a survey of 16,819 banner-ads, from 42,300 websites and apps, over 365 days
There's a multitude of ad-spy tools out there: AdGooroo, SpyFu, AdBeat, WhatRunsWhere, MixRank, KeywordSpy, KeywordCompetitor, iSpionage, SEMRush, Follow.net, etc. I tried all of them. And they all suffer from the same downfall from my perspective: there's no differentiation between direct-response & branding ads.
So I set up my own system, (and you can too using 80legs.com or scrapinghub.com)
The collected data was scraped from 42,300 websites and apps, over 365 days. I juggled the data as part of my Exploratory Data Science course with Udacity.
Here are some examples of the 16,819 banners that were scraped, from 42,300 in 15 countries
Direct-Response, or Not Direct-Response?
Coming from a purely direct-response, direct-mail background (does anyone remember Fax-blasts?), over the years I've developed my own internal checklist to weed out the brands. Big Brands have "burn budgets" and when they turn on 'the firehose', it is very easy to get misled into thinking a particular type of ad should be replicated. Or that there is something 'new' that now works in advertising, when in actual fact it doesn't perform.
So what are the criteria by which I decide whether or not an ad is "direct-response"?
This graph shows which banner ad size is more popular, per country.
468x60 is clearly the most prolific banner on the web
This Pie Chart shows the sampling sizes per country
Displays the quotient of population divided by amount of banner-ads found.