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PCon 2016: Programmatische Außenwerbung im DACH-Raum - Fiktion trifft Realität (Horst Brunner, Goldbach)

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Vortrag der ProgrammatiCon 2016: Programmatische Außenwerbung im DACH-Raum - Fiktion trifft Realität (Horst Brunner, Goldbach)

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PCon 2016: Programmatische Außenwerbung im DACH-Raum - Fiktion trifft Realität (Horst Brunner, Goldbach)

  1. 1. Programmatische Außenwerbung im DACH-Raum „FIKTION TRIFFT REALITÄT “ 1
  2. 2. CHANCEN MIT INTELLIGENTER AUSSENWERBUNG PROGRAMMATIC“ 2 Bild: ÖBB, Scheiblecker DOOH trifft punktgenau KAMPAGNENZIELE
  3. 3. VIELFÄLTIGE KAMPAGNENZIELE 3 Brand - Awareness steigern Neukunden gewinnen Re- Targeting Performance Ziele Targeting
  4. 4. PROGRAMMATIC: EUROPA IST VORREITER 4 2. Australien 2016 3. Österreich GOLDBACH 2016 1. Holland MYADBOOKER 2016 4. Deutschland 7SCREENS 2016 5. Schweiz GOLDBACH 2016
  5. 5. TARGETING & KPI‘S 5 SYNCH‘S Radio TV Mobile Zeit / Geo / Wetter Umfeld / Zielgruppe TARGETING Retargeting KPI CPC „Click“ CPB „Buy“ CPM
  6. 6. DIE REALITÄT 6 BUCHUNG ÜBER DSP SYNCH Radio (TV) Mobile Zeit / Geo / Wetter Umfeld / Zielgruppe TARGETING Retargeting KPI CPC „Click“ CPB „Buy“ CPM! ! ! ! !
  7. 7. PROGRAMMATIC MEETS DOOH 7 Bild: ÖBB, Scheiblecker MOBILE SYNCH ZEIT / GEO / WETTER UMFELD / ZIELGRUPPE
  8. 8. BEISPIEL 1: SHOP - TARGETING 8 # GEO DOOH
  9. 9. BEISPIEL 1: SHOP - TARGETING 9 # GEO DOOH # MOBILE SYNCH x x x
  10. 10. BEISPIEL 2: WETTER - TARGETING 10
  11. 11. RICHTIGE UND FALSCHE DSP‘S? 11
  12. 12. JEDE DSP HAT VOR-UND NACHTEILE 12 Verbreitung / Wissen Fokus (Mobile, Smart-TV, DOOH) Einsatz Agenturgruppe User-Friendliness Tech-Fee‘s / Drittdaten
  13. 13. DOOH DACH: EINSATZBEREITE DSP‘S 13 Bildquelle: Homepages der Unternehmen
  14. 14. EVOLUTION 14
  15. 15. INVENTORY STEIGT 15 ANZAHL VERMARKTBARE DOOH SCREENS, ÖSTERREICH Quelle: Horst Brunner, Focus Research 2000: 500 Screens 3.000 8.000 10.500 11.000 2020: >12.000 Screens Jahr 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
  16. 16. DOOH VERKAUF 2000 BIS 2016 16 BRUTTOWERBEWERT IN ! Einzelverkauf Quelle: Horst Brunner, Focus Research Jahr 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Klassische Vermarktung 2015: 34,8 Mio. !
  17. 17. 2020 WIRD >50% PROGRAMMATISCH GEBUCHT 17 Klassische Vermarktung Programmatic Einzelverkauf Quelle: Horst Brunner, Focus Research 50%50% Jahr 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
  18. 18. DANKE 18 Ing. Mag. (FH) Horst Brunner Goldbach Media Austria GmbH Mobil +43 664 88 3 99 507 horst.brunner@goldbachmedia.at

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