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BizReport : Advertising archives : October 17, 2014

Top tips to improve ad performance

In a recent study Yahoo researchers found ads with premium placements outperformed ads without those placements. This underlines the importance of premium ad placements and of online brands working with partners or solutions that can make the buying processes more efficient.

by Kristina Knight

According to the Yahoo report:

• Ads on clean and simple pages allow for 97% more fixation and 6X more attention than more cluttered pages
• Innovative and immersive ad formats provided the perfect palette for brands by delivering more fixation and emotional resonance, that led to 51% more ad recall and 62% more brand preference when compared to pre-roll on a non-premium site
• Premium native experiences deliver a seamlessly integrated experience with editorial content on PC & mobile that garners 3x more attention and a +55% stronger emotional resonance that ultimately yields a +23% higher quality ad perception

According to Lauren Weinberg, Yahoo VP of Global Research and Insights, to ensure placement businesses need to consider design elements, editorial elements, ad formats and native placement options when buying ads. Once those four elements are considered, scaled buys should be combined with premium buys to create a 'halo effect' that will increase overall ROI.

"In fact, when looking at the test vs. control lifts for another campaign on Yahoo we saw the audience portion alone delivered lifts in key brand KPIs like brand search, site visitation, etc. of 28%; when adding premium, that percentage lift jumped to 63% for the total campaign. These results highlight the increased engagement that these environments can deliver for your brand," said Weinberg.

Image via Shutterstock

Tags: advertising, advertising tips, advertising trends, Yahoo

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