Dwell on branding with notes

Welcome & Introduction

How to take over the world!

Size of SA digital media market

ad revenues0

200400600800

100012001400160018002000

affiliatemobilesearchROM displayDMMA display

Nevo HadasKagiso Media Convergence

DWELL ON BRANDING

You dream it…

How can I know which onlineideas will work best?

What impact does onlinecreativity have on brand?

We deliver it…

Proof that online engagementleads to increased brand effects

How should I comparethese two ads?

Clickthroughs onlytell 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

156

avg14.3

653

avg2

4.6 = Average Dwell

Source: Eyeblaster (MSN UK, FR, NL, IT) 800 campaigns

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

125% + page views/visitor

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

15% to 34%40% to 47% 67% to 70%

We deliver it…

Proof that online engagementleads to increased brand effects

Online - More SearchMore TrafficMore Engagement

Offline - AwarenessFavourabilityPurchase Intent

MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Interactive Panel

MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Glider

MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Full Screen Video

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