Until now this blog has mainly been about our Brand Asset Management product, Brand Capital. I wanted to mention another product, (Icelandic only at the moment), called Smelltu or Click Capital. Click Capital is a tool that measures how effective advertising banners are.

Below are the results measured for the clickthrough ratio (clicks per thousand pageviews) of a campaign that was run on Mbl.is for a month last May. 

Two graphs

The left graph shows the results of a campaign that ran the same banner through the whole period but the right graph shows a banner that was redesigned half way through. 

In the example above the campaign on the right increased the total number of clicks by 30% by increasing the ad budget by 10% - because the banner design is cheap compared to buying the ad slot.

Not every banner fades so fast. We’ve seen banners maintain a clickthrough rate of 2‰ for weeks. But it is hard to know in advance. It depends on the banner’s size, the advertiser, the banner’s content, when it appears, etc. By using Smelltu/Click Capital, the advertiser can react quickly to maximise the return on investment he gets from advertising with banners.