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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

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

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.

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.

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

gelesen auf internet-world-business

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