Lotame

Since Joe Mandese over at Mediapost wrote “Finding Yields New Angle On Rectangle, Reaps Far More User Time Than Leaderboards, Skyscrapers,” many of you have been asking for the white paper that supports our assertion that The 300×250 sizied banners, also called Rectangle Ads have more impact on a consumer. The white paper is available here for download (in PDF) or you can view it below:

White Paper: Time Exposure by Banner Size

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”

Andy Monfried, CEO of Lotame, will be participating on a panel, tomorrow in NYC, at OMMA Behavioral entitled “Grilling the New Datarati”

A new generation of data doyens emerged on the scene in the past year or so who parse online behaviors in new ways and also package and sell audiences differently. From behavioral network exchanges to targeting technologies that leverage social networks, personal affinities, and media sharing, among other cyberspace behaviors. But are these folks bringing value to the ecosystem and truly justifying the added effort and expense they incur? Are we over-automating both the reading of behavioral data and execution of ad campaigns. We welcome a new generation of data tools to the BT barbeque by warming up the OMMA Behavioral grill and posing questions from our moderator, live audience and online readership.

Moderator
Jim Meskauskas, VP Director of Online Media, ICON International
Panelists
Joe Doran, CEO, Media6Degrees
Andrew Monfried, Founder & CEO, Lotame
Philip Smolin, VP Product & Marketing, Turn
Omar Tawakol, CEO, BlueKai
Mark Zagorski, Chief Revenue Officer, eXelate

As you may have read in the MediaPost, DM, or Marketing Vox Lotame is bringing to market a powerful new tool for marketers, for the first time ever you have the ability to control how much time a user spends viewing an advertisement. Why is everyone talking about it? Why is this so important?

In our humble opinion, this changes everything.