Original URL: http://www.marketingexperiments.com/blog/research-topics/do-flash-ads-work-html.html
Original Date: Dec 21, 2009
Editor’s note: After returning from teaching the latest Live Optimization Workshop in New York City, Boris approached me about a new test he would like one of our research teams to run. >> more
One area for experimentation that intrigues me is Flash banners that display multiple frames of creative – especially on home pages. These loops often present the top offers, value proposition highlights, awards the company received, etc. Many also provide a degree of control, letting the visitor “navigate” back and forth within the loop. In my experience, AOL and Yahoo pioneered this format with news highlights. >> more
My hypothesis, based on the principles we’ve observed from years of testing, is that these loops will underperform a more standard, narrative presentation of the same information – even though the latter requires more room since the content of the loop would have to be laid out sequentially. >> more
If you hide your call to action on the fifth frame, odds are your visitors will not stick around to find out what you’re trying to tell them. >> more
Let me caution that this is just my hypothesis, a tentative insight at best. >> more
Tags: Flash, LPO, practical application, research calendar, testing