How video ad creative impacts engagement n compared to static ad creative
NextAfter
Experiment Summary
Timeframe: 06/01/2024 - 06/10/2024
Bible League Canada ran a direct appeal campaign on Facebook, inviting users to donate to support children’s Biblical education worldwide. In a prior test, we validated that using “organic” looking ad creative, we could increase engagement and donations for direct appeal campaigns. However, for this campaign, we could use an inspirational short video that demonstrated the need for Christian education worldwide. We hypothesized that this moving video could attract more users on Facebook and lead to better results.
We built two campaigns with matching ad copy; the only change was the ad creative. Our control campaign featured the “organic” looking static image we’d tested in the past against the video ad creative. We ran the test for one week.
Research Question
We believe that video ad creative for a direct appeal campaign will be more engaging than an organic image and lead to higher engagement by increasing the visual appeal and clarity of the donation CTA
Design
C: Control - Organic Image Ad
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T1: Treatment - Video Ad
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Organic Image Ad | 0.15% | ||
| T1: | Treatment - Video Ad | 0.28% | 87.3% | 100.0% |
This experiment has a required sample size of 8,680 in order to be valid. Since the experiment had a total sample size of 176,600, 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:
87.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Key Learnings: 1. Video outperformed static image: The experiment demonstrated that using a video ad creative for direct appeal campaigns led to a significant increase in engagement, as indicated by the 84.1% increase in Clicks for All Traffic. This result supports the hypothesis that video ads are more engaging than static images for this type of campaign. This in turn led to a 300% increase in donations at a 92% Level of confidence. 2. Visual appeal and clarity: The success of the video ad creative in this experiment may be attributed to its ability to convey the need for Christian education worldwide in a more compelling and emotionally impactful way compared to the static image. The moving visuals likely captured users' attention and prompted them to take action. It is worth noting that our CPM more than doubled for the video campaign and our cost per click went up 8%. However, the people we were paying to place the ad in front of were far more interested in the content, and thus, our click-through rate and instant donation page conversion rate both increased significantly, leading to the 300% increase in donations. (Our instant conversion rate increased 117%). We will continue testing the impact of inspirational videos like this in other parts of the funnel and on other campaigns to see their impact.