An analysis of which ad spots perform best in terms of click-through rate (CTR) across Restaurant Business’s eNewsletters.
Winsight wants your company’s ads to have the greatest impact possible. To make sure you’re choosing the correct position for your brand, we did an analysis of our eNewsletter display ads to see which positions had a better click-through rate in comparison to other options.
Here’s what we found out:
Branded Articles
When comparing RB’s eNewsletter ad options and their respective click-through rates, we saw that branded articles consistently performed the best compared to other ads.
For example, when looking at eNewsletters with leaderboard positions and branded articles, we found that:
(Metrics were averaged from February 2021-February 2022.)
Content related ads had the highest average CTR compared to other ads run across most of RB’s eNewsletters. While banner ads are great for branding and driving traffic, content ads perform significantly better.
Recommendation: Use branded articles over banner ads to get the most ROI on your campaign. Living in the content stream of our editorial eNewsletters, native content placements help build thought leadership around important industry topics and tell your brand’s story.
Leaderboards
When looking at the leaderboard click-through rate for RB’s flagship eNewsletters, we found that:
(Metrics were averaged from February 2021-February 2022.)
As a benchmark, the industry standard for B2B display ads is 0.22%, according to HubSpot. RB’s flagship eNewsletters are deployed to our largest audience and the average CTR for the leaderboard positions are above industry standards.
Recommendation: To make your ad front and center with our highly engaged audience and maximize your brand’s exposure, use leaderboard ads in RB Daily, RB Alerts and RB Sunday.
Bonus Recommendation!
Include visually enticing creative to capture your audience’s attention in both desktop and mobile. Also, make sure your ad messaging aligns with the messaging of the editorial eNewsletter.
Upper Medium Rectangle vs. Large Rectangle
When comparing CTR metrics for the upper medium rectangle (300x250) and the large rectangle (600x400) positions on RB’s main flagship eNewsletter, we found that:
(Metrics were averaged from January 2022-February 2022.)
Recommendation:To maximize engagement with RB’s largest eNewsletter audience and get the most ROI for your brand, upgrade your upper medium rectangle ad to a large rectangle ad on RB Daily.