Case Study: Evaluating the conversion performance of dynamic inventory banners vs. static promotional banners.
Overview: The debate between dynamic inventory and static display ads has been ongoing. Advertisers and media publishers must choose between running dynamic inventory or static display ads when promoting local businesses. There are pros and cons for each medium, but the complex nature of dynamic inventory ads often leads to their underutilization.
Challenge: This study seeks to ascertain the superior banner type through an A/B split test comparing dynamic inventory banner ads against static promotional ads. Focusing on an automotive dealership, the split test will be conducted at an equal distance from the dealership, targeting potential auto intenders. The primary objective of this study revolves around evaluating click-through rates, with additional key performance indicators (KPIs) including effective cost per click (eCPC).
Banner sizes: 970X250, 300X250, 300X600
Call-to-Action Button: "View Offers!"
Click-Through: Directs users to the dealer's homepage on their website.
View Static Banners: http://p50.us/Z8L
Call-to-Action Button: "Shop Now"
Click-Through: Redirects users to the specific vehicle detail page (VDP) on the dealer's website, corresponding to the clicked-on car.
View Dynamic Banners: http://p50.us/Z8K
Results: The overall performance analysis indicated that dynamic ads outperformed static ads. Two noteworthy KPIs are as follows:
A further consideration is the significance of Direct Click-Through actions. All dynamic clicks were anchored to the dealer's website, leading directly to the vehicle detail page (VDP) associated with the featured car. This direct response mechanism has demonstrated enhanced conversion efficacy compared to directing users to a generic homepage. Moreover, the direct click-through approach offers valuable insights into buyer trends, thereby enabling estimations of sales attribution.
Wehaa makes it quick and simple to sell dynamic display banners, email and social media formats. With our proprietary feed-less integration, Direct Click-Through, fast turn-around times, beautiful reports and top-shelf customer support we take the risks and headaches out of selling dynamic digital campaigns.
Below are some other advantages to selling dynamic digital campaigns:
Discover the simplicity of selling dynamic digital advertising to both local and national businesses with Wehaa. Our intuitive online Campaign Center serves as a centralized hub for all your company's dynamic ads. This dynamic portal empowers your team to effortlessly place creative orders, review and approve designs, retrieve ad tags, generate insightful reports, and even request revisions.
Connect with us today for further details and to schedule a personalized demo or request our latest case study. Let us showcase how Wehaa can seamlessly become your dynamic digital team, opening doors to a fresh stream of revenue.
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Wehaa VP of Sales