{"id":293559,"date":"2019-05-27T04:00:00","date_gmt":"2019-05-27T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/10yearchallenge-in-der-werbemessung-2\/"},"modified":"2023-07-31T09:17:58","modified_gmt":"2023-07-31T09:17:58","slug":"10yearchallenge-in-der-werbemessung-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/10yearchallenge-in-der-werbemessung-2\/","title":{"rendered":"#10yearchallenge in der Werbemessung"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><b>Die #10yearchallenge der Werbemessung<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Bei all den unsinnigen #Challenges, mit denen uns das Netz in gro\u00dfer Regelm\u00e4\u00dfigkeit begl\u00fcckt, hat uns die #10YearChallenge Anfang 2019 in den Bann gezogen. Wir blicken gebannt auf ein transformatives Jahrzehnt zur\u00fcck, in dem sich gerade in puncto Werbemessung so einiges getan hat. Die rasanten Neuerungen \u2013 u. a. das zunehmend mobile Surfen und die Vielzahl sozialer Netzwerke \u2013 der letzten Jahre stellen viele Unternehmen zunehmend vor Herausforderungen. 83 Prozent der Marken betrachten die Cross-Media-Messung dabei als die gr\u00f6\u00dfte Aufgabe \u2013 das zeigt eine 2018 durchgef\u00fchrte Umfrage des IAB Europe. Auch IAS hat mit dem Industry Pulse eine Umfrage zu diesem Thema unter mehr als 150 Branchenexperten durchgef\u00fchrt. Das Ergebnis: Nach dem Datenschutz stellt das Fehlen einer konsistenten Messung \u00fcber die gesamte Mediaplanung hinweg auch hier die gr\u00f6\u00dfte Herausforderung f\u00fcr die Media-Branche im Jahr 2019 dar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doch warum ist das so? Wir haben unsere eigene #10YearChallenge gemacht und uns angesehen, wie sich die Geschichte der Messung in entwickelt hat \u2013 und was wir in den n\u00e4chsten zehn Jahren besser machen k\u00f6nnen.<\/span><\/p>\n<p><b>2009<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Die digitale Werbung wird zunehmend fragmentiert: Soziale Netzwerke gewinnen immer mehr Nutzer. Mit Mobiltelefonen, die f\u00fcr die mobile Internetnutzung optimiert sind, und nicht zuletzt seit der Ver\u00f6ffentlichung des iPhone 3GS surfen Menschen zunehmend mobil. Noch sind die Messungen relativ simpel \u2013 ganz einfach, weil es weniger zu messen gibt. Das erste iPad wird erst 2010 auf den Markt kommen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doch bald ist klar: Das neue Nutzungsverhalten erfordert eine konsistente, medien\u00fcbergreifende Messung. Denn Marken wollen wissen, wie sie ihre Kunden \u00fcber die mobilen Kan\u00e4le am besten erreichen k\u00f6nnen. Die Messungen \u00fcbernehmen externe Unternehmen, die sich bereits die Expertise f\u00fcr die neue Webumgebung angeeignet haben \u2013 so auch Integral Ad Science.<\/span><\/p>\n<p><b>2019<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Seitdem hat sich in der Medienmessung einiges getan. Der Fokus verschiebt sich weg von rein quantitativen hin zu qualitativen Messungen, die sinnvolle Metriken wie Sichtbarkeit und Time-in-View ber\u00fccksichtigen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zudem werden zunehmend Forderung nach mehr Transparenz bei Mess- und Leistungskennzahlen laut. Die gro\u00dfen Social-Media-Plattformen erlauben deshalb inzwischen eine Messung durch Drittanbieter, um die geforderte Transparenz zu bieten.<\/span><\/p>\n<p><b>2029<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Zuk\u00fcnftig m\u00fcssen relevante, medien\u00fcbergreifende Messungen etabliert und neue Kan\u00e4le wie OTT (Over the top) erschlossen werden. Nur so l\u00e4sst sich belegen, wie sich Medienausgaben auf das Gesch\u00e4ft auswirken. Denn wenn die Branche geschlossen zusammenarbeitet, sind Messungen nicht l\u00e4nger Herausforderung, sondern effiziente Optimierungswerkzeuge und Treiber des Erfolgs.<\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Die #10yearchallenge der Werbemessung Bei all den unsinnigen #Challenges, mit denen uns das Netz in gro\u00dfer Regelm\u00e4\u00dfigkeit begl\u00fcckt, hat uns die #10YearChallenge Anfang 2019 in den Bann gezogen. Wir blicken gebannt auf ein transformatives Jahrzehnt zur\u00fcck, in dem sich gerade&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293560,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[107],"tags":[],"class_list":["post-293559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#10yearchallenge in der Werbemessung - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/10yearchallenge-in-der-werbemessung-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#10yearchallenge in der Werbemessung\" \/>\n<meta property=\"og:description\" content=\"Die #10yearchallenge der Werbemessung Bei all den unsinnigen #Challenges, mit denen uns das Netz in gro\u00dfer Regelm\u00e4\u00dfigkeit begl\u00fcckt, hat uns die #10YearChallenge Anfang 2019 in den Bann gezogen. 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