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| 'Social media video ads have lower dwell times' |
| Monday, 23 November 2009 00:00 |
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Streaming video ads on social media and gaming sites have lower dwell rates than those on news websites, new research suggests. According to a study from Eyeblaster, video ads on social sites also have lower rates of fully played streaming content than those on news, sports, music and finance websites. The study's researchers suggested that these figures may be explained by the fact that people are less likely to spend much time on a single social networking page compared to other websites. Eyeblaster's Ariel Geifman told E-consultancy: "Users may log in and out multiple times per day, or browse between pages more quickly. "As a result, the performance of video ads in these environments is inferior as compared to other environments." Overall, the report found that video ad impressions have grown 60 per cent faster than for other rich media ad formats, with dwell times increasing by 20 per cent on web pages containing such ads. A recent study conducted by the European Interactive Advertising Association found that a third of companies surveyed plan to increase their expenditure on video ads in 2010.  |