Case Study: Banner Effectiveness
There are those out there who question the effectiveness of banner advertising so I thought I would put together a little experiment. The idea was to prove that banners can be effective and especially effective when targeted correctly and the banner itself is enticing to the viewer.
I booked three 160×600 banner ads on MyGameSpace. To offer some background, MyGameSpace is a gaming related web site, being a flash arcade.
The three campaigns I booked were:
1. www.lerx7.com -> An automotive related web site, completely off topic to games. (LERX7)
2. www.pimpineuro.com -> A MMORPG, which is well targeted. (PEU)
3. www.razzling.com -> Another flash arcade, which is targeted perfectly. (RAZZ)
Here are the banners I used for each booking (resized):
Each banner is very different, obviously! The LERX7 banner is focused on the car, appealing to car enthusiasts. The RAZZ and PEU banners are “sexed” up to really attract the viewers eyes. In my experience banners like this aimed at this market (gamers) outperform any other banner by far.
Below you can see a snapshot of the campaigns from the account area. The columns represent campaign name, site the ad appears on, duration, views today, clicks today, CTR and CPC.
Looking at the statistics you can clearly see the RAZZ campaign is outperforming the other two by a significant amount with a 12.97% CTR.
Below I have included screen shots of the more detailed stats for each campaign so you can see how consistent these results actually are.
By clicking on each image above you can see the statistics for each campaign. It’s actually quite interesting to see the consistency in the CTR for the RAZZ and PEU campaigns. Considering they are well targeted it’s no big surprise although the RAZZ campaign is really performing well with a consistent 11%+ CTR every day! This shows how important the actual ad media is. In this case we would assume the ad media for the RAZZ campaign is far more appealing to the target audience.
The LERX7 campaign, being not targeted at all isn’t doing nearly as well as the other two. Of course it’s not surprising! This does prove how important it is that your advertising be well targeted.
Overall the results were quite expected although I personally found it useful spending the time doing this because it really did reinforce the basic concepts of banner advertising. I hope my little experiment has helped you in some way as well, after all that’s what this is all about; helping each other!
Good luck with your banner campaigns, I hope you can achieve success!
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