Dentsu Selects Eyeblaster’s MediaMind

Move from ‘Traffic Driving’ to ‘Brand Engagement’

New York, New York (December 21, 2009) –Eyeblaster today announced a partnership with Dentsu America, the fastest growing agency in the U.S, to look beyond clicks and demonstrate actual online advertising effectiveness through engagement metrics. MediaMind by Eyeblaster, the first and only ad serving solution built from the ground up specifically for agencies and advertisers, simplifies campaign management and delivers greater insights, which helps Dentsu steer advertisers away from focusing on driving traffic and more on increasing engagement.

“Our clients demand tangible evidence that shows where and when display ads and online marketing initiatives are working,” said Scott Daly, Executive VP Executive Media Director at Dentsu America. “MediaMind takes into account the many variables associated from getting a campaign live to measurement and post campaign analysis. Instead of relying on the quantity of clicks generated, we aim to show our advertisers campaign performance based on engagement -- metrics like Dwell Time make that possible.”

Recent research shows that in North America expandable banners had only a 0.3% click-through rate, but show a 7.1% Dwell Rate and an average user Dwell Time of more than 45 seconds.

“True engagement cannot be measured by clicks alone, which is too often the case in our industry,” said Gal Trifon, CEO and Co-founder at Eyeblaster. “Our approach with MediaMind is to simplify campaign management and free up agency resources to act more strategically on the client’s behalf.”

Daly adds, “With Eyeblaster, we can look at the bigger picture and optimize with a more holistic view instead of honing in on a single metric. We want to draw a link between the users that interact with pre-roll, banners and sponsor pages and show how they progress down the conversion funnel. Eyeblaster’s real-time engagement data provides deeper insights than possible with a click to identify optimization strategies while a campaign is live –not after the fact.”

*Dwell Time is the active time a user intentionally spends with the creative per exposure, measured in seconds. Creative exposures can include mouse-overs, user-initiated video duration, user-initiated expansion duration and other user-initiated custom interaction durations.

For more information on Eyeblaster and Dentsu visit www.eyeblaster.com and http://www.dentsuamerica.com/.

Source: Eyeblaster