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How is Your Ad's Design Impacting its Performance?

Posted on 3.12.2015

As digital marketers look to optimize their ads they must be aware of what elements or trends are connecting with consumers.

Rocket Fuel, a provider of artificial intelligence (AI) for advertising and marketing solutions, has recently released its Guide to Creative Optimization. The guide focuses on the impact of specific design choices on conversion rates.

The study, which analyzed nearly 40,000 banner ads totaling 23.3 billion impressions served between November 2013 and June 2014, came to a variety of conclusions about what design choices have the most impact on conversion rates. Among the most interesting findings from the study was that ads with the color red in the background saw 31 percent higher conversion rates across all verticals. What’s more, ads with animations average 7 percent higher conversion rates across most verticals, and ads with 6-9 seconds of animation (including those with loops) averaged the highest conversion rate across all categories with an average lift of 38 percent against their category average.


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However, perhaps most interesting is that ads with a logo in the lower-left hand corner averaged 81 higher conversion rates that those with logo’s in any other location on the ad.

“Some might look at the data and conclude that it over-prescribes creative opportunities,” said Eric Porres, Rocket Fuel CMO. “But we think the opposite is true. The data illuminates what has worked well in the past, but it doesn’t limit the discovery of what might work in the future. One of the best benefits of programmatic is that it enables affordable and fast real-world testing of literally any idea or hypothesis you can imagine. It opens possibilities—it doesn’t close them.”

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