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WNIP sponsored post
The longer ads are in front of people the more effective they are. The percentage of people who recall seeing a brand when exposed to an ad for less than five seconds is 17%, but when exposed to an ad for more than five seconds that figure leaps to 30.5%.
For this reason, dwell time – also known as viewable time – is the time-related metric most used across the media industry by the world’s leading measurement firms.
However, there’s a problem. Looking at this metric alone can be misleading and often means media buyers are not getting what they pay for.
Publishing solutions provider, Sovrn, has recently undertaken research which shows conclusively that just because a reader has opened a web page, it doesn’t mean they are actively engaged with it.
What if the user left the browser to go to another application? Or if they opened another tab within the browser, leaving the page in question open in the background? This behaviour is particularly prevalent on desktops, where users tend to have multiple applications and tabs running at the same time.
The net result is an ad placed on an article that has recorded a dwell time of 10-15 minutes maybe nothing of the sort – in fact it could have just run in the background without the user investing any time with it at all.
For this reason, dwell time is an ineffective measure of ad performance.
So, what’s the answer? Download Sovrn’s free Whitepaper to find out why Viewable Engagement Time is a far better measure of audience engagement, and how it can help you present a far more accurate – and valuable – picture to advertisers. Click here.
Photo by John Schnobrich on Unsplash
