internetnutzung.com

Q4 ‘08 Revenues Total .1 Billion; Growth Continues Despite Difficult Economy

Internet advertising revenues in the U.S. remain strong, topping billion, according to the 2008 Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). Despite a difficult U.S. economy, interactive advertising’s continued growth, albeit at a slower pace, confirms marketers’ increased recognition of the medium’s value in reaching consumers online where they are spending more and more of their time.

• Full-year 2008 revenues totaled a record .4 billion, exceeding 2007’s performance, itself the former record of .2 billion, by .2 billion or 10.6%. By comparison, a variety of sources indicate weakness in overall advertising spending. The Nielsen Company, for example, reported that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007.
• Fourth-quarter revenues of .1 billion mark the first time the interactive advertising industry achieved, and surpassed, billion in a single quarter. The figures represent a 4 million or 2.6% increase from 2007’s fourth quarter, which had revenues of .9 billion.
• This is the fifth consecutive year of record results.

“We are seeing an ongoing secular shift from traditional to online media as marketers recognize that ad dollars invested in interactive media are effective at influencing consumers and delivering measurable results,” said Randall Rothenberg, president and CEO of the IAB. “In this uncertain economy, where marketers know they need to do more with less, interactive advertising provides the tools for them to build deep, engaging relationships with consumers—the experience marketers gain from this will deliver dividends especially after the economy turns around.”

Search remains the main driver of revenue growth according to the report, showing a 19.8% increase over 2007. Digital video, though still a small overall contributor, more than doubled its revenue with an increase to 4 million from 4 million in 2007, demonstrating how both marketers and consumers are embracing this dynamic platform.

As in 2007, retail, financial services, computing and automotive remained the four largest verticals among Internet advertisers in 2008. Consumer packaged goods, an industry vertical historically slow to embrace interactive advertising, notably increased its share of total Internet ad revenues by 60 percent over 2007. The Internet is now the third largest ad-supported medium, marking its increasing significance to marketers and consumers.

“Though some categories in the fourth quarter slowed or even dipped, reflecting the current economic challenges, the overall performance is up, confirming interactive’s ever-growing importance to the successful marketing mix,” said David Silverman, Partner, Assurance, PricewaterhouseCoopers.

The following chart highlights full-year revenue data breakouts; dollar figures are rounded.

Conducted by the New Media Group of PricewaterhouseCoopers LLP, the Internet Advertising Revenue Report was launched in 1996 by the IAB, and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues with the data compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and all other companies selling online advertising. First and third quarter revenue reports are estimates, with the actual figures being released along with second and fourth quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

A copy of the full report is available at: http://www.iab.net/AdRevenueReport

• Provide a detailed definition of a “click” and outline standard methodologies by which clicks should be measured and counted, including the identification of invalid and/or fraudulent clicks.

• Define standard terms that will help streamline the buying and selling of click-based media.

• Increase transparency and consistency in click measurements for media companies, ad-serving organizations, advertisers, and third-party click auditors.

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Werbung auf Facebook funktioniert nicht? Eine Kampagne für Ikea in Malmö von der schwedischen Agentur Forsman & Bodenfors beweist das Gegenteil.

http://www.internetworld.de/Nachrichten/Kreation/Wer-benennt-das-Sofa

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Wie muss ein Weihnachtsmailing aufgemacht sein, um die Aufmerksamkeit der User zu erregen? Ulf Richter, Geschäftsführer von optivo, nennt die wichtigsten Kriterien.

http://www.internetworld.de/Nachrichten/Praxistipps/Drei-Punkte-fuer-erfolgreiche-Weihnachtspost

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Für den Kinofilm “Inglourious Basterds” hat Universal Pictures über den Vermarkter IP Deutschland eine mobile Videowerbung gestartet. Dabei kamen die Mobile Video Pre-Rolls in männeraffinen Videos im Videobereich des RTL-Mobilportals zum Einsatz.

http://www.internetworld.de/Nachrichten/Kreation/Mobile-Bewegtbildwerbung-ist-gefragt

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Zum Launch der neuen Digitalkamera Cyber-shot DSC-WX1 hat sich Sony für eine crossmediale Kampagne entschieden: Aus Userfotos zum Thema Sonnenuntergang wird ein TV-Spot, die besten Bilder werden anschließend online gewählt.

http://www.internetworld.de/Nachrichten/Kreation/Von-Internet-ins-TV-zum-Internet

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Heute ist das neue vertikale Netzwerk “Wir liebe Filme” an den Markt gegangen. Als Startpartner sind moviepilot.de, film-zeit.de, critic.de und das Filmblog fuenf-filmfreunde.de mit dabei.

http://www.internetworld.de/Nachrichten/Medien/Vertikales-Netzwerk-fuer-Filmfreunde

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Sie sind beliebt, aber nicht immer rentabel: Soziale Netzwerke suchen noch immer nach Möglichkeiten, ihre Popularität in finanziellen Gewinn umzumünzen. Wie das gehen könnte, war ein Thema auf den Münchner Medientagen.

http://www.internetworld.de/Nachrichten/Trends/Boom-ohne-Geschaeftsmodell

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“Haben Sie jemals hier geklickt?” Am 27. Oktober 1994 wurde die erste grafische Werbeanzeige im Internet geschaltet – und zwar auf der Website des Magazins Wired.

http://www.internetworld.de/Nachrichten/Werbung/Der-Banner-feiert-15.-Geburtstag

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Welche Maßnahmen bietet Onlinemarketing und wie kann man sie einsetzen? Das sind Fragen, die die Lieferantensuchmaschine Wer-liefert-was mit ihrer Initiative Onlinemarketing-Praxis beantworten will.

http://www.internetworld.de/Nachrichten/Werbung/Einsteigerportal-fuers-Onlinemarketing

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5,94 Milliarden US-Dollar Umsatz gibt Google im Bericht für das dritte Quartal an. Der durchschnittliche CPC sank sechs Prozent im Vergleich zum Vorjahresquartal.

http://www.internetworld.de/Nachrichten/Unternehmen/Google-Umsatz-legte-um-sieben-Prozent-zu

Q4 ‘08 Revenues Total .1 Billion; Growth Continues Despite Difficult Economy

Internet advertising revenues in the U.S. remain strong, topping billion, according to the 2008 Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). Despite a difficult U.S. economy, interactive advertising’s continued growth, albeit at a slower pace, confirms marketers’ increased recognition of the medium’s value in reaching consumers online where they are spending more and more of their time.

