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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.

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