A recent study could hold the key to your digital ad success. Everything from colors, images, and viewing time could be affecting your results.
he aim of all advertising is to drive conversions, of course, to get people to notice your ads and take action because of them. Media buyers and planners focus on where to put those ads and how to do it most cost-effectively. But even the best placement won't earn a conversion if your ad lacks compelling content. A new study from Rocket Fuel, a programmatic media buying company, takes a look at what attributes an online ad needs to achieve the optimal performance. It made some interesting discoveries. For instance, the background color of an ad can make a huge difference, with eye-catching shades such as red and orange increasing conversion rates by up to 31 percent. While animated ads had lower click-through rates, they did see a lift in conversion rates compared to static ads.