Consumers 'spend longest looking at rich media ads'

Category: Rich Media

July 23rd 09, 14:00

A new study has suggested that rich media ads offer a higher consumer dwell time than non-video ads on the web.

The research by Eyeblaster showed that web users spend an average of 71.51 seconds looking at video ads, compared with 37.7 seconds for non-video banner ads.

It also found that the dwell rate for online ads is most likely to be at its highest during the morning, with the length of time spent looking at ads generally peaking at around 09:00.

However, dwell time can be significantly longer at lunchtime when consumers are more ready to interact with ads.

"Consumers intentionally spend nearly a minute with online ads on average," commented Gal Trifon, chief executive and co-founder of Eyeblaster.

"It's critical to re-evaluate the role of technology and produce campaigns that employ measureable touch-points beyond a click."

A recent poll by LinkedIn and Harris Interactive found that there is a significant discrepancy between advertiser and consumer perceptions of how effective online ads are.

For example, 51 per cent of advertisers think ads that offer new information are very effective, while just 29 per cent of consumers do so.

This news story was brought to you by Bluhalo, a leading UK digital agency.


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