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BEST PRACTICES & STRATEGIES

• By contrast, native formats are optically integrated Advertisers should be able to effectively and legally
into the content of an application or platform - segment their target groups, grab attention and be
therefore, they are credible. They do not disturb engaging. So-called verification providers should come
users, because a news article, for example, scrolls into play as well, which prevent advertisers from paying
over the advertising material and the native format for (wrongly) delivered advertising. Of course, third-
stops in the background. Furthermore, they can party tools help here as well, since companies should
stage eye-catching imagery - similar to content ads not rely solely on the statements of the Demand Side
(300 x 250 pixels). Anyone who uses a finger to Platform (DSP) or the information provided by the
uncover a virtual scratch pad to secure a voucher for publisher. Verification providers give advertisers the
the point-of-interest will perceive the brand stronger opportunity to check the number of ads they deliver and
through the scratching. only pay for impressions that are not blocked, that are
visible, and "brandsafe".
• No matter if expandable or content ad, creative Despite these precautions, mobile adblocking will
interaction mechanisms behind this advertising become more prominent in the future. It is therefore in
media must be adapted to specific mobile customer
segments and the needs of the usage situation. As a the hands of advertisers to maintain the trust of
result, these formats differ significantly in their customers on the most personal gadget – the
mechanism from "desktop ads". For example, as smartphone - by moderately paying attention to less
annoying, perfectly targeted and creative advertising
part of a campaign, McDonald's measured the swipe materials. So, be smart, funny, relevant and
rate. An FMCG manufacturer used a "puzzle
completion rate" (the user should assemble a virtual, entertaining when it comes to the creative
nine-piece puzzle on the touchscreen) as the implementation of your advertising material. ◊
measure. The goal is clearly to quantify the degree By Daniela La Marca
of user engagement. Interestingly, this not only
works for whoppers, but even for low-interest
products such as salad oil.

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