• Full-year 2008 revenues totaled a record .4 billion, exceeding 2007’s performance, itself the former record of .2 billion, by .2 billion or 10.6%. By comparison, a variety of sources indicate weakness in overall advertising spending. The Nielsen Company, for example, reported that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007.
• Fourth-quarter revenues of .1 billion mark the first time the interactive advertising industry achieved, and surpassed, billion in a single quarter. The figures represent a 4 million or 2.6% increase from 2007’s fourth quarter, which had revenues of .9 billion.
• This is the fifth consecutive year of record results.

“We are seeing an ongoing secular shift from traditional to online media as marketers recognize that ad dollars invested in interactive media are effective at influencing consumers and delivering measurable results,” said Randall Rothenberg, president and CEO of the IAB. “In this uncertain economy, where marketers know they need to do more with less, interactive advertising provides the tools for them to build deep, engaging relationships with consumers—the experience marketers gain from this will deliver dividends especially after the economy turns around.”

Search remains the main driver of revenue growth according to the report, showing a 19.8% increase over 2007. Digital video, though still a small overall contributor, more than doubled its revenue with an increase to 4 million from 4 million in 2007, demonstrating how both marketers and consumers are embracing this dynamic platform.

As in 2007, retail, financial services, computing and automotive remained the four largest verticals among Internet advertisers in 2008. Consumer packaged goods, an industry vertical historically slow to embrace interactive advertising, notably increased its share of total Internet ad revenues by 60 percent over 2007. The Internet is now the third largest ad-supported medium, marking its increasing significance to marketers and consumers.

“Though some categories in the fourth quarter slowed or even dipped, reflecting the current economic challenges, the overall performance is up, confirming interactive’s ever-growing importance to the successful marketing mix,” said David Silverman, Partner, Assurance, PricewaterhouseCoopers.

The following chart highlights full-year revenue data breakouts; dollar figures are rounded.

Conducted by the New Media Group of PricewaterhouseCoopers LLP, the Internet Advertising Revenue Report was launched in 1996 by the IAB, and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues with the data compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and all other companies selling online advertising. First and third quarter revenue reports are estimates, with the actual figures being released along with second and fourth quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

A copy of the full report is available at: http://www.iab.net/AdRevenueReport

Q4 ‘08 Revenues Total .1 Billion; Growth Continues Despite Difficult Economy

Internet advertising revenues in the U.S. remain strong, topping billion, according to the 2008 Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). Despite a difficult U.S. economy, interactive advertising’s continued growth, albeit at a slower pace, confirms marketers’ increased recognition of the medium’s value in reaching consumers online where they are spending more and more of their time.

• Full-year 2008 revenues totaled a record .4 billion, exceeding 2007’s performance, itself the former record of .2 billion, by .2 billion or 10.6%. By comparison, a variety of sources indicate weakness in overall advertising spending. The Nielsen Company, for example, reported that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007.
• Fourth-quarter revenues of .1 billion mark the first time the interactive advertising industry achieved, and surpassed, billion in a single quarter. The figures represent a 4 million or 2.6% increase from 2007’s fourth quarter, which had revenues of .9 billion.
• This is the fifth consecutive year of record results.

“We are seeing an ongoing secular shift from traditional to online media as marketers recognize that ad dollars invested in interactive media are effective at influencing consumers and delivering measurable results,” said Randall Rothenberg, president and CEO of the IAB. “In this uncertain economy, where marketers know they need to do more with less, interactive advertising provides the tools for them to build deep, engaging relationships with consumers—the experience marketers gain from this will deliver dividends especially after the economy turns around.”

Search remains the main driver of revenue growth according to the report, showing a 19.8% increase over 2007. Digital video, though still a small overall contributor, more than doubled its revenue with an increase to 4 million from 4 million in 2007, demonstrating how both marketers and consumers are embracing this dynamic platform.

As in 2007, retail, financial services, computing and automotive remained the four largest verticals among Internet advertisers in 2008. Consumer packaged goods, an industry vertical historically slow to embrace interactive advertising, notably increased its share of total Internet ad revenues by 60 percent over 2007. The Internet is now the third largest ad-supported medium, marking its increasing significance to marketers and consumers.

“Though some categories in the fourth quarter slowed or even dipped, reflecting the current economic challenges, the overall performance is up, confirming interactive’s ever-growing importance to the successful marketing mix,” said David Silverman, Partner, Assurance, PricewaterhouseCoopers.

The following chart highlights full-year revenue data breakouts; dollar figures are rounded.

