Great graphics, clever ideas, videos, photos, animations, etc. etc. But is it really effective?
The answer is yes, because it generates precious engagement and dwell time, which is defined as a user initiated interaction. Engagement is gold, because it feeds familiarity, which then creates trust that will have a positive brand impact, and all this will ultimately result in an increase in acquisitions. Users who dwell convert – according to Eyeblaster’s “Global Benchmark 2010” report.
The answer is yes, because it generates precious engagement and dwell time, which is defined as a user initiated interaction. Engagement is gold, because it feeds familiarity, which then creates trust that will have a positive brand impact, and all this will ultimately result in an increase in acquisitions. Users who dwell convert – according to Eyeblaster’s “Global Benchmark 2010” report.
How engagement and dwell time drives conversions: engagement ► familiarity ► trust ► positive brand impact ► conversion/ acquisition/ sale
In addition, according to a joint research conducted by Eyeblaster with Microsoft Advertising and comScore, high dwell campaigns, as a trickle down effect, generated a 39% increase in brand-related keyword searches. Because once there is a positive brand impact, or once we trust a brand, we will seek it out when we are ready to buy.
So if you are responsible for marketing and / or advertising decisions, you may want to ask yourself these questions before launching your next campaign:
Is my creative engaging the target audience?
Does it generate user engagement?
What can I do to increase dwell time?
So if you are responsible for marketing and / or advertising decisions, you may want to ask yourself these questions before launching your next campaign:
Is my creative engaging the target audience?
Does it generate user engagement?
What can I do to increase dwell time?
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