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SO WHAT IS DWELL EXACTLY?
FOR BUILDINGA SMARTERAD
To understand the effectiveness of ads, we must be able to measure the engagement of that ad.
To measure the effectiveness of branding, MediaMind uses two metrics:
Dwell Rate is the number of impressions engaged by
touch, interaction, or click.
Average Dwell Duration measures the amount of
time those people engaged with your ad.
Unintentional dwell lasting less than one second is excluded.
Measuring the effectiveness of online ads have been the thorn to many marketers. As a
global provider of digital advertising solutions that optimize the use of media, creative
and data for enhanced campaign performance, MediaMind serves millions of display ads,
search, rich media, video, dynamic ads, and mobile. With access to this data, MediaMind
is able to report on online advertising effectiveness.
7BEST PRACTICESBEST PRACTICES
58%SAVINGS
7.Integrate exchanges
into the media buy
MONEYSPENT
OTHER MEDIA BUY AD EXCHANGE BUY
6.Take advantage
of dynamic creative
optimization
AutomaticOptimization
Other
DWELLRATE
3%
4%
5%
6%
7%
8%
8.6%
6.6%
DWELL RATE
5.Synched Ads Capture
More Attention
6.6%
5.6%
SYNCHED
NON-SYNCHED
RICHER
F
O
RMATS
4.Richer Formats
Prolong Attention
Sidekick 48 sec
Video Extender 50 sec
Peelback 58 sec
Homepage Takeover 45 sec
Instant Message 94 sec
Overlay18 sec
Polite Banner38 sec
7%
6%
5%
4%
3%
AVERAGEDWELLRATE
3.Surround ad with
relevant content
MUSIC, ENTERTAINMENT,
FINANCE, TECHNOLOGY SITES
WITH MATCHED CONTENT
RUN OF NETWORK,
RUN OF SITE
2.Initiate your video
automatically
AUTO-INITIATED
USER INITIATED
DWELL RATE
9.2%
4.3%
8.4%
3.7%
PO
LITE
EXPANDABLE
PO
LITE
EXPANDABLE
No Video
1.Use video for higher
engagement
DWELL RATE
6.3%
5.2%
With Video