WARSAW, Poland, Oct. 26, 2015 /PRNewswire/ -- There are now thousands of ways to configure banners, sizes, designs, cost models, designs and product displays. 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 has conducted research into campaigns across 33 markets, including most UE countries, to see which elements have the most impact on campaign performance.
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% 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% increased efficiency, followed by 17% and 15% 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% 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.
The data used in this research was derived from personalized retargeting tools developed by RTB House. The analysis covered the most popular banner format 300x250 served in selected campaigns in June 2015.
SOURCE RTB House