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  • Online-Abverkaufsstudie des OVK (2015)

Online-Abverkaufsstudie des OVK

HINTERGRUND & MOTIVATION

Werbemarkt:
Unsicherheit über Abverkaufswirkung und damit Effizienz (ROI) von Online-Werbung.

OVK:
Untersuchung der Offline-Abverkaufsleistung von Online-Werbung allgemein und insbesondere Online-Display am Beispiel Wagner Pizza-Produkte.

Fokus zur Bewertung:
Brutto Online-ROI basierend auf der Abverkaufsleistung.

 


KEY INSIGHTS TEIL I: Individuelles Marketing Mix Modeling

  • Online-Dachmarkeneffekte durch Investitionen in andere Wagner Marken sind ebenfalls messbar und ROI-wirksam.
  • Der Zusatzumsatz der Online-Kampagnen (inkl. Dachmarkeneffekt) ist in Relation zu den Bruttowerbeausgaben
    überproportional hoch, d.h. fast 3 mal so hoch, und steht bereits für 1/4 des Mediazusatzumsatzes.
  • Inkl. Dachmarkeneffekte ist der Online ROI fast 3 mal so hoch wie der Gesamt-Media ROI
    (exkl. Dachmarkeneffekte liegt der Index bei 144).
  • Display erzielt den relativ höchsten Return on Investment aller eingesetzten Online-Werbeformate.

KEY INSIGHTS TEIL II: Datenbank-Analyse von 69 Marketing Mix Modeling Projekten/Kampagnen

  • Basierend auf Millionen von einzelnen Einkaufsakten der Konsumenten in Deutschland zeigt die Analyse,
    dass Online deutliche Offline-Abverkaufseffekte erzielt und das effizient!

    - Durchschnittlicher Brutto-ROI: 0,72 €
    - Durchschnittlicher Online-ROI Top Performer (1/3) = 1,86 €

Unter Effizienzgesichtspunkten sollten Online-Aktivitäten im Media-Mix priorisiert werden.

Hier finden Sie die ausführliche Studie:

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