Conducted by the New Media Group of PricewaterhouseCoopers LLP, the Internet Advertising Revenue Report was launched in 1996 by the IAB, and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues with the data compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and all other companies selling online advertising. First and third quarter revenue reports are estimates, with the actual figures being released along with second and fourth quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

A copy of the full report is available at: http://www.iab.net/AdRevenueReport

Online-Werbemarkt wächst trotz Wirtschaftskrise weiter

* Online-Werbung wächst um 29 Prozent auf 1,3 Milliarden Euro
* Internet baut Werbemarktanteil aus

Berlin, 30. Dezember 2008 – Der Markt für Online-Werbung trotzt der Wirtschaftskrise. Im Jahr 2008 wurden Banner am Bildschirmrand, Pop-ups, gesponserte Webseiten oder kurze Filme im Wert von 1,3 Milliarden Euro geschaltet. Das ist ein Plus von 29 Prozent gegenüber 2007. Damals betrugen die Netto-Werbeumsätze mit grafischer Online-Werbung 976 Millionen Euro. Das gab der Bundesverband Informationswirtschaft, Telekommunikation und neue Medien (BITKOM) auf Basis einer exklusiven Untersuchung des Marktforschungsinstituts Thomson Media Control bekannt. „Das Internet baut seinen Anteil am Werbemarkt weiter aus“, sagte Achim Berg, Vizepräsident des BITKOM. Sogar im krisengeschüttelten vierten Quartal 2008 wuchs der Netto-Werbeumsatz gegenüber dem Vorjahreszeitraum noch um 1,4 Prozent. „Selbst die stark unter Druck stehenden Autobauer sparen nicht an Online-Werbung, weil sie im Internet ihre Zielgruppe sehr genau erreichen“, so Berg.

Den größten Anteil zum Online-Werbemarkt steuern weiterhin die Telekommunikationsanbieter und Internetplattformen bei. Sie investierten im Jahr 2008 knapp 300 Millionen Euro in grafische Online-Werbung – das entspricht einem Zuwachs gegenüber 2007 von 34,5 Prozent. Auf dem zweiten Platz folgt die Branche „Handel und Versand“ mit annähernd 230 Millionen Euro (+19,9 Prozent). Zu den Top 3 zählen zudem Banken, Versicherungen und Finanzdienstleister. Sie investierten 2008 gut 164 Millionen Euro in grafische Internetwerbung. Im Jahr 2007 waren es noch 120 Millionen Euro (+37,6 Prozent). Sehr stark legten hier die Krankenversicherungen und die Krankenkassen zu, weil diese ihre Zielgruppe – junge und wechselwillige Menschen – besonders gut im Internet erreichen kann. Ebenfalls steigende Marketingausgaben im Internet verzeichnen die KFZ-Versicherer. In einem Markt mit hoher Wettbewerbsintensität sorgte eine große Zahl an Direktversicherern sowie die Online-Töchter der klassischen Autoversicherungen für ein Wachstum von 53 Prozent gegenüber 2007 auf nunmehr fast 29 Millionen Euro.

Zur Methodik: Sämtliche Angaben basieren auf einer Erhebung von Thomson Media Control und umfassen alle Formen klassischer Online-Werbung. Dazu zählen grafische Werbemittel wie Banner, Pop-Ups und Streaming Ads. Suchwort-Marketing und Affiliate-Marketing sind nicht eingeschlossen. Ausgewiesen ist der hochgerechnete Nettoumsatz. Im Gegensatz zum deutlich höheren Bruttoumsatz gibt er nicht die Summe der Listenpreise wieder, sondern berücksichtigt unter anderem geschätzte Rabatte und Agenturprovisionen. Der Unterschied zwischen Brutto- und Nettoumsatz stellt den Unterschied zwischen formell ausgewiesenen und tatsächlich bezahlten Anzeigenpreisen dar.

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http://www.bitkom.org/de/presse/8477_56179.aspx

• Provide a detailed definition of a “click” and outline standard methodologies by which clicks should be measured and counted, including the identification of invalid and/or fraudulent clicks.

• Define standard terms that will help streamline the buying and selling of click-based media.

• Increase transparency and consistency in click measurements for media companies, ad-serving organizations, advertisers, and third-party click auditors.

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Am 18. Juni 2009 lädt explido Webmarketing zur Affiliate TactixX in München. Schwerpunkte sind die Diskussionen über Affiliate-Betrug, Social-Media-Trends und internationale Aspekte der Branche.

http://www.internetworld.de/Nachrichten/Praxistipps/Affiliate-TactixX-2009-im-Juni-in-Muenchen

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Von wegen Aufschwung im Online-Werbemarkt: Zumindest “New York Times” leidet auch im Web unter Umsatzverlusten.

http://www.internetworld.de/Nachrichten/Medien/New-York-Times-3-5-Prozent-weniger-Online-Werbeumsatz

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Spannendes Rennen zwischen den sozialen Netzwerken: Bei den PIs liegt schülerVZ mit mehr als fünf Milliarden an der Spitze, bei den Visits hat wer-kennt-wen.de das Schülerzeichnis überholt, bleibt aber hinter studiVZ zurück.

http://www.internetworld.de/Nachrichten/Zahlen-Studien/Rennen-zwischen-schuelerVZ-und-wer-kennt-wen.de

Four leading marketing and advertising industry associations stated their continuing commitment to work together to develop a cross sector set of privacy principles for online behavioral advertising in order to respond to the challenge issued today by the Federal Trade Commission for comprehensive industry self regulation. The cross-industry group represents the first time the entire marketing and media industry has come together to develop a cohesive and far-reaching self-regulatory effort for interactive advertising. The associations are the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB). The Council of Better Business Bureaus (BBB), a leading organization dedicated to advancing marketplace trust, is also part of the effort.

