Online Research Working Group

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Online Research Association
Online Research Working Group Logo.svg
purpose Investigation of user behavior and the reach of online offers on the Internet
Chair: Björn Kaspring, Clarissa Moughrabi, Dirk Maurer
Establishment date: December 2002
Number of members: 10
Seat : Frankfurt am Main , Germany

The Online Research Working Group ( AGOF ; often also agof in its own publications ) is a registered association based in Frankfurt, which acts as an association of German online marketers. The association is concerned with measuring and reporting the reach of offers on the Internet that are wholly or partially financed through advertising.


AGOF was founded in December 2002. It emerged from the members of the Internet Research Working Group (AGIREV), clients of the Online Range Monitor (ORM) and the sponsors and licensees of the @facts working group. It works closely with the Media Analysis Working Group (agma), is supported by measurement service providers and market research companies as well as the Federal Association of the Digital Economy and is a member of the Central Association of the German Advertising Industry .


The members are organized in the Internet and Mobile sections .

Members of the Internet section are (as of April 24, 2018): Burda Forward Advertising , eBay Advertising Group Deutschland , Gruner + Jahr Electronic Media Sales , IP Deutschland , IQ Digital Media , Media Impact , SevenOne Media , Spiegel-Verlag , Ströer Digital Group and United Internet Media .

The Mobile section is formed by (as of September 15, 2017): Burda Forward Advertising, eBay Advertising Group Deutschland, Gruner + Jahr Electronic Media Sales, IP Deutschland, IQ Digital Media, Media Impact, SevenOne Media, Ströer Digital Media and United Internet Media .

Committees made up of representatives of the members within the sections control the research and study projects. The technical commissions are responsible for the method and implementation of the respective study. The planning commission, which reports to the general assembly, is responsible for the program with which the data can be evaluated and used for media planning.

In addition to the members, there are other study participants who have their digital offers measured and identified. According to the association's statutes, they have no say in the committees.

As of October 2018, the Executive Board consists of Björn Kaspring (Ströer Digital), Clarissa Moughrabi (Media Impact) and Dirk Maurer (IP Germany). In addition to the marketers of online advertising space, advertisers and agencies have also been active on the board since February 2018. Kristen Latour (OWM) represents the interests of advertisers. René Lamsfuß (FOMA) is a representative of the media agencies (FOMA and OMG). The CEO is Björn Kaspring.

Unique user

The AGOF determines the reach of online offers and publishes them. The unit in which the range is displayed is the individual user ( unique user ). This value indicates how many visitors a website had within a certain period. Each user is counted only once within the period, regardless of how often he has visited the website. The unique user is referred to as the “reach currency” because it is collected uniformly for all online offers and thus enables online offers to be compared on the basis of a recognized, independent study.


The AGOF study daily digital facts provides coverage and user structures of the digital media on a daily basis and thus enables the analysis of individually selected time periods. As a market media study, it includes information on media usage as well as information on products and services that can be used to create individual target groups . It includes both stationary and mobile online use, which can thus be evaluated both separately and jointly without overlapping. The daily digital facts have replaced the digital facts , which were published monthly until April 2017.

Selected results from the daily digital facts are published on the association's website. For media evaluations and planning, the browser-based evaluation and planning program TOP modular is offered for a fee . The data is used by media agencies and advertisers to plan online advertising campaigns and by providers of digital advertising space for marketing.

daily digital facts

The daily digital facts provide daily data on stationary and mobile online media in Germany. The data from the previous day are made available in the course of the morning. This makes it possible for the first time to evaluate individual periods. Individual days can be analyzed as well as specific periods such as the Easter days, holidays or the periods on which special sporting events took place.

The study is based on a sample of over 150,000 cases and combines three research approaches: a technical measurement, an online survey and a telephone survey (see multi-method model). The results are representative of the population “German-speaking population in Germany aged ten and over”.

The daily digital facts show coverage and target group information on over 600 so-called complete digital offers and their components (as of April 2018). The components are the stationary website, the website optimized for mobile use and the apps of an offer as well as booking units, i.e. groups of sub-pages of offers that can be covered with advertising.

