Consumers 7% more likely to click on a display ad during the weekend

via The Drum

The background colour of your online display ad can dramatically effect purchase intent

Hair-brand Pantene  has been doing lots of testing of different creative elements within their online display ads.

For about a year, P&G owned Pantene has been using  Smart Media, which analyses click-through rates and flash surveys on purchase intent across numerous permutations of ads and placements.

The program evaluates three creative elements (the headline, hair visual and background colour), and Pantene makes changes based on how different combinations of each element perform in various media placements.

Findings have included:

  • White backgrounds don’t work well on Yahoo
  • Orange is effective on Facebook
  • Blondes get a better response than brunettes on some sites

“Background colour is big,” – “It sounds pretty simple, but it can have a dramatic impact on purchase intent.”

via Digital CPG Blog.

Less than 50% of online ad impressions reach intended audiences

Results from a new Online GRP tool from Nielsen show a surprising amount of wastage in UK online ad campaigns.

According to the tool less than 50% of all online ad impressions reach intended audiences, with major variances in success (15% – 80%) between publishers/networks.

via 10 interesting digital marketing stats we’ve seen this week | Econsultancy.

63% of 16-24s agreed with the statement “I would rather see advertising online that is relevant to my interests”.

These findings suggest that [tweetherder]tomorrow’s advertising audience will be smarter, more likely to engage, but tougher to please[/tweetherder].

(ValueClick & IAB report)

via How the natives will shape the future of digital marketing

Online advertising’s effect on purchase intent and sales

Millward Brown have been in the business of measuring changes in brand metrics from exposure to online advertising for quite a few years. They emphasise that marketers should be measuring (brand) online advertising not by the humble click through rate, but by a change in brand metrics.

Clicks & Purchase Intent

This isn’t a new argument and one that I do agree with.

Purchase Intent is a metric that I use on a daily basis when working on digital strategy and planning for FMCG (CPG) brands. However, how many of those people that said they intended to purchase went on to actually do so?

50-70% of people follow through on their purchase intent after seeing online advertising.

Millward Brown Purchase Intent Online Advertising
I was pretty pleased that I found this stat, it’s one that I’d looking for for years! This informs and supports my estimates in ROI models.

However, my joy was short lived. Millward Brown go on to say that over the last three years, 39% of online advertising has in fact had a negative effect on purchase intent:
Clicks don't equal purchase intent

This is pretty bad! 39% of online advertising isn’t having little or no effect….it’s having a NEGATIVE effect!  We, as an industry, need to change that. We need to start producing better ads. Helpfully, Millward Brown give some tips for doing this:

Golden rules for online advertising

Oh, and consider using video ads…

Video ads and purchase intent

Full Slideshare from Millward Brown.

New larger online display formats better for building awareness

Millward Brown and the IAB have ran a study looking into some of the new larger online display formats (Billboard, Wallpaper and Half Page) against the standard ad formats (MPU, Banner, Skyscraper).

They looked at the ad format’s effect on Brand awareness, Ad awareness, Message association, Brand favourability, Purchase intent

The results weren’t that surprising. The study basically found that the larger formats are better at the start of the purchase funnel / customer journey – they are great for creating awareness.

The good old Skyscraper is still the best for aiding purchase intent though…..  go figure.