Our clients demand tangible evidence that shows where and when display ads and online marketing initiatives are working
New York, NY (PRWEB) December 21, 2009
Eyeblaster today announced a partnership with Dentsu America, the fastest growing agency in the U.S, to look beyond clicks and demonstrate actual online advertising effectiveness through engagement metrics. MediaMind by Eyeblaster, the first and only ad serving solution built from the ground up specifically for agencies and advertisers, simplifies campaign management and delivers greater insights, which helps Dentsu steer advertisers away from focusing on driving traffic and more on increasing engagement.
"Our clients demand tangible evidence that shows where and when display ads and online marketing initiatives are working," said Scott Daly, Executive VP Executive Media Director at Dentsu America. "MediaMind takes into account the many variables associated from getting a campaign live to measurement and post campaign analysis. Instead of relying on the quantity of clicks generated, we aim to show our advertisers campaign performance based on engagement -- metrics like Dwell Time make that possible."
Recent research shows that in North America expandable banners had only a 0.3% click-through rate, but show a 7.1% Dwell Rate and an average user Dwell Time of more than 45 seconds.
"True engagement cannot be measured by clicks alone, which is too often the case in our industry," said Gal Trifon, CEO and Co-founder at Eyeblaster. "Our approach with MediaMind is to simplify campaign management and free up agency resources to act more strategically on the client's behalf."
Daly adds, "With eyeblaster, we can look at the bigger picture and optimize with a more holistic view instead of honing in on a single metric. We want to draw a link between the users that interact with pre-roll, banners and sponsor pages and show how they progress down the conversion funnel. Eyeblaster's real-time engagement data provides deeper insights than possible with a click to identify optimization strategies while a campaign is live -not after the fact."
*]Dwell Time is the active time a user intentionally spends with the creative per exposure, measured in seconds. Creative exposures can include mouse-overs, user-initiated video duration, user-initiated expansion duration and other user-initiated custom interaction durations.
In 1999, Eyeblaster was a pioneer of rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising to ad serving and global campaign management. As the leading provider of digital advertising solutions, Eyeblaster empowers marketers to engage consumers online. The company's flagship product, MediaMindTM, is the only ad serving and campaign management solution built from the ground up for agencies and advertisers. MediaMind includes critical functions that streamline ad serving processes, provide actionable analytics, and enable an open workflow in harmony with other technology components.
Headquartered in New York, Eyeblaster has 36 offices across all major markets worldwide. This footprint allows Eyeblaster customers to deploy global campaigns with guaranteed service levels, publisher acceptance and integrated metrics. The company is the only publisher-independent provider in the field, as well as the only one certified for compliance with the three IAB measurement guidelines: ad serving, video and rich media.
In 2008, Eyeblaster delivered campaigns in a variety of ad formats including rich media, in-stream video, display, search and mobile for over 7,000 brands serving approximately 2,700 agencies across over 3,600 global web publishers in 45 countries worldwide. Learn more at: http://www.eyeblaster.com.
Dentsu America (dentsuamerica.com) is the fastest growing agency in the U.S., according to Advertising Age's "Agency Report 2008." The award-winning lead agency in North America of Dentsu, the world's largest advertising agency brand, more than doubled its revenue in 2007. With offices in New York and Los Angeles, Dentsu America is focused on future-forward thinking for such clients as P&F USA, Canon U.S.A., Toyota Motor North America, Bandai Toys, Domaine Chandon and many others. ATTIK (attic.com), Dentsu America's San Francisco-based division, was acquired in October 2007. The award-winning, creative and brand-engineering agency captures the pulse of Gen-Y for such clients as BoostMobile, Scion, Coca-Cola and Adidas.