Shaken & Stirred - Influential Brand Profiling and Positioning

How valid are the results of online campaigns? Anna Cremers, founds “Audience & Research” unit

  • New research unit provides substantiated reports, insights and studies
  • Valid performance measurements for efficiency of online campaigns
  • Study for the launch of the Audience & Research unit already nominated for IAB Europe Research Awards 2013
  • In spite of technical evolution, online marketing continues to raise questions: how valid are the results of online campaigns? How efficient is targeting? How could campaigns be designed better in the future? From now on the independent “Audience & Research” unit – operated by, Europe’s leading specialist in digital target group marketing and brand engagement measurement – will provide the answers. The unit’s first published study “How we surf. Different web users – different journeys” is already nominated for the IAB Europe Research Awards 2013 in the categories “Consumer Attitudes & Behaviour” and “Audience Measurement”.

The new unit provides the advertising market with comprehensive campaign evaluations and advice, as well as target-oriented strategy solutions for advertising projects. Media decision-makers at advertising companies and agencies can get comprehensive reports and insight in combination with the existing expertise, allowing them to be given precise statements and contextual information about the efficiency of their campaigns or the composition of their target groups. Further results are also to be expected from cooperation with other research institutes and universities.  The new unit is run by Anna Cremers, who has led the Statistics Department at for many years in her role as Director of Statistics & Insights.

“The Audience & Research unit addresses the needs of clients working on target group-oriented advertisement planning”, says Anna Cremers, head of the Audience & Research unit. “To achieve this we offer customised solutions that range from translation of target groups from alternative media into an online format, as well as specific evaluation of websites or promotional activities with regard to target group structure, through to checking the actual target audience coverage within campaigns.”

“The advertising market calls for clarity and we will deliver it – faster and with greater accuracy than was previously possible”, says Karim H. Attia, CEO of “On the basis of these results we will work closely with our clients to create individual concepts to enable them to achieve their marketing targets even more efficiently.”

To celebrate its launch, the Audience & Research unit has just published a study about the internet surfing behaviour of the Germans. “How we surf. Different web users – different journeys” sheds light on German surfing habits. The study is available to download now from the unit’s website:


About AG is the leading provider of target group marketing and supplier of brand engagement measurement in digital media. makes it possible for advertisers, media agencies and marketers to significantly increase the effectiveness of their ads by delivering them to more relevant target groups. Branding campaigns in particular can be implemented more efficiently in the display and video sectors, but also in the mobile sector. Furthermore, advertisers and website operators benefit from a substantiated analysis of their user groups, as well as targeting of relevant content. is opening up new potential with its intelligent data management solution. With this solution, highly-specific audiences are targeted effectively on the basis of intent data.

The unique approach of the Predictive Behavioural Targeting makes it possible to enrich simple usage data with survey data about socio-demographics, product interests and lifestyles. This process utilises predictions (statistical profiles) without using any data that can be traced to individual users. That is why was the first provider of targeting services to receive the Privacy Seal by the Independent Centre for Privacy Protection Schleswig-Holstein (ICPP). In Europe, the product is also certified with the European Privacy Seal, EuroPriSe. was awarded the “Red Herring 100 Europe“ and the “European Seal of E-Excellence“ in 2008. As of 2010, is a company of Deutsche Post DHL.

The clients of include IGN Entertainment, SevenOne Interactive, Axel Springer Media Impact, OMS, freeXmedia, IQ media, Ströer Interactive, Microsoft Advertising, Unister Media, Glam Media,, Zed digital, OMD, Carat, Vivaki, Starcom and others. In addition to its headquarters in Berlin, has offices across Europe, including, Warsaw, Paris, Copenhagen, Amsterdam and London.


For more information, please visit: and


Leave a Comment