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BizReport : Advertising archives : November 03, 2009

EyeWonder provides more insight into rich media ad performance

Ad technology firm EyeWonder has added a new set of metrics to provide online marketers with a more complete picture of how long consumers are exposed to their rich media ads either in their entirety or via a partial view.

by Helen Leggatt

eyewonder logo.jpgEyeWonder's new Ad Visibility Suite aims to provide marketers with additional metrics that will demonstrate how long their rich media ads are viewable on a given webpage.

The data presented, available on all campaigns after 1st November 2009, will include the total and average time, in seconds, that a page viewer is exposed to a rich media ad, as well as what portions of the ad creative were visible at various scroll positions.

This new suite of metrics will provide marketers and creative teams with further insights into how rich media ad placement affects exposure and, consequently, consumer interaction.

"Customers get a more comprehensive view of their ad performance by seeing the exact amount of time users have ads in their browser windows and comparing that with length of engagement," said Ricky McClellen, EyeWonder's chief information officer, in a recent announcement.

"We're bringing these two pieces of the puzzle together to provide a more complete picture of what constitutes a successful online ad campaign, resulting in more meaningful measurement."

Tags: ad placement, ad tracking, EyeWonder, online advertising, online metrics, rich media

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