Online Advertising & Marketing Proffesional blog

Situation: limited ad-market, high frequency, limited channels, overlapped audience and so on

Default gap between unique visitor and clicks isn’t very large UVR (CTRu) vs CTR 

BUT!

Game or other interactive activity in banner generates repeated-user-clicks

For example banner with teasing game generates CTR 1,5% and UVR 1,0% 

Why? : because user likes game, wants to play again, or smth. like this.

Is it OK?: ok but don’t forget – check quality of traffic and don’t trust CTR as final performance indicator for campaign creative or message.

If you pay for click – you pay for repeated click. :( Not very good. But it depends on your tactics.

Use network with CPC(u) cost per click (unique)

Or use capping, freq. limiting or other techniques too avoid overlapping.

The same banner or banner slot or banner campaign – looses CTR during time.

Ad unit burnout:

For example banner 728×90 Leaderboard, FFW – Flat Rate Week ad placing model:

• Day 1 CTR = 0,9%
• Day 2 CTR = 0,56%
• Day 3 CTR = 0,21%
• Day 4 CTR = 0,08%
• …
• Day 10 CTR = 0,05%

Online Campaign Burnout:

Online Ad Campaign Overal Burnout - Visits only, without Impressions. Google Analytics.

Banner burnout depends on:

• Time period
• Unique visitors per time period  (more unique = higher CTR per time, lower burnout per time) But don’t forget – sites with high loyalty have lot of returning visitors = low unique views.
• Frequency for unique user (lower frequency = bigger CTR) 
• Message. Strong message = better result (more complicated message = lower CTR, higher burnout)
• Content and Ad. More contextual = more constant CTR during period (It’s wrong to say that static GIF has no attractiveness, if you use static GIF like part of content (with relevant ad content) you will have constant click-rate, high conversions)

How to avoid high burnout rate:

• Simple, strong message
• Don’t hide your offer
• Call to Action
• Don’t use long animations (bullshit – scenarios) with meaningless intra-frames.
• Use mixed-form tactics: Animated banner + Static banner + Text Ad (imitating) banner + Dynamic content banner.
• Change form of message and offer (You can leave core messages the same but you can change syntax)
• Don’t fool yourself with mantras like: “Creativity will help us”, 1/10000 ads goes to Cannes, others must do hard work for your money.
• Use mixed channels – different sites.
• Check your campaign KPI’s during campaign period.
• By the end of campaign – use simple static frame with messages and logos.