Influencer marketing earns dwell time x7 longer than digital ads

New report promotes influencer marketing whilst driving another nail into digital display advertising’s coffin – writes Scott Guthrie

Influencer marketing is a buzz phrase for 2016. Often seen as the antidote to both ad-blocking and Mark Schaefer’s content shock.

One much-quoted survey undertaken on behalf of Augure, an SaaS influencer marketing company, reports that just 16% of surveyed PR practitioners and marketing communicators are NOT planning any influencer marketing campaigns over the 12 month period from July 2015.

84% of marketers to launch influencer marketing campaign

Revenue from display ads continues to plummet. Whilst click rates are up this says more about our fat fingers viewing more content via mobile. There is industry concern about fraud and a lack of transparency.

The Reuters Institute for the Study of Journalism believes “online advertising – banner advertising in particular – is going through something of an existential crisis.”

Ad blocking grew by 41% globally in the 12 months to June 2015. In the UK ad blocking grew by 82% to reach 12 million active users in the same period according to a report by PageFair.

In the UK phone company Three is introducing ad-blocking across its network. If you have a Three mobile phone, you will no longer see ads on the articles and pages you look at on your phone.

Users view influencer content nearly seven times longer than digital display ads

A new report promotes influencer marketing whilst driving another nail into digital display advertising’s coffin.

According to research done by Collective Bias, a shopper-focused influencer marketing firm, consumers view influencer content for an average duration of 2 minutes, 8 seconds. Almost seven times longer than the digital display ad average of 19.2 seconds.

Dwell times are based on viewability standards measured by Moat Analytics.

In a recent viewability report by IPG Media Lab using benchmarks from the Media Rating Council (MRC), longer time in view was proven to be directly correlated with better ad recall.

Content that meets the Time on Content average of 2 minutes, 8 seconds generates a 5% average click-through rate – more than 83 times higher than the overall global average of 0.06% for digital display ads, according to DoubleClick.

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Scott Guthrie

Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.