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”

Thanks in large part to our Time Spent technology that allows Lotame’s advertising partners to examine how much time a user spends with an ad (versus the old model of counting how many times an ad was served) we have some new research that indicates that the longer a user spends with an ad, the higher the desired result. For our first study we examined the results for a campaign that we ran in support of a television premiere. Here is what we found:

Users who responded to a survey that we ran in conjunction to a new television series premiere saying that they would either “Definitely” or “Probably” Watch the premiere of the show’s second season spent, on average, 47% more time in front of ads than users who responded by saying that they would not watch the show.

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This morning, Lotame's Time Spent technology was featured in a ClickZ article, "New Tool Helps Measure Time Spent With Banner Ads."

Andy Monfried, Lotame CEO and Founder, suggested the new technology could change how advertisers buy space on social networks–and ultimately help monetize the media–by shifting such purchases to a time-based format.