Raneen

AGOF veröffentlicht November-Reichweitenzahlen

AGOF released its November 2013 reach figures for display advertising. Among the top 10 marketers, eBay Advertising was the clear winner, adding 0.52 million unique users and moving up two places to sixth. IP Deutschland and wetter.com were notable losers, each shedding 1.08 million and 1.80 million unique users respectively, while Myspace declined by 0.96 million (about 49%). On the gain side, netpoint media added 1.62 million users to reach the 16th spot, and azubiworld.com posted the largest increase of the month with +1.84 million, ending at rank 35. Other movers included iq Digital (+0.89 million to 11th) and Check24 (+0.80 million to 32nd). In individual offers, azubiworld.com and Computerbild.de stood out with large gains; T-Online.de and eBay.de swapped the top positions in the offers, with T-Online.de losing 0.59 million and eBay.de gaining 0.55 million. The article notes several new listings in AGOF’s November ranking.

Branding: Performance mit Zeitverzögerung

Branding effectiveness is difficult to measure universally; traditional metrics like GRP describe ad pressure but do not predict individual consumer impact, and a universal qualitative branding metric is lacking. The piece quotes Dr. Simon Berkler and Martin Lütgenau on the complexity of branding variables and the need for campaign-backed market research to gauge online branding. It notes that TV and video branding can achieve reach more quickly, while online display struggles to convey images and emotions, with branding effects often slower to materialize. Product launches tend to show faster branding gains but may not be long-lasting. A case study of Euronics in SAT.1 shows awareness rising within six months and staying elevated for a year, with image improvements appearing later. The Old Spice social-media push illustrates YouTube and Twitter activity, while questions remain about social media as a durable branding channel.

Jack Wolfskin nutzt Mobile Live-Voting von CONTNET

Outdoor apparel brand Jack Wolfskin has contracted CONTNET AG to run live voting campaigns during the Vierschanzen-Tournee (Four Hills Tournament) in Oberstdorf and Garmisch-Partenkirchen, using CONTNET's easyVOTING SMS tool. The initiative features an SMS-based prize draw displayed on tour TV screens, exclusively sponsored by Jack Wolfskin. CONTNET announced it will, beginning in 2010, manage mobile marketing for 13 mobile portals including ProSieben, Sat1, N24, ran, MyVideo, lokalisten, and fem. The easyVOTING product was launched at YOU 2009 and enables real-time voting and on-screen result displays. CONTNET also expanded its mobile marketing team with Marcel Wildemann joining as Key Account Manager Mobile Marketing in January 2010, bringing prior experience from CLANMO GmbH, MindMatics AG, and SportScheck GmbH.