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Weitere Kapitel dieses Buchs durch Wischen aufrufen

2019 | OriginalPaper | Buchkapitel

9. Display-Marketing

verfasst von : Dennis Ahrholdt, Goetz Greve, Gregor Hopf

Erschienen in: Online-Marketing-Intelligence

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die Erfolgsfaktoren erfolgreicher Display-Werbekampagnen sind Gegenstand zahlreicher wissenschaftlicher als auch praktischer Veröffentlichungen. Im folgenden Kapitel werden zentrale Ergebnisse strukturiert dargestellt und diskutiert. Dieses Kapitel erarbeitet grundsätzliche Erfolgszusammenhänge auf Basis wissenschaftlicher Studien und gibt Handlungsempfehlungen für das Mobile Marketing.
Fußnoten
1
Das heißt vier Wochen nach der Diplay-Werbung sind nur noch 6 bzw. 16 % der Effekte nachweisbar.
 
2
Das Skin-Werbeformat umrahmt den Content oben als auch links und rechts im Browserbereich.
 
3
Ein Standard Banner umfasst zumeist Display-Größen von 468x60 Pixel.
 
4
Pre-Rolls sind klassische Werbespots, die vor Videoinhalten geschaltet werden.
 
5
Das Ad Bundle ist eine Kombinationsbuchung aus den Standardwerbeformen Super Banner, Sykscraper und Medium Rectangle.
 
6
Das Billboard Ad nutzt die volle Seitenbreite des Browserbereichs bei einer Höhe von 250 Pixel aus.
 
7
Hierbei wurde der Grad der Animation anhand der Animationsgeschwindigkeit gemessen.
 
8
Schnell bewegte Animationen umfassen zehn Einblendungen innerhalb von vier Sekunden.
 
9
Ein Wear-in-Effekt tritt ein, wenn die Wirkung der Werbung im Zeitablauf zunimmt. Ein Wear-out-Effekt hingegen geht einher mit einer Abnahme der Werbewirkung im Zeitablauf.
 
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Metadaten
Titel
Display-Marketing
verfasst von
Dennis Ahrholdt
Goetz Greve
Gregor Hopf
Copyright-Jahr
2019
DOI
https://doi.org/10.1007/978-3-658-26562-5_9