What Is Dwell Time in Online Advertising
Hello, I’m Rais Dar, a professional digital marketer. Today, I will acquaint you with the meaning of dwell time metric.
Prior to the placement of ads on the internet, understanding what is dwell time is very important for digital marketers. Dwell time is a measuring tool that is used for checking efficiency and effectiveness of ad units displayed on third party blogs, commonly referred to as publishers.
Three types of digital ads that online marketers commonly use on the internet are text ads, standard display, and rich media ads. Let’s now explain what exactly is dwell time:
1. What is Dwell time?
Dwell time actually is the average time a user spends with an online ad unit. Today it has become the most powerful and popular metric that allows us to check the impact of rich media ads.
You should remember that dwell time metric is valid only for rich media ads. It is because due to multiple interactions with rich media ad units, one can observe and calculate the time spent by the user. Contrary to rich media advertising, average time spent on text and banner ads is nearly zero since users read and click these simple ads within a few seconds, hence difficult to calculate or measure such interactions.
2. What is Engagement level?
Doubleclick and Mediamind are two known tools that help in tracking the engagement level of a user with an ad. It is even possible to track the number of actions a user performs with the ad. These actions of a user in digital terminology are called interactions.
3. What is interaction?
Interaction by a user with an ad includes ad expansion, video playing, mouse on the ad, calling on the number, etc. Not only you can measure user engagement level with the ad, but you also get a good understanding of which components of your ad are engaging users more.