{"id":1393,"date":"2020-01-14T14:42:23","date_gmt":"2020-01-14T14:42:23","guid":{"rendered":"http:\/\/sportheads.de\/?p=1393"},"modified":"2020-01-14T14:49:18","modified_gmt":"2020-01-14T14:49:18","slug":"sponsoring-roi-medienanalyse-ein-spiel-mit-grossen-zahlen","status":"publish","type":"post","link":"https:\/\/sportheads.de\/en\/sponsoring-roi-medienanalyse-ein-spiel-mit-grossen-zahlen\/","title":{"rendered":"Sponsoring\/ROI\/Media Analysis - A Game with Big Numbers"},"content":{"rendered":"<p><strong>Hardly any other form of advertising has come close to matching the development of sponsorship in recent years. Here, top-level sports in particular provide sponsors and partners with an emotional and high-reach advertising and communication platform. Since sponsors ultimately ride \"piggyback,\" they benefit from the continued increase in overall reach and interaction. The sports fan searches for and finds the content that is relevant to him - ultimately regardless of the channel.<\/strong><\/p>\n\n\n\n<p>Sponsors and partners\nSponsors and partners increasingly have their own content marketing and storytelling\nto activate and boost the effect of the relatively meaningless presentation of the brand.\nof the brand through their own content marketing and storytelling.<\/p>\n\n\n\n<p>The evaluation of a\nsponsorship platform and KPIs for measuring the return on sponsorship investments\n(ROSI) are usually based on a combination of media coverage\/advertising performance\nand the measurement of other value-creating elements from the sponsorship contract.\nWhile marketers still argue on the basis of the equivalent advertising value of a sponsorship, sponsors use the\nvalue of a sponsorship, sponsors are increasingly using KPIs that quantify the return on\n(ROO). &nbsp;&nbsp;<\/p>\n\n\n\n<p>However, the central role of media analysis in sponsorship is not only crumbling at this point. For years, the prices for media analysis in sponsorship have been eroding, despite massively increasing demands due to the fragmented media landscape, OTT channels and social media. The goal of drawing as comprehensive a picture as possible of the reach and promotional contacts achieved for sponsors, and thus providing an essential building block for evaluation, is clearly losing relevance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Provider Media Analysis<\/strong><\/h2>\n\n\n\n<p>What are suppliers doing to survive\nto survive in this extremely competitive market? While market leader Nielsen, for example, records\nSports records TV broadcasts at great expense and counters price pressure by\nwith the appropriate automation of its production facilities in India (just recently\n(only recently, the Israeli company vBrand, which specializes in logo recognition by means of AI\/ML\nvBrand from Israel), some competitors are taking a completely different\ncompetitors are taking a completely different path. <\/p>\n\n\n\n<p>Why elaborate\nrecording, when you can read in the program guide when, where and\nand how long an event will be broadcast on TV. And if you call this procedure\n\"Schedule Auditing\" then it sounds more weighty. That here\n20% and more of the coverage in news and sports magazines go unnoticed.\nis in the nature of things.<\/p>\n\n\n\n<p>Why analyze the visibility\nof a sponsor in actual recordings, when you can \"sufficiently\" extrapolate this\ncan be \"sufficiently\" extrapolated on the basis of short YouTube videos. <\/p>\n\n\n\n<p>And why for the\nofficially measured TV stations, if supposedly elaborately produced estimation models\nif supposedly elaborately produced estimation models deliver good results after all. But even\nnames such as \"Audience Estimation Model\" tend to deceive about the actual\nthe actual quality. Alternatively, coverage is dispensed with altogether\nand only the gross advertising price shown by the broadcaster is used as the basis for the\nas the basis for the evaluation - if available at the time.<\/p>\n\n\n\n<p>One supplier in particular\nwith Anglo-Saxon roots has been pushing onto the continental European market in recent years with aggressive\npricing on the continental European market. Unfortunately, the\nmodern layout of the reports does not go hand in hand with methodical care.\nAt times, the rule is:\u00a0 Internet research x extrapolation x estimated value =\nAdvertising Equivalent Value (AVE)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Missing standards<\/strong><\/h2>\n\n\n\n<p>Due to the lack of\nstandards, it is also up to the creativity of the customer to set a few\nparameters in the analysis in such a way that a high or less high advertising equivalency value is calculated.