Leaderboard-sized ads like this one were initially found to be successful, but paying attention to the nuances in the reporting told a different story.
A 5 month long digital-first campaign featuring a multi-channel approach required a balance of familiarity with fresh imagery. Initially, we found that the leaderboard ad size was gaining traction and reporting reflected that text-based ads were most successful. Upon digging deeper into the results across paid ads and social channels, we realized that the leaderboard banner was being served more often – skewing our results.
To adjust, we audited which imagery was most successful across sizes and content, and discovered that images of our members were outperforming text- and graphic-based versions. We optimized creative based on these findings, meeting benchmarks for conversion as a result.
In addition to paid ad, organic and boosted social, images were created for ADA email templates and ADA.org hero images – visually keeping the campaign cohesive across all touchpoints.
