AGOF introduces categorisation model for social media / Planning options on the basis of existing performance metrics / Published in “internet facts” and TOP
Frankfurt / Lisbon, 11 March 2010. With the growing significance of social media in online advertising, the call for performance and qualification metrics for social media is also becoming increasingly louder. The AGOF, Germany’s Online Research Association (Arbeitsgemeinschaft Online Forschung) has given increasing consideration to its importance: As an independent authority for practice-oriented standards in Internet and online advertising media research, today from the I-COM Global Summit in Lisbon, the AGOF presents an initial model and corresponding qualification catalogue that makes it possible to evaluate and design social media for media planning on the basis of previously known performance metrics.
Categorisation model for social media
The AGOF model assists in qualifying contacts in the area of social media on the basis of four activity clusters. It differentiates the following categories:
Networking, which means all open links between users, also across platforms, including activities such as networking, inviting, adding contacts, etc.
Contributing, the active creation of contents by using forms of communication available on a specific platform. This includes activities such as uploading, evaluating, commenting, writing and designing.
Sharing, the recording of all activities related to the dissemination of platform content such as forwarding, recommending, linking and integrating.
The fourth category has just recently been added: Messaging, which refers to direct one-to-one or one-to-many communication via e-mails or messaging clients.
The naming of the categories and the definition of their contents was done in cooperation with the Social Media task force in the BVDW and the FOMA.
The model envisions supplementing the existing page code of the AGOF measurement with an activity code that falls into one of these four activity clusters. The expanded code will be stored on every website with activities. The actual activity will then be assigned to the contact, per contact so are multiple activities possible.
Existing performance metrics also for social media advertising planning
This model is especially easy and user-friendly because it requires no new currencies or performance metrics; instead, it makes social media available for the planning of display advertising with the existing performance metrics and planning fields. The acquired evaluation parameters on activity attributes will supplement the existing data set of information on unique users and booking units for “internet facts,” which will then be available as activity booking units in the AGOF planning tool TOP.
The model performed as expected in its initial test runs and should soon enter the first market-trial phase to test its market acceptance. Initial data should already be available for the dmexco 2010.
Thomas Duhr, managing director of AGOF: "Social media and especially the question of performance metrics are currently some of the most discussed topics in online marketing. With the introduction of a model that makes social media contacts available for high-quality online media planning on the basis of currently existing performance metrics, we are meeting one of the most urgent demands of the market. We are confident that we are providing important impulses to the market with this model."
AGOF
The Online Research Association AGOF (Arbeitsgemeinschaft Online Forschung) was founded in December 2002. The mission and purpose of the AGOF is to establish transparency and practice-oriented standards in Internet and online advertising media research, independent of individual interests. With “internet facts” and its included metric category of unique users, AGOF has established standardised online coverage currency as a basis for online media planning in the market.
Its members are: AOL Deutschland Medien GmbH, Axel Springer AG, BAUER MEDIA KG, eBay Advertising Group GmbH, freeXmedia GmbH, G+J Electronic Media Sales GmbH, Hi-media S.A., InteractiveMedia CCSP GmbH, IP Deutschland GmbH, iq digital media marketing GmbH, Microsoft Advertising, OMS Vermarktungs GmbH & Co. KG, Quality Channel GmbH, SevenOne Media GmbH, TOMORROW FOCUS Portal GmbH, United Internet Media AG und Yahoo! Deutschland GmbH.
Its licencees are: AdBerry Media GmbH, Adconion GmbH, adflames Media – A Division of Warner Music Group Germany Holding GmbH, AdImpulse Media GmbH, ad pepper media GmbH, ADselect GmbH, Andreae-Noris Zahn AG, arejo GmbH, artnet AG, Axel Springer Financial Media | wallstreet:online, Business Advertising GmbH, Celebrity News UG, Cinema Management Services GmbH, Codex Media GmbH, CommonMedia, GmbH, Fantastic Zero GmbH, Glam Media GmbH, GoYellow GmbH, guenstiger.de GmbH, IDG Business Media AG, imedo GmbH, intermedia advertising GmbH, Klassik Radio AG, krebomedia GmbH, macnews.de OnlineServices GmbH, MAIRDUMONT GmbH & Co. KG, mediaflite GmbH, mediaroute GmbH, MEDIENHAUS.de GmbH, Medienwirtschaft Verlags GmbH, Midas Players Vertriebs GmbH/king.com, mokono GmbH, MTV Networks Germany GmbH, MySpace/Fox Interactive Media GmbH, NetMediaEurope Deutschland GmbH, netpoint media GmbH, OnVista Media GmbH, QUARTER MEDIA GmbH, QWERTZ-Media GmbH, Reachnet DE Ltd., RealGames Europe B.V., RTL Radiovermarktung GmbH, SOMA 2 GmbH, Ströer Interactive GmbH, teligo GmbH, teltarif.de Onlineverlag GmbH, TG Publishing AG, TripAdvisor Ltd., TripleDoubleU GmbH, Unister GmbH, Urban Media GmbH, urbi AD orbi GmbH, Verlag Werben & Verkaufen GmbH, vertical network media GmbH, WEB FINANCIAL GROUP Deutschland GmbH, Weischer Online GmbH, WEKA MEDIA PUBLISHING GmbH, WORT & BILD VERLAG Konradshöhe GmbH & Co. KG, XING AG und xplosion media GmbH.
If you have any questions, please contact:
Nadja Elias
AGOF Press Officer
Phone: +49/ 89/14339-222
Fax: +49/ 89/14339-250
Mobile: +49/ 151/14264224
E-mail: nadja.elias@agof.de
