Digital advertisers take scientific approach to display ads

10/4/2013 | ClickZ

Online advertisers have an ever-increasing range of scientific tools to help them craft better digital ads, writes Tessa Wegert. Google's early Website Optimizer and Yahoo's SmartAds offer multivariate testing for ad elements ranging from copy to animation duration, while brands such as Heineken have incorporated principles related to field of view to craft a panoramic image used in an Instagram campaign. Ad network Blogads also recently created a new ad format that uses parallax viewing to place visual elements in a way that corresponds to user scrolling, Wegert adds.

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