About personalized products, conversionrates, SEO, webcrawler, dynamic imaging/video solutions and web performance for the classic and mobile Web -Personalization and/or Web Performance? Onlineshops need real-time control of content acceleration esp. of dynamic webcontent, new technologies for imaging and videoclips in E Commerce (best practises and checklists)

Im letzten Jahr wurden 5,3 Mrd. Euro in Onlinewerbung investiert. Ein bis dahin einmaliger Höchstwert. Gleichzeitig hat das Internet erstmals die Zeitungen als Werbemedium überrundet und sich hinter TV als zweitstärkstes Werbemedium im Mediamix positioniert. Wird sich die Entwicklung in diesem Jahr fortsetzen? Was sind die Treiber für die rasante Entwicklung des Internets? Welchen Anteil hat Bewegtbildwerbung? Wie sehen die Trends in der Online-Werbung aus: mobile Nutzung, neue Werbeformen, qualitative Leistungsnachweise. Erfahren Sie in diesem Seminar alles über Online-Werbung in Deutschland.

Da stehen Sie nun mit ihren tausenden Fans und fragen sich: Was sind die eigentlich wert? Wollten die zu mir oder nur zum iPad? Was mache ich mit denen?  Und wie werde ich die wieder los? Der Vortrag soll Perspektiven öffnen, mit welcher Art kreativer Ideen Sie zu einer relevanten Social Media Fanbase kommen – jenseits des gerade ausgebrochenen Fan-Goldrauschs.

Die rasante Verbreitung der Smartphones und steigende Nutzung mobiler Services bieten dem klassischen Online-Handel neue Absatzmöglichkeiten und Wachstumschancen. Das BVDW Seminar der Fachgruppe E-Commerce zeigt die Entwicklungen des E-, M- und S-Commerce auf und beleuchtet neben Marketingaspekten auch innovative Payment-Lösungen wie beispielsweise QR-Code Payment und In-App Payment.

Das Medium Mobile hat den Nutzer in Windeseile erobert. Immer leistungsfähigere Endgeräte, gut ausgebaute Netze und viele verfügbare Inhalte machen Mobile im Media-Mix essentiell für jede Marke, jedes Produkt und jede Dienstleistung. Vor allem der eingesetzte Tablet-Boom hat eine positive Welle losgetreten. Mobile Endgeräte bei denen die alten Kernfunktionen nicht mehr im Zentrum stehen, sondern das Smartphone oder das Tablet in eine leistungsfähigen Medienmaschine verwandeln sind Wegbereiter dieses Wandels. Die Fachgruppe Mobile im BVDW beleuchtet, warum Digital Media nicht an Mobile vorbeikommt und letztlich Mobile der Taktgeber der digitalen Medienlandschaft sein wird.

At the dmexco 2010 pilot and SevenOne Media presented their idea of an innovative double play attempt which for the first time enables the combined operation of tv and online campaigns on the base of one data set. What kind of application offers Double Play? Which advantages of efficiency can be reached? What increases in effect can be made? One year later after the concrete evaluation of various campaigns and plannings you can get the information first-hand.

Social Media im Consumer-Bereich ist etabliert in der heutigen Mediaplanung. Aber auch in der Entscheider-Kommunikation gewinnt Social Media immer mehr an Bedeutung. Dieses Seminar soll zeigen, wie eine moderne Social Mediakampagne auf der Entscheider-Community LinkedIN umgesetzt werden kann und anhand eines Erfolgsbeispiel illustriert werden.

Performance based offers are rarely leading to success. The matching of offers to the website's content and to the interest of the user is rather low. The joint venture of MairDumont and TravelTainment forms ”travel audience”: A high performance marketing solution for website-publisher and online travel agencies (OTA). This means an improved matching for publisher and user, because advertisers can generate combinations of offers based on one of the biggest databases for offers. Thus publisher gain more profit, because they enable a higher CTR/Conversion Rate for OTAs.

Together with the Gesellschaft für Konsumforschung (Gfk) TOMORROW FOCUS Media shows that the click in display advertising can only be one parameter next to other succesfully factors.

Based in New York City and founded in 1920, the Art Directors Club is the premier nonprofit organization serving the entire range of creative fields: advertising, design, illustration, photography, multimedia and more. The ADC's Annual Awards, now in its 91st year, is a highly respected and challenging competition that celebrates the very best work in all of those fields, from around the world. We'll share the history of the organization and the Awards, and explore how the annual competition provides real insight into the current state, and the future, of marketing across all platforms.

Produktdatenmarketing ist aus dem heutigen Marketing Mix von Online Shops nicht mehr wegzudenken – jedoch mit zahlreichen Herausforderungen verbunden. Erfahren Sie in diesem Seminar welche Fehler bei Listungen auch heute noch gemacht werden und mit welchen Mitteln Sie Kostenfallen vermeiden können. Björn Emeritzy, Leiter des Produktdatenmarketings bei SoQuero, stellt die bestehenden Chancen und Risiken des Produktdatenmarketings dar und veranschaulicht anhand realer Beispiele aus der Praxis mit welchen Optimierungsansätzen Sie die Performance Ihres Shops in diesem Kanal deutlich verbessern.

