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Pressemitteilungen

06.08.2009

„LOHAS“ halten Einzug in die Online-Werbung

Karlsruhe, 06. August 2009. Sie pflegen einen gesunden und umweltbewussten Lebensstil, ihr Wertesystem ist von Nachhaltigkeit geprägt, ethische Aspekte dominieren ihre Verbraucherwelt und sie sind eine hoch attraktive und äußerst kaufkräftige Konsumund Werbezielgruppe, die medial bislang allerdings nur schwer erreichbar war – auch im Internet. Auf den United Internet Portalen WEB.DE, GMX, 1&1 und SmartShopping.de können Werbetreibende die attraktive Zielgruppe der „LOHAS“ („Lifestyle of Health and Sustainability“) jetzt direkt, präzise und mit einem Zielgruppenpotenzial von rund 2,5 Millionen Menschen erreichen – mit der neuen TGP® Targetinglösung WEB.SegmentsTM LOHAS.

WEB.SegmentsTM LOHAS: Viele Branchen, eine Zielgruppe – und jetzt direkt mit Online-Werbung ansprechbar
Ob „grüne“ Geldanlagen, „Ethical Fashion“, Bio-Nahrungsmittel, „Health Holidays“ oder energieeffizientes Wohnen – die LOHAS sind für ein breites Branchen- und Markenspektrum eine Ziel- und Multiplikatorengruppe mit wachsender Bedeutung. Ihre Adressierung mit Online-Werbung ist aber sowohl über Special-Interest- Umfelder als auch über Behavioral-Targeting-Tools bisher nur eingeschränkt möglich: Bei Umfeldbelegungen müssen aufwändige Planung, signifikante Streuverluste und eine geringere Reichweite im Hinblick auf das gesamte Zielgruppenpotenzial in Kauf genommen werden. Bei Behavioral Targeting können Streuverluste zwar weitgehend vermieden werden, die einseitige, ausschließlich am erfassbaren Surfverhalten der Nutzer ausgerichtete Werbeauslieferung bedingt aber ebenfalls nur geringe Zielgruppenreichweiten.

Auf Basis der bewährten und patentierten United Internet Media Targetingtechnologie TGP® ermöglicht die WEB.SegmentsTM Produktfamilie spezielle Zielgruppensegmente direkt werblich zu adressieren. WEB.SegmentsTM LOHAS bietet jetzt als erste und einzige Targetinglösung die einfache Buchung und streuverlustarme sowie zugleich reichweitenstarke werbliche Ansprache dieser neuen „Lifestyle Avantgarde“. Mit dieser Erweiterung der WEB.SegmentsTM Produktfamilie sind die LOHAS jetzt im Internet so präzise und effizient mit Werbung adressierbar wie in keinem anderen Medium.

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Jörg Fries-Lammers

Jörg Fries-Lammers

Leiter Portal PR

 +49 (0) 721 91374-4550

 presse@united-internet-media.de

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Kay Städele

Kay Städele

Senior PR Manager

 +49 (0) 721/91374-1848

 presse@united-internet-media.de

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