Conversant-Studie liefert Insights zur Mediaplanung im Onlinebereich

München, 4. Dezember 2014 Cross-Device Advertising, Mobile und personalisierte Onlinewerbung werden für Mediaagenturen immer wichtiger: Die drei Disziplinen lösen Social Media als Trendthema ab. Das ist ein zentrales Ergebnis einer aktuellen Studie von Conversant, die der Marktführer für personalisierte Onlinewerbung im dritten Quartal 2014 über das unabhängige Marktforschungsinstitut Research Now durchgeführt hat. Befragt wurden insgesamt 306 Media Professionals großer und mittlerer Agenturen in Deutschland, Frankreich und UK zu ihren Planungs- und Kaufprozessen im Bereich Digitale Werbung.

Display Advertising stärkster Kanal, Cross-Device wichtigstes Thema

Demnach nutzten im vergangenen Jahr nahezu alle Befragten in Deutschland (96 Prozent) Display Werbung. Die überwiegende Mehrheit bucht zudem Mobile (85 Prozent), Video (74 Prozent) und Social Media Advertising (71 Prozent). Während Social noch vor ein paar Jahren die Interessenliste der Mediaeinkäufer anführte, bilden nun Cross-Device Advertising (62 Prozent), Mobile (56 Prozent) und Personalised Creatives (39 Prozent) die Spitze. Social Media Advertising (33 Prozent) folgt dann auf Platz vier, die Themen Measurement & Attribution (33 Prozent) sowie Video-Advertising (31 Prozent) auf Rang fünf und sechs.

„Die Mediaagenturlandschaft ist von starker Konkurrenz, aber auch enger Zusammenarbeit geprägt. Media Professionals erwarten von ihren Anbietern, die Ad Spendings der Werbungtreibenden immer effizienter einzusetzen“, so Oded Benyo, President of Conversant Europe. „Sie sind deshalb nicht mehr auf der Suche nach plattformübergreifenden Kampagnen, sondern wollen über integrierte Lösungen passende Kunden im Netz identifizieren und diese deviceübergreifend individuell ansprechen.“ Dafür holt die Mehrheit (31 Prozent) der deutschen Media Professionals rund sechs bis zehn Angebote verschiedener Dienstleister ein.

Deutschland bei Onlinewerbung zurückhaltender als UK

Was die Höhe der Ad Spendings betrifft, zeigt die Studie deutliche Unterschiede im Ländervergleich: Während in Großbritannien 31 Prozent der Befragten angeben, mehr als fünf Millionen Euro jährlich in Onlinewerbung zu investieren, liegen Frankreich (17 Prozent) und Deutschland (13 Prozent) deutlich darunter. Hierzulande bilden kleine und mittlere Budgets die Mehrheit.

Dabei fällt auf: Im Vergleich mit dem Vorjahr hat sich die Anzahl der Media Professionals in Deutschland, die Onlinebudgets zwischen 500.000 und einer Million Euro betreuen, um sechs Prozentpunkte erhöht. Im Gegenzug sind die Budgets unter 500.000 Euro um neun Prozentpunkte gesunken. Die Werbungtreibenden haben die Relevanz von Onlinewerbung also erkannt. Sie shiften – im Gegensatz zu UK – ihr Budget aber erst langsam zu Gunsten von Digital um.

Das vollständige Whitepaper „How the Media Buying Process Really Works“ mit allen Studienergebnissen steht ab sofort hier zum Download bereit.

Die gleiche Studie wurde von Bovitz auch im ersten Quartal 2014 in den USA durchgeführt. Die Ergebnisse gibt es hier.

Über Conversant

Conversant (NASDAQ: CNVR)  ist globaler Marktführer für personalisierte Onlinewerbung. Das Unternehmen integriert die Stärken sechs international erfolgreicher Player: dem Display-Netzwerk ValueClick Media, dem Affiliate Marketing-Anbieter Commission Junction, der Adserving- und Tracking-Technologie Mediaplex, dem Mobile-Network Greystripe, dem Personalised Media-Experten Dotomi sowie dem Video-Technologie-Anbieter SET Media.

Conversant ermöglicht Werbungtreibenden direkte 1:1 Beziehungen zu ihren (potenziellen) Kunden – weltweit skalierbar über alle Channels und Devices.  Mit einer übergreifenden Plattform und dem weltweit größten Affiliate Netzwerk bietet Conversant auf Basis Milliarden exklusiver Kundendaten auf den einzelnen User abgestimmte Branding und Performance Marketing Kampagnen.

Pressekontakt

cocodibu GmbH

Stefanie Promm

Tel: +49 (0)89 46 133 46-12

Fax: +49 (0)89 46 133 46-29

Email: s.promm@cocodibu.de

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Participants in the Solicitation

Alliance Data Systems Corporation and Conversant, Inc. and their respective directors and executive officers may be deemed to be participants in the solicitation of proxies from the holders of Conversant common stock in respect of the proposed transaction. Information about Alliance Data’s directors and executive officers is set forth in the proxy statement for Alliance Data’s 2014 Annual Meeting of Stockholders, which was filed with the SEC on April 21, 2014. Information about Conversant’s directors and executive officers is set forth in the proxy statement for Conversant’s 2014 Annual Meeting of Stockholders, which was filed with the SEC on March 28, 2014. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests, through securities holdings or otherwise, is contained in the proxy statement/prospectus and other relevant materials filed with the SEC regarding the proposed merger. Investors should read the joint proxy statement/prospectus carefully before making any voting or investment decisions. You may obtain free copies of these documents from Alliance Data or Conversant using the sources indicated above.