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Arbeitswelt",{"__typename":110,"id":542,"image":543,"title":546,"subtitle":547,"cta":548},"cmienltjc3ykn07umttacm0bs",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":544,"url":545},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmlj75by11ybt06ungk2z4tk9","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmlj75by11ybt06ungk2z4tk9","5050 Newsletter","Der Gründer*innen Pitch für Early Stage-Startups mit paritätisch oder mehrheitlich weiblich besetzten Gründungsteams.",{"__typename":119,"label":549,"url":550,"target":102,"external":102,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Anmelden","https:\u002F\u002F5050.omr.com\u002Fnewsletter",[552,557,561],{"id":553,"name":554,"link":555,"description":556,"icon":485,"children":-1},"cmiegmt14qboj07ui8asetaqf","Events","https:\u002F\u002F5050.omr.com\u002Fevents","Inspiration, Know-How und neue 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zurück.",{"id":579,"slug":580,"name":581,"link":582,"description":583,"promo":102,"children":584},"cm9lf3tmo3o1e07tbc637667m","finance-forward","Finance Forward","https:\u002F\u002Ffinancefwd.com\u002Fde\u002F","News, Analysen und Interviews aus der Finanzwelt",[585,590,595,599,603,608],{"id":586,"name":587,"link":582,"description":588,"icon":589,"children":-1},"cmirjrv0z748r07tavhghipb0","Home","Finance Forward ist das digitale Finanzportal von manager magazin und OMR","house",{"id":591,"name":10,"link":592,"description":593,"icon":594,"children":-1},"cmirjrv0z748q07tax00wlki5","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fabout\u002F","Wer wir sind","users",{"id":596,"name":85,"link":597,"description":598,"icon":428,"children":-1},"cmirjrv0z748p07tay48u8u5t","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fpodcast\u002F","In unserem Podcast sprechen wir mit den wichtigsten Köpfen der Szene",{"id":600,"name":22,"link":601,"description":602,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":604,"name":19,"link":605,"description":606,"icon":607,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":609,"name":610,"link":611,"description":612,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":615,"previousGlossary":760,"nextGlossary":764},{"__typename":616,"id":617,"name":618,"description":619,"seoAttributes":754,"slug":759,"topicPageRedirect":102},"Glossary","clje10h0525zq0auiw9c3fs6t","Ad Impressions",{"__typename":620,"json":621,"references":753},"GlossaryDescriptionRichText",{"children":622},[623,638,643,651,662,672,677,681,685,689,707,711,722,745,749],{"type":624,"children":625},"paragraph",[626,628,630,636],{"text":627},"Ad Impressions meinen den ",{"bold":479,"text":629},"Aufruf eines Werbemittels\u002FBanners über einen ",{"href":631,"type":632,"children":633,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fad-server","link",[634],{"bold":479,"text":635},"AdServer",{"text":637},". Sie geben also die Anzahl der Einblendungen einer Werbung wieder. Daher ist häufig auch von Ad Views die Rede. Die Kennzahl ist eine wesentliche Basis für viele weitere Metriken. Im Marketing musst du den Wert also immer erfassen.",{"type":639,"children":640},"heading-two",[641],{"text":642},"So funktioniert die Abrechnung",{"type":624,"children":644},[645,647,649],{"text":646},"Was passiert bei einer Bannereinblendung? Es wird schlicht deine Bannerdatei vom Adserver geladen und auf der Website ausgespielt. So ermittelt sich die Zahl deiner Ad Impressions. Und hier ist schon der erste Haken: ",{"bold":479,"text":648},"Dieser Wert sagt dir nur, dass deine Werbung ausgespielt ist, aber nicht, ob der Nutzer sie gesehen hat",{"text":650},". Was passiert etwa bei langen Webseiten, wenn dein Banner nicht das erste ist, sondern im unteren Teil der Seite erscheint? Richtig, die Chance, dass der Nutzer dein Werbemittel gesehen hat, sinkt rapide.",{"type":624,"children":652},[653,655,660],{"text":654},"Trotzdem ist die