Firefox Online Banner Results and Mashup!

There are some interesting results from the creative messages that I detailed in a previous post. Overall, the “customization” message outperformed the “security” message by 2.5 X the click-thru (click thru defined here as those individuals that saw a banner and clicked on it). Part of me wants to make the assumption that "getting" what customization is for a browser is an easier concept to digest in a no-attention-span online world than security, and as a result it may make more sense to focus on customization with this type of program going forward. While certainly part of this 2.5 X result can be attributed to the creative execution (meaning there are lots of ways you could try and describe browser security or customization in a visual way), it seems that the bigger challenge is how we can better communicate not only that Firefox is the safest browser, but also help users care about the importance of being secure online.

Since this test, we’ve created messaging around both customization and security that we will roll into future marketing efforts in a way that we feel best explains these Firefox attributes to Jane and Joe user.

I've posted the files that we used for this program at the url below. Please feel free to take these files and post them on your website or blog, or take it a step further and generate your own Firefox animated banner. We'll continue to post the source files to Spread Firefox as we try out different messages and mediums in the future. This idea (and we think it's a great one) came from a comment by Percy on this post about this online banner program.

As I've mentioned before, we are increasingly open-sourcing all of our marketing programs -- whether sharing data and statistics, marketing plans and strategy, or, in this case, making the actual creative files and assets available to the community. It's something that I'm really excited about and it feels really Mozilla. With the relaunch of Spread Firefox, we'll have a central hub to continue these types of programs.

Download the flash files here.

This work by Mozilla is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.