Douglas Crichton: Online-Bereich "wie ein Teenager, der erwachsen sein will"

26. September 2007, 16:44

Der Digital Director von Mindshare über den Begriff "New Media", Qualitätskennzahlen, erfolgreiche Kampagnen

Ungefähr die Hälfte der Kunden müssten über Online-Werbung informiert beziehungsweise darauf aufmerksam gemacht werden, so Douglas Crichton, Digital Director von Mindshare. Für 40 Prozent der Kunden ist Online-Werbung bereits fixer Bestandteil ihrer Briefings, das Interesse sei da. Als Argument für Online-Werbung spreche, dass 45 Prozent der ÖsterreicherInnen erreicht werden können, Online-Werbung eigne sich auch für die Steigerung der Brand Awareness beziehungsweise des Markenimages.

Für Crichton ist der Online-Bereich wie ein Teenager, der bereits erwachsen sein und nicht mehr als "New Media" bezeichnet werden will. Die Messmethoden für Online-Werbung hätten das Potenzial, die effektivsten und genauesten zu sein. Was jedoch - im Gegensatz zu Kennzahlen wie GRPs oder TRPs im Print-, TV- und Radiobereich fehle, ist ein hochqualitatives Messsystem. Dies zu entwickeln könne - auch aus finanziellen Gründen - nicht Aufgabe einer einzelnen Onlinefirma sein, hier müssten die Agenturen, Vermarkter, Werber und Big Media Players zusammenarbeiten.

Dies sei auch einer der Gründe, warum nur 1,1 der Werbespendings in den Online-Bereich investiert werden, TV, Radio und Print-Werbung seien nach wie vor einfacher zu planen und auch zu kaufen, in diesem Bereich bieten Mediaagenturen etablierte Tools an, die es im Online-Bereich (noch) nicht gäbe. Für Kreative sei es meist auch spannender und profitabler, einen TV-Spot zu drehen, als vor dem PC zu sitzen und Banner zu entwerfen.

*** Ist Online-Werbung bereits ein fixer Bestandteil der Briefings Ihrer Kunden, oder müssen diese erst darauf aufmerksam gemacht werden?

Crichton: These days Online is a fixed part of the media briefing about 40% of the time, and for another 10 % it comes as an after thought. So that leaves 50 % of advertisers that have to be reminded or informed about Online as part of the media mix. This doesn’t mean that Online always makes it into the final media campaign, because there are budget cuts or changes in strategy, but about half the clients are asking for plans with Online included. The nice thing about the market now is that most advertisers are willing to listen to and consider Online proposals. The interest is there and they want to know more. It continues to be a gradual education process. Mit welchen Argumenten überzeugen Sie Ihre Kunden vom Einsatz der Online-Werbung?

Crichton: The primary argument for using Online is reach. Every advertiser realizes they are buying "eyeballs" (or reaching consumers) and Online has proven that it is a medium that consistently delivers "eyeballs". MA 2003 shows 45% of the Austrian population is a regular Internet user. That alone should be enough to convince any Marketer, but in addition, Online offers a higher quality audience (better educated, higher incomes, i.e., people who buy Quality Brands).

There is also the argument that you can reach this desirable audience in new creative ways that improve Brand Awareness and Brand Image while also providing consumers access to in-depth product information and enabling response (2-way communication). Onlinemedien bezeichnen sich schon als klassische Medien - zur Recht? Wenn nein, was fehlt dem Markt, um ein solches zu werden?

Crichton: I haven’t heard that but it sounds like "industry spin". Online is like a teenager that wants to be an adult so the industry is having growing pains and will try to gauge itself and position itself with labels and measurements and projections. The industry got a little too hung up on being called "new media" and it may be holding it back now so the natural response is to say its "classic" or "just like everybody else". All of this industry spin should not distract anyone from the fact that Online is reaching millions of desirable consumers every day and offering advertisers benefits that other media can’t offer. Onlinemedien rühmen sich damit, die messbarsten Medien zu sein. Hilft Ihnen dies bei der Planung? Nach welchem Messinstrument orientieren Sie sich (ÖWA, AIR, AIM, Focus, Angaben der Sites, andere ...)?

Crichton: Online is the most measurable media in terms of ad delivery. The online media planner can instantly see how many people have seen the ad and how many responses were generated. No other media can do that and it is extremely valuable to all advertisers, especially in a direct marketing aspect.

