Developing digital creative campaigns for clients, that easily outperform their competition, is being made easier these days.
Available data helps us fine-tune everything from logo position to the actual colour of the ad. It seems these essential details are being overlooked by many other agencies. They seem bent on producing beautiful ads that, in many ways, do not achieve the intended results.
In an effort to help all digital ad campaigns perform better, I felt compelled to share the results of our investigations.
TIP # 1: Logo Placement is HUGE
Where you place your company logo has a big influence in conversion rate (CR). For example bottom left corner is the location that generated the best click through results. The worst was on the right in the centre.
TIP # 2: Animated Ads Work Better Animated ads had a 7% higher conversation rate (on average) when compared to static ads. 40% of animated ads were between 10 and 12 seconds in length, while ads that were six to nine seconds long had a conversion rate lift of 38% against the category average.
TIP # 3: Product Placement Ads that displayed a product image seemed to have an edge when compared to ads that didn’t. Product image ads averaged 6% higher conversion rates than those that did not show the product. This was further compounded when ads showed products “in use”. These performed 5% better than those that merely showed the product.
TIP # 4: Red Sizzles
The background colour of the ad had a major influence on its effectiveness. Is it a surprise that RED outperformed all others? Orange came in at a respectable second place. What is interesting to note is that same ads were placed, but only the background colour was changed. This colour adjustment had a significant impact on the click through rate. Other colours and combinations of colours were also tested. The results of which are interesting to discover.
TIP # 5: The Human Touch
Ads that featured a person also experienced a lift in their performance when measured against those that did not. It was a revelation to discover that ads featuring men averaged higher CR’s than ads that featured women. That being said, not all the details are evident in this discovery. There are vertical markets where preference remains aligned to gender. Personal grooming products, industrial products…
These are just a few examples of tactics to consider when creating a digital ad campaign. We share these findings in an effort to help make your programs perform better. If you need support reaching your target audience with your unique message, please give us a call. It all starts with a conversation.
We’d like to acknowledge the good people at RocketFuel for providing the research data. 38,151 distinct banner ads from 1076 advertisers across 2184 marketing initiatives were evaluated for over six months.
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Principal & Marketing StrategistA results-driven creative thinker, Perry is a marketing management professional with a proven record of achievement in Strategic Planning, Team Leadership, and New Concepts Development.