What we know about dwell time

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Dwell time is a relatively simple concept but one that looms large in current media debate. Is it a basic metric or a valuable indicator of consumer engagement? It has assumed greater importance as mobile and online media budgets have grown and is increasingly used as a parameter within programmatic buying systems. However, it has also always been used as a metric in other media. Does its meaning and understanding apply consistently across media? And with the explosion in consumers' exposure to advertising, and the growing focus on attention measurement, how can it best be used and how much weight should...

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