WERBEMITTEL-SPEZIFIKATIONEN - mobile.de Native Ad - mobile.de Advertising
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WERBEMITTEL- SPEZIFIKATIONEN mobile.de Native Ad Kontakt: mobile.de Advertising, Ad & Account Management, E-Mail: banner@advertising.mobile.de Stand: 1. Februar 2018 eBay (UK) Ltd., eBay Advertising Group Germany, Marktplatz 1, 14532 Europarc Dreilinden
Werbemittel: Native Ad HTTPS: Alle Bestandteile eines Ads müssen HTTPS kompatibel sein. Produktbeschreibung: Hinweise: Headline: Haupttext des Anzeigentitels maximal 90 dynamisch skalierend Zeichen (unsere Empfehlung: 25-50 Zeichen) Maße: Haupttext: Maximal 90 Zeichen Dateigewicht Image 40 KB physisch: URL: Maximal 25 Zeichen - Text, mit dem die Advertisier URL oder der Name angezeigt wird. Diese Dateigewicht URL kann sich von der tatsächlichen Landingpage Redirect/Tag: unterscheiden Beispiel: Dateiformat: Text + Bild (JPG) Display URL bzw. Advertiser Name: Mobile.de/Native bzw. Mobile Advertising Tracking optional: Zählpixel, ClickCommand Landingpage URL: http://advertising.mobile.de/werbemoeglichkeiten/ Bild: Seitenverhältnis von 1,91 : 1 (Querformat) - das Bild sollte sich in das Listing der jeweiligen Seite einfügen und muss mindestens 256x133 Pixel und max. 600x312 Pixel groß sein. Schwere: max. 40 KB' Advertiser Icon: 24 x 24 Pixel Call to Action: Maximal 15 Zeichen (Bsp.: Mehr erfahren, Jetzt informieren) Hinweise zu -/- Homepage/Layer/Parameter: Stand: 1. Februar 2018 eBay (UK) Ltd., eBay Advertising Group Germany, Marktplatz 1, 14532 Europarc Dreilinden Seite 2
Vorlaufzeit: Anlieferung min. 3 Werktage vor Kampagnenstart Anlieferungsadresse: banner@advertising.mobile.de HTML5 Richtlinie: BVDW OVK HTML5 Richtlinie Beschreibung: Mit unserem Native Ad erscheint deine Werbebotschaft direkt zwischen den Inseraten auf der Suchergebnisseite unser stationäeren Angebote. Da es den organischen Inseraten sehr ähnelt, wird diese Platzierung als wenig störend wahrgenommen. Aufgrund der kostengünstigen Produktion können hier idealerweiße mehrere Kreationen eingesetzt werden. Visualisierungsbespiel: https://advertising.mobile.de/showroom/native-ad-2/ Stand: 1. Februar 2018 eBay (UK) Ltd., eBay Advertising Group Germany, Marktplatz 1, 14532 Europarc Dreilinden Seite 3
Native Ad Cheat Sheet Three Principles for Native Ads Mobile First Your Ads might be delivered onto different screen sizes Picture Headline Body/Text (Smartphone, Tablet, Desktop). Always make sure that your Ad looks good on the smallest device too. Storytelling This guy knows where to buy his car Use engaging claims and pictures which are related to the individual User Journey. Try to enrich your campaign Mobile.de provides many great deals on new and used cars. You‘re sure to find with Data. the car that fits your wallet. It is a Native Ad, not a Display Ad There is no animation and no frames to generate build a Mobile.de/NativeAds Visit us now story. Catch enough attention immediately to make users click on your Ad Advertiser URL Call to Action Native Elements Headline and Body Communicate your offer simple and clear Use incentives • Don’t build text titles that read like offers or pure product • Give your customer good reasons to buy (in names. your shop). • The average user focuses on an Ad between 1-2 seconds • Price reductions are not always necessarily - Give him a fair chance to immediately understand your the best incentive. offer. • Good incentives can be time limitations: • Brand claims are sometimes not the best way to promote “Until”, “Only this week” etc. offers. • Reduce the availability: “First 50 customers • Focus on using the limited space to communicate product ...” advantages. • Other Incentives: “Free shipping”, “2 for 3”, • If you are unsecure about the main USP for the “Equipment on top”, etc. customer: Find out with A/B Creative testing. Advertiser URL Call to Action Promote your brand and product Bring users to your website • The Advertiser URL leads to the landing page. The name of the URL can differ from the • Use clear, straight forward and simple call to actual landing page name. Action messages. Some examples: • e.g.: mobile.de/usedcars/12345/tires12345 is the • “buy now” actual landing page, • “discover more” • Mobile.de/tiresale is used as a brand landing page name in the Native Ad. • “sign up now” • Use the URL as space to promote your brand or product
Native Ad Cheat Sheet Image Clearly visible product Too much space around the product Picture uses given space accor- The relevant object/product is dingly to showcase product. hard to see in the picture. URL.com/NativeAd Show me more URL.com/NativeAd Learn more Show involving product Using a Brand Logo? There are may be better ways Instead of a Brand Logo, focus on to evoke emotions. Use the using a high involving product URL instead for branding. picture. URL.com/NativeAd See how URL.com/NativeAd Learn how Pictures of faces Blurred contrast Hard to differentiate people They build trust and catch from background. Use clear attention for your product. contrasts. URL.com/NativeAd Learn more URL.com/NativeAd Try it now Use emotional pictures Text Image = trouble A great way to transport your Depending on the screen size, brand story with pictures that fit texts in pictures will appear your product/brand. pixeled. URL.com/NativeAd Get started URL.com/NativeAd Take action Summary • Emotional Pictures work better instead of Brand Logos. • Clear communication of USP: „best service“, „best online insurance“, „low fares“ (Why should I click this Ad and not any other?). • Use different creatives for testing, which are easy to produce with Native modules: 2 pictures + 2 text claims = 4 creative combinations. • Plan a storytelling mode with different phases (orientation, concretization, finalization) and use a different creative and text in each phase.
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