Study: Call To Action Can Give 85 Percent Lift
Sep 29, 2004, 12:00 AM
New research from Advertising.com says that a call-to-action message can greatly increase the effectiveness of display ads. A new study, conducted by Advertising.com research unit Optigence, revealed that banners--including a call-to-action--gave one of its advertisers an 85 percent lift in revenue earned per thousand impressions (RPM). The study was based on 10 million impressions Advertising.com served for three of its advertisers. Color, size, and disclaimer placement were other tested elements that performed well. Varying colors achieved a 50 percent lift for one advertiser; different creative sizes resulted in a 45 percent lift for another advertiser; and disclaimer placement resulted in a 14 percent lift for another advertiser.