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Addressable TV für regionale Werbetreibende: Eine empirische Untersuchung der Einflussfaktoren einer Nutzung als Kommunikationsinstrument
[Addressable TV for Regional Advertisers: An Empirical Investigation of the Factors Influencing its Use as a Marketing Communications Tool]

Author

Listed:
  • Reck, Lukas
  • Kemper, Anne Christin

    (Department of Economics of the Hochschule Düsseldorf University of Applied Sciences)

Abstract

Addressable TV erlaubt die internetbasierte und selektive Ausspielung von Werbung im Umfeld von linearem Fernsehen. Durch die Möglichkeit des Geo-Targetings wird Werbung in nationalen Fernsehprogrammen auch für regionale Werbetreibende relevant. Obwohl deutsche Werbevermarkter bereits gezielt an diese Unternehmen herantreten, ist bislang wenig über die Voraussetzungen ihrer Nutzungsentscheidung bekannt. Durch die vorliegende explorative Untersuchung soll die Frage beantwortet werden, welche Faktoren die Entscheidung regionaler Werbetreibender über die Nutzung von Addressable TV als innovatives Kommunikationsinstrument beeinflussen. Zu diesem Zweck wurden Experteninterviews mit Kommunikationsverantwortlichen aus regionalen Möbel- und Autohäusern geführt. Die Möglichkeit, regional begrenzt und mit relativ geringem Budgeteinsatz im Umfeld des linearen Fernsehens zu werben, sorgt dafür, den Entscheidungsprozess über die Nutzung von Addressable TV überhaupt erst in Gang zu setzen. Die Studie zeigt auch, dass auf die Nutzungsentscheidung vielfältige innovations-, unternehmens-, personen- und umweltbezogene Adoptionsbarrieren einwirken. Auf Basis dieser Erkenntnisse wird ein am Entscheidungs- und Vermarktungsprozess orientierter Maßnahmenkatalog in Form einer Checkliste abgeleitet. Dieser enthält konkrete strategische sowie operative Handlungsempfehlungen, die von Werbevermarktern gezielt praktisch genutzt werden können, um die Addressable TV-Vermarktung gegenüber regionalen Werbetreibenden zu optimieren.

Suggested Citation

  • Reck, Lukas & Kemper, Anne Christin, "undated". "Addressable TV für regionale Werbetreibende: Eine empirische Untersuchung der Einflussfaktoren einer Nutzung als Kommunikationsinstrument [Addressable TV for Regional Advertisers: An Empirical Inve," Duesseldorf Working Papers in Applied Management and Economics 57, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:57
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Addressable TV; regionale Werbetreibende; Adoptionsfaktoren; Fernsehwerbung; Werbevermarkter; regional advertisers; adoption factors; television advertising; advertising marketers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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