{"id":31217,"date":"2020-03-04T12:02:05","date_gmt":"2020-03-04T10:02:05","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/media-attention-so-schnell-so-live-so-bunt-wie-nutzen-sie-erfolgreich-die-vielfalt-von-social-media-advertising\/"},"modified":"2022-07-22T17:23:20","modified_gmt":"2022-07-22T15:23:20","slug":"media-attention-benchmark","status":"publish","type":"page","link":"https:\/\/www.eye-square.com\/de\/media-attention-benchmark\/","title":{"rendered":"Media Attention Benchmark Whitepaper"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;center&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; background_color=&#8220;#131631&#8243; css=&#8220;.vc_custom_1521646290199{background-color: #ffffff !important;}&#8220;][vc_column]\n\t\t\t\t<p class=\"rs-p-wp-fix\"><\/p>\n\t\t\t\t<sr7-module data-alias=\"a-b-test-sx_05-2019-1\" data-id=\"139\" id=\"SR7_139_1\" class=\"rs-ov-hidden\" data-version=\"6.7.56\">\n\t\t\t\t\t<sr7-adjuster><\/sr7-adjuster>\n\t\t\t\t\t<sr7-content>\n\t\t\t\t\t\t<sr7-slide id=\"SR7_139_1-167\" data-key=\"167\">\n\t\t\t\t\t\t\t<sr7-bg id=\"SR7_139_1-167-10\" class=\"sr7-layer\"><noscript><img decoding=\"async\" src=\"https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2020\/03\/BlackBackgroundHandiPhone.png\" alt=\"\" title=\"BlackBackgroundHandiPhone\"><\/noscript><\/sr7-bg>\n\t\t\t\t\t\t\t<sr7-txt id=\"SR7_139_1-167-1\" class=\"sr7-layer\">Die magischen 2,5 Sekunden<\/sr7-txt>\n\t\t\t\t\t\t\t<sr7-txt id=\"SR7_139_1-167-9\" class=\"sr7-layer\">Media Attention Benchmark\n<\/sr7-txt>\n\t\t\t\t\t\t<\/sr7-slide>\n\t\t\t\t\t\t<sr7-slide id=\"SR7_139_1-362\" data-key=\"362\">\n\t\t\t\t\t\t<\/sr7-slide>\n\t\t\t\t\t<\/sr7-content>\n\t\t\t\t\t<image_lists style=\"display:none\">\n\t\t\t\t\t\t<img data-src=\"\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2020\/03\/BlackBackgroundHandiPhone.png\" data-libid=\"31245\" data-lib=\"medialibrary\" title=\"BlackBackgroundHandiPhone\" width=\"0\" height=\"0\" data-dbsrc=\"Ly93d3cuZXllLXNxdWFyZS5jb20vZGUvd3AtY29udGVudC91cGxvYWRzL3NpdGVzLzYvMjAyMC8wMy9CbGFja0JhY2tncm91bmRIYW5kaVBob25lLnBuZw==\"\/>\n\t\t\t\t\t<\/image_lists>\n\t\t\t\t<\/sr7-module>\n\t\t\t\t<script>\n\t\t\t\t\twindow.SR7 ??={};SR7.PMH ??={}; SR7.PMH[\"SR7_139_1\"] = {cn:100,state:false,fn: function() { if (window._tpt!==undefined && window._tpt.prepareModuleHeight !== undefined) {  _tpt.prepareModuleHeight({id:\"SR7_139_1\",el:[700,700,768,960,720],type:'hero',shdw:'0',gh:[700,700,,,],gw:[1920,1920,,,],vpt:['-200px'],size:{fullWidth:true, fullHeight:false},mh:'0',onh:0,onw:0,bg:{color:'{\"orig\":\"transparent\",\"type\":\"solid\",\"string\":\"transparent\"}'},googleFont:\"ignore\",plType:'-1',plColor:'#FFFFFF'});   SR7.PMH[\"SR7_139_1\"].state=true;} else if(SR7.PMH[\"SR7_139_1\"].cn-->0)\tsetTimeout( SR7.PMH[\"SR7_139_1\"].fn,19);}};SR7.PMH[\"SR7_139_1\" ].fn();\n\t\t\t\t<\/script>\n[\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1530684066066{background-color: #f0f0f0 !important;}&#8220;][vc_column css=&#8220;.vc_custom_1530684079432{margin-top: -40px !important;padding-top: 20px !important;padding-bottom: 20px !important;background-color: #00b4ff !important;}&#8220;][vc_column_text]<\/p>\n<h2 class=\"textWeiss\" style=\"text-align: center\">WHITEPAPER<\/h2>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1530627522878{border-top-width: 3px !important;background-color: #f0f0f0 !important;}&#8220;][vc_column][vc_empty_space height=&#8220;60&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1530627537173{background-color: #f0f0f0 !important;}&#8220;][vc_column][vc_column_text]<\/p>\n<h4 style=\"text-align: center\"><strong>Das Erleben des (kurzen) Momentes und das \u201eGeschenk der Aufmerksamkeit\u201c<\/strong><\/h4>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;40&#8243;][vc_column_text]Media-Momente werden k\u00fcrzer. Mehr als 62% der Medienwahrnehmungen sind kurz (&lt; 2.5 Sekunden) \u2013 gute Kreationen k\u00f6nnen dennoch einen Eindruck im Ged\u00e4chtnis hinterlassen, wenn die Aufmerksamkeit des Nutzers als Geschenk verstanden wird. Dies ist das Hauptergebnis einer umfangreichen Meta-Analyse von eye square.