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Programmatic Advertising. Voraussetzungen und Herausforderungen für kleine mittelständische Unternehmen

Programmatic Advertising. Voraussetzungen und Herausforderungen für kleine mittelständische Unternehmen

          
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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,6, Internationale Fachhochschule Bad Honnef - Bonn, Sprache: Deutsch, Abstract: Vor einem Jahr hörte man auch in den klassischen Medien das erste Mal von Programmatic Advertising. Doch was konnte man sich darunter vorstellen? Ist es einfach nur ein anderer Name für Real Time Bidding - das digitale Bieten auf Werbeplätze, das gerade im Online-Bereich bereits durchaus bekannt ist - oder steckt doch mehr dahinter? Und dann las man immer öfter in der Fachpresse davon. Es schien also doch mehr zu sein als eine kurzfristige Erscheinung, die man getrost ignorieren kann. Große Agenturnetzwerke und Konzerne machten mit ersten programmatischen Kampagnen auf sich aufmerksam. Doch ist es nun auch ein Thema, das für den Mittelstand genauso relevant sein kann? Gemäß Definition wird der Mittelstand ja hauptsächlich durch die Umsatzhöhe und Beschäftigtenzahl von großen Unternehmen abgegrenzt (Gablers Wirtschaftslexikon 2016a). Es kann also durchaus sein, dass gerade der finanzielle Faktor dem Vorhaben "Programmatic im Mittelstand" einen Riegel vorschiebt. Vorträge von Experten zum Thema Programmatic Advertising und die eigene Arbeit in einer kleinen mittelständischen Radio-Spezial-Agentur haben die Frage aufkommen lassen, was der programmatische Wandel für den Mittelstand bedeutet und wie man sich auf ihn vorbereiten kann. Macht es Sinn, als Vorreiter auf den Markt zu treten oder sollte man doch lieber erst abwarten, wie sich das Ganze entwickelt und daraus dann die eigenen Handlungen ableiten? Neben den grundsätzlichen strategischen Fragen stellte sich auch die Frage des Geldes: kann es sich eine kleine Agentur oder ein anderes mittelständisches Unternehmen überhaupt leisten, auf diesen Zug aufzuspringen? [...] Artikel aus der Marketing-Fachpresse (also hauptsächlich die Zeitschriften, beziehungsweise Portale, Werben & Verkaufen - W&V - und Horizon


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Product Details
  • ISBN-13: 9783668442399
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 190 gr
  • ISBN-10: 3668442398
  • Publisher Date: 30 May 2017
  • Height: 210 mm
  • No of Pages: 140
  • Spine Width: 8 mm
  • Width: 148 mm


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Programmatic Advertising. Voraussetzungen und Herausforderungen für kleine mittelständische Unternehmen
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