SENSIC

Programmatic-Neuland für Screens in der Arztpraxis

ADZINE interviews Claudius von Soos about programmatic DOOH in German doctor waiting rooms. The network serves a mix of news, weather, sports, medical films, and short documentaries for patient oversight, while also broadcasting spots that can now be bought programmatically. They describe themselves as an out-of-home publisher that both creates content and sells ad inventory. Since launching programmatic this year, experiences are largely positive, with humans still playing a significant role across implementation and ongoing campaign management. The DOOH ecosystem involves many stakeholders, and while collaboration is good, some processes specific to DOOH are still adapting—for example, a DSP’s seven-day capping had to be adjusted to five days because weekends are closed in waiting rooms. They also operate Open Auctions, aim to keep SSPs manageable, and offer targeting by professional groups, ZIP codes, geo-coordinates, and the GfK purchasing power index by ZIP code.

AGF wies Pay-TV-Einschaltquoten falsch aus

In 2016, AGF Videoforschung’s measured Pay-TV reach for Sky was found to be 16% higher in reality than what was reported, prompting substantial adjustments to AGF’s measurement system due to an inappropriate rule for classifying households into the Pay-TV segment. Sky executives highlighted that the deviation underscored limits in AGF’s methodology and called for a future-proof update, while expressing willingness to engage in dialogue. At the start of the year, AGF was renamed AGF Videoforschung GmbH, and Sky was slated to join as a shareholder alongside WeltN24 under a new license model aiming to unify TV and streaming data in a single counting framework. The current shareholders—ARD, Mediengruppe RTL Deutschland, ProSiebenSat.1 Media, and ZDF—were reported to retain the remaining shares at launch.

Von MEW zu App und zurück – Über die Wanderung von Nutzern

The article analyzes user migration between apps and mobile-enhanced websites (MEW) as mobile web design became more capable. It notes that early on apps offered superior usability, but responsive MEW has narrowed the gap. Data from AGOF Digital Facts (September) show major publishers’ app and MEW performance: Spiegel app at 2.39 million unique users (UU) ranked 10 among apps; Bild app at rank 24 and Focus app at rank 15. Among MEW, Bild attains 10.12 million UU (rank 2), followed by Spiegel (8.18M) and Focus (7.97M). Weather.com demonstrates dominance in apps with 5.33M UU (rank 1), yet its MEW presence is weaker at 2.67M UU (rank 32). Historically, 2013–2014 mobile websites attracted more UU than their app counterparts for some publishers. The piece also cites tracking limitations in apps and a GfK finding that users spend more time in apps, though this does not simplify media planning.