Consumers 7% more likely to click on a display ad during the weekend
via The Drum
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:
“Background colour is big,” – “It sounds pretty simple, but it can have a dramatic impact on purchase intent.”
via Digital CPG Blog.
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.
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)
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.
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.
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.
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:
Oh, and consider using video ads…