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Question about banner image burnout? (6)

11-30-2017 10:41 PM #1 jabong82 (Member)
Question about banner image burnout?

So lets say I found a banner that works. After a bunch of testing, I find that it's the image that works.

So lets say I create 10 new banners with this "winning image" (different layouts, angles, etc)

If Im launching this on all of the same traffic spot, would I risk "image burnout"?

I mean the assumption on my end is that people would be seeing the same woman over and over and then ignore the banner, but then again that also assumes that visitors are paying attention (probably not?).

Or is it assuming the layout/angle is different that this burnout wouldn't set in as fast?

Just curious could I more or less avoid "banner blindness" using the same "winning image" if I constantly change angles, design, layout etc?

12-01-2017 05:20 AM #2 erikgyepes (Moderator)

Good question.

I think the banner burnout is a bit overestimated in some cases.

If you have a decent sized geo with higher xx to lower xxx millions of impressions / day I think it's not as bad.

For example:

I've been running the same set of 5 banners for over a month now in a bigger geo and the CTR numbers are still holding strong.
That's after 67M of impressions on the campaign.

You also have to realize that each placement behaves differently (footer vs top positions can make huge differences).

12-01-2017 09:15 AM #3 matuloo (Legendary Moderator)

Is this an adult campaign Erik? I have same experience as you, but in different areas ... for example generic banners that I've been running for months and months, sending that traffic to carrier billing, and they just kept on pulling the traffic and converting. But in adult, especially with dating banners ... these burn out way faster.

Back to the original question, you can definitely slow down the burnout process by swapping layouts. And you can also slow down the burnout process of a winning layout, by changing the images in it. It works both ways.

12-01-2017 09:42 AM #4 erikgyepes (Moderator)

Is this an adult campaign Erik?
Yes, adult. But I have some auto-optimization in place which kills low performing placements, so that helps to hold the CTR on some levels.

12-01-2017 10:23 AM #5 jabong82 (Member)

Thanks for the info guys.

In Adult, do you think that the aspect of the banner that is most important is the image?

I know stuff like angles, layouts etc. are important, but do you think Image is the most important?

Intuitively I would guess angles/copy is the most important, but it seems like in Adult Dating that is not the case.

12-01-2017 01:58 PM #6 matuloo (Legendary Moderator)

Quote Originally Posted by jabong82 View Post
Thanks for the info guys.

In Adult, do you think that the aspect of the banner that is most important is the image?

I know stuff like angles, layouts etc. are important, but do you think Image is the most important?

Intuitively I would guess angles/copy is the most important, but it seems like in Adult Dating that is not the case.
I would say image is the winner in adult dating, yes

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