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BizReport : Advertising archives : May 29, 2009

Lotame: Ad impact is felt after two seconds

Make it pop has never had more impact than in a new study from Lotame. Researchers found that the impact of an online ad is felt after 2.4 seconds, is at its zenith at 40 seconds and quickly fades after 113 seconds. What does this mean for marketers? No matter what type of ad is used, the ad has to pop.

by Kristina Knight

The study measured results on a per-ad and per-campaign basis from December 2008 to March 2009, and found that the intent to 'watch' an ad grows for only a short amount of time. Lotame used its Time Spent technology to measure the exposure of an ad.

The Intent to View was determined to begin at 17 seconds, peaks 76 seconds and then quickly begins to decrease. Meanwhile the impact of an ad was found at 2.4 seconds, peaked at 40 seconds and quickly decreased after 113 seconds.

Scott Hoffman, CMO of Lotame said, "By focusing budgets on bringing a well targeted audience into the 'sweet spot' of exposure, entertainment-industry advertisers can measurably improve their return, freeing up budget to reach more people or realize savings. This information gives marketers the type of accountability and optimization opportunities they are used to on the Internet without wholly relying on the small percentage of the internet audience that actually click on ads."

Tags: ad impact, intent to view, Lotame, online advertising

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