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BizReport : Advertising archives : June 10, 2015

Rocket Fuel IDs ads most-likely to garner attention

Results from a new study out with Rocket Fuel identify which types of ads are getting the most consumer attention.

by Kristina Knight

Advertising strategy is based on many things - demographics, type of product, time of year. But one new report indicates brands should weight color and gender more heavily when it comes to strategy.

Rocket Fuel recently analyzed nearly 40,000 banner ads across more than 1,000 brands and totaling just over 23 billion impressions across 16 verticals. What did they find?

• Bright is better - according to Rocket Fuel ads with red backgrounds pulled in 31% higher conversion rates while orange (28% higher conversions) and yellow (24% higher conversion rates) rounded out the top three
• Human is better - Rocket Fuels data shows ads featuring humans averaged 4% higher conversions, ads featuring men performed 102% higher
• Products should be in-use - ads featured products that were being used resulted in 5% higher conversion rates
• Call to Action matters - ads with 'learn more' and 'click here' performed 'positively' for advertisers

As for what didn't work: darker colors and 'buy it now' demands. Rocket Fuel's data shows blue, purple, gray and even black colors performed negatively for brands while call to action messages including 'Try It Now' and even 'Start Shopping' performed negatively.

Tags: advertising, advertising strategy, advertising tips, Rocket Fuel

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