SoLoMo: Social Media ist gekommen um zu bleiben.

Online video and the disruption of consumer consumption

How and why consumers are using online video

What Impact has Online-Video on TV and Display?

The perfect storm of online video for advertisers

The importance of creativity and evaluation

Die Welt der Kommunikation wird zukünftig überwiegend eine digitale sein. Dennoch tut sich die Branche schwer, sich auf geeignete Modelle und Beschreibungen dieser neuen Kommunikationsrealität zu einigen. Etablierte Begriffe des Marketings sind nicht immer geeignet, um diese Welt zu beschreiben. Vor allem das Konzept von der einen Idee eines kreativen Genies als bewährte Lösung kommunikativer Herausforderungen scheint zum Auslaufmodell zu werden.
In der Podiumsdiskussion werden die Vertreter der Fachgruppe Agenturen im BVDW Ihre Sichtweise auf die Zukunft der Kreativität darlegen.

The workshop is based on a study of different motivations in Socia Media and best practise cases of Social Media Marketing.

The positive impact of in-stream advertising on a broad range of market parameters has been established beyond a doubt for quite a while now. But what is the effect of in-stream advertising if it is augmented by in-page advertising media within a campaign? What is the added value provided by in-page and in-stream combinations? This and other questions are answered by an up-to-date IP Deutschland market research study which will be presented to an expert audience at dmexco for the very first time.

Across time and cultures, people have used storytelling to share knowledge, explain the world, solve problems and, yes, to sell stuff. Now, at a time when everyone’s in a rush to “make it social!”, it’s worth exploring storytelling as the world’s original social medium. We’ll examine how and why selling approaches that are based on stories work more effectively than those that aren’t. How applying the principles of storytelling makes agencies, and agency-client relationships, run more smoothly. And how using digital tools and technologies can make our stories more powerful than ever.

- Retaining customers through value-creating Web 2.0 interactions on your portal, shop and facebook page

- Optimization of conversions and customer acquisition through consumer2consumer votings and viral diffusion mechanisms

- Generation of consumer insights through customer driven market research

- Case study within the retailing industry

TBA

The meaning of Social Media for the (digital) market and for E-Commerce/E-Business.  

Sell over Facebook? For whom and in which form does that make sense? How do I use a Social Graph? What is iBehavior? Are there successful examples?

Keynote lecture, a case study and panel of the current status quo of the future outlook.

Double your conversions - just by optimising single elements of your landing page. Get to know which A/B-tests you should use to increase your conversion-rate massively: Up to 5 % conversion-rate for sales campaigns and even up to 15 % for lead campaigns. Oliver Leismann, CEO of MedienUniversum GmbH, will show you 10 precise landing page elements that his agency has successfully tested for leading German publishing groups, as well as software companies (B2B and B2C target groups).

Engagement Ads, Domain Stories, Page Post Like Stories, Deals – Meanwhile, the selection of advertising formats on the worldwide biggest social community Facebook, is as multifaceted, as well as confusing. The seminar will cater to the questions, which marketing goals can be reached with which formats and which targeting mechanisms can be used? Besides, it will be explained what costs you have to expect and with which tools Facebook campaigns can be controlled to the basis of conversion.

BrandSculpture transfers the psychological method of family sculpting to media research. Instead of his family, the consumer places himself and all known brands on the virtual (family) board. The result: a non-verbal, highly involving form of brand evaluation. During the talk media brands and their current position become visible at a glance. Which brand has the biggest proximity or distance to the consumer? What are the key characteristics of the media brands for the different target groups? BrandSculpture was developed with Gruner + Jahr and has won the German market research prize 2011.

Browser-based online games are the growth engine of the digital entertainment industry. Because of their high reaches and the variety of targetgroups they have developed into an attractive advertising environment. In comparison to display advertising on classical websites the so called "integration ads" attain a direct interaction between brand and targetgroup. This is done through an authentic brand integration into the gameplay. In that case the advertising perception and contact quality are very high. Every single integration is measurable related to the online marketing standards.

Who are the Big Players? How much are companys spending in Austria and what are the main differences between the Austrian and German digital market. A comprehensive guide through the Austrian digital market.

The triumphal progression of digital social networks strongly changes the demands made to brand communication. It is not only about establishing existing campaigns in Social Media, but also about creating a real community surrounding the brand and triggering a sustainable and lasting dialogue with the consumers. In our lecture we want to show its functionality and which best practices exist in the area of the so-called "Conversational Marketing".

Online video is quickly becoming an integral part of a marketer’s media mix. As brand spend continues
to shift from other mediums into online video advertising, demonstrating the medium’s accountability
and proving ROI for marketers is becoming increasingly important. This seminar will demonstrate how
technology is being used to measure and optimize online video campaigns against brand metrics as
well as provide marketing insights which can be used to drive strategy across an entire media plan. In
addition to a presentation of new technology, the seminar offers case studies of success stories in the
US.

