Study: Display ad engagement boosts search

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New York—Internet users experiencing high engagement with online ads also conduct a significantly higher incidence of brand-related keyword searches, according to research by digital advertising agency Eyeblaster, Microsoft Advertising and comScore.

The study, “Using Dwell to Measure Advertising,” compared users who were exposed to campaigns with high and low “dwell time”—the number of seconds spent engaged with an online ad. Campaigns with a high dwell time increased brand-related keyword searches by 300% and increased traffic by 69%.

In addition, ads that enjoy high dwell rates increase Web site traffic by 17%, compared with just a 10% boost from low dwell-rate ads.

The study analyzed campaigns from last year that produced 170 billion impressions in 50 countries.

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