That's your Visual RAM.
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And that's how it boosts Ads views and clicks up to 21.2%.
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Please note:
the optimized template is strictly confidential to Nixon Digital's intellectual property.
I’ve built a visually optimized Social Media Ad template by following the attentional bias and the best mnemonical performance with the 7 basic colors and human emotions I’ve found in my Eye Tracking research.
The visual optimization experiment took place in LinkedIn, with an A/B Ads Test for still images and another one for 15-seconds commercials. The optimized template is confidential; however, it surprised us all to see how changing so little by following our subconscious attention can improve short-term memory selection process by such a wide gap. Here are the results.
Results
+21.2%
Views
+8.8%
Clicks
+20%
Cheaper CPM
What do these numbers mean?
When we measure Ads performance based on creativity, differences can be much wider. When we measure the cognitive performance by unchanging the Ad message, differences can get really thin - sometimes under 1%. These results highlight how powerful eye tracking can be in Neuromarketing, as we mostly make use of visual short-term memory and attention (our Visual RAM) in those few milliseconds we spend on each Social post.
The greatest pro of this project relies on the fact that, regardless of the Ad's message, Views, Clicks, and Cost Per Mille are still going to be better than previously used visuals if the optimized template is being used, leading us to save a ton of money in the long term.
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Indeed, after running few more Ad campaigns with the same optimizations, I've constantly observed these improvements compared to older campaigns. With an average Click Through Rate of 1.50%, my Ads performed a 25-times better conversion rate on average compared to other campaigns (with an average of 0.06% CTR).
Software used:
About Nixon Digital
Alkmaar, Netherlands
European laws for Data & Privacy protection are quite strict, and sanctions can hit extremely hard. For example, Meta has been fined for 1.2 billion euros in 2023.
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Nixon Digital is an innovative B2B firm which aims to completely automate European GDPR compliance checks for companies with large website portfolios, all through the Nixon Platform.
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Nixon's platform has been trusted by IKEA, AkzoNobel, Friesland Campina, and is a close partner to OneTrust's services.
Nixon Digital Featured at TechEx 2023 for Cybersecurity & Cloud Expo.
Me, Sjoerd and Martijn at Nixon's booth for Cybersecurity & Cloud Expo.
Teamwork isn't just an office thing. ;)
Nixon Digital Featured at TechEx 2023 for Cybersecurity & Cloud Expo.
Wanna know more? Ask my referees:
