More articles by Ariel Geifman
Some Industries Are More Clickable Than Others
ADOTAS – Government and Utilities ad campaigns should wish that they were more like sports teams. It is a fact of life that some industry verticals need to fight an uphill battle to deliver their message to users, while others enjoy a light tailwind breeze. A look at the newly released MediaMind Global Benchmarks shows that some industry verticals fare better than others when it comes to online display advertising.
There are many reasons for this. For example, Sports tend to fare better than Automotive because people attend sporting events more often than buying a new car. Entertainment does better than Finance since the launch of a new movie is more exciting than the launch of a new insurance-related product. To sum it up, there are two factors that come into play here: whether people find the industry or product exciting, and how narrow the target audience is.
News and Media tops the list for both “Rich Media Dwell Rate” and standard banner click-through rate (CTR). This industry vertical includes many ads for new TV shows, TV channels and magazines that appeal to a broad audience. In addition, people find Media and News exciting and as something worthy of their time, so clicking on it makes sense. The same reasoning applies to Sport, Entertainment and Apparel.
On the low Dwell Rate and CTR end, we have Medical and Government and Utilities. Medical may generate interest only if the user suffers from a specific condition or illness. Government and Utilities ads may often advertise topics that many people find less than exhilarating (tips for saving on your electricity bill, anyone?).
What does it mean for advertisers? It is impossible for advertisers to change the industry vertical that they were born in. Advertisers in some verticals need to acknowledge that they will need a larger budget to generate the same response as other verticals.
Nevertheless, advertisers should take steps to increase their response rate. One of the most effective ways to increase clicks and conversions is automatic creative optimization. These algorithms identify and serve the most effective creative for that placement or audience. Advertisers that used automatic creative optimization increased CTR by 70% and conversion rate by 40%.
Another creative strategy that proved very successful for automotive advertisers is using synched ads—two ads on the page with shared content. Synched ads have a conversion rate that is 67% higher than other ads.
The target audience may never be as pumped from a government ad as from a campaign for a new action movie. However, by using the right tools advertisers can increase the likelihood of users clicking or engaging with their ads.
No comments yet
- Video from the Westchester Digital Summit
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short
- Ads That Look at You: How Eye-Tracking Technologies Will Change the Advertising Game
Take the Display Advertising Survey for the Chance to Win a Jawbone Jambox!ADOTAS – Industry discussions about cookies, privacy and the impact on display advertising have been frequent — and, in some [...] more...
- It’s Not Digital – It’s Mobile May 17th 2013 ADOTAS — One of the biggest mistakes advertisers can [...] more »
- Video from the Westchester Digital Summit May 17th 2013 ADOTAS – The first-ever Westchester Digital Summit was held on May [...] more »
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013 ADOTAS — Strong marketing strategies attract attention and build the [...] more »
- Adotas Poll: Tremor Video IPO Would Be A Success May 17th 2013 ADOTAS – In this week’s poll, we asked our readers: [...] more »
- Today’s Burning Question: Impact of Google I/O Announcements? May 16th 2013 ADOTAS – We’ve asked our esteemed panel of industry thought [...] more »
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013 ADOTAS – Tony Stark aka Iron Man is restless. The [...] more »
- Pandora is First Digital Publisher to Offer e-Business Advertising Integration into Media Buying Platforms May 16th 2013 OAKLAND, CALIF., May 15, 2013 (ADOTAS) — Pandora (NYSE: P), [...] more »
- Video from the Westchester Digital Summit May 17th 2013
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short May 16th 2013
- Ads That Look at You: How Eye-Tracking Technologies Will Change the Advertising Game May 15th 2013
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- SEO / SEM Specialist
- Backlinks uk: Within search engine optimisation (SEO), one way links reference hyper-links aiming to a distinct Website
- energy-physics: Media.net is a fantastic ad program. But now a days I cant customize their ads.
- Today’s Burning Question: Impact of Google I/O Announcements? – Adotas | Social Media Strategy Plan: [...] Permalink [...]
- Today’s Burning Question: Impact of Google I/O Announcements?: [...] “What will be the impact of the big announcements coming out of this week’s