Meet AGOF. German Association of Online Research January 2016

Transcription

1 Meet AGOF German Association of Online Research January 2016

2 GOALS AND PRINCIPLES

3 The Goals of AGOF The German Association of Online Research is an association of Germany's leading online marketers. AGOF turns classic and mobile Internet into transparent advertising media planning with its standardised online reach currency, as well as comprehensive data related to the use of digital media. Its goals are: A uniform and standardised online reach currency for digital media Regularly updated data for media planning Continuous development to meet consistently changing market requirements Provision of programmes, services and training for media planning Integration of relevant innovations Seite Page 3

4 The Brands of AGOF The market and media study, digital facts, discloses the reach (unique user) free of overlap and structural data of websites, mobile-enabled websites and apps. Moreover the disclosure of booking units takes place, as well as core data on Internet usage and e-commerce in Germany. The study brand facts addresses proprietary brand companies, institutions or service providers, whose websites are free of ads. Through this study, non-advertising mediums can have their sociodemographic structural data be recorded by the proven AGOF model for the first time. Seite Page 4

5 The Brands of AGOF The AGOF Academy offers practice-oriented seminars related to the topic of media planning and online marketing with AGOF studies. The AGOF Service Center is the central contact point for all questions related to AGOF. You may also contact the Service Center for all questions related to our data, i.e. a free individual evaluation or support in analysing figures. TOP is AGOF s analysis and planning programme. It allows for high quality, media-compatible planning on the basis of data from AGOF studies. Seite Page 5

6 Online Reach Currency: The Unique User The unique user is the online reach currency for digital media established by AGOF. It expresses how many people had contact with a medium within a specific time period, resulting in comparable media performance of digital advertising media. The Unique User indicates the recorded net reach in digital facts. Seite Page 6

7 Principles of AGOF: Foremost Requirements In order to become a market standard, a study must meet the highest requirements. The AGOF demands the following from its studies: Market relevance: Data for all relevant advertising media are provided. Planning relevance: Data for bookable booking units and line items are provided. Performance indicators: Standard performance data in media planning are available. Planning possibilities: The data can be analysed via an appropriate evaluation and planning programme. Quality market research: The study meets all quality criteria of market research. Seite Page 7

8 Principles of AGOF: Independence from Individual Interests AGOF is an association of Germany's leading digital marketers that is supported by a user advisory council. This ensures independence from individual interests. BAUER ADVERTISING KG ebay (UK) Ltd, ebay Advertising Group Deutschland ForwardAdGroup GmbH G+J Electronic Media Sales GmbH InteractiveMedia CCSP GmbH IP Deutschland GmbH iq digital media marketing gmbh Media Impact GmbH & Co. KG members of AGOF OMS Vermarktungs GmbH & Co. KG Quality Channel GmbH SevenOne Media GmbH Ströer Digital Group GmbH United Internet Media GmbH Vodafone GmbH Yahoo! Deutschland GmbH YOC Mobile Advertising GmbH advisory council of AGOF Bundesverband digitale Wirtschaft e. V. (German Federal Association of the Digital Economy, BVDW) Fachforum Online Mediaagenturen (Expert s Forum for Online Media Agencies, FOMA) passive member of AGOF Bundesverband digitale Wirtschaft e. V. (German Federal Association of the Digital Economy, BVDW) Bundesverband Medien & Marketing (German Federal Association of Media and Marketing (BVMM) Seite Page 8

9 Principles of AGOF: Participation of Established Third Parties In the collection of data for digital facts the AGOF cooperates with notable associations like IVW and agma. Electronic measurement and verification The IVW verifies correct implementation in the electronic measurement of AGOF websites. Method Since 16 June 2009, the Technical Committee of the agma has had the methodical responsibility for ma Online, and therefore the reach component of former internet facts. Seite Page 9

10 Integrating Innovation New opportunities, applications and forms of advertising continuously appear in the world of digital media but not all become standard. In order for AGOF to declare a new development as a standard, it must be relevant for a majority of market participants, i.e. media agencies and marketers. When necessary, changes in the methodology and business operations of the AGOF are then passed by majority vote or unanimously. Seite 10 Page 10

11 STRUCTURE AND PARTICIPANTS

12 Structure of AGOF The Member's Meeting is the decision-making body in all matters of AGOF. It includes all full members of the Internet and Mobile sections. The Internet and Mobile sections are responsible for and control the design, provision and continued development of reach research, and planning parameters in their respective segment of the digital economy. Marketers that are specialised in stationary Internet are organised in the Internet section. Marketers that are specialised in mobile Internet are organised in the Mobile section. Seite 12 Page 12

