ABSTRACT

Advertising revenues are a major source of income for media companies such as publishing houses. In the age of digitalisation, generating revenue in the online advertising market is an essential ingredient for future economic viability and competitiveness. However, programmatic advertising as a new marketing technique, as well as the proliferated number of websites and increased competition, has challenged publishing houses to generate revenue within the online advertising market. Therefore, media branding has emerged as an important issue. Since brands in such a B2B market share the same purpose as they do in consumer markets, they too offer the potential for media companies to gain a substantial competitive advantage. This article investigates the importance of media brands in relation to other purchase criteria within online media planning. The results of an Adaptive Choice-Based Conjoint analysis (ACBC) with online media planners suggest that the role of media brands within online media planning is limited and secondary to price and its influence varies over different career levels. Furthermore, a price premium can be obtained for a media brand with a higher perceived utility. This article concludes with implications for media companies.

摘要

广告收入是出版社等媒体公司的主要收入来源。在数字化时代，在线广告市场创收是未来经济可行性和竞争力的重要组成部分。然而，程序化广告作为一种新的营销技术，以及网站数量的激增和竞争的加剧，已经对出版社在在线广告市场上创收提出了挑战。因此，媒体品牌成为一个重要问题。由于此类 B2B 市场中的品牌与消费市场中的品牌有着相同的目的，因此它们也为媒体公司提供了获得巨大竞争优势的潜力。本文调查了媒体品牌相对于在线媒体规划中其他购买标准的重要性。与在线媒体策划者进行的基于自适应选择的联合分析 (ACBC) 的结果表明，媒体品牌在在线媒体策划中的作用是有限的，并且次于价格，其影响因不同的职业水平而异。此外，对于具有更高感知效用的媒体品牌，可以获得溢价。本文以对媒体公司的影响作为结尾。