<\/p>\n<p>&nbsp;<\/p>\n<p>Mehr als 320 Studien mit \u00fcber 340.000 Teilnehmern und 3283 Stimuli (1671 Online-, 746 TV-More, 748 Print- und 118 Plakatwerbungen) wurden hierf\u00fcr ausgewertet. Eye-Tracking Daten umfassten 57 Studien mit beinahe 700 Stimuli (davon 262 online).<\/p>\n<p>&nbsp;<\/p>\n<p>\u201cDiese enorme Datenbasis hat es uns erm\u00f6glicht, eine sehr gro\u00dfe Vielzahl unterschiedlicher kreativer Ans\u00e4tze und L\u00f6sungen und ihre Wirkung auf die Wahrnehmung und das Ged\u00e4chtnis (freie Erinnerung an eine Kreation) zu untersuchen\u201d, sagt eye square CEO Michael Schiessl.[\/vc_column_text][vc_empty_space height=&#8220;40&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1530684471537{border-top-width: 3px !important;}&#8220;][vc_column][vc_empty_space height=&#8220;60&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; 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border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Download Whitepaper Study<\/a>[\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1522241699962{background-color: #ffffff !important;}&#8220;][vc_column][vc_empty_space height=&#8220;40&#8243;][vc_empty_space height=&#8220;40&#8243;][\/vc_column][\/vc_row][vc_column width=&#8220;2\/3&#8243; css=&#8220;.vc_custom_1534234768075{background-color: #f0f0f0 !important;}&#8220; offset=&#8220;vc_hidden-lg vc_col-md-offset-3 vc_col-md-6 vc_hidden-md vc_hidden-sm vc_col-xs-12 vc_hidden-xs&#8220;][\/vc_column][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1522241699962{background-color: #ffffff !important;}&#8220;][vc_column][vc_empty_space height=&#8220;40&#8243;][\/vc_column][\/vc_row][vc_column width=&#8220;2\/3&#8243; css=&#8220;.vc_custom_1534234768075{background-color: #f0f0f0 !important;}&#8220; offset=&#8220;vc_hidden-lg vc_col-md-offset-3 vc_col-md-6 vc_hidden-md vc_hidden-sm vc_col-xs-12 vc_hidden-xs&#8220;][\/vc_column][vc_column_text]<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;color: #00b4ff\">Weitere Studien<\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;40px&#8220;][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25113&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; style=&#8220;vc_box_border&#8220; border_color=&#8220;mulled_wine&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]eye square<br \/>\n(2018)<\/p>\n<p>&nbsp;<\/p>\n<p>&#8222;So schnell &#8211; so live &#8211; so bunt&#8220;<\/p>\n<p>Erfolgreich die Vielfalt von Social Media Advertising nutzen[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;26750&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.facebook.com\/iq\/articles\/measuring-multi-screening-around-the-world\/&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]Facebook &amp; eye square<br \/>\n(2018)<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.facebook.com\/iq\/articles\/measuring-multi-screening-around-the-world\/\">Measuring Multi Screening Around the World<\/a>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;26749&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; style=&#8220;vc_box_border&#8220; border_color=&#8220;orange&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.die-zeitungen.de\/forschung-studien\/zeitungswerbung\/wahrnehmung-von-zeitungsanzeigen.html&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]ZMG Zeitungs Marketing Gesellschaft &amp; eye square (2018)<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/BamS_Emotionsstudie_2017.pdf\">Studie: Wahrnehmung von Zeitungsaussagen<\/a>.