 0.67% 12% 56.29 74.95 26% 64% 51% 42% 18% 59.92
Floating Ad 12% 4.10% 33% 3.80 8.95 59% 53% 32% — — —
Floating Ad With
Formats
7% 4.31% — — — — — — — — —
Reminder
Floating Expandable 26% 0.41% — — — — — — 68% 25% 45.93
In Game 18% 5.72% — — 17.95 98% 94% 70% — — —
In-Stream Video 2% 1.88% — — — — — — — — —
Polite Banner 6% 0.20% 6% 47.10 47.46 50% 65% 49% — — —
Push Down Banner 11% 0.14% 8% 51.42 33.17 67% 87% 82% — — —
Video Strip 23% 0.21% 10% 87.95 63.63 9% 78% 66% — — —
User Impressions
Avg.
Rate Rate Duration
(Seconds)
(Seconds) Rate
Apparel 16% 0.41% 0.16% 8% 56.35 46.00 41% 55% 44% 55% 18% 61.67
Auto 16% 0.42% 0.15% 10% 43.16 64.81 49% 72% 56% 44% 19% 58.54
Consumer
24% 0.56% 0.13% 8% 46.33 43.75 31% 59% 45% 44% 18% 59.52
Packaged Goods
Corporate 11% 1.01% 0.07% — — 35.02 56% 84% 75% — — —
Electronics 9% 0.34% 0.12% 7% 37.62 57.27 40% 73% 59% 46% 18% 54.56
Entertainment 27% 0.56% 0.16% 12% 75.45 67.72 30% 64% 49% 42% 18% 63.12
Financial 20% 0.29% 0.11% 9% 62.43 30.63 48% 65% 48% 39% 21% 65.89
Gaming 19% 0.53% 0.18% 8% 53.40 58.84 33% 60% 44% 38% 16% 51.62
Verticals
Government/Utilities 22% 0.49% 0.12% 9% 46.49 24.26 32% 69% 57% 38% 15% 56.28
Health/Beauty 22% 0.40% 0.09% 9% 42.07 35.19 42% 68% 52% 31% 17% 46.74
Medical 21% 0.32% 0.23% — — 29.06 24% 49% 31% 55% 31% 89.23
News/Media 11% 0.36% 0.17% 5% 38.42 75.06 42% 65% 45% 50% 13% 65.84
Restaurant 25% 0.40% 0.08% — — 21.49 49% 60% 46% 41% 19% 62.42
Retail 21% 0.44% 0.13% 9% 50.98 47.18 55% 59% 40% 49% 19% 53.39
Services 22% 0.52% 0.09% 8% 36.80 67.13 28% 58% 40% 46% 20% 58.84
Sports 8% 0.30% 0.10% — — — — — — — — —
Tech/Internet 16% 0.39% 0.11% 8% 48.45 47.29 44% 80% 68% 37% 15% 63.52
Telecom 26% 0.49% 0.13% 9% 64.16 57.89 49% 64% 49% 44% 17% 59.96
Travel 16% 0.57% 0.09% 8% 30.97 66.05 53% 72% 60% 41% 12% 51.60


