Dwell time is an important concept that all digital marketing professionals must learn and understand before they place ads on the internet. Dwell time helps them track the progress of their advertising across all internet means.
Dwell time is nothing but a tool that helps you check the efficiency and effectiveness of all those ad units you place on the internet. They help you track the performance of ads you place on third party publishers and all through the search engines. There are three most common forms of ads digital marketers use for promotion and they are text ads, standard display ads, and rich media ads.
1. What is Dwell time?
Dwell time is actually an average time a user spends with an online ad. Nowadays, it is considered one of the most powerful tools or metric that allows you check the impact of rich media ads. You should note down the fact that the use of 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, the 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.