WERBEMITTEL-SPEZIFIKATIONEN - mobile.de Native Ad - mobile.de Advertising

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WERBEMITTEL-SPEZIFIKATIONEN - mobile.de Native Ad - mobile.de Advertising
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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