When you begin to examine audience measurement, online has the potential to be measured more precisely and effectively than any other media, but that potential has not been satisfied yet, especially here in Austria. We desperately need a high-quality Internet audience measurement system in Austria. It is difficult to see how Online can be stronger in the media mix unless we can show advertisers who they are reaching with their online advertising, just as is done with TV, Print, and Radio. This means using metrics that are comparable to other media, like reach, frequency, gross rating points and target rating points.

But any quality system is going to be expensive for Agencies and the Media, who at this point are still building their Online businesses. It becomes a dilemma, you can’t grow until you have quality measurement and you can’t afford quality measurement until you grow financially. I can’t think of a single Online firm that would invest that expenditure in a system like this. It would have to be a cooperative agreement by all the Agencies, Vermarkters, Big Media players and some major advertisers in the market to make it happen. In the meantime, we use whatever is available for the task, whether that is the ÖWA, AIR, AIM and proprietary site data or user studies. These are useful data, but not one of them can give Online planners all the metrics they need to compete with Offline.

We had Nielsen NetRatings in the market three years ago and even though it is the global standard for Internet Audience measurement it lacked useful data for Austria because it only measured “at home” Internet usage, so there was a big gap especially for sites like DerStandard, which has high usage during the work day. They were here much too early and it was too expensive to maintain so they left Austria. Online-Werbung erreicht hierzulande ca. 1,1 Prozent der Werbespendings, hat jedoch eine Reichweite von mehr als 60 Prozent. Wie erklären Sie sich diese Diskrepanz?

Crichton: It is still surprising to me that the discrepancy remains so high. Part of the reason is the audience measurement situation, many advertisers can’t visualize Online in their media mix, because there are no comparable metrics to Print and Broadcast like GRPs or TRPs.

Another part is resistance to trying something new. Many advertisers are testing Online slowly, and many see great success and they increase spending appropriately, however with advertising budgets getting tighter and tighter, few Advertisers are willing to risk their limited budgets on something new or unknown. But many studies exist, especially the XMOS studies from the IAB that clearly show that a lift in Online ad spending can improve key metrics such as sales, brand awareness, brand image, intent to purchase. Its just a matter of time before more advertisers learn of the benefits and reduce resistance.

There has also been some resistance from the Agency side as well. Broadcast and Print are much easier and more efficient to plan and buy, the planning tools and buying systems at Media Agencies are well established. Not so for Online, it is still time consuming work. I assume traditional Creative agencies also see Online as less interesting and less profitable. It must be much more fun and profitable to shoot a TV commercial in Tuscany than to sit in front of a PC making a 468x60 banner.

What I think we need here is a single source research study that shows “media-time spent” by demographic, so that we could illustrate to advertisers with which medium their target consumer is spending the most time. For example, if I could show my clients that Men 18-34 spend 30% of their media time Online, then I can better argue that approximately 30% of the ad budget should be allocated to Online.

Just a technical point, the 60% penetration figure is for "Zugang", but actual "reach" of users is more in the 45% to 50% range depending on the source. Eine US-Studie von Jupiter Research geht davon aus, dass Online-Werbung die Print-Werbung im Jahr 2008 überholen wird. Ihre Prognose für Österreich?

Crichton: Even though Internet is growing very fast and I expect it to continue to climb significantly, this is an extremely aggressive projection. I seriously doubt that will happen in Austria by 2008. In the USA, Print advertising is about 42% of all ad spending (depending on the source) and Internet is still around 2 to 4% (depending on the source), that’s a long way to go in just four years. Perhaps Jupiter meant "Consumer Magazine" advertising instead of all "Print" advertising, which would set the bar much lower. If all the “digital” media is counted (including paid search, e-mail marketing, online ads and mobile) and if paper and postage costs rise so much in the next years making Print Advertising unattractive for advertisers, maybe we will see a dramatic shift.

In a few years, as demand for online advertising increases there will be more media inflation for Online driving up TKP pricing which will also increase the overall spending level. But that is down the road. I think the online advertising community should spend less time making long-term predictions and spend more time improving the value of online advertising for Clients. Wie definieren Sie eine erfolgreiche Onlinekampagne?

Crichton: Each online campaign has different objectives going in and the "successful" Online campaign meets or exceeds those goals. In some cases it is response oriented (for example how many people bought the product online, how many people registered for a service, how many people requested more information) in other cases it is more qualitative, like how did the advertising effect Brand image or awareness, or how did online extend the campaign’s reach, or how did online reduce the cost of a manned call-center, because consumers could use an internet-based service instead of a person in a call-center. Only the planner and the client can determine what worked best for them. (red)

  • Douglas Crichton
    foto: mindshare

    Douglas Crichton

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