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Partner Lift: How do my Facebook ads impact offline or in-store sales?”.Facebook Conversion Lift: “Are my Facebook ads driving incremental buyers and conversions?”.Facebook Ads Reporting: “How many conversions did my Facebook ads generate?” and “How much revenue can be attributed to my Facebook ads?”.
So far, however, the relative effectiveness of these features is unknown.Getting started with Facebook and partner measurement: Sales Outcomes
However, increasing use is being made of animation, and it is possible to use sound in ads as well. Until recently, most banner ads were static, although creative and effective use was made of colour, graphics and clever copy. It is therefore of some importance to an advertiser to know that the ads they commission effectively cut through this clutter. Yet, as Web advertising increases, so does the clutter. Apart from the Milward Brown study, there has been little research into the effectiveness of banner advertising. However, a study by MBinteractive, in conjunction with HotWired and the IAB, concluded that banner advertisements can impact upon the advertising awareness, brand awareness, brand perceptions, and potential for sales, all from one exposure (Hotwired 1996 Briggs & Hollis 1997 Millward Brown Interactive 1997). From an advertiser’s viewpoint, a major problem with banners is that viewers generally do not click on them, and may therefore receive little or no information about the company or product (Griffith 1996). Banner ads have two main functions: one is to generate a click-through, that is, get people to visit the advertiser’s site the second is to increase awareness. By clicking on the banner, the viewer can access the advertiser’s site or generate more information. Banner advertisements take the form of a rectangle, standardised to 468 pixels wide by 60 pixels high, typically placed at either the top or bottom of a Web page (IAB 1996). The most common form of Web advertising is banner advertising, which currently represents an estimated eighty percent of all online advertising placements (Millward Brown Interactive 1997). Marketers generally recognise the Web’s huge potential but continue to ask two questions: “Does Web advertising work?” and “How can the effectiveness be maximised?” With Web advertising revenues expected to reach US$8.1 billion by the end of the year 2002, the question becomes increasingly important (ZDNet CyberStats 1998). Key Words: web, banner advertising, sound, animation Introduction Advertising on the World Wide Web has increased at a phenomenal rate since it first began in October 1994, mainly due to an astronomical growth in Web traffic. Despite this, the results provide some useful information about banner ad design that may be useful when designing further studies. As it transpired, obtaining acceptable sample sizes from the Web was not as easy or successful as expected, and the conclusions that can be drawn from the experiments are limited.
The two studies used a similar experimental design, but differed in the way respondents were recruited. The purpose of the second study was to extend the experiment with these elements. The purpose of the first survey was to test the relative effectiveness of four versions of a banner ad, incorporating sound and/or animation. Marketing Bulletin, 1998, 9, 76-82, Research note 2 The Relative Effectiveness of Sound and Animation in Web Banner Advertisements Nathan Rae and Mike Brennan This research note reports the findings of two web based surveys, both of which incorporated experimental designs.
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