Lotame

Our latest study was just published in MediaPost’s, Online Media Daily. The study, which found that on average Rectange Ads stayed visable on a consumers screen for 13 seconds, 2.5 times more than leaderboards, and 6.8 times more than skyscrappers. The research used Lotame’s Time Spent technology, which was developed to allow our advertising partners to understand exactly how much time their online advertisements are visible (in an unobstructed fashion) to an individual consumer. The technology allows us to see how much time each consumer was exposed to the ad per instance and in total for the campaign. Our reporting then relates the time spent metrics with the Social Data & Ad Response statistics to get a deep understanding of the marketing effects of time spent with a banner.

Here is the a small excerpt of the article:

In a finding that might seem to refute some conventional wisdom about the effectiveness of online advertising formats, the lowly rectangle has been found to be far more engaging than other premium ad formats, including to-of-the-page leaderboards, and page-scraping skyscrapers. The finding, which is the result of an extensive “time spent” analysis of nearly 150 million ads served during 2009 by social media ad optimization firm Lotame, found that 300 x 250 “medium rectangle” ads averaged 13 seconds of “viewing” exposure per user served vs. only 5.4 seconds for leaderboards and 1.9 seconds for skyscrapers.

Here is a link to the rest of the article, entitled “Finding Yields New Angle On Rectangle, Reaps Far More User Time Than Leaderboards, Skyscrapers”

Tags: Ad Response Data, Advertising, Banner Ad, Lotame, measurement, MediaPost, Metrics, Skyscrapers, Social Data, technology, Time Spent

This entry was posted on Tuesday, April 7th, 2009 at 9:25 am and is filed under Advertising, Data, Lotame in The News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.