Comments on: Charts: Comparing the Meerkat: Dwell Time v Reach http://digigen.co.uk/2010/01/14/charts-comparing-the-meerkat-dwell-time-v-reach/ A Magazine blog about culture, creativity, and strategy Tue, 24 Apr 2012 12:07:44 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Insurance Blog http://digigen.co.uk/2010/01/14/charts-comparing-the-meerkat-dwell-time-v-reach/comment-page-1/#comment-175 Insurance Blog Tue, 16 Feb 2010 21:38:45 +0000 http://digigen.co.uk/?p=730#comment-175 And this is now what confused are offering us: the "it pays to be confused" campaign. This is nothing compared to the meerkat or the opera singer. I've just added the video:<br>Watch the <a href="http://www.insiders-view.co.uk/it-pays-to-be-confused-advert/00761" rel="nofollow">it pays to be confused</a> advert And this is now what confused are offering us: the “it pays to be confused” campaign. This is nothing compared to the meerkat or the opera singer. I've just added the video:
Watch the it pays to be confused advert

]]> By: Insurance Blog http://digigen.co.uk/2010/01/14/charts-comparing-the-meerkat-dwell-time-v-reach/comment-page-1/#comment-152 Insurance Blog Tue, 16 Feb 2010 14:38:45 +0000 http://digigen.co.uk/?p=730#comment-152 And this is now what confused are offering us: the "it pays to be confused" campaign. This is nothing compared to the meerkat or the opera singer. I've just added the video:<br>Watch the <a href="http://www.insiders-view.co.uk/it-pays-to-be-confused-advert/00761" rel="nofollow">it pays to be confused</a> advert And this is now what confused are offering us: the “it pays to be confused” campaign. This is nothing compared to the meerkat or the opera singer. I've just added the video:
Watch the it pays to be confused advert

]]> By: mattbambow http://digigen.co.uk/2010/01/14/charts-comparing-the-meerkat-dwell-time-v-reach/comment-page-1/#comment-138 mattbambow Fri, 15 Jan 2010 09:44:34 +0000 http://digigen.co.uk/?p=730#comment-138 Disagree and agree. The problem CTM have is that their average time of usage<br>doesn't even add up the speed of getting a quote. Therefore, although<br>driving volume is critical, driving usage through dwell time is massively<br>important for any brand. So whilst I agree its nice to have a greater number<br>of quotes, this can only be driven by users completing a process which takes<br>longer than 0.7 seconds.<br><br><br><br>2010/1/15 Disqus <> Disagree and agree. The problem CTM have is that their average time of usage
doesn't even add up the speed of getting a quote. Therefore, although
driving volume is critical, driving usage through dwell time is massively
important for any brand. So whilst I agree its nice to have a greater number
of quotes, this can only be driven by users completing a process which takes
longer than 0.7 seconds.

2010/1/15 Disqus <>

]]> By: James Hankins http://digigen.co.uk/2010/01/14/charts-comparing-the-meerkat-dwell-time-v-reach/comment-page-1/#comment-137 James Hankins Fri, 15 Jan 2010 08:22:29 +0000 http://digigen.co.uk/?p=730#comment-137 Whilst dwell time could be considered a bonus within sites with greater levels of content such as MSM, a site like CTM is positioned with one sole aim - "a greater number of quotes". A 300% increase in site traffic in a year is proof that the campaign has worked (coupled with insider knowledge that their quote volumes have kept up with this). Consumer behaviour in the aggregator market is based on getting a quick and easy response (see Confused.com's messaging), people don't want to hang around on these sites because they are functional and the product is low interest.<br><br>A better comparison would be against GoCompare who have a similar positioning to CTM. Both MSM and Confused are angling for a broader product share whilst MSM is actually after the Money Saving Expert crown. Not all brands want to be producers.<br><br>Another more relevant question is what VCCP do next with the Meerkat character. They have taken the brand from a distant 5th in the market to a very competitive 4th but this was with one of the most lauded campaigns in recent memory. To take the business further (and up the ladder above Confused, MSM and GoCo) and generate another step change is going to prove very difficult indeed especially as entering the content provision area has been hamstrung by the comedy element of the character. Whilst dwell time could be considered a bonus within sites with greater levels of content such as MSM, a site like CTM is positioned with one sole aim – “a greater number of quotes”. A 300% increase in site traffic in a year is proof that the campaign has worked (coupled with insider knowledge that their quote volumes have kept up with this). Consumer behaviour in the aggregator market is based on getting a quick and easy response (see Confused.com's messaging), people don't want to hang around on these sites because they are functional and the product is low interest.

A better comparison would be against GoCompare who have a similar positioning to CTM. Both MSM and Confused are angling for a broader product share whilst MSM is actually after the Money Saving Expert crown. Not all brands want to be producers.

Another more relevant question is what VCCP do next with the Meerkat character. They have taken the brand from a distant 5th in the market to a very competitive 4th but this was with one of the most lauded campaigns in recent memory. To take the business further (and up the ladder above Confused, MSM and GoCo) and generate another step change is going to prove very difficult indeed especially as entering the content provision area has been hamstrung by the comedy element of the character.

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