1. The average time the viewer had spent on the micro-website was 38 seconds. In comparison with the standard 30-second video viewing, the contact time with the brand is 1.27 times longer.
2. In 5.43% of showings the viewers became familiar with the characteristics of the automobile and learned about the special price offer as well as test drive details;
3. The engagement rate was 12.73%. The multi-page micro-website format allows viewer engagement through interaction as well as increased contact time with the brand (without jumping to an external website).