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  • Werbewahrnehmung der Inbox Ad (2017)

Werbewahrnehmung der Inbox Ad

Eye Tracking und Werbewirkungsstudie mit qualitativen Einzelinterviews zur Inbox Ad

Welche Wechselwirkungen gibt es zwischen dem vertrauenswürdigen Umfeld E-Mail-Postfach und Werbebotschaften? Wie werden Werbeplatzierungen im Postfach von den Usern wahrgenommen - speziell die Inbox Ad? Um diese Fragen zu beantworten wurde ein kombinierter Ansatz aus Eye Tracking, Werbewirkungsbefragung und qualitativen Einzelinterviews gewählt.
Hierzu wurden 21 WEB.DE / GMX Freemail-User in Berlin in das Labor von eyesquare eingeladen, wo in Testpostfächern auf dem Smartphone rund um die Nutzung des Postfaches und die Werbewahrnehmung geforscht wurde.

Die Studie gibt Antworten auf folgende Fragen:

  • Welche Aufmerksamkeitsleistung erzielt die Inbox Ad?
  • Wie lange und von wie vielen Nutzern wird die Inbox Ad betrachtet?
  • Wie wird die Inbox Ad von den Nutzern akzeptiert?
  • Welche Werbewirkungspotenziale entfaltet die Inbox Ad?

KEY INSIGHTS

Die Inbox Ad ...

  • erzielt eine hohe Aufmerksamkeit: Die Inbox Ad hebt sich im Postfach von den anderen Mails ab,
    die Betreffzeile wird im Test  Ø 3,6 Sekunden betrachtet.
  • wird von den Nutzern akzeptiert: Vor allem die native Einbindung in das Postfach kommt bei den Nutzern gut an.
  • hat hohes Wirkungspotenzial für Brands: Im Labortest kann die Marke DriveNow Wirkungspotenziale
    z.B. hinsichtlich freier Markenbekanntheit und Image erzielen.

⇒ Auch unser Case mit McDonald's belegt die Branding-Wirkung der Inbox Ad.

NUTZUNGSVERLAUF IM EYE TRACKING

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