Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.
French company called Alenty created this technology. You can see live demo of their technology here.
If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.
If you are wondering what is Neuromarketing, watch this short video from NewScientist that explains the basic concept of using EEG to measure consumer reaction to ads.
Jakob Nielsen’s Alertbox conducted a broad eye tracking study of user behavior across a wide variety of sites. Jacob Nilesen wrote:
“To investigate whether the “fold” continues to be relevant, I analyzed parts of the study with a total of 57,453 fixations (instances when users look at something on a page, typically for less than half a second).”
Key findings are:
Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.
I recommend to read all about this study on Jacob Nielsen’s Alertbox.
We have all heard about banner blindness. Are low click rates evidence that display ad campaigns have not had any impact on consumer behavior? Or, does online display advertising work in a similar way to traditional offline advertising with multiple exposures over time being needed to effect a change in consumer behavior?
The following results were observed when comparing the behavior of Internet users exposed to display ads with that of a comparable set of users who did not see the ads:
- Visitation to the advertiser’s web site rose by 72% on average
- Likelihood of consumers conducting a trademark search query using the advertiser’s branded terms increased by 94% on average.
“The results of these initial ad effectiveness studies we’ve conducted in Europe are rather provocative,” said Mike Shaw, comScore Director of Marketing Solutions. “They not only demonstrate a clear view-through value of online ads independent of Internet users clicking on the ads, but the resulting lifts in behaviour substantially outperform what we’ve seen in the U.S.”
As Facebook, Twitter and other social media sites entered our lives, something has changed. Seth Goldstein (Co-Founder of SocialMedia.com) is convinced that Social ads became Ads 2.0.
This presents advertisers with a huge challenge, but also an opportunity to engage online audiences in new and compelling ways. Transparency, responsiveness, genuine dialogue, and ethics take center stage in the battle for revenue.
Seth Goldstein`s presentation from 2010 IAB Annual Leadership Meeting can be seen on SlideShare.
JESS3 – creative agency specializing in data visualization, created entertaining video, which shows the current state of the Internet.
Here are some highlights:
1.73 Billion Internet users worldwide
90 Trillion Emails Sent in 2009, 81% of Emails were Spam
Are you curious, which technologies might drive your business in the future? Razorfish can give you an idea.
You can view Prezi presentation, which highlights some of the key takeaways:
