trends of time and attention in online social media advertising

8/7/2019 Trends of Time and Attention in Online Social Media Advertising

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Eyeblaster Analytics Bulletin

Issue 4 | Trends of Time and Attentionin Online Advertising

July 2009


http://slidepdf.com/reader/full/trends-of-time-and-attention-in-online-social-media-advertising 3/163 ANALYTICS BULLETIN ISSUE 4 | JULY 2009

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



Performance Metrics (Format and Verticals)

Benchmark for North America 2008 Appendix 1

Basic Metrics Video Metrics Expandable Metrics

IR CTR Dwell Rate

User

AverageDwell Time(Seconds)

Avg. VideoDuration(Seconds)

StartedRate

50%PlayedRate

FullyPlayedRate

TotalExpansionRate

Impressions

with anyPanelExpansion

Rate

Avg.

ExpansionDuration

(Seconds)

F o r m a t s

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% — — —

Floating Ad WithReminder

5% 3.42% — — 20.81 8% 57.1% 39.7% — — —

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% — — —

IRCTR(Rich

Media)

CTR(Standard

Media)

DwellRate

User AverageDwell

Time(Seconds)

Avg. VideoDuration

(Seconds)

StartedRate

50%PlayedRate

FullyPlayedRate

TotalExpansion

Rate

Impressionswith any

PanelExpansion

Rate

Avg.ExpansionDuration

(Seconds)

V e r t i c a l s

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

ConsumerPackaged Goods

8% 0.31% 0.12% 6.14% 40.58 43.53 35% 62% 35% 13% 6% 61.22

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% 35.08Entertainment 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

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'

Cl ick-through Rate (CTR) Frequency of Click-throughs as a percentage of served impressions. 'Cl icks' divided by 'Impressions'.

Dwell Rate The ratio between the number of times an impression was dwelled upon (all instances where the users engaged withimpressions), and the number of Served Impressions.

Dwell Duration (Seconds) The average amount of time users intentionally spent engaging with an 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 otheruser-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 Durat ion The average t ime a panel was expanded, inc luding user and auto ini tiated 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

Performance Metrics (Format and Verticals)

Benchmark for Europe 2008

Basic Metrics Video Metrics Expandable Metrics

IR CTR Dwell Rate

User

AverageDwell Time(Seconds)

Avg. VideoDuration(Seconds)

StartedRate

50%PlayedRate

FullyPlayedRate

TotalExpansionRate

Impressions

with anyPanelExpansion

Rate

Avg.

ExpansionDuration

(Seconds)

F o r m a t s

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 WithReminder

7% 4.31% — — — — — — — — —

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% — — —

IRCTR(Rich

Media)

CTR(Standard

Media)

DwellRate

User AverageDwell

Time(Seconds)

Avg. VideoDuration

(Seconds)

StartedRate

50%PlayedRate

FullyPlayedRate

TotalExpansion

Rate

Impressionswith any

PanelExpansion

Rate

Avg.ExpansionDuration

(Seconds)

V e r t i c a l s

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

ConsumerPackaged Goods

24% 0.56% 0.13% 8% 46.33 43.75 31% 59% 45% 44% 18% 59.52

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% 63.12Financial 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

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

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

Cl ick-through Rate (CTR) Frequency of Click-throughs as a percentage of served impressions. 'Cl icks' divided by 'Impressions'.

Dwell Rate The ratio between the number of times an impression was dwelled upon (all instances where the users engaged withimpressions), and the number of Served Impressions.

Dwell Duration (Seconds) The average amount of time users intentionally spent engaging with an 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 otheruser-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 Durat ion The average t ime a panel was expanded, inc luding user and auto ini tiated 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



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trends of time and attention in online social media advertising

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