This year, the webguerillas celebrate its 10th agency anniversary. Ten years of agency work, consisting of intensive, every day‘s involvement with media and contacts of the Web 2.0 branch. Ten years of cumulative experience, leading to the insight that high-quality contacts via blogposts, Twitter Retweets or Facebook fans have not been properly appraised in media planning up to now. Therefore we thought about new models and measured quantities for media usage. The result: the Media-Manifesto! This Media-Manifesto is an initial proposition for a fundamental change in media planning. With the Media-Manifesto we have summarized 12 theses for the future media planning.

2. Preamble
Webguerillas celebrates it’s tenth With this „Media Manifesto“,
birthday in 2010. A major milestone for webguerillas is laying down an initial
the company and at the same time an interdisciplinary marker for the future of
ideal opportunity to pause and take a media measurement. For the concepts to
look back over the past decade. What be implemented, a cross-sectoral
strikes one immediately is the fact that consensus is required. It is against this
the media industry has been struggling to background that the following initial
keep pace with the speed of change in it’s ideas are presented, offering a basis for
sector during recent years. Conventional discussion about a fundamentally
media planning and media placement different media planning which takes
with their numerous currencies and better account of actual media usage.
metrics have now reached an impasse and
are covering less and less of today’s media
usage. Above all, the impact on young
people, with their affinity for the internet David Eicher
and in particular for social media Munich, February 2010
platforms, is simply inadequate.
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3. 1. Communities versus „traditional“ content websites
up to now in the future
• Websites of the „traditional“ media: • Social communities establish Web 2.0
innovation leaders in the Web 1.0 • Highest coverage in the net
sector
• Development of new, innovative
• Highest coverage in the net advertising concepts away from
• Business model centered on „traditional“ advertising business
„traditional“ display/banner • User networking as a key asset
advertising • Web 2.0 as a virtual extension
• Editorial/published content as a of real life
key asset
• Very little interaction/
networking among users
In terms of popularity among users, social communities are now clearly outstripping the
„traditional“ content sites and portals. There are fundamental differences in the mode of
operation of these Web 2.0 offerings as compared with conventional sites.
The consequence: traditional advertising methods and media currencies are losing ground.
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4. 2. Advertising „pull“ instead of advertising „push“
up to now in the future
• Large number of advertising • A small number of high-quality
contacts as parameters for success contacts generate their own dynamism
• Traditional „push“ mechanism in the Web (advertising „pull“)
(sender-receiver-principle) • Qualitative „pull“ mechanism
• Predominantly quantitative planning • Creativity and humor as parameters
and measurement for success
• Danger of negative response • Major „activation“ potential, increased
on the part of consumers user retention
• No involvement/no interaction with • Dialog between brand and user
the consumer • Contact with the user evolves into a
relationship with the user
The challenge for the future will be to animate and activate consumers and to incorporate
their personal networks into campaigns. This does not necessarily require a high degree
of previous advertising pressure („push“) in the Web.
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5. 3. Fan club instead of target group
up to now in the future
• Definition of supposedly • Metrics for attachment to a brand
homogeneous social groups • Account is taken of the breakup of
(on the basis of socio-demographic traditional milieu structures
characteristics) • Networking and community building
• In many cases no account is taken of as parameters for success
social trends, such as the breakup • Metrics which take due account of
of traditional milieus willingness to recommend and also
• Very little information about brand multiplier/opinion former effects in
loyalty the Web
• No account taken of multiplier/
opinion former effects
Now that Germany’s Defense Minister Karl-Theodor zu Guttenberg has outed himself
as an AC/DC fan, it is obvious that the traditional target group is a thing of the past.
What is needed is a method which clearly identifies (potential) fans of a brand.
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6. 4. Loss of activity instead of scatter loss
up to now in the future
• Indicator of erroneous media • Indicator of lack of activation
planning potential
• Purely quantitative metric • Account taken of qualitative effects
• Mass appeal is a prerequisite (creation/conceptualizion)
• Broadcast mode is a basic factor • Individual appeal is a prerequisite
• Dialog with the consumer
is a basic factor
The term „scatter loss“ is now out of date. In the digital era each consumer can be targeted
individually. The decisive factor in the future will be how actively and how frequently
consumers interact with brands and how committed they are to the brand in question.
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7. 5. Cost per Thousand Dialogs instead of
Cost per Thousand Contacts
up to now in the future
• Metric for visual contacts • Parameter for active dialog
• Metric for a one-off contact with the customer
• Purely quantitative metric for cost • Metric for longer-term/permanent
calculation purposes contact with consumers
• No account taken of the • Both a qualitative and quantitative
(editing) environment metric
• No account taken of the recipient’s • Inclusion of the qualitative
involvement component
• Consumer’s involvement
is taken into account
The so-called Cost per Thousand Contacts has served its purpose. It provides no
indication of the activation potential of consumers. In the future this will be measured by
the Cost per Thousand Dialogs – a parameter for the active dialog with customers.