13 Members of AGOF Members Internet Section Mobile Section BAUER ADVERTISING KG X X ebay (UK) Ltd., ebay Advertising Group Deutschland X X ForwardAdGroup GmbH X X G+J Electronic Media Sales GmbH X X InteractiveMedia CCSP GmbH X X IP Deutschland GmbH X X iq digital media marketing gmbh X X Media Impact GmbH & Co. KG X X OMS Vermarktungs GmbH & Co. KG X X Quality Channel GmbH X SevenOne Media GmbH X X Ströer Digital Group GmbH X X United Internet Media GmbH X X Vodafone GmbH X Yahoo! Deutschland GmbH X X YOC Mobile Advertising GmbH X *January 2016 Seite 13 Page 13

14 Study Participants of digital facts In addition to the 16 members of the Internet section, the following 42 marketers participate in the study by having their advertising media (total or partial portfolio) recorded in digital facts.* adflames Media GmbH CHECK 24 Vergleichsportal GmbH CMS Cinema Management Services GmbH & Co. KG CommonMedia GmbH Condé Nast Verlag GmbH Delta Advertising GmbH Deutscher Fachverlag GmbH evania GmbH Fonpit AG Govi-Verlag Pharmazeutischer Verlag GmbH guenstiger.de GmbH netpoint media GmbH OnVista Media GmbH Opera Mediaworks GmbH QUARTER MEDIA GmbH Red Bull Media House GmbH Red Bulletin Schweiz AG Room49 GmbH StayFriends GmbH teltarif.de Onlineverlag GmbH Triad Retail Media Limited UK TripAdvisor Ltd. HiMedia Deutschland AG TripleDoubleU GmbH Holzmann Medien GmbH & Co. KG Unister GmbH IDG Business Media GmbH Urban Media GmbH intermedia advertising GmbH Verlag Werben & Verkaufen GmbH joiz GmbH VICE Media GmbH K&K GmbH VIMN Germany GmbH madvertise Media GmbH virtualnights:media ltd. MAIRDUMONT GmbH & Co. KG WEBEDIA GmbH Media Partisans GmbH Web Media Publishing AG *January 2016 Mode Media GmbH Weischer Online GmbH Seite 14 Page 14

15 Association Environment The Consortium Media Analysis (agma) is a non-profit organisation that researches media-usage in Germany with reach studies. It is the entity with methodical authority and the most important body in the research of advertising media and establishment of corresponding media standards. As a non-governmental, non-commercial and neutral test institute, the Information Association for the Verification of Distribution of Advertising Media Distribution, (IVW) provides fundamental data for the marketing of media as advertising media to the media and advertising industry as well as the interested public. The German Association of the Digital Trade (BVDW) represents the interests of companies in the area of interactive marketing, digital contents and interactive value creation. The BVDW has an interdisciplinary structure, which allows it to have an integrated perspective regarding issues of the digital economy. Seite 15 Page 15

16 Association Environment As an expert group within BVDW, the Expert s Forum for Online Media Agencies (FOMA) represents the interests of those who use online media services and is the source of inspiration for the medium's continued development. As the representative of online media agencies, the FOMA cultivates the cooperative exchange with the Organisation of Media Agencies in the GWA (OMG). The current Unit Mobile Advertising (MAC) was established as the project group of the Mobile Advertising Circle (MAC) in order to represent the specific interests of network operators, mobile marketers, operators of mobile platforms and online marketers with mobile units in the expert group for Mobile. The Online Marketer Circle (OVK) in the BVDW is the central body of German online marketers. Under the umbrella of the BVDW, some of the largest German online marketers have joined together in order to continuously raise the market profile of online advertising. Seite 16 Page 16

17 Users of TOP The AGOF studies are geared towards advertisers, agencies and partners in the online advertising market. Interested parties have access to the studies through a licence for the TOP evaluation and planning programme. Agencies, companies, institutes, universities and students are among the licensees of TOP. Users of AGOF digital facts: Agencies (Expert) AM Agentur für Kommunikation GmbH Banzai cubic GmbH Brainagency Carat Deutschland GmbH Dentsu Aegis Network Germany GmbH Ebiquity Germany GmbH For Sale Services GmbH Goldbach Interactive (Germany) AG KONTOR DIGITAL MEDIA GmbH & Co. KG MEC GmbH Media Plan GmbH MediaCom Interaction GmbH MindShare GmbH Omnicom Media Group Germany OMD Düsseldorf Optimedia Gesellschaft für Media-Services mbh pilot Verwaltunggesellschaft mbh Pixelpark Performance GmbH Plan.Net Agenturgruppe für interaktive Kommunikation Quisma GmbH Starcom MediaVest Group Germany GmbH UNIQUEDIGITAL GmbH Universal McCann GmbH VIBRANT Media VivaKi GmbH Xenion GmbH Neo@Ogilvy GmbH Zenithmedia GmbH Seite 17 Page 17

