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Multi Screen Advertising

Multi Screen ist Mediennutzungsrealität in deutschen Wohnzimmern

Je komplexer die Customer Journey wird, desto mehr Devices kommen ins Spiel. Die Verfügbarkeit des E-Mail-Postfachs auf dem Smartphone oder Tablet ist nicht nur für die jüngere Zielgruppe, sondern für alle Altersgruppen gleichermaßen bedeutend. Für das sich wandelnde Nutzerverhalten bietet United Internet Media passende Daten, Lösungen und Werbeformate an. 

DACH-Studie: Hohe Relevanz der E-Mail in den Generationen Z und Y

Die eigene E-Mail-Adresse ist für die junge Generation unverzichtbar und wird bei über 90 Prozent der Befragten sowohl für die private als auch für die formelle Kommunikation verwendet. Bei der Bildschirmgröße zeigen sich deutliche Nutzungsmuster: Die digitalen Nachrichten werden tendenziell eher am Big Screen geschrieben, aber auf dem Small Screen gelesen. Eine Ausnahme bildet die Gen Y in Österreich; hier geben 74 Prozent an, die E-Mails auf dem Small Screen zu schreiben, das ist ein höherer Wert als auf dem Big Screen.

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Studie Screen-Nutzung@Home – diese Bildschirme verwenden Onliner zu Hause

Multi-Screen-Nutzung zu Hause beschränkt sich nicht auf das Wohnzimmer oder den Raum, wo PC oder Laptop stehen. Welche Bildschirme die Onliner zu Hause auf welche Art verwenden, zeigt die neue Studie „Screen-Nutzung@Home“ von United Internet Media (UIM) zur privaten Gerätenutzung beim linearen Fernsehen. 87 Prozent der Onliner beschäftigen sich beispielsweise während des Fernsehens mit weiteren digitalen Screens.

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agof: Über den Big Screen jeden dritten Onliner erreichen

Die Arbeitsgemeinschaft Online Forschung hat die Februar-Zahlen für United Internet Media, WEB.DE und GMX veröffentlicht. Die Analyse zeigt unter anderem, dass Werbetreibende allein über den Big Screen jeden dritten Onliner in Deutschland mit dem UIM Portfolio erreichen können. Die E-Mail-Portale WEB.DE und GMX platzieren sich außerdem unter den Top 3 im App-Ranking sowie in den Small Screen-Reichweiten auf Tagesbasis.

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Eye-Tracking-Wirkungsstudie: Der Augenblick der Wahrheit

Eine Testkampagne mit dem Kunden DriveNow untersuchte das Werbewirkungspotenzial des nativen Formats Inbox Ad. Mittels einer Eye-Tracking-Studie ließ United Internet Media (UIM) dazu die durchschnittliche Betrachtungsdauer, die Aufmerksamkeitsspanne und die Werbeakzeptanz messen. Ergänzende qualitative Interviews ergaben zudem, dass das Infeed-Format auf die Nutzer besonders ansprechend und attraktiv wirkt.

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agof: GMX punktet bei App und News-Bereich

Die Arbeitsgemeinschaft Online Forschung hat die Dezember-Zahlen für United Internet Media, WEB.DE und GMX veröffentlicht. Die Analyse zeigt unter anderem: Im Vergleich zum Vorjahr verzeichnet GMX einen deutlichen Zuwachs in der App-Nutzung sowie im News-Bereich.

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Kay Städele

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