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8/7/2019 Trends of Time and Attention in Online Social Media Advertising
http://slidepdf.com/reader/full/trends-of-time-and-attention-in-online-social-media-advertising 1/16
Eyeblaster Analytics Bulletin
Issue 4 | Trends of Time and Attentionin Online Advertising
July 2009
8/7/2019 Trends of Time and Attention in Online Social Media Advertising
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8/7/2019 Trends of Time and Attention in Online Social Media Advertising
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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
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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
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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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