MJ Bear

MSN Executive Producer CEE and MEA

April 29, 2010

DWELL ON BRANDING

You dream it…

How can I know which online

ideas will work best?

What impact does online

creativity have on brand?

We deliver it…

Proof that online engagement

leads to increased brand effects

How should I compare

these two ads?

Clickthroughs only

tell part of the story

With online we

can go much

further

We can measure active engagement

with an ad

Dwell time

=x

= Time spent actively engaging= Rate of engagementrate

Source: Eyeblaster

25x more likely to

spend time than click

Engaged but not clicking

Source: Eyeblaster

Average Dwell time

Source: Eyeblaster

And how does Dwell affect…

What we did

Source: Eyeblaster

4.6 = Average Dwell

Source: Eyeblaster

What we did

Source: Eyeblaster

What we didMatching groups by gender…

Source: comScore

What we did…age, income, region…

Source: comScore

What we did…online and search behaviour, and connection speed.

Source: comScore

What we did

Source: comScore

What we foundMore Dwell =

Source: comScore

What we foundMore Dwell, More Search

Source: comScore

What we foundMore Dwell, More Search

Source: comScore

What we foundMore Dwell =

Source: comScore

What we foundMore Dwell, More Traffic

Source: comScore

What we foundMore Dwell =

Source: comScore

What we foundMore Dwell, More brand engagement

Source: comScore

What we found

Source: comScore

Comparing formats

Source: Eyeblaster

Comparing formats

Source: Eyeblaster

Comparing verticals

Source: Eyeblaster

More Dwell, More Search

Source: comScore

More Dwell, More sites visits

Source: comScore

Source: comScore

Source: MetrixLab

We deliver it…

Proof that online engagement

leads to increased brand effects

Online - More Search

More Traffic

More Engagement

Offline - Awareness

Favourability

Purchase Intent

THANK YOUQ&A

More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg

More on Measurement: advertising.microsoft.com/europe/being-greater-with-data