Banner Ads Don’t Have To Suck Claims New Research

Banner Ads Don’t Have To Suck Claims New Research
SHARE
THIS



Banner ads may get a bad rap, with The New York Times describing them as “a monster that went on to swallow the web whole and has created two decades of havoc”. They’ve also been likened to being the bane of human existence.

But there are many quick to jump to the defence of the humble banner ad. They remain an integral part of campaigns, and even though they may not get clicked on as much as we would want, the creative needn’t suffer as a result.

Programmatic media buying company, Rocket Fuel, decided to take a look at a heap of banner ads to figure out what is and isn’t working for consumers today.

There are a number of clear findings creatives can take away from the research, The Definitive Guide of Creative Optimisation, however the bottom line is that there is no ‘one-size-fits-all’ solution.

While explaining there are heap more other factors involved in banner ads, Rocket Fuel added it “likens these insights to learning the statistics behind Blackjack—knowing how to play won’t guarantee you walk home rich, but it will increase your chances of doing so”.

The research team analysed 38,151 banner ads from 1076 advertisers in the United States. These ads created more than 23 billion impressions.

While each vertical works slightly differently to the others, there are a few findings uncovered from a general perspective.

Background colour

Background colour has a big impact on conversion rates, according to the research. And the bright hue of red was found to have a 31% higher conversation rate than any other colour. However, orange wasn’t far behind (28%) with yellow coming third (24%).

Logos

If you show your logo, you could boost your performance. The study found: “On the whole, displaying a company logo in creative appears to boost performance. Ads featuring a company logo had 4% higher conversion rates than those without logos.”

Animation

Do you stop your ad moving or not? The research found those banner ads dancing before your eyes may have a lower click-through rate than those that stay still, however they have a higher conversion rate.

Human Faces

And apparently showing a human face in your creative can up your conversation rate by 4%, but you could up that even more depending on the type of person displayed.

The research stated: “Digging deeper, we find that the type of person shown can have a significant impact on performance as well. When breaking down ‘type of human’ (for example, man, woman, child, and combinations of these) we found that ads featuring men—the most common person type featured—averaged 102% higher conversion rates on average than those featuring women (+25%), while ads featuring both a man and a woman tended to underperform (-15%).”

Showing the product

If you’re talking about a product in the ad, it probably makes sense to show the product in the creative. Ads with specific products included showed a 6% higher conversation rate. This increased if the product was shown being used.

Rocket Fuel drilled down deep into 17 different verticals to further understand, and over the next few weeks B&T will have a look at each vertical to see how they differ and how to optimise the creative for whoever your clients are.

 

Please login with linkedin to comment

adapt Advertising Standards Bureau The Beef Oracle von Muenster Solicitors & Attorneys wordstorm pr

Latest News

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office
  • Uncategorised

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office

Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays.  Of these, Western Australians are the most confident, with 73 per cent of those who […]

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
  • Campaigns

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes

Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]

Splendid Promotes Mel Johnstone To Partner And Expands To The UK
  • Advertising

Splendid Promotes Mel Johnstone To Partner And Expands To The UK

Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth.  Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team.   Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]

TikTok Appoints VMG Digital As Global Creative Marketing Partner
  • Media

TikTok Appoints VMG Digital As Global Creative Marketing Partner

VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer
  • Advertising

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer

Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]

Simply flat lay design winner or champion gold trophy cup isolated on pink pastel colorful background. Victory first place of competition. Winning or success concept. Top view copy space
  • Media

Playground xyz And Are Media Win Inaugural IAB MeasureUp Awards

IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]

Stockland Partners With Jules Sebastian For Virtual Recipe Series
  • Marketing

Stockland Partners With Jules Sebastian For Virtual Recipe Series

Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]

Asian Youth Culture Agency PUSH Opens Sydney Office
  • Advertising

Asian Youth Culture Agency PUSH Opens Sydney Office

The Shanghai-born and Australian-owned creative agency, PUSH announces today the launch of their fourth creative studio in Sydney, Australia. PUSH are the leaders of culture-shaping content with a focus on Asian youth culture, skateboarding, music, fashion and gaming.