Kennzahl die Basis für z. B. den Preis einer Werbung. Beim ",{"href":656,"type":632,"children":657,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Ftausenderkontaktpreis-tkp",[658],{"text":659},"TKP (Tausender-Kontakt-Preis)",{"text":661}," zahlst du etwa für 1000 Impressionen. Dabei ist es egal, ob die Werbung auch wirklich im Sichtfeld des Nutzers war.",{"type":624,"children":663},[664,666,671],{"text":665},"",{"href":667,"type":632,"children":668,"openInNewTab":479},"https:\u002F\u002Feducation.omr.com\u002Fproducts\u002Fdigital-analytics-datenanalyse-guide?utm_source=report_glossar_ad&utm_medium=button&utm_campaign=education-seo&utm_content=keyword-ad-impression",[669],{"text":670},"Jetzt kostenfrei reinlesen",{"text":665},{"type":673,"children":674},"heading-three",[675],{"text":676},"Kritik an der Ad Impression",{"type":624,"children":678},[679],{"text":680},"Daher solltest du einen hohen Wert bei Ad Impressions grundsätzlich nicht unhinterfragt abfeiern. Entscheidend ist, dem Wert qualitative Faktoren zuzuordnen. Etwa, wo dein Banner erscheint und ob und wie ein Nutzer die Ad gesehen hat. Deshalb erfasst du am besten die Viewability für deine Ads. Du misst, ob dein Banner nicht nur ausgespielt wurde, sondern ob der Nutzern ihn auch tatsächlich gesehen hat. Buchst du Kampagnen auf TKP-Ebene, musst du eine Viewability-Messung durchführen, weil du ansonsten keinen sinnvollen Messwert für die tatsächlich mögliche Werbewirkung des Budgets hast.",{"type":624,"children":682},[683],{"text":684},"Die Kriterien dafür sind aber auch recht großzügig. Bei Google beispielsweise müssen nur 50 Prozent der Ad für eine Sekunde auf dem Bildschirm des Nutzers angezeigt werden. Ist das geschehen, zählt die Ad Impression als „Viewable“.",{"type":639,"children":686},[687],{"text":688},"Was sagt mit die Ad Impression?",{"type":624,"children":690},[691,693,698,700,705],{"text":692},"In Kombination mit weiteren Leistungswerten wie Klicks, Sales oder Leads lassen sich die ",{"href":694,"type":632,"children":695,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fconversion",[696],{"text":697},"Conversion",{"text":699}," und die ",{"href":701,"type":632,"children":702,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fclick-trough-rate-ctr",[703],{"text":704},"Click-Through-Rate",{"text":706}," berechnen. Damit kannst du die Effizienz einer Kampagne, eines Kanals oder eines einzelnen Werbemittels beurteilen. Das Reporting der Ad Impressions übernimmt üblicherweise der Publisher oder AdServer. Eine Zähldifferenz bezeichnet eine Abweichung von über 10 Prozent.",{"type":673,"children":708},[709],{"text":710},"Unterschiede zu Page Impressions",{"type":624,"children":712},[713,715,720],{"text":714},"Darüber hinaus kann es Unterschiede zu den ",{"href":716,"type":632,"children":717,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fpage-impression",[718],{"text":719},"Page Impressions",{"text":721}," geben. Sie geben die Anzahl der Seitenaufrufe an. Bei den Unterschieden gibt es drei Möglichkeiten:",{"type":723,"children":724},"bulleted-list",[725,733,739],{"type":726,"children":727},"list-item",[728],{"type":729,"children":730},"list-item-child",[731],{"text":732},"Häufig sind die Werte der Seitenaufrufe durch wechselnde Werbemittel höher als Ad Impressions.",{"type":726,"children":734},[735],{"type":729,"children":736},[737],{"text":738},"Der Aufruf einer Seite kann bei Einbindungen mehrerer Werbemittel aber auch zu mehreren Ad Impressions führen.",{"type":726,"children":740},[741],{"type":729,"children":742},[743],{"text":744},"Die Anzahl von Banner- und Seitenaufrufen ist gleich, beispielsweise wenn ein einziges Werbemittel pro Seite ausgeliefert wird.",{"type":624,"children":746},[747],{"text":748},"Der größte Vorteil von vom AdServer gezählten Aufrufzahlen: eine einfache Nachvollziehbarkeit und faire Abrechnung von Werbemaßnahmen im Netz. 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