\nis calculated. Whether 20 million or 2 million advertising equivalence - as long as one can use\nmethodological levers to increase the valuation of an engagement many times over, both figures are in\nboth figures are not wrong in case of doubt - but neither are they correct.\ncorrect. A \"currency\" for sponsoring is not yet available, even after years of efforts\nof the relevant professional associations in Germany is still a long way off. A small consolation:\ninternationally, the standards are in some cases even more meager.<\/p>\n\n\n\n<p>If, despite correct\nIf, despite the correct analysis, we also apply a quality weighting for sponsorship visibility\nsuch as the QI from Nielsen Sports, whose rather complex calculation method based on five criteria\ncriteria is only known to insiders of the scene (QI = Quality Index\nindex, weighting of the gross advertising value by approx. 75%), the intransparency and comparability of\nintransparency and comparability of service providers as well as the\ncomparability with other genres, such as public relations, is further\nartificially more difficult.<\/p>\n\n\n\n<p>Since the actual\nsponsorship amounts paid, despite weighting, are usually only a fraction of the\nof the reported AVEs, one ultimately gets the impression that the\nmultiple only has to be high enough to avoid further questions. The\npositive year-on-year trends are already due to the fact that the gross\nthe fact that gross advertising prices serve as the basis for calculating the AVE.\nis used. These have actually been rising for years, while the actual\nnet values, at least in classic TV, have been falling continuously; keyword\nGross-net gap.<\/p>\n\n\n\n<p>Another major\nchallenge for all parties arises from the transfer of essential\nOTT channels such as Magenta Sport, DAZN, Eurosport Player and others - and we are certainly only at the\nwe are certainly only at the beginning of this development. Neither are there\nreliable reach models along the lines of the AGF\/GFK, nor are corresponding\nnor is there any systematic, cross-platform collection of the relevant data.\nFor sponsorship, whose most important sales argument is still reach with an emotional\nwith an emotional anchor, is actually an untenable state of affairs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Digital \/ Social<\/strong><\/h2>\n\n\n\n<p>The DiPeC of the\nAssociation of Sponsorship Providers (VSA) offers a digital performance card for websites, apps, newsletters and\nSocial Media a digital performance card with traceable logic. A very\nvery good approach in itself. Points of criticism arise in that the\nadvertising metrics of reach and interactions despite completely different\nare calculated with only one sponsorship CPM. In addition, the hot potato\nthe hot potato of CPMs, and thus the basis for calculating the monetary\nis not presented at all. <\/p>\n\n\n\n<p>Recently the agency\nLobeco has published a very good and target-oriented advance on social media evaluation.\npublished. With its clear focus on cost per engagement (CPE) and concrete\nand concrete proposals for its measurement, the proliferation of social media\nmedia valuation metrics a pragmatic and comprehensible end.\nNevertheless, there is still plenty of room for discussion. For example\nplatforms such as Facebook and YouTube still report their performance in the moving\non the basis of very different methodologies. In addition, many social\nmedia analysts do not capture the image and video presence of sponsors, which is so important for sponsorship.\nof the sponsors. And last but not least, Facebook's CPE is estimated in the current\nAyzenberg Report values Facebook's CPE at the equivalent of \u20ac 1.63, whereas Lobeco calculates \u20ac 0.67.\ncalculates. A deviation in the valuation of no less than 240%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Outlook<\/strong><\/h2>\n\n\n\n<p>In my opinion\nsports sponsorship is and remains an effective and efficient tool in the marketing mix.\nmarketing mix. In my opinion, some rights still tend to be undervalued.\nundervalued. A critical examination of the quality, methodology and key figures of\nand key figures of media analysis can only help to provide a sound basis for planning and\nplanning and evaluation, and ultimately to compete with other forms of advertising.