The joint industry task force supports the FTC’s goal of a comprehensive and effective self-regulatory program that protects both consumers and businesses engaged in interactive advertising. The group will continue its engagement with policymakers, a broad cross section of businesses, consumers, and other important stakeholders as it evaluates important public policy issues that have been raised regarding online behavioral advertising. The associations look forward to reviewing the current FTC principles released today, having already launched proactive efforts in areas of self-regulation set forth in the FTC’s initial self-regulatory principles issued in December 2007, including education and transparency, consumer notification and choice, data security, and self-regulatory enforcement.

The members of these associations, along with other participants of the group, together represent thousands of advertisers, agencies, marketers, publishers, media companies, ad networks, and other service providers, including the major participants in the online advertising marketplace. The associations have come together to address concerns about the use of online consumer data for behavioral advertising purposes while preserving the innovative and robust advertising that supports the vast array of free online content available to consumers, and what has become an important and growing industry for the U.S. economy. The group collectively recognizes the importance and responsibility of effective self-regulation in the evolving area of online and behavioral marketing and applauds the FTC’s continued commitment to industry self regulation.

The IAB announced the release for public comment of Video Player-Ad Interface Definitions Guidelines (VPAID). The announcement represents another important step in the IAB’s infrastructure initiative that seeks to build a common language for buying, selling, creating and delivering digital video advertising.

The series of definitions in the VPAID Guidelines help the interactive industry:

• Define a standard method for video ads to communicate with video players and enable ad compatibility across all VPAID-compliant players
• Provide specifications that can be implemented by any type of video player
• Cut production costs and improve ROI for advertisers while enabling a less intrusive experience for video content viewers.

Until now, video ads could only be posted on publisher sites that supported the same technology as an agency did when creating the ads. With VPAID, publishers adhering to these standards will be able to render any type of video advertisement from any video ad serving technology that also adheres to the standards. Likewise, advertisers that adopt the standards can be assured that the ads they create are usable by any ad serving technology and publisher.

Over the past year, the IAB has taken a lead role in the industry-wide effort to create a common structure across distinct areas of digital video. In addition to VPAID, the IAB’s efforts have included the release of the following documents as part of this initiative:

• Digital Video Measurement Guidelines
• Digital Video In-Stream Ad Format Guidelines and Best Practices
• Digital Video Ad Serving Template (VAST)
• Digital Video In-Stream Ad Metrics Definitions

All of these documents can be reviewed here.

“Interactive advertising is a bright spot in the current advertising environment, and digital video is one of its most promising formats,” said Jeremy Fain, Vice President of Industry Services at IAB. “VPAID is the final piece of the current Digital Video Infrastructure Initiative. All five parts of the initiative help define the digital video ecosystem, reduce costs and increase efficiency for all parties and, most importantly, make it possible for advertisers to more easily reach larger online audiences.”

“Advertisers and agencies today require more interactive formats that go beyond linear TV ad spots, demand more control over how they experience ads, and want the ability to learn more about particular subjects of interest,” said David Ku, SVP of the Advertising Technology Group at Yahoo!, a member company of the IAB’s Digital Video Committee.  “VPAID provides a common standard for how video ads will interact with players and serves as an important step forward to deliver on the promise of digital video ad formats.”

Members of the industry (advertising agencies, advertisers, online publishers and technology vendors) are encouraged to read the proposed guidelines and submit comments.  After the comment period closes on March 5, 2009 the feedback will be reviewed and the guidelines will be finalized and released.

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Geringere TKPs und deutlich weniger verkaufte Werbeflächen – so sieht das aktuelle Werbewirtschaftsszenario für amerikanische Online-Publisher aus.

http://www.internetworld.de/Nachrichten/Werbung/Preisverfall-fuer-Online-TKPs

Schere zwischen Buchungen und User-Verhalten * Am häufigsten gebuchte Online-Formate entsprechen nicht den am häufigsten angeklickten Werbemitteln
* Untersuchung über ein volles Jahr
* Monatlich durchschnittlich 5,5 bis 6 Milliarden Ads von ADITION technologies AG ausgewertet

Vor kurzem veröffentlichte Nielsen Media Research ein Ranking der fünf bei Online-Werbungtreibenden beliebtesten und damit am häufigsten gebuchten Werbeformate im Internet.
In einer umfangreichen Erhebung hat jetzt der Düsseldorfer Premium Adserving Dienstleister ADITION technologies AG den Praxistest gemacht. ADITION wollte es wissen: Sind die Werbeformen, für die Nielsen Media zwischen Januar bis September 2008 die höchsten Online-Werbeaufwendungen ermittelt hat und die dementsprechend von Werbekunden am häufigsten gebucht wurden, gleichzeitig auch wirklich diejenigen, die die Zielgruppen bevorzugt anklicken?
Oder anders formuliert: Sind die am häufigsten verkauften Online-Werbeformate auch die, die am besten funktionieren?

Methode
Zur Methode: Basis der Untersuchung war die Auswertung der von ADITION von Oktober 2007 bis September 2008 im deutschsprachigen Raum monatlich ausgelieferten rund 5,5 bis 6 Milliarden Ads renommierter Kunden. Im dritten Quartal 2008 lag die Zahl der von ADITION ausgelieferten und ausgewerteten Ads sogar bei rund sieben Milliarden. In der Statistik sind auch Restplatzkampagnen enthalten.
Die Prozentangaben in der unten stehenden Tabelle geben die Klickraten wieder: Eine Klickrate von 0,1% bedeutet, dass pro tausend Einblendungen ein Klick erfolgt. Die Ergebnisse der einzelnen Monate wurden zu einem Monatsdurchschnitt zusammengezogen.
Zusätzlich wurde ein progressiver Jahresdurchschnitt der Klickrate des jeweiligen Formats ermittelt, der auch die Entwicklung der Klickraten der einzelnen Formate berücksichtigt, also den Trend über den Untersuchungszeitraum. Dabei wurde das erste Quartal des Untersuchungszeitraums schwächer gewichtet und das letzte am stärksten: Q4/2007 mit dem Faktor 1, Q1/2008 mit dem Faktor 2, Q2/2008 mit dem Faktor 3, Q3/2008 mit dem Faktor 4. So wird für jedes Format auch die aktuelle Tendenz ersichtlich.

