A new breed has been born. Companies specializing in the formula for an online ad have emerged with a unique approach to analyzing what makes the consumer “click”. Their argument could cause a shift in the advertising and marketing world, where the success has soared with a campaign based on a clever idea or emotional resonance. Analysis suggests that online ads may need to focus on whether the background is the right shade of tan, or whether the tag line is in a san serif font.
Let’s put this way. The hockey mom in Wisconsin may click on an ad for baby formula and purchase from a certain supplier because of the soft purple background and a picture of a bottle, rather than the light green background with a cute baby laughing that turns her back to her original search. This poses the question that may cause any Creative Director to have kittens: “How do you adjust creative ideas when they are taking a back seat to resounding quantitative data?”