Digitalization reaches dialog marketing and a new eco-system is created. Above all, more relevance in the message to the users is important – in addition to valuable channels and touchpoints with top experience. The customer’s signals must be integrated along the entire customer journey into the dialog for that purpose. These come from the CRM, as well as from the targeting. However, both approaches have only been island solutions so far that must now be brought together in the form of a new platform:
With its DRP solution, United Internet Dialog is building the Digital Dialog 2.0.

- Introduction of Reach & Touch 2.0 Basics (i. e. WEB Cinema + Cine Gold)
- Illustration of Reach & Touch Best Practice
- Creative Variations on the Basis of Reach & Touch

Digitale Kommunikationskanäle und –prozesse finden seit Jahren in unterschiedlichster Form in allen Unternehmensbereichen tagtäglich Anwendung. Dass es mehr als nur Newsletter gibt zeigt das BVDW Seminar des Labs E-Mail 360°. Das Seminar beleuchtet die vielfältigen Kommunikationsarten und zeigt ihre Einsatzmöglichkeiten in Unternehmen sowie deren Vor- und Nachteile.

Starten Sie den zweiten Messetag mit einem kurzen Mediaplanungstraining mit der AGOF Akademie! Was sind die Grundregeln für jeden Mediaplan? Wie definiere ich meine Zielgruppe? Und wie ist in wenigen Schritten eine vollständige Planung erstellt? Diese und viele weitere Fragen zeigt und beantwortet Marion Beckers, Leiterin der AGOF Akademie – von den Basics bis hin zu einigen Profitricks. Machen Sie sich fit!

Traffic for standard placements is increasing and the need for high-quality inventory is growing. As a result, access to this inventory from the long tail must be facilitated. With semantic targeting, this can be achieved in a straightforward and accurate way. Each individual webpage is "read" and analyzed using semantic knowledge. In this way, the topic of the page is accurately determined and appropriate advertising is always provided. As a result, ad servers can identify Internet content and the premium inventory of the entire long tail becomes accessible.

„Image-Kampagnen im Web nehmen in den nächsten fünf Jahren deutlich zu. Vor allem Fast Moving Consumer Goods sind die maßgeblichen Wachstumstreiber.“ Diese Prognose gab der FOMA Trendmonitor 2010 der Fachgruppe Online-Mediaagenturen (FOMA) im Bundesverband Digitale Wirtschaft (BVDW). Wohin geht die Reise im nächsten Jahr? Welche Themen bewegen die digitale Welt? Antworten auf diese und mehr Fragen geben die Online Media Trends 2012 der FOMA.

Based on the results of the very first surveys that have been conducted with the Axel Springer iPad-panel, the impact of tablets on media use and advertising perception will be presented. The proof that the iPad leads to an higher overall usage of media content can be pointed out as one of the key results. The "Media Impact Panel" is an exclusive iPad-user-panel which was launched during the first quarter of 2011. All surveys based on this panel are being conducted using an iPad-app developed by Interrogare.

Setting up the right online campaign while choosing the perfect targeting option is not easy. During this workshop advertisiers will learn how to plan an effective campaign in an auto-affine environment and how to target their very own content accurately.

TBA

Newsletters are rarely seen as revenue-driving forces, rather as instruments to increase customer loyalty. They are hardly monetized, however, they bear great potential and play a leading role in the marketing mix:
- How to optimize your newsletter ads & layout and ad placement: effective content, eye catchers and conversion-boosters
- Marketing ad space: when your own product portfolio lacks cross- and up-selling potential
- Extensive test and optimization techniques for truly successful e-mail marketing

A large part of the population is increasingly watching less TV and therefore becomes hard to reach with classical advertising campaigns. In order to yet increase the total coverage of campaigns, the question arises how these viewers can be reached.Decisive for this is the effect on sales. With the world-wide unique single source approach GfK Media Efficiency Panel this question finds its answer. This is exemplary shown by the Social Media offers. For the first time the impact of viral effects, such as the 'likes' on facebook, can measure sales.

In recent years, the Internet has developed into a media platform that provides the ideal preconditions for successful brand communication - not least because it has evolved into a moving-image medium. There are many possibilities for presenting brands, charging them emotionally and building and expanding image values. Five experts will discuss the trends and opportunities of online branding. The potential of branding on the Internet will be illustrated through an example.

Digital video advertising can combine the best of digital advertising: rich data on users, interactivity, targeting, one-to-one messaging, and insights - to complement an advertiser's TV spend. It uses rich data on consumers to finely target a brand's audience. The advertiser can then get this audience to choose to watch TV multitude spots and engage with the brand through other elements like social sharing. Better yet, the advertiser only pays when a user chooses to interact their brand. Digital Video Advertising is not TV advertising, instead it can complement and TV spend.

Das Seminar bietet als Einführung eine kurze Übersicht über das Lab Adserver im BVDW und dessen Arbeit in den letzten 12 Monaten. Im Folgenden geht der Workshop auf eine der wesentlichen Aufgabenstellungen des Labs ein, die Realisierung eines standardisierten Adplayers zur kontrollierten Auslieferung von Display Ads. Insbesondere werden die Vorteile für die einzelnen Marktteilnehmer ausgeführt und die Anforderungen an diese dargestellt. Das Seminar bietet auch Raum für eine ausführliche Frage und Antwortrunde.