Naslov
INFOGRAPHICS IN DIGITAL ADS: A/B TESTING FOR CONTENT OPTIMIZATION

Autori
Bratić, Diana, Jurečić, Denis, Ivančević Koren Tajana, Strgar Kurečić, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 11th International Symposium on Graphic Engineering and Design GRID 2022 / Vladić, Gojko - Novi Sad : University of Novi Sad, Faculty of Technical Science, Department of Graphic Engineering and Design, 2022, 245-252

ISBN
978-86-6022-533-9

Skup
11th International Symposium on Graphic Engineering and Design (GRID 2022)

Mjesto i datum
Novi Sad, Srbija, 03.11.2022. - 05.11.2022

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
infographics, digital ads, ads content optimization, responsive web, A/B testing

Sažetak
Internet users are bombarded every day with various ads, and they try to block them in all possible ways. If they do not block them, they usually pay little attention to them. Therefore, ads need to be creative and provide as much relevant information as possible about the advertised product or service at a glance in order to lead to conversions. For this purpose, the benefits of infographics can be used very well, in addition to dynamic forms of ads that consist of audio and video elements, especially in a responsive web environment. This type of advertising is also great for posting on social media, where the flow of information and responses is very fast. Infographics actually represent a visual presentation of information through a combination of typography, symbols, pictograms, shapes, and colours and are used to present complex information quickly and clearly. The use of infographics as one of the multimedia elements in digital advertising contributes to the optimization of advertising content, which also contributes to SEO optimization. To investigate the extent to which infographics in digital advertising can contribute to the optimization of advertising content in a responsive web environment, A/B testing of multimedia advertising content presented through infographics and content that contained all relevant information about the advertiser and was not presented in the form of an infographic was conducted on two types of screens. The A/B testing model itself provides the opportunity to maximize conversion rates, but it also provides a significant increase in knowledge about how advertising content is presented. It can also establish a set of optimized practices for multimedia elements of ad content. The proposed testing model provides the perfect opportunity to properly test your ad before launch. The same analogy can be applied to other multimedia elements used to create ads, such as photos, animations, colours, content management system elements, etc. The obtained results provide valuable information about infographics possibilities in advertising content optimization in a responsive web environment because they load faster, are suitable for small screens, and do not tire users.

Izvorni jezik
Engleski

Znanstvena područja
Grafička tehnologija, Informacijske i komunikacijske znanosti

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