Panel: Dwell time – The Bitcoins of Native Advertising
Display advertising and its corresponding KPIs are well-established in the advertising industry: ad impressions, click-through-rates, opening rates and bounce rates to name a few.
However, when it comes to content there is still a lot of confusion and uncertainty in place. Tracking engagement on native advertising with metrics such as dwell-time should help both advertisers and publishers understand the effectiveness of content pieces within the target audience. While publishers understand this metric as a means of analyzing and optimizing their content and traffic generation sources, many advertisers are still not convinced. Do we have to add another dimension? How can we clarify on the meaningfulness of dwell time? Is dwell time, in fact, the bitcoins of native advertising?
- Robert Heesen, BILD
- Yvonne Beister, BILD
- Michael Villaseñor, Hearst
- Lauren Reddy, New York Times
- Jan-Markus Wulff, Europa-Park
The panel will be moderated by BILD Brand Studio