\ncreate.<\/p>\n\n\n\n<p>Customers of\nmedia analyses should definitely take the trouble to check the plausibility of reach and visibility\nto randomly check reach and visibility for plausibility, and to critically question\ncritically, if hundreds of transmission snippets are assigned the same reach.\nrange is assigned to hundreds of transmission snippets. In addition, the basis of the\nthe basis for calculating the advertising equivalent value (AVE) and the underlying sources should be disclosed.\nbe disclosed. <\/p>\n\n\n\n<p>Some start-ups are already working\nare already working on inexpensive apps that can display the visibility of moving\nin real time. In case of doubt, the use of independent specialists can also help to shed light\ninto the darkness. <\/p>\n\n\n\n<p>And of course you can't\nnot expect a Maybach if you've only paid for a Mini.\nIn any case, it pays to pay attention in terms of credibility,\ntransparency and relevance of the data.<\/p>\n\n\n\n<p>Rights holders, marketers\nand associations are more than ever called upon to develop clear rules and quality requirements.\nalso in the sense of interdisciplinary comparability. A\nAGF with the appropriate specialists would certainly do the sports business good and\nwould certainly do the sports business good and enhance the credibility and relevance of media analysis.\nas well as the ability to plan and measure sponsorship. In addition, the\nmethodological proliferation could be brought to a welcome end.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The author<\/strong><\/h2>\n\n\n\n<p>Marcel Cordes, born 1965 in Ottersberg (near Bremen), 3 children<\/p>\n\n\n\n<p>Vita: Sports scientist, Member of the Board of SPORT+MARKT AG, President Europe Repucom, Managing Director SetOne, General Manager of IPG Agentur FUTURES SE, Managing Partner SPORTHEADS GmbH<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"681\" src=\"http:\/\/sportheads.de\/wp-content\/uploads\/2018\/11\/SBF2394-1024x681.jpg\" alt=\"\" data-id=\"93\" data-full-url=\"http:\/\/sportheads.de\/wp-content\/uploads\/2018\/11\/SBF2394-e1543577003861.jpg\" data-link=\"http:\/\/sportheads.de\/home\/_sbf2394\/\" class=\"wp-image-93\"\/><\/figure><\/li><\/ul><\/figure>","protected":false},"excerpt":{"rendered":"<p>Kaum eine andere Werbeform hat in den letzten Jahren auch nur ann\u00e4hernd die Entwicklung von Sponsoring erreichen k\u00f6nnen. Hierbei liefert besonders der Spitzensport Sponsoren und Partnern eine emotionale und reichweitenstarke Werbe- und Kommunikationsplattform. Da Sponsoren letztlich \u201eHuckepack\u201c reiten, profitieren sie von der weiterhin steigenden Gesamtreichweite und Interaktion. Der Sportfan sucht und findet den f\u00fcr ihn [&hellip;]<\/p>","protected":false},"author":1,"featured_media":1394,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[15],"tags":[],"class_list":["post-1393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sponsoring\/ROI\/Medienanalyse \u2013 Ein Spiel mit gro\u00dfen Zahlen | SPORTHEADS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sportheads.de\/en\/sponsoring-roi-medienanalyse-ein-spiel-mit-grossen-zahlen\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponsoring\/ROI\/Medienanalyse \u2013 Ein Spiel mit gro\u00dfen Zahlen | SPORTHEADS\" \/>\n<meta property=\"og:description\" content=\"Kaum eine andere Werbeform hat in den letzten Jahren auch nur ann\u00e4hernd die Entwicklung von Sponsoring erreichen k\u00f6nnen. Hierbei liefert besonders der Spitzensport Sponsoren und Partnern eine emotionale und reichweitenstarke Werbe- und Kommunikationsplattform. Da Sponsoren letztlich \u201eHuckepack\u201c reiten, profitieren sie von der weiterhin steigenden Gesamtreichweite und Interaktion. Der Sportfan sucht und findet den f\u00fcr ihn [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sportheads.de\/en\/sponsoring-roi-medienanalyse-ein-spiel-mit-grossen-zahlen\/\" \/>\n<meta property=\"og:site_name\" content=\"SPORTHEADS\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-14T14:42:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-14T14:49:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sportheads.de\/wp-content\/uploads\/2020\/01\/200113_Beitrag-Marcel-Cordes.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"SPORTHEADS\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"SPORTHEADS\" \/>\n\t<meta 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