Interactivity in display ads lifts dwell time, engagement

03/7/2012 | eMarketer

The more interactive the display ad, the more likely recipients will spend with it, per a MediaMind study. A home page takeover, for example, increased dwell rates 32% compared with static display ads and upped dwell duration 67%. Extender ads with video also performed better, with consumers 103% more likely to engage with them than static displays.

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