Traditional advertising behaviour and previous media currencies lose value. Advertising suction instead of advertising printing: A large number of advertising contacts is not a parameter of success. In the future, it comes to encourage consumers to activate and to involve their respective personal network in campaigns. Fan base instead of target group: The classical audience is no longer there. There is a need for a process that safely identifies brand fans across the environment. “Loss of activity rather than spreading loss: the term losses” is outdated. The individual dialogue with the consumer in the future is based.

Thousand call price instead of thousand contact price: The CPM says nothing about the activation potential of consumers. The thousand call price as a parameter for the active dialogue measures this in the future. Large involvement instead of large Point rating: It is not enough to measure the average advertising pressure, in the age of Web 2.0, the actual advertising effect can be determined. Always on instead of audience: younger audiences watch TV more often (non-linear) over the net. At the same time they link up in communities and read the latest news.

For those always on “mode it is necessary to involve a new variable instead receive: the active media consumer in the lean-forward mode replaced the increasingly lazy couch potato.” Branded content versus media content: the classic media landscape dissolves: brands and bloggers compete with editorial content sites to the attention of the user. Real-time monitoring instead of coverage surveys: The current coverage surveys are in the Web2. 0-age an anachronism. They lead to an inadequate representation of media use and must be replaced by an integrated real time monitoring. 11) global village instead of Nielsen areas: the Division of Germany map according to Nielsen areas corresponds to the Stagecoach era. It need divisions and variables that correspond to the cosmopolitan worldview.