Kreativität gehört ins Zentrum von Mobile-Kampagnen

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Kreativität gehört ins Zentrum von Mobile-Kampagnen
Blis

Ein Smartphone steckt in jeder Tasche – und ist damit die ideale Plattform für kreative, interaktive Werbung.

Mobiltelefonie ist weltweit die Werbeplattform mit dem rasantesten Wachstum, auch in Deutschland. Allein in 2017 wird ein Wachstum der Werbeausgaben um 44% in diesem Medium erwartet. Wie können Marketingteams das kreative Potenzial des kleineren Bildschirms am besten nutzen?

Smartphone-Werbung steckt im Vergleich zu Print- und TV-Werbung noch in den Kinderschuhen. Entsprechend hält sich der Eindruck, dass sich Marketingteams in diesem Kanal zurückhalten, obwohl der Nachzügler extrem schnell erwachsen wird. Bereits 2017 verbringen mehr Deutsche ihre Zeit mit digitalen Inhalten anstatt am Fernseher. Bis 2021 sollen die Werbeausgaben für Smartphone-Werbung umgerechnet rund 5,3 Milliarden Euro betragen. Das ist kaum verwunderlich, wenn man bedenkt, dass fast 80% aller Befragten aus einer BurdaForward-Studie ein Handy zu besitzen. Die Reichweite des Mobiltelefons für Werbezwecke ist also enorm, aber nur 8% aller Deutschen mögen Mobil-Werbung. Kreativität und positives Engagement kann für Marketingfachleute der Schlüssel zum Erfolg auf dem kleineren Bildschirm sein. Dazu gilt es, Unterschiede zwischen Handy-Werbung und anderen Formen sowie die neuesten Entwicklungen zu verstehen.

Zwei-Weg-Kommunikation

Während Print- und TV-Werbung statisch und eindimensional sind, ist Smartphone-Werbung dynamisch und zweidimensional. Dadurch gestalten Verbraucher auf dem Mobiltelefon den Informations- und Erlebnisaustausch mit einer Marke mit. Der Einbezug sozialer Netzwerke, wie etwa Facebook mit fast 26 Millionen Nutzern in Deutschland, kann ein guter Aufhänger für den direkten Kontakt zwischen Verbrauchern und Unternehmen sein. Mercedes-Benz lud zum Beispiel zur Lancierung des neusten Mercedes-Modells Kunden über die Messenger-App von Facebook zu einer Probefahrt ein. Die Werbekampagne erreichte 5 Millionen Menschen und resultierte in 10.000 Testfahrten.

Die Interaktivität von Smartphones ist auch die Grundlage für den Erfolg von „gamifizierter Werbung“, also Werbung mit Spielcharakter. Eine Studie ergab für solche Inserate mit Spielinhalten eine Click-Through-Rate von 28,8%, also weit höher als die üblichen 3,9%. Diese interaktiven neuen Welten versprechen, mit dem Einzug virtueller Realität in die Handy-Werbung noch spannender zu werden.

Mit dem Smartphone vor Ort dabei

Im Unterschied zu anderen Werbekanälen ist das Handy heutzutage immer und überall mit dabei. Dadurch kann Werbung dynamisch auf das Umfeld abgestimmt und dorthin geliefert werden, wo sich eine Person gerade befindet. Beispielsweise sandte Samsung in einer innovativen Kampagne für das Galaxy S7 Informationen zur Schnellladefunktion an jene Nutzer, deren Gerät einen niedrigen Akkustand aufwies. Waren Nutzer an einem Ort, an dem es gemäß Wetterstation regnete, erinnerte die Samsung-Nachricht, dass das neue Modell wasserdicht ist.

Standort- und Beacon-Technologie können bei der Gestaltung von Inseraten oder der Identifikation von Zielgruppen helfen. Als beispielsweise Airbnb mehr trendige Wohnungen im Angebot sehen wollte, wurde gezielt Werbung an Personen gesandt, die sich in In-Lokalen, Kunstgalerien, Fotoausstellungen und Modequartieren aufhielten. Zusätzlich wurden demografische und Verhaltensdaten herangezogen.

