{"id":22897,"date":"2016-12-09T18:10:23","date_gmt":"2016-12-09T16:10:23","guid":{"rendered":"https:\/\/eye-square.com\/de\/?p=22897"},"modified":"2017-02-08T12:37:05","modified_gmt":"2017-02-08T10:37:05","slug":"michael-schiessl-zu-digitalwerbung-im-interview-mit-der-horizont","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/michael-schiessl-zu-digitalwerbung-im-interview-mit-der-horizont\/","title":{"rendered":"Michael Schiessl zu Digitalwerbung im HORIZONT-Interview"},"content":{"rendered":"<p>Michael Schiessl (Gesch\u00e4ftsf\u00fchrer eye square) erl\u00e4utert im Interview mit der <a href=\"http:\/\/www.horizont.net\/epaper\/218\/inhalt.pdf\">HORIZONT<\/a>\u00a0(49\/16) die Herausforderungen in der digitalen Werbung.<\/p>\n<p>Wie werden Marken wahr genommen, wie k\u00f6nnen Kaufentscheidungen gesteuert werden und sind wir den Herausforderungen von Big Data gewachsen?<\/p>\n<p>Nach Schiessl ist eine Konfusion \u00fcber die digitale Werbewirkung vorhanden. Die Ursachen sieht er in dem, was man mit dem <em>measurement problem<\/em> des digitalen \u00a0kennzeichnen kann.<\/p>\n<p>Seiner Meinung nach besteht &#8220; Das Problem (&#8230;) verk\u00fcrzt gesagt darin, dass\u00a0 man aus der zirkul\u00e4ren maschinellen Selbstbeobachtung des digitalen \u00a0auf seine menschliche Wirkung schlie\u00dfen m\u00f6chte.\u00a0 Das l\u00e4uft nicht und die gewonnenen Daten bringen \u00a0immer weniger an Relevanz f\u00fcr die eigentlichen Fragen der F\u00fchrung von Kommunikation und Marken. &#8220;<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-23082 size-full\" src=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2016\/12\/e2-Media-HorizontArtikelNewsletter1200x800_opt.jpg\" width=\"1200\" height=\"800\" srcset=\"https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2016\/12\/e2-Media-HorizontArtikelNewsletter1200x800_opt.jpg 1200w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2016\/12\/e2-Media-HorizontArtikelNewsletter1200x800_opt-300x200.jpg 300w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2016\/12\/e2-Media-HorizontArtikelNewsletter1200x800_opt-768x512.jpg 768w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2016\/12\/e2-Media-HorizontArtikelNewsletter1200x800_opt-1024x683.jpg 1024w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2016\/12\/e2-Media-HorizontArtikelNewsletter1200x800_opt-700x467.jpg 700w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>&#8222;Das zentrale Problem liegt heute darin, vor lauter rein digitalen \u00dcberlegungen das Reale zu vergessen. Also das, was ist, was die Menschen konkret sehen, wenn sie im Internet sind. Alle unsere Studien zeigen, \u00a0etwa dass die Kreation und die Gestaltung einen entscheidenden Einfluss haben. Hier gibt es nach wie vor einen gigantischen Optimierungsbedarf.&#8220;<\/p>\n<p>Als erforderliche Konsequenz sieht er eine Optimierung der User Experience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Michael Schiessl (Gesch\u00e4ftsf\u00fchrer eye square) erl\u00e4utert im Interview mit der HORIZONT\u00a0(49\/16) die Herausforderungen in der digitalen Werbung. Wie werden Marken wahr genommen, wie k\u00f6nnen Kaufentscheidungen gesteuert werden und sind wir den Herausforderungen von Big Data gewachsen? Nach Schiessl ist eine Konfusion \u00fcber die digitale Werbewirkung&#8230;<\/p>\n","protected":false},"author":7,"featured_media":23082,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[309,204,1],"tags":[],"class_list":["post-22897","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-309","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Michael Schiessl zu Digitalwerbung im HORIZONT-Interview | eye square<\/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:\/\/www.eye-square.com\/de\/michael-schiessl-zu-digitalwerbung-im-interview-mit-der-horizont\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michael Schiessl zu Digitalwerbung im HORIZONT-Interview\" \/>\n<meta property=\"og:description\" content=\"Michael Schiessl (Gesch\u00e4ftsf\u00fchrer eye square) erl\u00e4utert im Interview mit der HORIZONT\u00a0(49\/16) die Herausforderungen in der digitalen Werbung. 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