We reported last week that low response rates for online ads donít necessarily mean they arenít working. Any number of clicks indicates that people are paying attention to your brand, so itís important to maximize those clicks as much as possible.
Todayís chart, based on a MarketingSherpa survey, shows how seven design elements have an impact on the effectiveness of online advertising.
The results fall into three general categories:
Emotional Our brains are hardwired to pick up volumes of information from the subtle nuances in facial expressions. That could be why adding a picture of a person is the single most effective way to communicate brand information.
Itís no accident that some charities seeking donations feature pictures of suffering children. Words on a page simply canít convey emotional messages, such as suffering, joy, or frustration.
Utilitarian Adding drivers, such as more data-entry fields, tends to flatten the purchase funnel. Adding a video allows advertisers to pack more information into an ad. Such drivers ease the journey from product ignorance to product purchase, with the least amount of work possible.
Efficient Adding drivers, such as more dynamic text, helps match relevant messages to more exposed individuals, reducing wasted media.
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