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Gemeinschaftsstudie meetrics

Wie Werbungtreibende Online-Kampagnen richtig bewerten

Um das Zusammenspiel von Werbekontakt und Wirkung zu verstehen, müssen mehrere Werbewahrnehmungsfaktoren wie Werbemittelgröße oder Sichtbarkeit, aber auch die Zielgruppenpassung betrachtet werden. Einzeln betrachtete Kennzahlen haben nur eine begrenzte Aussagekraft für die Bewertung von Online-Kampagnen.
Daher basiert die Gemeinschaftsstudie von United Internet Media und Meetrics auf einem innovativen, ganzheitlichen Ansatz durch eine Kombination von gemessenen KPIs zur Werbewirkung und Werbewirkungsmessung auf Personenebene.

Untersucht wurden vier Kampagnen, wobei klassische Werbewirkungsparameter wie Markenbekanntheit und Werbeerinnerung im Fokus standen. Zum Einsatz kamen Standard-Werbemittelformate aus dem Universal Ad Package (UAP) sowie das großformatige MaxiAD+ Exclusive.

Ein Auszug der zentralen Ergebnisse:

Die Soziodemographie der erreichten Zielgruppe beeinflusst die Sichtbarkeitsdauer.

  • Die Ø Sichtbarkeitsdauer ist bei Frauen deutlich höher als bei gleichaltrigen Männern, dies gilt v. a. bei Frauen unter 20 Jahren.
  • Die Unterschiede gleichen sich bis zum mittleren Alter von 30 bis 49 Jahren an.
  • Mit zunehmendem Alter werden die Differenzen zwischen den Geschlechtern wieder größer.

Damit zeigt sich, dass die Soziodemographie der erreichten Zielgruppe - und damit auch die Güte des Targetings - einen Einfluss auf die Sichtbarkeitsdauer hat.

Die Werbewirkung steigt zunächst mit der Viewtime - mehr als 15 Sekunden Sichtbarkeit bewirken jedoch keine weitere Wirkungssteigerung.

  • Bereits bei einer Sichtbarkeitsdauer von 1 bis 5 Sekunden wird sowohl beim Universal Ad Package als auch beim MaxiAD+ Exclusive eine deutliche Wirkungssteigerung erreicht.
  • 5 bis 10 Sekunden bzw. 11 bis 15 Sekunden sind ausreichend um beim Universal Ad Package bzw. MaxiAD+ Exclusive die Wirkung voll zu entfalten.
  • Mehr als 15 Sekunden Sichtbarkeit bringen keine verbesserte Werbewirkung.

Die Studienergebnisse zeigen, wie vielschichtig die Kampagnenwirkung ist. Online-Kampagnen müssen ganzheitlich betrachtet und Faktoren wie erreichte Zielgruppe oder Werbemittelgröße müssen berücksichtigt werden.

Weitere Informationen zur Methodik und die Ergebnisse im Einzelnen finden Sie in unserem PDF.

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