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Display-Marketing

In: Online-Marketing-Intelligence

Author

Listed:
  • Dennis Ahrholdt

    (HSBA Hamburg School of Business Administration)

  • Goetz Greve

    (HSBA Hamburg School of Business Administration)

  • Gregor Hopf

    (Duale Hochschule Baden-Württemberg)

Abstract

Zusammenfassung Display-Marketing ist eine bedeutende Werbeform im Online-Marketing. Display-Marketing umfasst grafische Werbemittel wie Banner, Bilder, Videos oder Animationen in unterschiedlichsten Formaten. Im Vergleich zur klassischen Printanzeige bietet das Display-Marketing jedoch die Möglichkeit, Werbung gezielt auszusteuern, um Streuverluste zu minimieren sowie Reaktionen der Nutzer auf die Werbeeinblendungen zu verfolgen. Zur Kontrolle der Display-Marketing-Maßnahmen stehen eine Vielzahl möglicher Metriken bereit. Das Kapitel gibt einen Überblick über die wichtigsten Kennzahlen im Display-Marketing.

Suggested Citation

  • Dennis Ahrholdt & Goetz Greve & Gregor Hopf, 2023. "Display-Marketing," Springer Books, in: Online-Marketing-Intelligence, edition 2, chapter 2, pages 11-23, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40599-1_2
    DOI: 10.1007/978-3-658-40599-1_2
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