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Pressemitteilungen

21.09.2011

Ebiquity und United Internet Media starten Brancheninitiative für neue Kennziffern zur Leistungsbewertung von Online-Kampagnen

Hamburg/ Karlsruhe/ Köln (dmexco), 21./ 22. September 2011. Ebiquity, der international führende Spezialist für ganzheitliches Marketing-Auditing und strategische Kommunikationsberatung, und United Internet Media, führender Vermarkter digitaler Media im deutschen und europäischen Werbemarkt, haben heute auf der dmexco in Köln ihre gemeinsame Initiative für neue, qualitative Kennzahlen zur Leistungsbewertung von Online-Kampagnen vorgestellt. Ziel des gemeinsamen Vorstoßes ist es, vor dem Hintergrund des signifikant ansteigenden Anteils von Brandingkampagnen im Internet Werbetreibenden und Agenturen eine standardisierte, transparente, medienadäquate und vor allem ganzheitliche, d.h. auch qualitative Leistungsbewertung von Online-Kampagnen zu ermöglichen, die eine belastbare Planungsgrundlage für Budgetoptimierungen und effiziente Mediamixentscheidungen liefert.

„Als ganzheitlich orientierter Media-Auditor sehen wir unsere Aufgabe nicht in der reinen Kostenoptimierung von Kampagnen, sondern in der Überprüfung der gesamten Kampagnenleistung. In Online hatten wir für unsere Audit-Arbeit trotz aller Informationsfülle bislang keine ausreichenden Daten für die qualitative Überprüfung von Kampagnen. Daher haben wir diese Initiative angestoßen, die die notwendige Bewertungsbasis schaffen soll, um einer adäquaten Beurteilung und Optimierung von vor allem Online-Brandingkampagnen einen entscheidenden Schritt näher zu kommen. Wir sind froh über die Bereitschaft von United Internet Media, hieran mitzuarbeiten“, erklärt Dietmar Kruse, CEO Ebiquity Germany.

Innovatives Set an qualitativen Engagement-Kennziffern
Für eine mehrdimensionale Erfassung der Kampagnenleistung in Abhängigkeit vom Kampagnenziel sowie eine leistungsadäquate Abbildung insbesondere qualitativer Wirkungsdimensionen von Online-Brandingwerbung stellt Ebiquity auf der Grundlage umfangreicher mediaforscherischer, von United Internet Media unterstützter Vorarbeit und Tests jetzt ein innovatives Set an Engagement- Kennziffern zur Verfügung. In die Key-Performance-Indices (KPI) fließen zentrale qualitative Einflussfaktoren auf den Werbekontakt wie Zeit (Viewtime), Sichtbarkeit, Exklusivitätsmaß, Formatgröße und Nutzerloyalität des Werbeträgers ein.

Zur technischen Erhebung der entsprechenden Metriken kommt ein Skript zum Einsatz, welches einmalig in die Online-Werbeträger integriert wird. Die Aktivierung der Messung erfolgt über die Kampagnenwerbemittel, die über den (Agentur-)Adserver ausgeliefert werden. Damit trägt der Ansatz der Forderung des Marktes nach einer einfach und standardisiert in den Adserver integrierbaren Messlösung Rechnung.

Kunden von Ebiquity wie auch andere Werbetreibende sowie Agenturen können das neue KPI-Set ab sofort im Rahmen von Pilotkampagnen bei United Internet Media auf seine Eignung für eine hochwertige qualitative Leistungsbewertung von Online- Kampagnen testen.

„Die direkte Messbarkeit der digitalen Medien (ver-)führt oft dazu, Online-Kampagnen mit rein quantitativen und eindimensionalen Kennziffern wie Klicks oder Viewtime zu messen. Dadurch kommt es häufig zu Fehlbewertungen, für Online nachteiligen Planungsentscheidungen, reiner Preisfixierung und in der Folge ineffizienten Fehlallokationen von Mediabudgets. Vor dem Hintergrund der Bedeutung von Online für die Markenführung benötigen wir belastbare und vor allem eine ganzheitliche Bewertung ermöglichende qualitative Kennziffern, die standardisiert und zudem möglichst automatisierbar erhoben werden sollten. Unsere gemeinsame Initiative mit Ebiquity ist ein Angebot an den Markt, Online im intermedialen Wettbewerb gemeinsam seinen fair share zu verschaffen und ihm darüber hinaus den Stellenwert zu ermöglichen, den es aufgrund seiner Effizienz haben sollte: Leitmedium in der Markenkommunikation“, erklärt Matthias Ehrlich, Vorstand United Internet Media, abschließend.

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