Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be:
A)dwell rate.
B)dwell time.
C)length of engagement.
D)click-through.

Question

Quizplus · Accepted Answer

Dwell time is the best measurement to use as it measures how long someone spends actively engaged with an ad. Choice A, dwell rate, would only measure the percentage of time someone spends engaged with the ad relative to overall time spent on the website. Choice C, length of engagement, and choice D, click-through, only measure specific aspects of engagement and do not provide a comprehensive view of overall engagement time.

Chris Wants to Measure How Long Individuals Stay Engaged with a Banner