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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category"></span> <span class="arrow">></span> <span class="child">#pcon Live Blog: Targeting auf Nutzerdaten - Status Quo der programmatischen Online-Werbung</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-073.jpg" data-rocket-location-hash="fb63c4d3a854dac335afc30907a39c6d" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>#pcon Live Blog: Targeting auf Nutzerdaten - Status Quo der programmatischen Online-Werbung</h1><p class="author">von Michaela Heger</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">29. September 2016</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Wie nutzen Advertiser und Agenturen den programmatischen Mediaeinkauf, Targeting-Optionen und 1st, 2nd & 3rd Party Data? Dieser Vortrag von Melanie Vogelbacher, Geschäftsführerin von Q-division, präsentiert Ergebnisse einer brandaktuellen Studie zum Thema Datennutzung unter Werbetreibenden und Mediaagenturen.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title"></div><p><p>Unsere Experten für alle datengetriebenen Kanäle und digitale Marketing-Strategien teilen Ihre Expertise auch gerne persönlich mit Ihnen - kontaktieren Sie uns!</p> </p></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="19f7782bcc16e020f05e31c5a1129e97" data-elementor-type="wp-post" data-elementor-id="41137" class="elementor elementor-41137 elementor-26127" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-481061a1 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="481061a1" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-36c23" data-id="36c23" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-131ac24c elementor-widget elementor-widget-heading" data-id="131ac24c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Daten sind die “Killer Application” von Programmatic </h2> </div> </div> <div class="elementor-element elementor-element-486afe85 elementor-widget elementor-widget-text-editor" data-id="486afe85" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Konkret geht es um eine Studie vom August 2016: Die Ergebnisse der Studie sollen Transparenz in den Status Quo der Datennutzung bringen. </span><span style="font-weight: 400;">Grundgesamtheit der Studie waren Werbetreibende und Mediaagenturen. </span><span style="font-weight: 400;">Von 1.252 eingeladenen Personen nahmen 106 tatsächlich teil – </span><span style="font-weight: 400;">55% aus Mediaagenturen, 30% Werbetreibende.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-dbb70ae elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="dbb70ae" data-element_type="section"> <div data-rocket-location-hash="622b83862fb0da48894e4bb84c0639b6" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-88cd806" data-id="88cd806" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a34967e elementor-widget elementor-widget-heading" data-id="a34967e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Die Fragestellungen und Antworten </h2> </div> </div> <div class="elementor-element elementor-element-0754145 elementor-widget elementor-widget-text-editor" data-id="0754145" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li><span style="font-weight: 400;">Wie gut fühlen Sie sich informiert? I</span>m Schnitt 2,4 auf einer Skala von 1-5.</li><li>72% nutzen Programmatische Werbung mindestens “meistens”, 20% gelegentlich, 8% noch nie.</li><li><span style="font-weight: 400;">Keiner der Advertiser kauft selbst ein – sondern über Mediaagenturen</span></li><li>Erwartungen an die eingesetzten Profildaten: 99% sehen eine stark wachsende Bedeutung weil: sie sich neue, potenzielle Kunden erwarten, sowie Streuverluste minimieren möchten</li></ul> </div> </div> <div class="elementor-element elementor-element-7d214c6 elementor-widget elementor-widget-text-editor" data-id="7d214c6" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Welche Targeting-Optionen werden allgemein bei Bannerkampagnen genutzt?</span></p><ul><li><span style="font-weight: 400;">Retargeting: 83%</span></li><li>Facebook/Google: 79%</li><li>Targeting im Rahmen den programmatischen Einkaufs: 73%</li><li>Targeting-Angebote des Vermarkters: 73%</li><li>5% haben noch kein Targeting genutzt</li></ul> </div> </div> <div class="elementor-element elementor-element-cc41830 elementor-widget elementor-widget-text-editor" data-id="cc41830" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Welche Targeting-Filter werden bei den Kampagnen genutzt?</span></p><ul><li>83% nutzen 1st Party Daten</li><li>81% statistische Zwillinge</li><li>79% 3rd Party</li><li>75% 2nd Party</li></ul> </div> </div> <div class="elementor-element elementor-element-52c2730 elementor-widget elementor-widget-text-editor" data-id="52c2730" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Welche Art von Daten haben Sie bereits genutzt?