Langley Travel

Client: GOSS, 2007

Goal: Create the best possible off-piste experience a banner can deliver.

GOSS contacted us with an unusual project. They wanted a highly interactive banner for their client Langley Travel. Instead of just focusing on click through rates they wanted to give people a great on-line skiing experience. The plan was to let visitors waste away some time pretending they were racing down a never ending untouched mountainside.

In order to see whether or not people would appreciate our effort we decided to track how much time people spent playing with the banner. The results surprised us. Discounting accidental rollovers the average playtime was 12.6 seconds.

It might not sound like a lot but when was the last time you spent 12 seconds playing with a banner?

But 12 seconds is nothing compared to the times we would get after reviewing our data more closely. By tracking each unique page impression and tracking the time for each roll over we could see how long a page visitor would spend playing with our banner in total.

Someone might do a first 2 second rollover at 9:32, right after that there would be a series of sessions lasting between 8 to 32 seconds. The last rollout was reported at 9:45 13 minutes later.

We also have some marathon sessions logged where one rollover accounted for times so long that we have chosen to discard them as anomalies.

Surely, no one spends 42 minutes playing with a banner?

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