Die oft herbei beschworene Monetarisierung sozialer Netze scheint eher eingetreten zu sein, als allseits erwartet. Wie unlängst zu lesen stand, scheinen die Großen der Branche bereits in diesem Jahr schwarze Zahlen zu schreiben. Rund fünf Jahre nach der Gründung und ca. 700 Millionen Dollar Investitionen hat zum Beispiel das mit 300 Millionen Mitgliedern weltgrößte Social Network Facebook im im zweiten Quartal 2009 erstmals Gewinn erwirtschaftet. Dies teilte Unternehmensgründer Mark Zuckerberg im Facebook-Blog mit.
Auch die VZ-Gruppe, mit StudiVZ, SchülerVZ und MeinVZ Deutschlands Nummer Eins, nähert sich anscheinend der Gewinnschwelle. “Wir haben in einigen Monaten schon Gewinne erzielt. Im Gesamtjahr werden wir allerdings noch einmal rote Zahlen schreiben”, so der Vorstandsvorsitzende Markus Berger-de Léon. Schon wird diesem Trend Rechnung getragen. Bereits in Kürze wird der angekündigte Holtzbrinck-Online-Vermarkter iq digital media marketing GmbH die Arbeit aufnehmen. Das Portfolio besteht neben Online-Angeboten klassischer Medien wie handelsblatt.com, Zeit Online oder wiwo.de vorrangig aus Social Networks, wie der kompletten VZ-Familie (StudiVZ, SchülerVZ, MeinVZ).
Auch für Googles Videoportal Youtube sieht die Zukunft finanziell rosig aus. “Die Kosten für Speicherplatz und Bandbreite sinken stetig. Gleichzeitig steigt der Werbeumsatz sehr schnell. Gleichzeitig steigt der Werbeumsatz sehr schnell. Videowerbung in Deutschland wächst in diesem Jahr um 264 Prozent. Youtube wächst schneller – das gilt für Umsatz und Reichweite. Unser Geschäft hebt jetzt ab”, berichtete Henrique de Castro, bei Google zuständig für die Vermarktung graphischer Werbung und damit auch für Youtube.
Doch woraus resultiert dieser plötzliche, fast schon unerwartet anmutende Aufschwung? Nun, maßgeblich aus der noch immer steigenden Popularität der sozialen Netze, die inzwischen viele Unternehmen anzieht. Eine Studie des Marktforschungsunternehmens Nielsen ergab, dass die Nutzer von Social Networks 17 Prozent ihrer gesamten Internetzeit dort verbringen – eine Verdreifachung binnen nur eines Jahres.
Da möchte die Werbetreibende Industrie nicht aussen vor bleiben. Wie die FAZ berichtete, werben inzwischen mehr als 80 der größten 100 US-Unternehmen auf Facebook. In Großbritannien seien es bereits 40 der TOP50 Unternehmen. Die deutschen Werbetreibenden haben diesen Trend oft noch nicht erkannt, vertrauen noch immer vermehrt klassischen Werbeformen. Doch neue Angebote, die auch soziale Netzen einbeziehen, machen von sich reden. Es ist wohl nur eine Frage der Zeit, wann die Budgets auch in Deutschland fest in Social Networks investiert werden.
Besonders im Jugendmarketing sind SchülerVZ & Co. nicht mehr wegzudenken. Durch das veränderte Medienkonsumverhalten der jungen Zielgruppe fallen Print, TV und Radio als Medien quasi aus, um eine hinreichende Kontaktzahl bei Jugendlichen zu erzielen. In Social Communities fand sich zwar die kritische Masse an Jugendlichen, es fehlte jedoch an geeigneten Werbeformen, um diese treffsicher zu erreichen. Dies mag sich nun ändern. Die Jugendmarketing-Gemeinde würde es begrüßen.
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