Überraschende Resultate
Die Resultate der Untersuchung überraschen: Buchungen und Klickverhalten unterscheiden sich recht deutlich. Während die Werbungtreibenden das Super Banner mit einem Anteil von 14,1 Prozent der Spendings am liebsten buchen, zeigen die absoluten Klickraten eine eindeutige Präferenz der User für die Wallpapers.
Und obwohl bei den Buchungen der Werbekunden der normale Skyscaper mit 11,0 Prozent den zweiten Platz belegt, ist es bei den von ADITION gemessenen realen Klickraten das Medium Rectangle.
Der Gap zwischen Buchungen und Klicks setzt sich auch bei den übrigen von Nielsen Media Research genannten Online-Formaten fort. Den dritten Platz bei den Spendings belegen Wallpapers mit einem Anteil von 8,3 Prozent, wenn es um die Praxis geht, liegen jedoch die Fullsize-Banner auf Platz drei.
Vierter bei den Online-Werbeausgaben ist das Rectangle mit 6,0 Prozent, Platz vier bei den echten Klickzahlen geht jedoch an das Supersize-Banner.
Auf Rang fünf bei den Werbeausgaben liegt das Medium Rectangle mit 5,2 Prozent, an der fünften Stelle bei den Klickraten steht der Skyscraper.

Der Gesamttrend über die untersuchten zwölf Monate für die einzelnen Formate, das ist ein weiteres Ergebnis der Untersuchung durch ADITION, zeigt nach unten: Die Ergebnisse der progressiven Jahresdurchschnittswerte liegen in der Tendenz unter den im Untersuchungszeitraum ermittelten Werten. Die Klickraten scheinen also insgesamt eher abzunehmen.

Fazit
Quintessenz des Vergleichs zwischen Buchungen und tatsächlichen Klickraten: Die Buchungen sind nicht deckungsgleich mit den Klickpräferenzen der User. Gleichzeitig sinken in der Tendenz die Klickraten für alle untersuchten Formate.

Quelle: http://de.adition.com

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Bob Rains, die amerikanische Affiliate-Legende, war am Wochenende in München. Internetworld.de hat ihm auf dem Tollwood-Festival drei Fragen gestellt.

http://www.internetworld.de/Nachrichten/Trends/Reich-zu-werden-ist-nicht-mehr-so-einfach

The IAB announced the release of Lead Quality Accountability Best Practices, a document designed to create marketplace transparency by improving communication between agencies and publishers in the lead generation industry.

The recommendations outlined in the document address two main areas:

1. Best practices for advertiser sharing of invalid leads with publishers to improve the process of accounting for leads.

1. Communication methodology for advertiser sharing of converted leads with publishers to improve advertiser conversions and ROI.

Twenty leading online lead generation companies came together to develop the document, representing companies across nine major verticals, including automotive, insurance, education, pharmaceutical, continuity clubs, financial services, retail, and CPG.

According to the IAB Internet Advertising Revenue Report for 2007, lead generation accounted for .6 billion of the total of .2 billion total of interactive advertising spend that year. First half figures for 2008 show that lead generation represented 7 per cent or 6 million of overall interactive advertising spend.

Among the key best practices, the document highlights:

·         Publishers and advertisers should establish the definition of a valid and invalid lead at the onset of a lead generation campaign.

·         Advertisers should return invalid leads to publishers in real-time or a time frame agreed upon up front with detailed reasons.

·         Publishers should use returned invalid lead data to optimize traffic, improve creative, and refine targeting.

“These best practices provide a clear and concise roadmap for agencies and publishers to further enhance marketers’ ability to refine and target their best customers— the crux of successful lead generation campaigns,” said Sherrill Mane, senior vice president, Industry Services of the IAB. “Transparency, accountability and good communication between agencies and publishers will allow this platform to continue to flourish.”

“Data sharing between advertisers and publishers is vital to achieving high quality leads and optimizing an online lead generation program, which is especially important in these difficult economic times,” said Gayle Guzzardo, chairperson of the IAB Lead Generation Committee and senior vice president of product management at Q Interactive. “The IAB’s Lead Quality Accountability Best Practices is an indispensable guide for understanding, implementing and benefiting from data sharing for all parties involved.” To view the best practices please go to www.iab.net/leadquality

Big Four portals to help Internet survive economic woes

Internet ad spending won’t decline in a weak economy

Digital sector shows strength in economic crisis

The IAB announced the release for public comment of Audience Reach Measurement Guidelines, a major industry-wide initiative that provides clear, consistent definitions of metrics and sets standards for how to measure unique audience across different methodologies. The guidelines were released at the IAB’s annual Leadership Forum on Audience Measurement in New York City, where leaders of media companies, measurement companies and advertising agencies convened to gain insights on the evolution of audience measurement and where sessions will be devoted to a detailed review of the proposed guidelines.

“These guidelines represent an industry wide endorsement of clarity and transparency of methodologies and metrics, particularly around reach, a core metric used throughout the media world,” said Sherrill Mane, senior vice president, Industry Services of the IAB. “The driving force for marketers’ ongoing embrace of interactive media is the accountability that interactive provides and these guidelines will enhance that clarity and certainty.”

