Selecting a Target Market and Creating Targeted Messaging

RTB House Digital Marketing Research Provides Pointers on Creating a Great Banner Ad Publication info: Wireless News ; Jacksonville (Oct 31, 2015).

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ABSTRACT  

With so many options, RTB House - a tech company specializing in display advertising precisely tailored to the

users' interests - set out to examine a back-to-basics question: what parameters make the perfect banner ad? RTB

House reported that it has conducted research into campaigns across 33 markets, including most UE countries, to

see which elements have the most impact on campaign performance. FULL TEXT  

With so many options, RTB House - a tech company specializing in display advertising precisely tailored to the

users' interests - set out to examine a back-to-basics question: what parameters make the perfect banner ad?

RTB House reported that it has conducted research into campaigns across 33 markets, including most UE

countries, to see which elements have the most impact on campaign performance.

In a release, the Company offered the following highlights of its research:

The Price is not Always Right

RTB House discovered that people are more prone to click on a banner which does not inform them about the cost

of a product or service. Banners without a price tag achieved 12 percent better results compared to similar ads

with a price. A subtle approach has been shown to be more effective: so keeping prices out of banners is worth

considering.

Go Big on Product Display

How many products should you put into a banner? In this case, more is more. RTB House analyzed thousands of

creatives in real-world campaigns containing 2, 3, 4 or 12 items. The conclusion was that users tended to click

most on banners containing 12 items. Creatives containing 12 products performed at 20 percent increased

efficiency, followed by 17 percent and 15 percent for ads with 3, 2 and 4 products, respectively.

Your Logo is Great. Your Offer is Greater.

Logos situated in the bottom part of a creative performed 7 percent better than banners with a logo at the top. A

logo in the upper part of a creative might seem like the ideal spot, but click behaviors indicated the opposite. The

logo takes primary space away from the product, offer, or message, which in many cases, is more important than

the identity that produced it.

Test, Test, Modify

It's important to remember that each industry and campaign is different. What works for one won't necessarily

work for another. A piece of good advice is to test different types of creatives and optimize at each stage of the

campaign. Modifying campaigns as they proceed is a good way to increase efficiency. Even seemingly small

changes in the CTR ultimately translate into higher ROI.

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DETAILS

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Subject: Logos

Publication title: Wireless News; Jacksonville

Publication year: 2015

Publication date: Oct 31, 2015

Publisher: Close-Up Media, Inc.

Place of publication: Jacksonville

Country of publication: United States, Jacksonville

Publication subject: Communications

Source type: Trade Journals

Language of publication: English

Document type: News

ProQuest document ID: 1728346271

Document URL: https://search.proquest.com/docview/1728346271?accountid=35812

Copyright: Copyright 2015 Close-Up Media, Inc. All Rights Reserved.

Last updated: 2015-10-31

Database: ProQuest Central