In the area of ​​target group information, numerous new features have been available to users since January 2018. As part of cooperation with VuMA and its market media study VuMA Touchpoints as well as with the Society for Integrated Communication Research (GIK) and its study best for planning (b4p) , the daily digital facts are enriched with product and user characteristics so that target groups can be described precisely and differentiated.

digital facts

The digital facts were published every month from August 2015 to April 2017 and provided the online advertising market with the reach and structural data of digital advertising media. It has collected and reported data on websites used on desktop computers or laptops (stationary websites) together with data on apps and websites optimized for smartphone (mobile enabled websites, or MEWs for short). This made it possible to evaluate not only the individual media, but also the overlaps between stationary and mobile advertising media. Like its predecessor studies, the internet facts and the mobile facts , the digital facts each covered a reporting period of three months. The digital facts were replaced by the daily digital facts in 2017 . All waves of the digital facts can be viewed in the study archive on the AGOF website.

internet facts

The internet facts appeared on a regular basis between May 2005 and August 2015 and made reach and structural data on websites that can be used on desktop computers or laptops accessible to the online advertising market. Online advertising on these so-called stationary websites could thus be planned in the same way as classic advertising on television or print media. In August 2015, the internet facts were replaced by the digital facts , which contain not only data on stationary websites but also mobile advertising media. All waves of the internet facts can be viewed in the study archive on the AGOF website.

mobile facts

The mobile facts appeared regularly between September 2010 and June 2015. They provided the online advertising market with coverage and structural data for the use of smartphone-optimized websites (mobile enabled websites, MEW's) and smartphone apps , thereby enabling online advertising to be planned on the mobile Internet. In August 2015, the mobile facts were replaced by the digital facts , which contain not only data on mobile websites and apps but also stationary websites. All waves of the mobile facts can be viewed in the study archive on the AGOF website.

Multi-method model

In order to determine the use and structural data of the websites and apps in a media-appropriate manner, the AGOF has developed a multi-method model that combines three research approaches:

  • Technical measurement of user behavior (page views, etc.)
  • On-site and in-app surveys of users (sociodemographic data such as age, gender, income, etc.)
  • Basic telephone survey of consumers

Technical measurement

The model is based on a technical measurement. The page views of the participating websites and apps are fully recorded here. With the help of a counting tag that is integrated on every advertising page of the website, page impressions and clients are determined. Clients are the different browsers or apps that display the content called up. The measurement system, the “Scalable Central Measurement Procedure Next Generation” (SZMnG), is used at the same time by the information community to determine the distribution of advertising media (IVW) , which as a testing organization ensures correct implementation and compliance with agreed conventions. The identification of individual persons is technically impossible with this measurement and, according to the AGOF and IVW, is not intended at any time. The anonymity is ensured, among other things, by the fact that the IP address is shortened by the last number block as soon as it is recorded. Users who do not want to be measured can deactivate the measurement via the data protection pages of the AGOF, each participating website or on the central opt-out page of the SZM system. A comparable procedure is used in Austria by the Austrian Web Analysis (ÖWA) and in Switzerland by Net-Metrix.

OnSite and InApp surveys

The second component of the multi-method model is an online survey of users on the participating websites and apps. In a random sample, questionnaires are played out to determine sociodemographic data and information on Internet usage. In addition, the respondents indicate whether the browser they are currently online with is also used by other people and whether they use multiple browsers. This information is then used to convert clients into unique users.

Basic telephone survey

The basic telephone survey fulfills three tasks: Firstly, it defines and describes the population of German-speaking Internet users. Second, it collects data from non-Internet users and thus ensures that the daily digital facts are representative of the general population. Thirdly, it determines personal descriptive information for the formation of marketing-relevant target groups. This includes socio-demography as well as information on Internet use and attitudes of the respondents. The basic telephone survey is carried out in two waves per year using the so-called CATI method ( Computer Assisted Telephone Interview ).

Merging the pillars

The results of the individual surveys are linked to one another using statistical methods. Using a combined dynamic profiling and modeling process to create dynamic microclusters, the qualified unique clients (i.e. clients adjusted for non-human access) are converted into unique users. Ideal-typical user profiles are created (profiling) from the clients, from which data from the technical measurement as well as data from the associated user from the online survey are available. A profiling process takes place every week for all qualified clients directly in the measuring system, in which, with the help of the information obtained from the on-site / in-app survey, socio-demographic characteristics are projected or forecast on those clients for which none are based on the identity or similarity principle Survey information is available (modeling).