18 THE STUDIES: DIGITAL FACTS

19 AGOF digital facts The market and media study digital facts Contains reach (unique user) free of overlap and structural data of websites, mobile-enabled websites and apps. Contains booking units, as well as core data on Internet use and e-commerce in Germany. Allows for planning online advertising according to standards that are comparable to classic advertising. Is targeted towards decision makers, media agencies and partners in the online advertising market. Seite 19 Page 19

20 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrated processing: Data Mining & Profiling Telephone Baseline Survey Fusion Weighting & Extrapolation Creation Planning File Total population 10+ Seite 20 Page 20

21 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Telephone Baseline Survey Complete survey of participating pages: Page impressions and visits Topics: Contents of third IVW level Device classes Time of use Unique clients Integrierte Verarbeitung: Data Mining & Profiling Fusion Weighting & extrapolation Erstellung Planungsdatei Total population 10+ Seite 21 Page 21

22 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrierte Verarbeitung: Data Mining & Profiling Telephone Baseline Survey Online questionnaire on participating websites and apps: Sociodemographics Use of different devices and browsers Use information Fusion Weighting & extrapolation Erstellung Planungsdatei Total population 10+ Seite 22 Page 22

23 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrierte Verarbeitung: Data Mining & Profiling Telephone Baseline Survey Fusion Weighting & extrapolation AGOF Mobile Panel: Sociodemographics Determinaton of all users of mobile websites Use information Erstellung Planungsdatei Total population 10+ Seite 23 Page 23

24 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrierte Verarbeitung: Data Mining & Profiling Telephone Baseline Survey Fusion Weighting & extrapolation Representative population survey: Sociodemographics Use information Interests Market data Data for weighting and extrapolation Erstellung Planungsdatei Total population 10+ Seite 24 Page 24

25 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrated processing: Data Mining & Profiling Telephone Baseline Survey Fusion Gewichtung & Hochrechnung Integrated processing of stationary und mobile use with data of the questionnaire: Complete the unique client's user data with social profile from onsite survey. Fill in data of unique clients for which no survey data is available with the help of data mining and profiling tools. Conversion of unique clients (PCs) to unique users (persons). Erstellung Planungsdatei Total population 10+ Seite 25 Page 25

26 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrated processing: Data Mining & Profiling Telephone Baseline Survey Fusion Weighting & Extrapolation Supplement preferences and market data from the representative survey through fusion. Weighting and extrapolation with the help of structural data. Erstellung Planungsdatei Total population 10+ Seite 26 Page 26

27 The Multi-Methodological Model of digital facts Electronic Measurement Browser OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrierte Verarbeitung: Data Mining & Profiling Telephone baseline survey Fusion Gewichtung & Hochrechnung Creation of Media Planning File (TOP) Aggregate contacts for days and codes so that months and weeks are exactly matched. Adjust contacts from data set II to the target from the electronic measurement (validated by IVW). Save use probabilities per user and booking unit. Creation Planning File Total population 10+ Seite 27 Page 27

28 The Multi-Methodological Model of digital facts Electronic Measurement Browser/Apps OnSite/InApp Survey Internet users 10+ Panel Smartphone user 14+ Integrated processing: Data Mining & Profiling Telephone Baseline Survey Fusion Weighting & Extrapolation Creation Planning File Total population 10+ Seite 28 Page 28

29 Performance Indicators The market and media study digital facts publishes the following performance indicators every month: Reach (unique user) Contacts Sociodemographic composition Psychographic data/settings Market information Seite 29 Page 29

30 Qualifying Data/ Characteristic Overview Unique User contacts with homepages and subsites Number of visitors Demographics Age, education, profession, revenue Interest, last purchase/ planned purchase, Searched for information on the Internet/ Purchased on the Internet or with mobile devices Products and services Electronic equipment in the household Electronic equipment, car ownership Leisure activities and personality statements Leisure and personality Internet use General information on Internet use and topics used on the Internet Seite 30 Page 30

