Here’s a groundbreaking study: Eyeblaster, Microsoft Advertising and comScore have found that the longer people stare at an ad, the more likely they are to search for brand-related terms. Eyeblaster also found that “ad dwellers” are more likely to buy, too. Somehow, I don’t think that means we’re supposed to make all our creative into a “Where’s Waldo” type quest.
The results of the study indicate consumers who were exposed to campaigns that typically get people to linger longer are more likely to search for brand-related keywords as compared to users who were exposed to campaigns with a low dwell times. The research found that consumers who were exposed to campaigns with low dwell times increased brand related keyword searches by 12%, while consumers exposed to campaigns with high dwell times increased brand-related keyword search by 39%. This suggests that campaigns with high dwell times are three times more effective at driving search than campaigns with low dwell times.