eMarketer recently reminded us how incomplete is measuring results only counting clicks on ads.
This interesting table underlines how the most compelling ads creativities, such as in-games and floating ads, engage the user for a considerable amount of time.
“The average worldwide click-through rate for rich media ads studied was 0.35%. The average dwell rate for those ads was a much more impressive 8.71%”
Maybe they don’t click on it, but they’ve spent time watching it and reading it, thus remembering the product and the brand.
