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Expandable Banner Testing Case Study

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

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Expandable Banner Testing Case Study

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  1. Expandable Banner Testing Case Study

  2. 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.

  3. Test Structure • The key changes in the 2 test banners were headline prominence & structure and the call-to-action button design. Control Banner: Test Banner A: Test Banner B:

  4. Test Structure • The critical change in the expandable panels was the call to action Control Banner & Expandable Panels: Test Banners & Expandable Panels:

  5. Test Success – 1st Media Segment • In the first media segment, the test banners drove double and triple digit increases in CTR, interaction and action rates. Control Banner: Multi-Variant Test Banners: • Interaction Rate: 31% higher • Action Rate: 146% higher • CTR: 29% higher • Action Rate: 45% higher

  6. Test Success – 2nd Media Segment • And also in the second media segment, the test banners drove double and triple digit increases in CTR, interaction and action rates. Control Banner: Multi-Variant Test Banners: • Interaction Rate: 34% higher • Action Rate: 143% higher • CTR: 52% higher • Action Rate: 25% higher

  7. Test Success – Expandable Panels • Simply changing the appearance of the CTA button had a major impact on performance at the panel level. 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

  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. 8

  9. Contact Tangible Impact Tangible Impact, Inc. beth@tangibleimpact.com Office: 614.792.3392 Mobile: 614.296.4327 9

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