The gathering, reporting, and measurement of audience metrics has a material impact on interactive media buying decisions. Transparency into these methodologies and clear definitions of commonly used terms are critical to the ongoing growth of interactive media as marketers continue to allocate a larger portion of their budget to the platform.

The guidelines will address these key areas of audience measurement:

- Provide definitions of key industry metrics such as unique users, unique cookies, unique browsers, visits and time spent.
- Establish a framework for all measurement providers to have their methodologies audited, providing greater certainty for the industry.
-Foster greater accuracy and reliability of all forms of online audience measurement, whether based on server data, online panels or user registration.

“Audience size and composition are vital to planning interactive advertising campaigns,” said Lynn Gutstadt, Director of Corporate Research, CBS Interactive and a member of the IAB’s Audience Measurement Working Group. “Adoption of these guidelines by the interactive industry will give marketers, agencies and other stakeholders in the digital ecosystem greater certainty in the measurement of our audience.”

“Ongoing Media Rating Council (MRC) audits of several of the syndicated measurement companies represent a commendable step toward accountability,” said George Ivie, CEO and Executive Director of the MRC. “The completion of the IAB Audience Reach Measurement Guidelines paves the way for other measurement organizations, for example census measurers such as sites, ad-servers or analytics organizations, to have rigorous consistent guidelines to help ensure consistent measurements of unique cookies, devices or in certain circumstances even users.”

Members of the industry (advertising agencies, advertisers, online publishers and technology vendors) are encouraged to read the proposed guidelines and submit comments on the IAB site at www.iab.net/audiencemeasurement. After the comment period closes on January 20, 2009, the feedback will be reviewed and the guidelines will be finalized and released.

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Financial upheavals have hit the advertising market, affecting some categories more than others.

http://www.jup.com/bin/item.pl/research:concept/1215/id=100811/

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In a perilous economic environment, it is all the more critical for online publishers to understand the needs of their advertising customers.

http://www.jup.com/bin/item.pl/research:concept/63/id=100813/

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Video publishers offer a multitude of video advertising options, with no clear winner yet emerging, even as online viewing and ad spending increase.

http://www.jup.com/bin/item.pl/research:concept/1211/id=100817/

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Search marketing agencies are facing a two-pronged attack. A global economic crisis has joined forces with a looming ad recession. Meanwhile, a subtle but undeniable shift exists among organizations to develop in-house search marketing expertise and forgo their agency relationships.

http://www.jup.com/bin/item.pl/research:vision/1091/id=100803/

Nearly one-quarter of online marketers now use behavioral targeting (BT), but face several problems. Publishers and advertisers have no common way to classify behavior or share data collection across providers. Additionally, consumer advocacy groups are demanding privacy standards to regulate data use.

In an environment where grabbing attention online is an increasing challenge, empowered online users become a seminal target for marketers: They are trendsetters, high spenders, and influential among their friends. The belief that the Internet helps them get ahead in life is reflected in empowered online users’ active engagement on the Internet, intense use of all online activities, and, most importantly, responsiveness to online advertising.

Search marketing is maturing, and the economy is slowing. It has never been more critical for search marketers to understand where every dollar of their budgets is going.

Although nearly 40 percent of European online advertisers now market on social networks, most social networking site users remain unreceptive to advertising. Advertisers’ choice of which network to use can make the difference between success and failure.

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Zu Weihnachten steigt nicht nur die generelle Verweildauer auf Internet-Seiten, sondern auch die Awareness der Nutzer für Online-Videos. Damit haben auch Video-Ads gute Chancen, auf Gehör zu stoßen, prognostiziert – nicht ganz uneigennützung – eine Studie des Rich-Media-Spezialisten Eyeblaster.

http://www.internetworld.de/Nachrichten/Zahlen-Studien/Schoene-Bescherung-fuer-Video-Ad-Vermarkter

The IAB and PricewaterhouseCoopers LLP (PwC) today announced that Internet advertising revenues reached almost 5.9 billion for the third quarter of 2008, representing an 11 percent increase over the same period in 2007. While double-digit annual growth continues, the quarter-to-quarter curve remains relatively flat compared to recent past performance. The Q3 2008 figures, published in the IAB Internet Advertising Revenue Report, are 2 percent higher than the Q2 2008 results. Set against strong economic headwinds in the U.S. economy, Q3 ‘08’s 5.9 billion represents nonetheless the second-highest quarter results ever. For the first nine months of 2008, revenues totaled 17.3 billion, up from 15.2 billion in the same period a year ago and surpassing the record set in the first nine months of 2007 by nearly 14 percent.
The growth of interactive advertising that we’ve been experiencing over the past few years has stabilized due in large part to the difficult current economic climate,” said Randall Rothenberg, President and CEO of the IAB. “Interactive advertising continues to be the most measurable and cost-effective way to reach consumers, and we see more and more marketers seeking to harness its power.”
David Silverman, a partner at PricewaterhouseCoopers LLP, added that, “a weakening economy will continue to be a challenge to all forms of advertising-supported media. However, the Internet should be better poised to withstand the storm given its ability to combine performance-based advertising along with broad-based branding.”
Quarterly $ Revenue Growth Comparison – 2000-2008 YTD

Source: PwC/IAB Internet Advertising Revenue Report (www.iab.net)
Conducted by the New Media Group of PricewaterhouseCoopers, the Internet Advertising Revenue Report was launched in 1996 by the IAB and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues as the data are compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and other companies selling online advertising. First- and third-quarter revenue reports are estimates, with actual figures released with the second- and fourth-quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