Reales Umfeld neu erfahren

Selbst das reale Umfeld lässt sich dank Werbung neu und spannender erleben. Augmented Reality (AR) in der Bannerwerbung eines Autoherstellers erlaubte unlängst Handy-Nutzern, ihr Umfeld durch die Windschutzscheibe des neuesten Models zu sehen und gleichzeitig die Innenausstattung des Fahrzeugs zu erkunden. Noch einen Schritt weiter ging eine Schweizer Versicherung. Dank erweiterter Realität und Gamifikation schickte sie die Schweizer mit dem Handy auf virtuelle Jagd nach Autos, die mit AR-Technologie in der Schweiz „versteckt“ worden waren. Mithilfe einer Spiel-App und von Standortdaten mussten die Autos aufgespürt und mit einer blauen Wollmütze, einem Markenzeichen des Versicherers, vor Schaden geschützt werden. Den Spielenden winkten unter anderem Sofortpreise.

Die Beispiele zeigen, wie die Attraktivität von Handy-Werbung auf unzählige Arten gesteigert werden kann. Das Wichtigste dabei ist, dass solche Werbung spezifisch für das Medium Mobiltelefon entwickelt statt aus anderen Kanälen übernommen wird.

Handy-Werbung verlangt Handy-Strategie

Smartphone-Werbung verlangt eigene Formate. Das geht über die geänderte Ausrichtung von Bildern oder Videos von horizontal auf vertikal hinaus. Inhalte müssen kürzer und fesselnd sein, denn auf dem Smartphone werden nur bis zu 400 Wörter pro Minute gelesen. Die ideale Länge für ein Video auf diesem Kanal beträgt lediglich fünf bis 15 Sekunden. Videowerbung auf dem Handy sollte zudem mit Untertiteln versehen werden, weil der Ton am Handy oft ausgeschaltet ist.

Der Einsatz solch neuer Funktionen allein ist aber nicht mit Innovation und Kreativität gleichzusetzen. Letztlich muss kreative Werbung für ein Unternehmen und seine Kunden relevant sein. Carl Norberg, Gründer und Chief Experience Officer bei Monterosa/BBH Stockholm, formulierte es sinngemäß wie folgt: Während Marketingfachleute bei TV-Werbung eine Geschichte erzählen, laden sie bei Mobil-Werbung Nutzer ein, die Geschichte einer Marke mitzugestalten.

Enormes Potenzial

Heute können Werbende dank neuer Smartphonetechnologien innovative Kampagnen gestalten und diese mit der realen Welt von Nutzern verflechten. Dadurch entsteht eine kreative, interaktive Werbeerfahrung, mit der Handy-Nutzer Spaß haben können. Marken, die frühzeitig und umfassend die kreativen Möglichkeiten dieses Mediums in ihr Werbeengagement einbauen, können Handy-Werbung zur positiven Erfahrung für Verbraucher machen und der Konkurrenz dadurch einen Schritt voraus sein. Deutschland hat 55 Millionen Smartphone-Nutzer, bis 2022 sollen weitere 10 Millionen dazukommen. Das Potenzial, diesen Menschen spannende, neue Werbeerfahrungen zu bieten und so Kunden zu gewinnen, ist enorm.

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Partner Spotlight: Q&A with RSi’s Ansa

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If you are a shopper marketer, maximizing your budgets, understanding performance of your marketing tactics and generating key learnings from those marketing tactics are tasks that are essential to your business.

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For existing products, Blis campaigns using Ansa targeting can reach a targeting efficiency of 2:1 vs. campaigns that do not use Ansa store-level targeting thereby ensuring that every dollar is spent driving sales to your most important retailer locations.

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Tune in next week to read all about how mobile is fast becoming the extension of a retailer’s store.

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