Ad Positions That Deliver Results

Informa Connect 2024

An analysis of which ad spots perform best in terms of click-through rate (CTR) across FoodService Director’s eNewsletters.

Informa Connect Foodservice wants your company’s ads to have the greatest impact possible. To make sure you’re choosing the correct position for your brand, we did an analysis of our eNewsletter display ads to see which positions had a better click-through rate in comparison to other options.

Here’s what we found out:

Branded Articles

When comparing FSD’s eNewsletter ad options and their respective click-through rates, we saw that branded articles consistently performed the best compared to other ads.

For example, when looking at eNewsletters with leaderboard positions and branded articles, we found that:

(Metrics were averaged from February 2021-February 2022.)

Content related ads had the highest average CTR compared to other ads run across all of FSD’s eNewsletters. While banner ads are great for branding and driving traffic, content ads perform significantly better.

Recommendation: Use branded articles over banner ads to get the most ROI on your campaign. Living in the content stream of our editorial eNewsletters, native content placements help build thought leadership around important industry topics and tell your brand’s story.


When looking at the leaderboard click-through rate for all FSD’s eNewsletters, we found that:

(Metrics were averaged from February 2021-February 2022.)

As a benchmark, the industry standard for B2B display ads is 0.22%, according to HubSpot. The average CTR for the leaderboard positions in FSD’s eNewsletters are above industry standards.

Recommendation: To make your ad front and center with our highly engaged audience and maximize your brand’s exposure, use leaderboard ads in FSD Update, FSD Alerts and FSD's targeted Spotlight eNewsletters.

Bonus Recommendation!
Include visually enticing creative to capture your audience’s attention in both desktop and mobile. Also, make sure your ad messaging aligns with the messaging of the editorial eNewsletter.

Upper Medium Rectangle vs. Large Rectangle

When comparing CTR metrics for the upper medium rectangle (300x250) and the large rectangle (600x400) positions on FSD’s flagship eNewsletter, we found that:

(Metrics were averaged from February 2021-February 2022.)

Recommendation:To maximize engagement with FSD’s largest eNewsletter audience and get the most ROI for your brand, upgrade your upper medium rectangle ad to a large rectangle ad on FSD Update.