31 Number of Offers in digital facts Current level: 785 general digital offers will be reported for the average month (August till October 2015), with more than booking units. 93 Phone App offers 215 mobile-enabled Website offers 765 Website offers 785 General digital offers Seite 31 Page 31

32 THE STUDIES: BRAND FACTS

33 AGOF brand facts Since 2005, nearly all established online advertising publishers have been measured in the internet facts study. In the year 2010 the mobile facts succeeded. A unique multi-methodological model presents the online behavior of stationary website users. Now, brand facts gives non-advertisers the chance to benefit from this know-how. The study brand facts analyzes the digital presentation of branded products, institutions, e-commerce, along with service providers, keeping in mind methodological standards and performance criteria for the digital advertising market. Seite 33 Page 33

34 Taking part in brand facts At present, website providers can use their tracking tools to summarize a limited amount of technical details regarding the usage of their website. However: Information regarding individuals using a site are not available! Moreover, determinant questions, namely, how many and which indivduals are visiting your website, cannot be tracked. This is precisely the type of information that AGOF brand facts delivers! Seite 34 Page 34

35 brand facts delivers basics like How many individuals use my website or app? How often does an individual visit my website or app? Which demographic characteristics describe my online user? as well as details like Do the individuals who visit my site correspond to my target group? Do marketing campaigns lead to an increase of the target group scope? Which products are website visitors generally interested in? And all of this is representative of the german population! Seite 35 Page 35

36 PROGRAMMES AND SERVICES

37 TOP: Transparency in Online Planning TOP is an analysis and planning software developed by AGOF with its partners. On the basis of AGOF digital facts, it facilitates high-quality and media-compatible media planning: Analysis of target groups, online advertising media and their booking units based on approx. 800 individual criteria. Plan evaluation on booking-unit level, whereby performance values and costs can be analysed for each individual booking and not just for entire plans. Integration of online-specific functions such as frequency capping and targeting. Seite 37 Page 37

38 TOP: Transparency in Online Planning TOP facilitates fast and intuitive work Entries and changes can be made simultaneously for multiple bookings when creating, editing, and evaluating media plans. Users can customise all views to their individual mode of operation and set these adjustments as the standard for further work. Versatile export possibilities (CSV, HTML, SML, XLS) provide integration possibilities across systems. TOP provides extensive evaluation possibilities Tabulation Analysis of media structure Media analysis Rankings External overlaps Evaluation of media plan Plan entry Basic data overview Structure analysis Contact distribution Contact class structures Seite 38 Page 38

39 TOP: Transparency for Online Planning TOP includes general advertising forms, as well as up to 20 customised advertising formats per publisher. The general advertising forms include i.a.: Full Banner (468x60) Super Banner (728x90) Mobile Banner (3:1) Expandable Super Banner (728x300(90)) Medium Rectangle (300x250) Standard Skyscraper (120x600) Expandable Skyscraper (420(160)x600) Wallpaper (Winkel aus Superbanner + Wide Skyscraper) Markeninszenierung (individuell) Popup (200x300) Universal Flash Layer (400x400) Medium Rectangle mit Streaming Flash-Layer mit Streaming Video Ad PreRoll (15 Sek.) Video Ad MidRoll (15 Sek.) Video Ad PostRoll (15 Sek.) Mobile Pre-Roll (15 Sek.) Mobile Interstitials Video Ad Zufällige Position (15 Sek.) Banderole Ad (770 x 250) Maxi Ad (640 x 480) Pushdown Ad Half Page Ad (300 x 600) Seite 39 Page 39

40 Publications The results of AGOF digital facts are published as following: A presentation of the core results is published every month together with core data. In addition, there are quarterly industry reports, so-called AGOF facts & figures, which are updated once a year. Listed below are all 16 industries: Travel & Tourism Computer Fashion & Shoes Sports & Fitness Perfume & Cosmetics FMCG: Food & Beverages Finance Health Books Telecommunication Insurance Toys and children s products Entertainment Electronic Furniture & Living Car Seite 40 Page 40

41 Information on Downloads Among other items, the following information is provided on the AGOF website in the areas of Downloads or Press and the Infoletter: Charts of the digital facts findings Special analysis: AGOF facts & figures General information such as: TOP user guide AGOF articles of association/technical requirements AGOF presentations/lectures AGOF Infoletter AGOF press releases Logos and image material Seite 41 Page 41

42 Contact Arbeitsgemeinschaft Online Forschung e.v. Europa-Allee Frankfurt am Main Tel.: Fax: Additional information: Seite 42 Page 42