Home > Paid Traffic Sources > Display / Media Buying

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How to stop banner blindness on media buys? (6)

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So I have some successful media buys currently running. I'm wondering how many different creatives I should have per thousand daily impressions.

For example if I have a campaign receiving 300k impressions per day with a 3/day frequency cap, are 3 creatives too few? Does it depend how many sites I'm targeting?

I know there's no exact answer but wondering if anyone has a set of guidelines they like to follow to stop banner blindness. The other thing I was thinking is maybe wait until I notice a dip in ROI/CTR and then start adding more creatives in as the time comes?

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just always be testing against the control....with % of the traffic......

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I always suggest testing on 10% of your inventory.

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Sir, how can you control banner exposure to our inventory?

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Well assuming you have an adserver you can weight ads in a tag. Just weight the main ads as 30,30,30 for example and then test 10 or so at 1,1,1,1.. fairly easy.

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Yeah, like you noted, just track it per campaign. When you see CTR dropping, replace the creatives (pause live, start fresh...). Keep track of how long they work before they drop...and then create a schedule for uploading new creatives to the campaign regularly. On mobile, as an example, banners tend to last about 2 weeks before your CTR drops like crazy. But that also depends on the frequency cap / # of impressions, like you say. So if you replace banners weekly, or even pause & restart successful banners every few weeks, you should be able to get your CTR consistently high.

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