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Die Online-Werbebranche, bislang von jährlich deutlich zweistelligen Wachstumsraten verwöhnt, muss sich an ein Abflauen des Wachstums gewöhnen, prognostiziert das Marktforschungsinstitut Emarketer.com.

http://www.internetworld.de/Nachrichten/Zahlen-Studien/US-Online-Werbemarkt-waechst-2009-erstmals-nur-einstellig

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Das Versandhaus baut ein eigenes Premium-Vermarktungsnetzwerk an Websites auf.

http://www.internetworld.de/Nachrichten/Unternehmen/Otto-startet-Vermarktung

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Werbung soll schlauer werden – und damit die Zahl der Verkäufe steigern. Um dieses Ziel zu erreichen, hat der Onlinespezialist Booming ein „intelligentes Werbemittel” zum Patent angemeldet.

http://www.internetworld.de/Nachrichten/Werbung/Intelligentes-Werbesystem-patentiert

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Ein Mangel an Zielsetzung, Planung und Steuerung führt häufig zu unbefriedigenden Ergebnissen bei den Online-Ausflügen von Verlagen und Rundfunkhäusern.

http://www.internetworld.de/Nachrichten/Zahlen-Studien/Studie-Medienunternehmen-betreiben-Online-Geschaeft-nur-halbherzig

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Der Branchenverband EIAA und das Interactive Advertising Burea Europe bitten Werbetreibende, Mediaagenturen, Medienanbieter und Vermarkter um ihre Mithilfe bei der Ermittlung adäquater Messansätze für die Online-Mediaindustrie.

http://www.internetworld.de/Nachrichten/Zahlen-Studien/EIAA-und-IAB-starten-Branchenumfrage-zum-Thema-Messansaetze-fuer-die-Online-Mediaindustrie

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Die Web-2.0-Agentur Ethority, der Bundesverband Digitale Wirtschaft und der Münchner Hightext Verlag wollten wissen, über welche Marken sich Konsumenten im Web besonders stark austauschen und haben dafür 1,1 Millionen Meinungsäußerungen analysiert.

http://www.internetworld.de/Nachrichten/Zahlen-Studien/Ueber-welche-Marken-spricht-das-Web-2.0

The IAB and PricewaterhouseCoopers (PwC) released the IAB Internet Advertising Revenue Report covering the first six months and the second quarter of 2008. Internet advertising revenues (U.S.) for the first six months of 2008 were .5 billion, setting yet another new half-year record that represents a 15.2 percent increase over the first half of 2007. The second quarter of ’08 was up 12.8% over the same period of 2007 and showed a slight decline of 0.3% from the first quarter.

Search and Display-related advertising continue to set records. Search revenues totaled almost .1 billion for the first six months of 2008, up 24 percent from the .1 billion for the same period in 2007. Display-related advertising totaled close to .8 billion for first six months of 2008, compared to the .2 billion reported for the same period in 2007, showing about a 19% increase. Display-related advertising includes Display Banner ads, Rich Media, Digital Video, and Sponsorship.

“Interactive advertising continues to demonstrate year over year growth as marketers and consumers increase their embrace of digital media,” said Randall Rothenberg, president and CEO of the IAB. “The essentially flat performance we see quarter to quarter reflects in part cyclical advertising trends. Compared to the trajectory in other media and in the general economy, interactive has outperformed because it delivers a level of accountability unmatched by any other advertising medium.”

“Due to the unique efficiency and effectiveness of targeted and measurable campaigns, Internet advertising has shown strong growth in the first six months of 2008, compared to the same time period last year. This growth has come in spite of an environment that has put significant pressure on the advertising industry in general.” said David Silverman, partner, Entertainment, Media & Communications Practice, PricewaterhouseCoopers.

The following data highlights key first six-month revenue data breakouts; dollar figures are rounded. ($ millions if not indicated):

Advertising Formats: Search and Display-related ads continue to be leading formats.

Industry Concentration: Percentages of revenues by the top 10, top 25 and top 50 have remained consistent.

Pricing Models: Performance deals continue to be the leading pricing models, followed closely by CPM deals.

Conducted by the New Media Group of PricewaterhouseCoopers, the Internet Advertising Revenue Report was launched in 1996 by the IAB, and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues with the data compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and all other companies selling online advertising. First and third quarter revenue reports are estimates, with the actual figures being released along with second and fourth quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.
A copy of the full report is available at: http://www.iab.net/media/file/IAB_PWC_2008_6m.pdf

The IAB announced a series of groundbreaking initiatives designed to improve efficiencies by driving industry-wide adoption of critical workflow improvements, best practices and guidelines by media companies and advertising agencies within the digital marketing ecosystem. The announcements were made at the IAB’s annual Ad Operations Summit in New York City, where leaders in advertising operations and account management at media companies and advertising agencies convened to share a 360 degree view of key supply chain areas in interactive marketing.
The following solutions were announced:

+ E- Business Interactive Standards, a beta release of an XML-based solution for automating the transfer of business order information between advertising agencies and media companies. Beta testing partners will be implementing and refining this solution throughout 2009.
+ Interactive Advertising Workflow Best Practices, a document that provides comprehensive process recommendations to agencies and publishers for improved communications and efficient operations throughout the entire lifecycle of an advertising campaign. The document’s best practices focus on how to improve the management of advertising accounts by decreasing discrepancies, campaign set-up errors and billing cycles between advertising agencies and publishers.
+ Digital Video Ad Serving Template (VAST), an XML-based solution designed to standardize communication between digital video players and servers. VAST allows publishers to increase digital video yield by utilizing ad networks to sell unsold inventory and reduce friction with buyers by allowing third-party ad tags.
+ Ad Load Performance Best Practices, a document that details how agencies and publishers should develop and serve digital advertising campaigns to reduce load time for ads and improve their performance.
+ Best Practices for Rich Media Ads in Asynchronous Ad Environments, a solution that establishes a standard set of rich media implementation rules for rich media ad vendors, creative development teams, and publishers when serving ads into dynamic environments.
“These initiatives will revolutionize our industry by improving efficiencies in the interactive business—which means growth for publishers, for agencies and for marketers who will now reach their customers even more effectively,” said Randall Rothenberg, President and CEO of the IAB.
Jeremy Fain, vice president of the IAB, said: “It is time to begin the critical work of adopting these standards and practices across the digital ecosystem and I encourage all stakeholders in the industry to take the necessary steps toward implementation so we can accelerate our trajectory of growth as an industry.”
“For our industry to increase revenues, we have to find efficiencies that help us maximize technology and reduce costs,” said Dan Murphy, senior vice president of Research, Univision Online. “By adopting these standards we have the opportunity to make the necessary improvements that will transform the industry into a truly scalable and integrated advertising marketplace.”

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Die Veranstalter der OMD-Konkurrenzveranstaltung DMEX haben jetzt auch den Gesamtverband Kommunikationsagenturen (GWA) auf ihre Seite gezogen. Damit hält das Thema Kreation in der Online-Werbung stärker Einzug auf die Messe.

http://www.internetworld.de/Nachrichten/Trends/GWA-unterstuetzt-DMEX

* Von Januar bis September Banner, Pop-Ups und Streaming Ads im Wert von 1,4 Milliarden Euro geschaltet
* Marketingbudgets folgen Mediennutzung
* Dienstleister investieren 88 Prozent mehr in Online-Werbung

Berlin, 27. Oktober 2008 – Der Online-Werbemarkt wächst weiter – trotz konjunktureller Unsicherheit und allgemein sinkender Werbeausgaben. In den ersten neun Monaten dieses Jahres kletterten die Netto-Umsätze mit grafischer Online-Werbung in Deutschland auf 1,4 Milliarden Euro – das ist ein Plus von 44,4 Prozent gegenüber dem Vorjahreszeitraum. Damals betrugen die Umsätze erst 976 Millionen Euro. Das gab der Bundesverband Informationswirtschaft, Telekommunikation und neue Medien (BITKOM) wenige Tage vor den Medientagen München bekannt. Grundlage ist eine exklusive Untersuchung des Marktforschungsinstituts Thomson Media Control. „Nach einem Wachstumsschub im Jahr 2007 hat die rasante Entwicklung angehalten. Der Online-Werbemarkt wird weiter zulegen, auch weil die werbetreibende Wirtschaft ihre Marketingbudgets ins Internet umschichtet“, erläutert BITKOM-Präsident Prof. August-Wilhelm Scheer.

Vor allem die Telekommunikationsanbieter und Internetplattformen haben den Markt in den ersten neun Monaten dieses Jahres getrieben. Sie investierten von Januar bis September knapp 370 Millionen Euro in grafische Online-Werbung – das ist ein Zuwachs gegenüber 2007 von 147 Millionen Euro bzw. 66 Prozent. Auf dem zweiten Platz folgen Handels- und Versandhäuser, die Banner, Pop-Ups und Streaming Ads im Wert von 255 Millionen Euro schalteten, was einem Anstieg von 37,2 Prozent entspricht. Zu den Top 5 unter den Werbetreibern zählen zudem Banken und Finanzdienstleister (153 Millionen Euro, +40,2 Prozent), Medien und Entertainmentanbieter (152 Millionen Euro, +24,9 Prozent) sowie die Autobranche (106 Millionen Euro, +10,4 Prozent).

Den größten Sprung mit einem Anstieg von 88 Prozent verzeichnet der Dienstleistungsbereich. Das sind unter anderem Immobilienvermittler, Arbeitsplatzbörsen, Gewinnspiel-Anbieter und Autovermieter. In den ersten drei Quartalen dieses Jahres kauften sie grafische Online-Werbung in Höhe von 91,5 Millionen Euro – 2007 waren es im gleichen Zeitraum lediglich 48,5 Millionen Euro.

Zur Methodik: Sämtliche Angaben basieren auf einer Erhebung von Thomson Media Control und umfassen alle Formen klassischer Online-Werbung. Dazu zählen grafische Werbemittel wie Banner, Pop-Ups und Streaming Ads. Suchwort-Marketing und Affiliate-Marketing sind nicht eingeschlossen. Ausgewiesen ist der hochgerechnete Nettoumsatz. Im Gegensatz zum deutlich höheren Bruttoumsatz gibt er nicht die Summe der Listenpreise wieder, sondern berücksichtigt unter anderem geschätzte Rabatte und Agenturprovisionen. Der Unterschied zwischen Brutto- und Nettoumsatz stellt also den Unterschied zwischen formell ausgewiesenen und tatsächlich bezahlten Anzeigenpreisen dar.

Quelle

http://www.bitkom.org/de/presse/8477_54973.aspx

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Konkurrenz für Adscale, Adjug & Co: Ein 16-jähriger Gymnasiast hat unter dem Namen Adloft ebenfalls einen Online-Werbemarktplatz eröffnet und verspricht “innovative Features”.

http://www.internetworld.de/Nachrichten/Unternehmen/16-Jaehriger-launcht-Online-Werbemarktplatz

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Der Suchmaschinenprimus Google stellt seinen Werbekunden ein kostenloses Tool zur Verfügung, mit dem sie selbst Display-Banner für das Content-Network von Google erstellen können.

http://www.internetworld.de/Nachrichten/Backoffice/Google-launcht-Display-Ad-Builder