We recently launched an initiative that utilized some cool interactive tactics.  Instead of the old standby strategy of driving people to a website for Southern Forest Products Association’s Raised Floor Living campaign, we brought the site to the people.  By employing expandable ad units, the creative transforms from a standard call to action ad into the Raised Floor Living website when rolled over.  So the web user visits the Raised Floor Living site without ever leaving the web page they were initially on.  Creative?  Yes.  Effective?  No question.  With an expansion rate of 9.53% it was amazingly effective, smashing the usual click rates of most traditional creative tactics.

With a consistent Average Time on Page of almost 2 minutes, its clear that traffic was a highly qualified audience.  Prior to the initiative, the Average Time on Page was in the neighborhood of 0:35 seconds.  A strong jump in engagement between the brand and the consumer.

The most compelling metrics are a comparison of web traffic year over year during campaign periods.  With the 2009 initiative securing 87,330 unique visits, Morgan + Company was able to increase site traffic by 58% over the campaign period during 2008.