Target Group Share:
Dusseldorf, February 22th, 2016. Compared to the concentration of decision-makers within the German overall population (four per cent, see LAE 2015 decision-maker), the amount of company decision-makers is disproportionally high (19 per cent) among the users of more than 550 high quality offers by OMS in their digital portfolio. This was proven by the results of a recent user analysis, which was conducted by the research unit of nugg.ad “Audience & Research” on behalf of the premium marketer. This leads to ideal conditions for OMS advertising clients to address the desired quality target group of decision-makers efficiently and with high reach. Particularly through the sophisticated Sinus-Milieus of OMS, decision-makers can be addressed target-oriented.
The journalistic contents offered within the OMS overall portfolio are - in reference to the share of decision-makers in the German overall population (four per cent, see LAE 2015 decision-maker) - overproportionally consumed by many company decision-makers: about every fifth user (19 per cent) of the over 550 high quality offers in the digital portfolio of OMS, which, in addition to numerous popular newspaper brands, covers business publications as brandeins.de, enorm-magazin.de and wirtschaft-regional.de, belongs to the corporate management or the executive board. Of these, 83 per cent work in small and medium enterprises (SMEs). This was proven by the results of a recent user analysis which was conducted by the research unit of nugg.ad “Audience & Research” on behalf of the premium marketer. Accordingly, in addition to the Traditional Milieu (24 per cent), many decision-makers were found to be from the socially sophisticated Sinus Milieus at OMS (54 per cent). Thus, OMS offers their advertiser clients an efficient way to address the desired quality target group of decision-makers accurately and with relevant reach through the Conservative-established Milieu, the Liberal-intellectual Milieu, the Performer Milieu, as well as the Expeditive Milieu.
From commerce (12 per cent), via the public sector (9 per cent), to media and advertising (8 per cent): according to the current OMS user analysis, the premium marketer’s available decision-maker target group covers a variety of different industries and areas. At the same time, the decision-makers at OMS turned out to have a particularly high income: while three-quarters of decision-makers (77 per cent) on the website of AGOF marketer have an average household income of more than 3,000 euros (Source: AGOF digital facts 2015-09), nearly two-thirds of the decision-makers in the OMS overall portfolio (64 per cent) stand out due to their above-average net household income of more than 4,000 euros. "OMS offers ideal conditions for the specific and wide reach approach of the highly demanded quality target group of decision-makers. In particular the editorially valuable daily newspapers and business publications in the premium portfolio of OMS are considered as the key success factors: they are preferably chosen by executives and, thus, represent ideal campaign environments in order to reach such a disproportional number of decision-makers with OMS", says Linda Mozham, Commercial Director and Member of the Management at OMS.
Torsten Eckert, Director Sales & Business Development at nugg.ad, adds with respect to the user analysis: “With this customized study, we examined the surfing behaviour on OMS sites, how to directly reach the decision-makers, and simultaneously detected diverse revenue potential. We offer valuable insights to OMS for their marketing options and, clearly, a strategic and monetary added value.”
The OMS Vermarktungs GmbH & Co. KG is the leading national premium marketer of brands with high-quality editorial content. With more than 550 digital quality offers by newspapers and radio stations Germany-wide, the journalistic contents and the strong user-site-relationships guarantee the largest advertising effectiveness across the portfolio. Through display-, mobile-, video- and cross-media campaigns, advertisers reach attractive target groups across all screens with comprehensive reach at OMS. With a total range of 29.3 million unique users per month (see AGOF digital facts 2015-10) OMS was named one of the top 10 companies within the digital industry by AGOF marketer ranking. OMS has over 40 employees based in Hamburg and Dusseldorf.
About nugg.ad – Europe’s Audience Experts
The nugg.ad Smart Audience Platform™ offers Multichannel Audience Targeting based on various data, Smart Data Management, as well as individually customized publisher and advertiser target groups. With nugg.ad’s long-standing target group expertise and innovative technology based on real-time machine learning, partners benefit from highly effective digital advertising along the customer journey and from comprehensive target group knowledge. nugg.ad was founded in 2006 and is pioneer and leading provider for Predictive Targeting. nugg.ad enables its partners to deliver highly target group-specific digital advertising for display, video and mobile advertising - on direct sales or programmatic platforms. For a maximum of data protection, nugg.ad affiliated to the self-regulation of the European digital economy with the EDAA Trust Seal. In 2014, nugg.ad products have been awarded the ePrivacyseal by ePrivacyconsult GmbH. nugg.ad is a company of Zalando Media Solutions GmbH and has offices in Berlin, Hamburg, Cologne, Warsaw, Paris, Copenhagen, Oslo, Stockholm and Milan.