AGOF publishes internet facts 2007-I and launches the online media planning tool "TOP".
Online media planning becomes a reality thanks to AGOF’s new planning tool "TOP" / New record number of selected websites and advertising units underpins the status of the internet facts / Internet penetration in Germany exceeds 60%
Frankfurt, August 2, 2007. Today, the Association for Online Research [Arbeitsgemeinschaft Online Forschung (AGOF)] publishes the figures of its latest media market study: the internet facts 2007-I. Parallel to the publication of the latest online planning data, the AGOF introduces "TOP" ("Transparency for Online Planning"), thus presenting an online media planning tool to the German advertising market for the first time.
Online planning becomes a reality thanks to AGOF’s media planning tool TOP 1.0
TOP is a joint initiative of AGOF and its market partners aimed at creating transparency of online planning. It is AGOF’s stated objective to collaborate with its market partners in the area of online planning and to reflect this in the development of a unique media planning tool. AGOF’s first TOP version – TOP 1.0 – features two core advantages of online advertising as well as common media-specific online planning options, which are made available as standardised forecasting and planning functions: targeting and frequency capping.
TOP 1.0 features two specific targeting options - i.e. the target-group-specific placement of ads based on different target-group characteristics aimed at minimising advertising wastage – namely, regional targeting (location targeting based on federal states or Nielsen areas) and socio-demographic targeting (based on gender, age). Further types of targeting, such as browser targeting (user targeting based on browser types), technical targeting (based on bandwidth) and time of day targeting (i.e. a campaign is shown at selected times of the day) will be featured in future versions of TOP.
Frequency Capping, i.e. the possibility to restrict the number of times an ad is shown to the user within a set period of time, can be individually defined for every advertising unit and every ad type (standard formats as well as marketer-specific formats) in TOP. The tool allows for frequency capping settings for every week and month.
Thanks to these enhanced features, which are based on the technical platform of mediMACH, TOP is not only a media-adequate, top-quality and powerful online planning tool, but also a solution that meets the online planning requirements of media agencies and advertisers. It allows for the transparent and efficient performance evaluation of websites, necessary for a successful campaign implementation.
In addition to the innovative, media-specific planning functions, it is the incorporation of a detailed database, without which practice-oriented and high-quality online planning would not be possible, that makes TOP a high-performance online media planning tool. Since the media market study from AGOF - unlike other online studies - also includes an analysis of even the smallest online spaces that can be used for online advertising, the so-called advertising units, its data findings are unrivalled in terms of quality and validity. Due to the integration of coverage and structural data and the information submitted by marketers on central planning parameters, such as forms of advertising, rates, discounts as well as targeting and frequency capping, internet facts by AGOF is the only study in Germany to provide relevant online planning data.
René Lamsfuß, CEO of AGOF: "With the development and provision of TOP 1.0, the AGOF has achieved a further milestone for the German online advertising market. AGOF sets itself clearly apart from other German data providers, because we provide and, in collaboration with our market partners, continuously develop and upgrade the data on performance parameters that are actually demanded by users. Online media-planning, which thanks TOP 1.0 has now for the first time become possible, will further enhance the role of the internet in the media landscape, increase the transparency of online advertising and thus further boast its share of the advertising market."
A new record number of selected websites and advertising units makes the internet facts 2007-I an even more reliable and effective planning tool
The latest internet facts study provides coverage and structural data of 284 websites and 1,310 advertising units. Furthermore, the study provides data from the universe of AGOF as well as core data on internet use and eCommerce. The reporting period covers the months from January to March 2007. The AGOF has thus once again reduced the time period between data collection and publication. The data published in the internet facts 2007-I can immediately be used for online media planning with TOP.
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