Successful online campaigns featuring 3D images, quizzes, polls, or games maximize the time users spend interacting, viewing, and engaging with an ad, according to video advertising company, Unicast.
Unicast’s report — measuring user engagement and interaction — finds messenger units, which are ads displayed in instant message platforms, are highly successful in getting young users to engage and interact with an online ad.
Just as various formats perform more effectively than others, certain industries do a better job than others in employing them. To that end, restaurants and technology companies feature ads with the highest engagement times. The viewer spends an average 42 seconds interacting with a technology ad and 27 seconds with a restaurant ad.
Apparel manufacturers receive some of the highest click-through rates — calculated by total clicks divided by total impressions — at .55%.
Retailers garner the best ad display time — the length ad is shown on webpage — at 144 seconds per each ad. Consumer packaged food goods score well in video play time — length a video plays with ad including auto and user initiated — at 26 seconds.
Notably, these metrics tend to require additional insight. Ads that incorporate rollover elements, for instance, may attract a
high — but ultimately negative — interaction rate as the user closes or tries to minimize the advertisement. Furthermore, it’s uncertain which benchmark is more valued than another. Are click-through rates more important than engagement? [Online/Advertising]
Source: Unicast, James Dillon, GM/Corporate SVP, 200 W. Cesar Chavez, #201, Austin, TX 78701; 512-469-5900; unicastbi@unicast.com; www.unicast.com.
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