Lifting Response
What happens to response rates over time in an online banner campaign? After 20,000 impressions in a given location, it dives...unless you do something really remarkable. Tom tells you how to achieve a nice boost.
What happens to response rates over time in an online banner campaign? After 20,000 impressions in a given location, it dives...unless you do something really remarkable. Tom tells you how to achieve a nice boost.
Take a look at the response rates to your online banner campaign over time, and what do you see? Once a creative execution debuts in a given location, you’ll notice a downward slide in response rates over time.
Talk to anyone who has ever tracked response rates from day to day. Once a given piece of creative gets about 20,000 impressions in a certain location, you generally won’t see a click rate increase in that same location with the same piece of creative.
That is, unless you decide to launch an offline campaign.
As a general rule, offline media will give your Internet campaign a nice lift if both occur simultaneously. Why? As my wise supervisor at Y&R taught me in my media school days, “Nothing ever happens in a vacuum.”
At K2, we’ve noticed some nice trends when combining online and offline media. In most campaigns, due to production lead times for print and broadcast ads, the online portion of the campaign tends to launch first. We watch the response rates carefully, and when print ads hit, there’s quite a nice boost. Here are some nice statistics you might want to take note of.
To what factors can we attribute this boost in response? Tough to say. But we can take a few educated guesses, no?
Standalone online media campaigns are becoming more and more scarce. It’s easier to cut through the heaping mounds of competitive clutter in the online arena when you can afford to launch an offline effort in conjunction with your online endeavors. Think about it.