We revisit the Flash vs. GIF test, this time using more relevant animation.
Two weeks ago we ran a test that pitted a Flash ad against a static ad. The results of that test were unusual, at least based on my experience running similar tests. The static ad clearly outperformed the animated flash ad.
Animation or motion graphics can take on a myriad of forms, a key issue central to this type of test. Our animated banner was only one form, and given our belief in online ad testing as an ongoing process, it only makes sense to then approach the animation from another angle, versus tossing the baby out with the bathwater.
Testing Strategy
The question then is, how will our approach to animation differ in this test? To decide that, let's consider what the animation was like in that first ad. You can view it and the new ads over on the right.
The first animated ad, produced by our friends at Propane Studio, began with a very abstract motion graphic treatment. It was abstract by design, as we were trying to isolate the ad's ability to attract attention through visual differentiation.
This was really about employing an attention-getting graphic device to separate the ad from the rest of the page, which may have overshadowed the relevance of the message. That certainly could have been the downfall of the first animated ad.
The driving image of this creative is an illustration of a woman in a café drinking a beverage. We can thus deduce that this is certainly a more relevant image than the abstract motion graphic introduction featured in the first animated version.
In this next round, we'll start with the same image as in the static ad for the initial read, and then add motion to create visual interest. Our thanks to Roguish, a local Flash development company we often work with for this new animated ad.
It sounds simple. It sounds logical. Let's see if it works.
Testing Construct
The testing construct is a simple A/B split, directing half the impressions to the static ad, and half to the new animated ad.
Since this test is primarily about getting attention, we'll focus on response rate data. We'll also look at a few of the deeper metrics as a form of qualifying the response rate findings.
Goals and Objectives
The goal of this test is pretty simple: To determine if this form of animation generates an increase in response rates.
Animation covers remarkably broad creative territory, and I'd never state that after one or two tests, animation either sinks or swims. However, I do feel that by taking the type of animation into account, and comparing how different types of animation perform against each other and the static ad, we can start to get a better idea of why certain ads work better than others.
Animation v. Static. Show up ringside this Thursday for the results.