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Out-of-Home im Mediamix – Die Sicht des Werbekunden auf die Mediagattung Außenwerbung

In: Out-of-Home-Kommunikation

Author

Listed:
  • Kai-Marcus Thäsler

    (Fachverband Aussenwerbung e. V.)

  • Susanne Patschicke

    (Ferrero Deutschland GmbH)

  • Uwe Storch

    (Ferrero Deutschland GmbH)

Abstract

Zusammenfassung Kai-Marcus Thäsler: „Ferrero ist seit Jahren einer der Top-OOH-Werbungtreibenden in Deutschland. Out of Home ist für einen großen, crossmedial ausgerichteten Werbungtreibenden aber nur ein Kanal unter mehreren. OoH gilt bei vielen als das letzte Massenmedium, das vor allem Reichweite aufbaut. Andere sehen die Zukunft im datengetriebenen Targeting. Susanne Patschicke, Media Managerin bei Ferrero Germany und Uwe Storch, Head of Media bei Ferrero, beschreiben im Gespräch Funktion und Bedeutung des Mediums in der Gesamtmediastrategie des Konzerns.

Suggested Citation

  • Kai-Marcus Thäsler & Susanne Patschicke & Uwe Storch, 2023. "Out-of-Home im Mediamix – Die Sicht des Werbekunden auf die Mediagattung Außenwerbung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 213-220, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38119-6_12
    DOI: 10.1007/978-3-658-38119-6_12
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