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<span class="parent"> <a href="https://e-dialog.group/de/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category"></span> <span class="arrow">></span> <span class="child">#pcon Live Blog: Programmatische Außenwerbung im DACH-Raum - Fiktion trifft Realität</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-089.jpg" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>#pcon Live Blog: Programmatische Außenwerbung im DACH-Raum - Fiktion trifft Realität</h1><p class="author">von Michaela Heger</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div 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>Horst Brunner, Unit Director Digital out of Home bei Goldbach, beginnt den letzten Vortrag dieses Tages, der ganz im Zeichen von Programmatic gestanden ist, mit einem Zitat seiner Vorredner: “Wichtig ist, dass der Kunde zufrieden ist”. Das sieht er als wichtiges Statement von heute.</p></div></div><div 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 class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="41131" class="elementor elementor-41131 elementor-26142" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-18138bd elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="18138bd" 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-121df579" data-id="121df579" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-861f6b3 elementor-widget elementor-widget-heading" data-id="861f6b3" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h2 class="elementor-heading-title elementor-size-default">Intelligente Außenwerbung mittels Programmatic birgt viele Chancen... </h2> </div> </div> <div class="elementor-element elementor-element-42acfa42 elementor-widget elementor-widget-text-editor" data-id="42acfa42" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p>In seinem Vortrag <em>“Programmatische Außenwerbung im DACH-Raum – Fiktion trifft Realität”</em> spricht Horst Brunner von den Chancen für Medienanbieter und Werbende, die der Launch eines Adservers für digitale Außenwerbung birgt. Dabei gibt es viele offene Fragen, die zu klären sind.: <em>Wie nutzt man Drittdaten? Welche DSP ist die richtige? Wie werden KPIs errechnet? </em>Wie im Online-Bereich trifft nun auch DOOH programmatisch auf die Realität.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-bb61fa3 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="bb61fa3" 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-dded5f5" data-id="dded5f5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-17c51ee elementor-widget elementor-widget-heading" data-id="17c51ee" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">... und Schwierigkeiten </h2> </div> </div> <div class="elementor-element elementor-element-74d3877 elementor-widget elementor-widget-text-editor" data-id="74d3877" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Lange Zeit war es jedoch so, dass die digitalen Grundlagen für intelligente Außenwerbung mittels Programmatic zwar vorhanden waren – eingekauft wurde trotzdem klassisch! Und das geht natürlich am Ziel vorbei. Gründe dafür, so Brunner, sind <em>“viele Dinge, die bei der klassischen Display Werbung gang und gäbe sind, jedoch bei DOOH nicht umsetzbar sind.”</em> Auch Retargeting ist schwierig umzusetzen und TV Synchronisation oder CPC macht kaum einen Sinn.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-d0aa28a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="d0aa28a" 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-af0fe79" data-id="af0fe79" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-69f1a22 elementor-widget elementor-widget-heading" data-id="69f1a22" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">DOOH trifft punktgenau Kampagnenziele </h2> </div> </div> <div class="elementor-element elementor-element-6dfd935 elementor-widget elementor-widget-text-editor" data-id="6dfd935" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Was jedoch Sinn macht, sind Targetings auf:</p><ul><li>Zielgruppen</li><li>Umfeld</li><li>Radio</li><li>Zeit</li><li>Geo</li><li>Wetter</li></ul><p>Brunner nannte ein <strong>Beispiel für Zeit- und Geo-Targeting</strong> einer Bäckerei: In der Nähe der Filialen wird programmatisch Werbung ausgespielt z.B. zwischen 17-19 Uhr – da wo die meisten Leute müde und hungrig von der Arbeit nach Hause kommen. Beworben wird köstliches Brot oder frisches Gebäck. Im Gegensatz dazu wird in der Früh Frühstück und zu Mittag kleine Snacks fürs Mittagessen beworben. Die Sujets wechseln automatisch – je nach Uhrzeit. </p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c5a1962 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c5a1962" 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-afbaa59" data-id="afbaa59" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4a214c4 elementor-widget elementor-widget-heading" data-id="4a214c4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Programmatic: Europa ist Vorreiter </h2> </div> </div> <div class="elementor-element elementor-element-c4300a4 elementor-widget elementor-widget-text-editor" data-id="c4300a4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><em>“Europa ist Vorreiter in Sachen DOOH/Programmatic”</em>, so Brunner am Ende seines Vortrags. In Holland hat der programmatische Einkauf von Werbeflächen gestartet, dann kam Australien – und <strong>Österreich ist an 3. Stelle</strong>. Anders als bei Display-Werbung, musste bei DOOH allerdings erst getestet werden, ob der programmatische Kauf auch tatsächlich funktioniert.</p> </div> </div> <div class="elementor-element elementor-element-3f8b975 elementor-widget elementor-widget-image" data-id="3f8b975" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="415" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20415'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23185" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter.png 904w, https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter-300x156.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter-768x398.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="415" src="https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter.png" class="attachment-large size-large wp-image-23185" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter.png 904w, https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter-300x156.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/programmatic-europa-ist-vorreiter-768x398.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-e6cefa3 elementor-widget elementor-widget-text-editor" data-id="e6cefa3" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Fakt ist, der DOOH Verkauf steigt stetig. 2015 waren es 34,8 Millionen Euro die programmatisch eingesetzt wurden – und es wird immer mehr. Brunner verrät sogar noch einen Blick in die Zukunf:<strong><em> “2020 wird mehr als 50% programmatisch gebucht.” </em></strong> Ein schöner Ausblick und letztes Statement der ersten <a href="https://www.programmaticon.net/">Programmatic Marketing Konferenz in Wien</a>.</p><p><strong>Folien nachlesen? Auf <a href="http://www.slideshare.net/e-dialog-vienna/pcon-2016-programmatische-auenwerbung-im-dachraum-fiktion-trifft-realitt-horst-brunner-goldbach">SlideShare</a>.</strong></p> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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