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A Public Media Organization

Does adding a GIF to a Meta Experience increase clicks?

Experiment ID: #194694

A Public Media Organization

Experiment Summary

Timeframe: 10/01/2023 - 11/01/2024

This experiment was conducted for WUNC, a public radio station serving North Carolina, to evaluate the effectiveness of ad creative strategies for promoting a political newsletter on Meta. The goal was to determine whether adding a GIF to a single-image ad would lower CPM and improve overall donor engagement and email registrations.

Research Question

We believed that incorporating a GIF into the ad creative would lower CPM and enhance the user experience, leading to improved performance metrics such as email registrations and donor conversions.

Design

C: Control
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T1: Treatment #1
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[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [single_post_thumbnail-width] => 219 [single_post_thumbnail-height] => 359 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-20x32.png [thumb_32_32-width] => 20 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-29x48.png [thumb_48_48-width] => 29 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-39x64.png [thumb_64_64-width] => 39 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-78x128.png [thumb_128_128-width] => 78 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-41x67.png [thumb_122_67-width] => 41 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-93x153.png [thumb_153_153-width] => 93 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-99x163.png [thumb_130_163-width] => 99 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-108x177.png [thumb_232_177-width] => 108 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_272_325-width] => 219 [thumb_272_325-height] => 359 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-211x346.png [thumb_271_346-width] => 211 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-165x271.png [thumb_271_271-width] => 165 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-105x172.png [thumb_272_172-width] => 105 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_372_461-width] => 219 [thumb_372_461-height] => 359 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_372_500-width] => 219 [thumb_372_500-height] => 359 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-165x270.png [thumb_385_270-width] => 165 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135-147x241.png [thumb_416_241-width] => 147 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_448_410-width] => 219 [thumb_448_410-height] => 359 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_448_410_retina-width] => 219 [thumb_448_410_retina-height] => 359 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_574_382-width] => 219 [thumb_574_382-height] => 359 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [thumb_776_395-width] => 219 [thumb_776_395-height] => 359 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [gform-image-choice-sm-width] => 183 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [gform-image-choice-md-width] => 219 [gform-image-choice-md-height] => 359 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-135.png [gform-image-choice-lg-width] => 219 [gform-image-choice-lg-height] => 359 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 9.6%
T1: Treatment #1 8.2% -14.2% 99.7%

This experiment has a required sample size of 3,341 in order to be valid. Since the experiment had a total sample size of 14,933, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    14.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Main Takeaway

The single-image control ad outperformed the GIF test ad across all key metrics, achieving a higher click-through rate (CTR) and lower costs per email and donation. The test ad, featuring a GIF, failed to generate any donations, suggesting that the additional movement did not resonate as effectively with the target audience in this context. These results were obtained with a confidence level of 99.6%, making them statistically significant.

Performance Metrics and Insights:

  • Cost Per Email:
  • Control: $3.95
  • Test: $5.28
  • The control ad was 25% more cost-effective in generating email registrations.
  • Cost Per Donation:
  • Control: $164
  • Test: No donations generated
  • The lack of donations for the test ad underscores its lower effectiveness in driving downstream conversions.


Observations:

  • Election Season Impact: The test was conducted during a high-demand auction period, which likely inflated CPMs and could have influenced performance.
  • Learning Phase Glitch: A glitch on the first day of the learning phase may have affected Meta’s optimization algorithm, potentially skewing results.
  • Landing Page Change: Midway through the experiment, a donation form was added to the landing page, introducing variability that may have impacted downstream metrics.


Next Steps

  1. Test Outside of Election Season: Re-run the experiment during a less competitive auction period to evaluate whether GIFs perform better under different conditions.
  2. Refine GIF Design: Experiment with alternative GIFs that are more aligned with audience preferences or campaign messaging to assess their impact on engagement.
  3. Optimize Landing Page: Ensure consistency in the post-click experience across all tests to isolate the effect of the ad creative on performance metrics.
  4. Segmented Testing: Evaluate the performance of GIF ads across different audience segments to identify any variations in engagement or conversion behavior.


This experiment highlights the challenges of introducing new creative elements during high-demand periods and underscores the importance of stable testing environments to produce reliable insights. Further testing is needed to validate the potential of GIF-based ads under different conditions.

Experiment Documented by NextAfter

Question about experiment #194694

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.