Presentation on theme: "Expandable Banner Testing Case Study. Rich Media Test Scenario NIVEA needed to improve several key rich media metrics: Interaction Rate Action rate."— Presentation transcript:
Expandable Banner Testing Case Study
Rich Media Test Scenario NIVEA needed to improve several key rich media metrics: Interaction Rate Action rate Exposure time Tangible Impact designed subtle but very significant changes within the banner space and on the 2 expandable panels. The 2 key creative elements tested were headline and call-to-action. The test creatives ran within 2 demo-targeted media rosters: W35+ w/ Anti-Wrinkle Roster W35+ w/ NIVEA Lotion Roster Testing was conducted in April and May, 2007 to produce actionable learnings for future campaigns within the AOL environment.
Test Structure Test Banner A: Control Banner: The key changes in the 2 test banners were headline prominence & structure and the call-to-action button design. Test Banner B:
Test Structure The critical change in the expandable panels was the call to action Control Banner & Expandable Panels: Test Banners & Expandable Panels:
Test Success – 1 st Media Segment Multi-Variant Test Banners: Interaction Rate: 31% higher Action Rate: 146% higher Control Banner: CTR: 29% higher Action Rate: 45% higher In the first media segment, the test banners drove double and triple digit increases in CTR, interaction and action rates.
Test Success – 2 nd Media Segment And also in the second media segment, the test banners drove double and triple digit increases in CTR, interaction and action rates. Multi-Variant Test Banners: Interaction Rate: 34% higher Action Rate: 143% higher Control Banner: CTR: 52% higher Action Rate: 25% higher
Test Success – Expandable Panels Control Banners – Expandable Panels: Test Banners – Expandable Panels: Panel CTR (number of clicks on the panel): 85% higher Average Display Time of “Enter to Win” Panel: 5 more seconds Average Display Time of “How It Works” Panel: 4 more seconds Simply changing the appearance of the CTA button had a major impact on performance at the panel level.
8 Rich Media Test Insights & Actions Small and subtle changes drove significant performance increases in this complex, expandable banner, rich media unit. Introducing a square button, instantly recognizable as a call-to-action, improved both interaction rates on the banners and action rates within the panels. Giving prominence to just 1 or 2 key elements in the banner - the headline and the call-to-action - also improved interaction rates. Continual testing of small changes to existing design assets is an extremely efficient and highly effective way to continually improve campaign performance.
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