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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