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Press release

11th October, 2004

Call-to-action, colour and size significantly impact campaign performance

New research from Advertising.com shows variations in creative design elements can significantly impact campaign results.

Advertising.com, a leading provider of results-based interactive marketing services, today released new findings from its Optigence sm research platform that demonstrate which design elements in online creative units are the most influential in driving performance. The findings reveal that slight variations in call-to-action, creative colour and size have a dramatic effect on campaign performance.

Advertising.com employed the Taguchi methodology – a technique through which multiple variables are tested simultaneously – to assess the impact of different design elements on the performance of online advertisements. Advertising.com analyzed over 10 million impressions served for three unique advertisers (Advertiser A, Advertiser B and Advertiser C). Design elements tested included colour, image, creative size, call-to-action, click button, concept, button versus text, advertiser logo and disclaimer placement.

Of the tested design elements, call-to-action had the greatest impact on performance – with Advertiser A experiencing an 85 percent lift in revenue earned per thousand impressions, or RPM, for banners with a call-to-action over those without. Creative colour and size were also key performance drivers, with varying colours achieving up to a 50 percent lift for Advertiser A and creative size resulting in a 45 percent lift in performance for Advertiser C.

Will Becker , Managing Director for Europe of Advertising.com, said, "This test demonstrates the importance of understanding and manipulating the factors that affect campaign performance. Being able to test multiple variables in a single experiment and apply those learnings more quickly gives significant advantage for our clients and for anyone able to apply these analytical techniques to campaign performance. The effects of these slight variations in campaign design are startling."

Advertising.com's Optigence research platform conducts continual analysis of anonymous user behaviour based on data collected from the company's performance-based advertising network, which represents over 74% of UK online users (comScore Media Metrix, August 2004).

Analysis was based on more than 10 million impressions served across Advertising.com's web network from March 18 through to April 15, 2004 (Advertisers A and B) and June 29 through to July 14, 2004 (Advertiser C). Impressions were tracked based on the percent lift in RPM, when comparing a design element with the lowest RPM to all of the other variables.

Über Advertising.com

Der global agierende Anbieter von Online-Werbeservices ist ein hundertprozentiges Tochterunternehmen von AOL LLC. Advertising.com bietet ein voll integriertes Angebot von Werbelösungen für das Internet inklusive Bannerwerbung, Suchmaschinen-Marketing, Affiliate Management und Videowerbung an. Die Lösungen von Advertising.com basieren auf der preisgekrönten Optimierungstechnologie AdLearn des Unternehmens und werden vom branchenführenden Third Party Display Advertising Netzwerk unterstützt, das mehr Unique User als jedes andere Netzwerk erreicht. Advertising.com Deutschland aggregiert Anzeigenbestände von mehr als 300 Websites um gleichzeitig seinen Kunden die größtmögliche Reichweite und Website-Publishern maximale Werbeerlöse zu bieten. Vom Aufbau von Markenbekanntheit bis zur Steigerung der Umsätze hilft Advertising.com seinen Kunden das Meiste aus ihren Online-Investitionen heraus zu holen.

Advertising.com wurde 1998 in Baltimore (USA) gegründet und ist heute mit über 550 Mitarbeitern in den USA und neun europäischen Ländern (Dänemark, Deutschland, England, Finnland, Frankreich, Niederlande, Norwegen, Schweden und Spanien), sowie in Japan mit eigenen Büros vertreten.