Das Fernsehen ist schon ein ganz feines Medium. Zumindest für Werbetreibende. Der potentielle Kunde sitzt gebannt vor der Mattscheibe und lässt sich berieseln. Vielleicht noch eine Tüte Chips oder eine Flasche Bier lenken ihn vom wohldosierten Werbekonsum ab. Ein Traum. Ganz anders das Internet. Drei Stunden regungsloses Starren auf Facebook, Twitter oder Xing würden sich ganz schön hinziehen. Hier ist Aktion gefragt. Interaktion. Ein Alptraum für Werber.
Denn wer sich auf etwas konzentriert, der ist blind für alles andere. Auch für Werbung. Diese eher schlichte Weißheit hat sogar einen schönen englischen Namen. Sie heißt einprägsam Inattentional Blindness. Besonders im Social Web gibt es viel zu tun. Hier wird kommentiert, getwittert und gegruschelt. Pausenlos. Es wundert also wenig, dass Klickraten auf Banner oder Text-Ads besonders auf diesen Plattformen geradezu unterirdisch schlecht ausfallen.
Doch es kommt noch schlimmer. Vermeintlich innovative Online-Werbeformen wie Skyscraper, Flash Layer, Rectangles oder Super Banner sorgen im Social Web für pure Entrüstung. Sie stören. In der Youngcom Jugendstudie 2008 benannten nahezu 70 Prozent der befragten Jugendlichen Internetbanner als nervigste Werbeform. Auf Platz 2: Werbemails (67.6 %). Hier droht werbetreibenden Unternehmen massiver Imageverlust. Immerhin 42 Prozent der Kids verweigern laut eigener Aussage den Kauf, wenn sie Werbung zu sehr nervt. T-Online sollte vorsichtig sein.
Wenn eine Werbung nicht nerven und zudem die Inattentional Blindness überwinden soll, muss sie zwingend kontextbezogen sein. Auch hier zeigt Branchenprimus Google mit seinem kostenlosen Mail-System G-Mail, wie es funktionieren könnte. Schreiben sie ihrer Liebsten per G-Mail über ihre Probleme mit Ungeziefer, blendet Google daneben die Werbung ihres lokalen Kammerjägers ein. Datenschutzseitig etwas gewöhnungsbedürftig, aber genau so geht´s.
Doch die Werbevermarkter reagieren nicht. Kontextbezogene Werbemöglichkeiten sucht man auf Schüler- oder StudiVZ, Xing und Clipfish vergebens. Meist finden sich vereinzelt eingeblendete Google-Anzeigen (Placement Targeting), z.B. bei mySpace. Das war´s. Sehr dürftig.
Auch die noch immer praktizierte Berechnungsgrundlage nach Einblendungen (TKP) ist völlig antiquiert. Seit Adwords ist kaum einem Werbetreibenden mehr zu vermitteln, warum Online-Werbung nicht erfolgsorientiert honoriert werden kann. Und das zu Recht. Selbstbewusste Anbieter setzen schon jetzt auf Cost-per-Click (CPC) oder Cost-per-Order (CPO) Modelle, vor allem bekannt aus dem Affiliate-Marketing.
Ein Unternehmen muss dorthin, wo seine Kunden sind. Und diese sind im Jugendmarketing in Social Networks aktiv. Doch solange unsere Online-Vermarkter keinerlei Zugang zu diesen Kunden eröffnen, bleiben Plattformen wie SchülerVZ & Co. trotz Hunderttausenden von Besuchern für Werbetreibende uninteressant. Selbst die so innovative Online-Branche schafft es nicht, über ihren Schatten zu springen und hält verbissen, ja fast schon verängstigt an veralteten Akquise- und Verrechnungsmodellen fest.
Altersstarrsinn im Internet-Zeitalter …
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