In the next step, unique users are formed from these qualified clients provided with profile information. For this purpose, the technical clients are grouped into users using the representative external specifications collected in the CATI survey. A user can consist of a different number and combination of clients. Some people only use the Internet via a browser on a PC, while others use three different desktop browsers, a smartphone and a tablet.

A kind of virtual panel of approx. 150,000 cases is put together from the unique users available in this way . Its structure and composition correspond to the specifications determined in the CATI survey. The daily digital facts are created on the basis of the panel every night . For this purpose, the measured usage data is extrapolated, adjusted and enriched with planning-relevant information based on the external specifications of the full technical survey for the total population (online). This creates an evaluable database that can be called up on a daily basis using the TOP modular evaluation and planning system .


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  • The search for the multimedia coin. In: advertise & sell. 34/2013, pp. 38-41.
  • Sandra Gärtner: The currency of online advertising. Eul, Lohmar / Cologne 2007, ISBN 978-3-89936-603-7 .
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Web links

Individual evidence

  1. Imprint
  2. ^ The members of the Internet section in the AGOF. (No longer available online.) In: Archived from the original on April 24, 2018 ; accessed on April 24, 2018 .
  3. ^ The members of the Mobile Section in the AGOF. (No longer available online.), archived from the original on April 24, 2018 ; accessed on April 24, 2018 .
  4. AGOF overall structure: How we are organized. (No longer available online.) In: Archived from the original on April 24, 2018 ; accessed on April 24, 2018 .
  5. ^ The rules of the AGOF ( Memento of February 4, 2014 in the Internet Archive ) Statutes - The rules of the AGOF. AGOF website accessed on January 29, 2014.
  6. AGOF full board ( Memento from April 24, 2018 in the Internet Archive ) agof full board. Agof website accessed on April 24, 2018.
  7. Jörg Koch: Market research, fundamentals and practical applications. 6th edition. 2012, ISBN 978-3-486-71597-2 , p. 183.
  8. Susanne Gillner: Agof: The Daily Digital Facts are coming. In: June 1, 2017, accessed May 3, 2018 .
  9. AGOF is now publishing daily coverage figures. In: November 22, 2017. Retrieved May 14, 2018 .
  10. Elke Theobald: Brand Evolution: Modern brand management in the digital age . Springer, 2016, ISBN 978-3-658-15816-3 , pp. 303 ( limited preview in Google Book search).
  11. AGOF starts daily range calculation. In: August 21, 2017. Retrieved May 29, 2018 .
  12. Study profile - AGOF. Accessed April 24, 2018 (German).
  13. Manuel Pauker: AGOF and GIK will work together in the future. In: . December 20, 2017. Retrieved September 26, 2018 .
  14. Reach research: Agof and Vuma start data cooperation . In: HORIZONT . ( [accessed April 24, 2018]).
  15. ADZINE - Magazine for Online Marketing: AGOF expands its range of environment planning . ( [accessed April 24, 2018]).
  16. Jens Schröder: AGOF digital facts go into production: from now on common figures for conventional web and mobile In:, accessed on August 1, 2016.
  17. AGOF study digital facts - study archive - previous publications. Accessed April 24, 2018 (German).
  18. Studienarchiv internet facts, AGOF website, accessed on August 1, 2016.
  19. Studienarchiv mobile facts, AGOF website, accessed on August 1, 2016.
  20. Mervie Vernal: Digital in publishing . 2012, ISBN 978-3-8423-7201-6 , pp. 278-282.
  21. Gerlinde Frey-Vor, Gabriele Siegert, Hans-Jörg Stiehler: Media Research . 2008, ISBN 978-3-8252-2882-8 , pp. 233-236.
  22. Method of the AGOF ( Memento from April 25, 2018 in the Internet Archive ) Method daily digital facts, website of the AGOF, accessed on April 25, 2018.
  23. AGOF | Articles on market research | New study provides daily updated online reach. Retrieved April 27, 2018 .
  24. Helena Bilandzic, Friederike Koschel, Nina Springer, Heinz Pürer: Recipient research . UVK Verlagsgesellschaft mbH, Konstanz and Munich 2016, ISBN 978-3-8252-4299-2 , p. 46-47 .
  25. Werbeträgerdaten Digital, IVW website, accessed on August 1, 2016.
  26. AGOF data protection declaration, AGOF website, accessed on August 1, 2016.
  27. Website of the IVW, accessed on August 1, 2016.
  28. Central opt-out page of the SZM system, accessed on August 1, 2016.