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8. 6. Gross Involvement Volume instead
of Gross Rating Point
up to now in the future
• Metric for the average advertising • Metric for activation
„push“ within the target group potential in the target group
• High-percentage range can • Precise measurement of the target
compensate for a low targeting group actually reached
frequency (and vice versa) • Indication of the advertising impact
• No indication of whether the possible
targeted consumer has actually
seen the ad
• No indication of the advertising
impact
The Gross Rating Point (GRP) is a metric which indicates the average exposure that
advertising receives. In the Web 2.0 era, it is being replaced increasingly by the Gross
Involvement Volume (GIV). This gives a clearer indication of the actual advertising impact.
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9. 7. „Always on“ instead of audience ratings
up to now in the future
• Metric for viewing ratings per • Registration of total media behavior
household (as a percentage) in the net
• Based on conventional linear • Also coverage of non-linear TV and
TV usage parallel usage
• Comparatively complex procedure • Much more realistic indication of
for the panel households media usage by younger target groups
• No indication of possible • Precise metrics
simultaneous multiple usage of • Easy to use
media possible • Measurement of an actual contact
• Measurement of a contact
opportunity
The importance of audience ratings is constantly decreasing. Younger target groups watch
TV via the internet (non-linear). At the same time, they network in communities and read
the latest news. They are „always on“ – always in the Web and always accessible.
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10. 8. Actively involved instead of passively receiving
up to now in the future
• Model of the passive media • Model of the active media consumer
consumer in „lean back“ mode in „lean forward“ mode
• No or very little possibility • Dialog (Web 2.0) as a key feature
of interaction or dialog • Brand and consumer communicate
• Traditional broadcast mode „on equal terms“
• No account taken of involvement
In terms of media planning, much less importance is now attached to the couch potato
slouched in front of the TV set. Today’s media consumer is (by and large) much more
active: advertisers and media decision-makers need to completely rethink their approach.
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11. 9. Brand content versus media content
up to now in the future
• Traditional media have textual and • Companies reach and retain users by
interpretive sovereignty (opinion means of their own content strategies
leadership) (in the net)
• High level of credibility • Traditional media are losing
• Clearly structured media sector credibility
• Consumers as recipients of media • Bloggers are challenging the
traditional media for interpretive
• Comparatively weak brand
sovereignity (opinion leadership)
content/CP
• Consumers as active media designers
The traditional media landscape is gradually disappearing as brands and bloggers vie
with edited content sites for users’ attention. The winner will be the one which offers
clear added value.
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12. 10. Realtime monitoring instead of coverage surveys
up to now in the future
• Delayed reproduction/mapping • Realtime reproduction/
of media usage mapping of media usage
• Distortion of audiences as a result • No distortion of total audiences
of short-term publishing promotions • Targeting establishes actual interests
(competitions) • Determination of brand likes and
• Risk of incorrect information and dislikes in social communities
mix-ups in coverage surveys
• Socio-demographic cluster formation
on the basis of the survey findings
The current coverage surveys are simply an anachronism in the Web 2.0 era.
Their representation of media usage is inadequate. What we need is end-to-end,
realtime monitoring.
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13. 11. Global village instead of Nielsen sweeps
up to now in the future
• Model of the „immobile“ citizen • Model of the global
• Based on lifestyles and brand „citizen of the world“
preferences with a powerful regional • Internationally, brand preferences
character are becoming increasingly similar
• Geographical divisions based • Community building based on
on Nielsen similar interests, irrespective of
• Traditional values time and place
• Traditional brand images are
called into question
Dividing up the map of Germany on the basis of Nielsen regions and ratings is
totally out of date. What is needed are divisions and metrics that reflect today’s
cosmopolitan mindset.
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14. 12. Brand ambassadors versus advertising media
up to now in the future
• Media used to convey advertising • Multipliers/opinion formers in
messages the net report on their brand
• Advertising as a disruptive effect on preferences
edited content • High degree of authenticity
• Targeting a large number of • Community building for
consumers a prerequisite individual brands possible
• Risk of considerable scatter loss • No scatter loss
• Decline in acceptance of advertising • No falling off in acceptance
of advertising
There have been fundamental changes in the media landscape and in media behavior
patterns. Yet the mechanisms in the advertising sector with its „broadcast“ principle have
remained the same for 50 years. Can anyone be surprised at the lack of acceptance?
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