'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

Looking for a credit or charge card that’s built for your business? Try American Express
Partner Content
A good credit card should work for you, not against you, and let you and your business ...
American Express
Advertisement

Related Stories

Mandatory COVID isolation to end nationally mid-October

Mandatory COVID isolation to end nationally mid-October

National Cabinet has today determined that mandatory isolation peri...

Sunset on the horizon in 2023 for developer Sunland

Sunset on the horizon in 2023 for developer Sunland

A developer behind some of the Gold Coast's most iconic buildin...

Study finds cybersecurity skills gaps on boards as Optus debacle rolls on

Study finds cybersecurity skills gaps on boards as Optus debacle rolls on

As the backlash continues over a data breach at Optus that has pote...

‘We have changed’: The Star pleads with NICC to keep its casino licence

‘We have changed’: The Star pleads with NICC to keep its casino licence

The Star Entertainment Group (ASX: SGR) has pleaded with the NSW In...