</span></p><ul><li><span style="font-weight: 400;">Demografisch/Soziografisch: 94%</span></li><li><span style="font-weight: 400;">Interest Data: 91%</span></li><li><span style="font-weight: 400;">Geodaten: 89%</span></li><li><span style="font-weight: 400;">Statistische Zwillinge: 83%</span></li><li>Buying Intent Data (nach Kaufabsicht): 70%. Dieser Wert fällt ab im Vergleich zu den anderen, dabei wäre es ein wichtiges Thema. Vogelbacher illustriert das am Beispiel vom Autoreifen-Kauf: Autoreifen kauft man im Schnitt alle 4 Jahre – und dann ist das Thema für Käufer genau 11 Tage interessant. Es macht also keinen Sinn, jemanden der kein Kaufinteresse hat, mit Werbung zu bespielen, weil es die meiste Zeit nicht relevant ist.</li></ul> </div> </div> <div class="elementor-element elementor-element-2bb02c0 elementor-widget elementor-widget-text-editor" data-id="2bb02c0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Zukünftige Nutzung von Daten – welche Daten sind für die Teilnehmer in den nächsten 12 Monaten vielleicht zur Nutzung relevant?</span></p><ul><li><span style="font-weight: 400;">79% Interest Data</span></li><li><span style="font-weight: 400;">76% eigene Daten (Retargeting)</span></li><li><span style="font-weight: 400;">74% Buying Data</span></li><li><span style="font-weight: 400;">60% Geodaten</span></li><li><span style="font-weight: 400;">55% statistische Zwillinge</span></li><li><span style="font-weight: 400;">5% keine</span></li></ul> </div> </div> <div class="elementor-element elementor-element-3a942ba elementor-widget elementor-widget-image" data-id="3a942ba" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="531" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20531'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23172" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074.jpg 1024w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074-300x199.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074-768x510.jpg 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074.jpg" /><noscript><img fetchpriority="high" decoding="async" width="800" height="531" src="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074.jpg" class="attachment-large size-large wp-image-23172" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074.jpg 1024w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074-300x199.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-074-768x510.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-678764f elementor-widget elementor-widget-text-editor" data-id="678764f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Wo sind die 3rd Party Daten hergekommen?</span></p><ul><li><span style="font-weight: 400;">76% über Drittanbieter/ Datenvermarkter</span></li><li><span style="font-weight: 400;">57% Direktkooperationen mit Portalbetreibern</span></li><li><span style="font-weight: 400;">57% öffentliche Datenmarktplätze</span></li></ul> </div> </div> <div class="elementor-element elementor-element-4cc62c9 elementor-widget elementor-widget-text-editor" data-id="4cc62c9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Welche Auswahlkriterien sind “sehr wichtig”:</span></p><ul><li><span style="font-weight: 400;">76% Vertrauen</span></li><li><span style="font-weight: 400;">71% Aktualität </span></li><li><span style="font-weight: 400;">65% Datenquelle</span></li><li><span style="font-weight: 400;">35% Preis</span></li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-95f837c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="95f837c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-208fc59" data-id="208fc59" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-842e766 elementor-widget elementor-widget-heading" data-id="842e766" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Management Summary </h2> </div> </div> <div class="elementor-element elementor-element-ceecbad elementor-widget elementor-widget-text-editor" data-id="ceecbad" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li style="font-weight: 400;"><span style="font-weight: 400;">Programmatic hat sich etabliert – zumindest als Share-of-Mind</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">Wachstum ist getrieben durch inhaltliche Möglichkeiten: neue Zielgruppen, Minimierung der Streuverluste</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">Prospecting verliert: Buying Interest/Intent gewinnt an Bedeutung</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">Weiche Faktoren wie Vertrauenswürdigkeit sind wichtig</span></li></ul><p><strong>Folien nachlesen? 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