7 Best Practices for Building Smarter Ads

BEST PRACTICES FOR BUILDING A SMARTER AD Measuring the effectiveness of online ads have been the thorn to many marketers. As a global provider of digital advertising solutions that optimize the use of media, creative and data for enhanced campaign performance, MediaMind serves millions of display ads, search, rich media, video, dynamic ads, and mobile. With access to this data, MediaMind is able to report on online advertising effectiveness. SO WHAT IS DWELL EXACTLY? To understand the effectiveness of ads, we must be able to measure the engagement of that ad. To measure the effectiveness of branding, MediaMind uses two metrics: Dwell Rate is the number of impressions engaged by touch, interaction, or click. Average Dwell Duration measures the amount of time those people engaged with your ad. Unintentional dwell lasting less than one second is excluded. 1. Use video for higher engagement 6.3% With Video DWELL RATE No Video 2. 5.2% Initiate your video automatically 9.2% 4.3% USER INITIATED DWELL RATE AUTO-INITIATED 3.7% 8.4% 7% 26% R Surround ad with relevant content 5% MUSIC, ENTERTAINMENT, FINANCE, TECHNOLOGY SITES WITH MATCHED CONTENT 4% <4% 3% RUN OF NETWORK, RUN OF SITE Instant Message 94 sec Richer Formats 4. Prolong Attention FORMATS 18 sec Overlay Peelback 58 sec Video Extender 50 sec Sidekick 48 sec 38 sec Polite Banner Homepage Takeover 45 sec 6.6% 5 Synched Ads Capture 5. More Attention SYNCHED DWELL RATE HON-SYNCHED 8.6% 5.6% 8% 6.6% 7% 6% 6. Take advantage of dynamic creative optimization 5% 4% 3% 50% SAVING 2 Integrate exchanges OTHER MEDIA BUY AD EXCHANGE BUY WANT THE FULL REPORT? VISIT www.MEDIAMIND.COM/DOMOREWITHDIGITAL Follow us: You Tube © Copyright 2011 MediaMind. POLITE POLITE EXPANDABLE EXPANDABLE AVERAGE DWELL RATE Automatic Optimization DWELL RATE Other - MONEY SPENT