The established paradigm of the modern digital advertising market is currently undergoing major changes. Advertising in the form of paid media used as the instrument for building company’s recognition, branding and sales increase, shows a steady downtrend at present. As the competition gets fiercer, the budgets inflate advertisements clutter every available space across the entire Internet. Regular visitors become “immune” to the kind of online ads that bring no use to them. This is the main reason for the AdBlock and similar services gaining their popularity. Another issue to be considered is the so-called “banner blindness” (when the user gets accustomed to the ads so much that even stops noticing them). But as the time goes on new effective digital advertising instruments are developed and put into operation. We are going to present one of them here – namely, Native Advertising.
For those of you who are unfamiliar with the technology, it is generally based on showing only those kinds of adverts which are appropriate for both end user and site content. As a result the publisher is more likely to have a higher CTR (as compared to regular banners) and increased teaser apprehension (most Internet users see no difference between the ads and the content). This innovative type of promotion has been rapidly gaining wider acceptance and recognition with both publishers and advertisers over the last few years. This trend attracts big players to the market who are able to provide this kind of services to those willing to monetize their websites in an effective and unobtrusive way.
PayClick is a good example of a premium Native Advertising Network which addresses high CTR as a priority concern, also paying great attention to the relevance of the teaser to the audience’s interests, website content and design.
What is the best widget placement to boost your income?
The PayClick’s digital advertising specialists have conducted a research aimed at defining the most influential factors that determine the click-through rate of an ad as well as the webmaster’s income. A Vietnamese webpage focused on business-related news was chosen as a testing platform. The average statistics indicate 500k unique users per month that makes this particular website relevant for the research.
According to the research, 5 widgets containing different number of teasers have been placed in different sections of the website:
Initially, the general task was to define which block of teasers attracts more attention and, as a result, generates more clicks. During the test period we started registering the difference between the CTR of each widget after showing 500k impressions.
The results are given below:
According to the study, the highest CTR registered belonged to those blocks which placement met the following requirements:
- Horizontal layout
- Organic and coherent arrangement of the elements towards the content. The CTR of the widget, placed above trending news block is higher by 78.5% than of the same one, placed below the content. The right column block at the bottom of the page proved to have the lowest CTR. As a conclusion we can definitely state the following:
- Those ad blocks placed in the right column attract less users’ attention than those in close proximity to the main content;
- The closer the widget is placed towards the first screen of the site the higher CTR it hits
These results are also proven by the officially acknowledged studies analyzing people’s abilities to focus and distribute attention on the web page. The Gutenberg Diagram outlines the conclusions made:
Does the size of an image affect its click-through rate?
For the purpose of determining if the size of the image and the font size of the caption affect the CTR of a teaser we’ve run several tests on the most clickable widget № 2. This is how the widget looked like before and after alterations:
During the test period (500K impressions) we went for a bigger font size and, correspondingly, a smaller image size.
According to the statistics gathered after receiving the test results, the widget with bigger images proved to be the most effective. We can’t say we expected different results, as the recent studies estimate that most of the time people tend to “scan” through the page focusing their attention preferentially on images. For more information, please refer to the statistics shown on the picture.
Following overall conclusions
- Predominantly images always attract more attention as compared to the text. For generating more clicks the widget should contain bigger images.
- Caption is a crucial element of a teaser which plays a key role in capturing visitors’ attention. But the research proves it does not influence the CTR as dramatically, as an attractive and engaging image.