Appendix 3
Benchmark for APAC 2008

User Impressions
Avg.
Started Expansion
Rate Duration
(Seconds)
(Seconds) Rate
Standard Banner — 0.12% — — — — — — — — —
Rich Media
Commercial Break 3% 3.16% 49.02% 5.99 — — — — — — —
Expandable Banner 19% 0.32% 8.99% 47.99 26.86 6% 54% 44% 22% 11% 59.88
Floating Ad 10% 2.53% 27.99% 4.79 48.34 76% 82% 75% — — —
Formats
Floating Ad With
9% 1.30% — — 17.47 82% 64% 45% — — —
Reminder
Floating Expandable 28% 1.86% — — 15.95 15% 82% 75% 63% 16% 73.83
Polite Banner 23% 0.12% 4.74% 40.82 51.37 42% 67% 51% — — —
Push Down Banner 19% 0.44% — — 5.72 12% 16% 9% — — —
Video Strip 71% 0.28% — — 25.25 47% 56% 38% — — —
User Impressions
Avg.
Rate Rate Duration
(Seconds)
(Seconds) Rate
Apparel 10% 0.28% 0.15% 11.24% 86.15 22.64 16% 51% 37% 24% 11% 54.10
Auto 57% 0.22% 0.25% 5.63% 54.81 74.57 33% 77% 66% 15% 9% 59.34
Careers 9% 0.63% 0.04% — — — — — — 16% 8% 37.63
Consumer
11% 0.27% 0.10% 6.37% 49.50 33.05 23% 67% 52% 23% 11% 58.05
Packaged Goods
Corporate 8% 0.28% 0.08% — — — — — — 14% 7% 65.18
Electronics 18% 0.33% 0.19% 9.19% 38.64 24.43 31% 63% 46% 25% 12% 57.30
Entertainment 12% 0.33% 0.13% 7.91% 38.99 30.83 21% 68% 54% 21% 10% 66.69
Financial 15% 0.18% 0.05% 9.63% 33.06 78.13 27% 73% 62% 22% 11% 57.50
Gaming 8% 0.40% 0.25% 9.24% 63.87 55.20 21% 50% 37% 9% 5% 83.65
Verticals
Government/Utilities 10% 0.30% 0.17% 6.50% 47.91 69.51 27% 38% 22% 20% 13% 82.43
Health/Beauty 13% 0.36% 0.09% 7.54% 45.89 20.20 10% 49% 35% 20% 11% 72.78
Medical 5% 0.14% 0.06% — — — — — — 16% 10% 55.42
News/Media 10% 0.24% 0.19% — — — — — — 15% 8% 63.71
Restaurant 22% 0.60% 0.16% 11.06% 26.04 — — — — 28% 14% 24.75
Retail 15% 0.27% 0.10% 8.54% 31.89 34.36 45% 76% 65% 28% 18% 24.75
Services 11% 0.14% 0.05% 9.29% 57.32 — — — — 15% 8% 61.69
Sports 16% 0.38% 0.05% — — — — — — 24% 13% 63.55
Tech/Internet 5% 0.21% 0.19% 8.97% 32.37 31.16 27% 57% 41% 22% 10% 64.61
Telecom 11% 0.31% 0.09% 6.23% 33.21 46.33 15% 67% 53% 27% 12% 70.21
Travel 17% 0.36% 0.15% 10.62% 41.17 36.92 15% 75% 56% 31% 11% 54.77


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Trends of Time and Attention in Online Social Media Advertising

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Eyeblaster Analytics Bulletin

Issue 4 | Trends of Time and Attention

Human attention has become a scarce

Pg 193 – Marketing Sherpa’s 2008

Methodology and Definitions .....................................................................4

3 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Dwell Time Definition

Dwell Rate Definition

4 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Does Video Impact Dwell?

Source: Eyeblaster Research

5 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Resolution by Part of Day

Time-of-day analysis: workdays only During workdays, Dwell

1.00% 0.05% they generally play with ads

As a general trend, Dwell Rate is lower during Time-of-day analysis: weekends

workday break periods. 3.00% 0.20%

Hour of the day

6 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Distribution of Dwell by Month In looking at data across months, we see

Dwell Time (sec) Dwell Rate CTR

Time on Ads across Media Sections

In terms of Dwell Rate – news, 7.00% 73.54

attract a high number of consumers to 5.00%

attention (for instance, home-page

takeover ads). However, the time spent

on a home-page ad is generally much less

Dwell Time (sec) Dwell Rate CTR

7 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Nearly 10% of all ads are engaged Dwell by Verticals

90 ads interacted with on an average

of 56.5 seconds. Most likely, if you’re

8 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Dwell Rate Dwell Time

It would appear from the data that there is 0.00% 0.00

Regionally and globally the contribution of video cannot be ignored

9 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Dwell Time and Click Rates across 10 popular unit sizes:

Dwell by Unit Size

Rectangles Banners Messenger Floating Skyscraper

Dwell Time (sec) Dwell Rate CTR

Browser-based formats Desktop formats

Dwell by Unit Size

35% 65.30 4.00%

30% 55.82 3.50%

Dwell Time Dwell Rate CTR

11 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

12 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Basic Metrics Video Metrics Expandable Metrics

13 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Basic Metrics Video Metrics Expandable Metrics

Interaction Rate (IR) User Initiated Interactions' divided by 'Served Impressions'

14 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

Basic Metrics Video Metrics Expandable Metrics

Interaction Rate (IR) User Initiated Interactions' divided by 'Served Impressions'

15 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

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