<\/p>\n<p><a href=\"https:\/\/www.die-zeitungen.de\/aktuelles\/news\/article\/news\/ganz-bei-der-sache.html\">Meldung von ZMG: &#8222;Ganz bei der Sache&#8220;<\/a>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;29190&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/eye-square.com\/de\/whitepaper-oepnv\/&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]eye square &amp; BVG<br \/>\n(2018)<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eye-square.com\/de\/whitepaper-oepnv\/\">Gro\u00dfe \u00d6PNV Studie<\/a>,<\/p>\n<p style=\"text-align: left\">Was w\u00fcnschen sich die Fahrg\u00e4ste beim Kauf von Tickets auf dem Smartphone<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1530684471537{border-top-width: 3px !important;}&#8220;][vc_column][vc_empty_space height=&#8220;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25475&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/5df40_Summary_Studie_Performance_von_Mobile_Search_2017_DE.pdf&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]Google &amp; eye square<br \/>\n(2017)<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/5df40_Summary_Studie_Performance_von_Mobile_Search_2017_DE.pdf\">Performance von Mobile Search<\/a><\/p>\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/de-de\/insights\/kundeneinblicke\/konsumenten-orientieren-sich-auf-smartphone-schneller-als-auf-desktop\/\">Bericht Google<\/a>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25480&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.research-results.de\/fachartikel\/2016\/ausgabe-6\/mit-einem-laecheln-im-gesicht.html&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]<\/p>\n<p>Str\u00f6er &amp; eye square<br \/>\n(2017)<\/p>\n<p>&nbsp;<\/p>\n<p>Freude im Internet (Artikel Research &amp; Results)[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25479&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/BamS_Emotionsstudie_2017.pdf&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]Bild am Sonntag &amp; eye square<br \/>\n(2017)<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/BamS_Emotionsstudie_2017.pdf\">Von Herzklopfen zu Kaufimpulsen<\/a>.<\/p>\n<p>Die gro\u00dfe Emotionsstudie 2017.[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25482&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/ovk_gesamtergebnisse_power_of_mobile_creation.pdf&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]BVDW &amp; eye square<br \/>\n(2016)<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2018\/06\/ovk_gesamtergebnisse_power_of_mobile_creation.pdf\">Power of Mobile Creation<\/a>,<\/p>\n<p>(Ergebnisse der OVK Studie)[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; css=&#8220;.vc_custom_1530684471537{border-top-width: 3px !important;}&#8220;][vc_column][vc_empty_space height=&#8220;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;grid&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25883&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.mediaimpact.de\/dl\/27552203\/Werbung_bei_BILD_wirkt_short.pdf&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]media impact &amp; eye square<br \/>\n(2017)<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"removed_link\" title=\"https:\/\/www.mediaimpact.de\/dl\/27552203\/Werbung_bei_BILD_wirkt_short.pdf\">Werbung bei BILD wirkt!<\/span>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25877&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.mediaimpact.de\/dl\/26241628\/BILD_Best_Case_Kfz.pdf&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]media impact &amp; eye square<br \/>\n(2015)<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"removed_link\" title=\"https:\/\/www.mediaimpact.de\/dl\/26241628\/BILD_Best_Case_Kfz.pdf\">Auf der \u00dcberholspur:\u00a0So wirken KFZ-Anzeigen in BILD<\/span>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25882&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.mediaimpact.de\/dl\/18908532\/Ergebnisse_stylebook_20150107.pdf&#8220;][vc_empty_space height=&#8220;15&#8243;][vc_column_text]axel springer\/media impact &amp; eye square (2015)<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"removed_link\" title=\"https:\/\/www.mediaimpact.de\/dl\/18908532\/Ergebnisse_stylebook_20150107.pdf\">Ad Insight Test mit Eye Tracking (stylebook.de)<\/span>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][vc_column width=&#8220;1\/4&#8243;][vc_single_image image=&#8220;25879&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; 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