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 DreilindenWerbemittel: 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 2Vorlaufzeit: 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 3Native 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
productNative 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.You can also read
