Social media users spend more time with the ads they launch, says Lotame. Reported by Brian Morrissey for Ad Age, the social media marketer studied 100 rich media campaigns on sites such as Bebo and Flixster. It compared its own measurements with industry standards published by DoubleClick. Click-through rates on the social media sites Lotame measured were lower than the industry average, yet it found evidence of more engagement when ad units were launched on those sites. In one example from the study, the firm found that while DoubleClick measured 62 percent completion rate for in-page videos the rate was 68 percent in the study’s sites.
Morrissey presents the often argued position that current online ad measurements need an overhaul, quoting from a recent blog by Internet Advertising Bureau chairman Shelby Bonnie to kill the CPM. Lotame and other agencies are exploring methods such as time exposed and cost per engagement to replace the click-through model.
