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Das Öl des 21. Jahrhunderts – Strategischer Einsatz von Daten im Marketing Read chapter Read first chapter

2020 | OriginalPaper | Chapter

5. Programmatic Advertising – Möglichkeiten und Grenzen bei Display-Advertising am Beispiel hedonistischer und utilitaristischer Produkte

Authors : Goetz Greve, Mareike Scheibe

Published in: Data-driven Marketing

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Programmatic Advertising nimmt bei der Aussteuerung von Display Advertising im Online-Marketing eine zunehmend bedeutende Stellung ein. Diese Entwicklung gründet auf Effizienzgewinnen und Kosteneinsparungen. Allerdings zeigt die Analyse bestehender empirischer Forschung zur Wirkungsweise von Display Advertising, dass bei der Platzierung von Display Advertising insbesondere auch dem Kontext und der Tonalität einer Website, auf der ein Display Banner platziert wird, Beachtung geschenkt werden sollte. Der folgende Beitrag gibt einen Überblick über die Funktionsweise von Programmatic Advertising und untersucht die Werbewirkung von Display Advertising. Besondere Beachtung wird der Untersuchung des Einflusses der Tonalität einer Website auf die Werbewirksamkeit von Display Advertising für hedonistische und utilitaristische Güter geschenkt, um darauf aufbauend Möglichkeiten und Grenzen des Programmatic Advertising zu diskutieren.

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previous chapter Psychografisches Targeting – Wirkung und Funktionsweise als eine besondere Form des Micro-Targetings in den sozialen Medien
next chapter Uplift von Werbemaßnahmen – Case-Study zur Marketing-Optimierung
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Metadata
Title
Programmatic Advertising – Möglichkeiten und Grenzen bei Display-Advertising am Beispiel hedonistischer und utilitaristischer Produkte
Authors
Goetz Greve
Mareike Scheibe
Copyright Year
2020
Book
Data-driven Marketing

Print ISBN: 978-3-658-29994-1

Electronic ISBN: 978-3-658-29995-8

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-29995-8_5