Emily Tan
Dec 8, 2011

Grabbing attention with online ads: Mediamind

Video, synched ads and ads in context are a few ways advertisers can increase the performance of their online branding campaigns, according to a study by digital advertising solutions provider, Mediamind.

Dwell rate and average dwell time for ads with video

The research findings are based on analysis of nearly 300,000 creative executions and over a hundred billion impressions. The effectiveness of the ads were measured in terms of dwell rate’ and average dwell duration’. Dwell rate measures the proportion of rich media impressions that were intentionally engaged with by touch, interaction or click. Average dwell duration measure the duration of a dwell in seconds. In both cases, unintentional dwell lasting less than one second is excluded.


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