Eyeblaster solves user-initiated interactions

Eyeblaster has solved one of the online advertising industry’s growing challenges – the rise of ‘accidental’ ad interactions.

Eyeblaster’s new mouse-movement tracking offers its customers the ability, with just the flip of a switch, to add real-time analysis of a user’s mouse movements. Users that sweep their mouse icon quickly across ad units will no longer have their experience ‘interrupted’ with unwanted expanding banners. Eyeblaster worked closely with MSN to develop this innovation which offers advertisers the potential to dramatically improve brand favourability by enabling them to target only interested parties.

The current solution to combating ‘accidental’ ad expansions is to impose a two second delay on rollovers. This means that many users interested in the brand will not wait for the advertisement to expand, leading to inaccurate measurements. After some research, Eyeblaster found an 80 per cent drop in ad interactions which could have potentially proved devastating for the digital display industry. Some publishers have been looking to make expandable banners ‘click’ to open which could have an even more damaging effect on ad interactions. According to Eyeblaster ad-serving statistics, expandable banners are now the most popular ad format across the globe.

Dean Donaldson, Eyeblaster’s business development manager for media owners, said: “We strive to lead a rapidly evolving industry by developing solutions that continuously deliver better, more accountable results to our customers. The mouse-tracker is the latest in a range of technology and service solutions we’ve been developing along with MSN.

“Of course, as we acknowledge this is an industry-wide concern, Eyeblaster’s new mouse-tracking solution can be used across all publisher sites across the globe.”