Sova rocketed their digital ad results using A/B/N tests in Emerse Labs
The bed specialist Sova chose to optimize their latest online campaign by testing 30 different banner variations in Emerse's programmatic advertising platform. The result showed that small design adjustments of colour and text multiplied the probability of achieving more clicks.
Emerse Labs is a platform for the A/B/N testing of advertising material and is directly integrated with Emerse Demand Side Platform, although it can also be run separately. Unlike a classic A/B test, including N means that there is support for a greater number of variants. In just a few minutes, you can start your tests, select sites, ad inventory, and target audiences and easily see the results in real time. You do not need to upload all your ad variations individually, it’s enough to specify the different values you want to rotate on different parts of the ad, such as texts, images, colours and more. Thanks to Emerse's dynamic advertising technology, you are free to work with any design you want without having to use templates. The platform calculates the probable number of impressions through a reliable statistic. In addition, Emerse Labs rotates the ad variations and automatically splits up target audiences so that any individual is only exposed to one ad variation.
– Sometimes it is not the ads that have been tipped to be successful that perform best; this can be influenced by creators, clients and publishers. The risk of not succeeding is exactly what Emerse Labs minimizes because advertisers testing ad variants in this way provides actual evidence about which variant is the best performing, explains Carl-Johan Grund, CEO of Emerse.
Sova tested 30 different banner variants in Emerse Labs. Essentially, they chose between a variety of texts and the colour and size of their call-to-action button. After a total of 200,000 impressions, all banners had clicks, but the winning one had a click-through rate of six times the worst performing one. The winning ad in Sova's test campaign is shown below.
– It was astonishing when the test campaign proved that even a small difference in design could have a big impact on the click rate. This meant that, based on facts, we were able to make the decision to run the main campaign with the best banner and use our advertising budget correctly, says Dag Westerberg, Marketing Manager at Sova.
Emerse is a fast-growing Swedish company active within programmatic advertising that helps clients achieve their marketing goals more effectively. Emerse DSP (Demand Side Platform) works through advanced algorithms and data that automate ad space buying. Since its inception in 2007, Emerse has been hired by advertisers such as Pizza Hut, Audi, Bacardi, Hästens and Haglöfs. Since 2014, the Swedish investment group Spiltan is a part owner. 2018, became the strongest Emerse year to date with 53% in growth and just over SEK 46 million in sales with a positive result.. Read more at www.emerse.com