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BizReport : Research archives : October 30, 2008

Eyeblaster offers engagement analytics

Do you ever wonder how a consumer is interacting with your website? What about engagement after leaving your site? If so, a new analytics report from Eyeblaster may give you new insight. The tool shares statistics, metrics and data - including branding and online shopping habits - so that marketers can better measure campaign impact and ROI.

by Kristina Knight

Eyeblaster Analytics Bulletin shows that as the holiday shopping season nears, consumers are increasing the time spent on-site. Measuring data from 2007, researchers found that throughout Q1, Q2 and Q3 of 2007, consumers spent about 111 seconds on each page visited; in Q4, however, consumers spent more than 146 seconds on site. Although this is only an increase of about half a minute, the chance is dramatic.

This increase shows that consumers are paying more attention to the content - and that also includes the ads - on pages through the holidays. They are engaging more deeply.

During the holidays, consumers are spending about 2 ½ minutes devouring content; consumers are also watching video. The research shows that online video reaches about half of consumers during the holidays. Put together, online video through the holiday shopping months will likely net marketers are attention than a television commercial.

Tags: engagement roi, Eyeblaster, online advertising

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