‘Dwelling’ key to online success

JUNE 2010

WORLDWIDE digital advertising agency Eyeblaster has found that Australian’s have the lowest average dwell rate for online advertisements globally – proving that a lasting first impression is essential to a successful online marketing campaign.

In its latest benchmark report, the corporation analysed the results of more than 13 billion media impressions globally and found a direct link between high dwell rate and high conversion rate.

If Australian companies are to replicate the high conversion rate seen by internet ‘dwellers’ such as Asia and Europe, advertisements need a more immediate impact to maintain audiences for longer.

Eyeblaster’s tips to increase ‘dwelling’

• Place ads in environments where users spend ample time on the webpage. The longer users spend with the publisher’s content, the higher their dwell rate.
• Use video. One of the advantages of video banners is that the publisher’s content is typically static. Therefore, moving pictures tend to draw attention from the content to the ad.
• Get assertive. Good display ads are like good salesmen – they need the right amount of engagement to get the job done. As with video banners, ads that make an effort to be seen typically get higher engagement from users.

Help us deliver quality journalism to you.
As a free and independent news site providing daily updates
during a period of unprecedented challenges for businesses everywhere
we call on your support

Advertisement

Related Stories

Ardent Leisure expects wild ride to continue all year

Ardent Leisure expects wild ride to continue all year

Dreamworld operator Ardent Leisure's (ASX: ALG) fortunes cont...

Queensland reopening to Melburnians from Saturday

Queensland reopening to Melburnians from Saturday

With Queensland's health officials to lift a hotspot declarat...

How to scale up and scale well: Transform your business with tailored solutions

How to scale up and scale well: Transform your business with tailored solutions

Software hairball syndrome is common for companies as they pivot ...

Brisbane officially in the box seat to host 2032 Olympic Games

Brisbane officially in the box seat to host 2032 Olympic Games

Six years of lobbying has paid off for Brisbane after the city wa...