{"id":37436,"date":"2021-11-01T18:28:30","date_gmt":"2021-11-01T16:28:30","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=37436"},"modified":"2021-11-01T23:12:30","modified_gmt":"2021-11-01T21:12:30","slug":"track-the-success-screen-voice-conference2021","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/track-the-success-screen-voice-conference2021\/","title":{"rendered":"\u201cTrack the success\u201d\u2013Stefan Sch\u00f6nherr bei der Screen Voice Conference 2021"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][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;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_empty_space height=&#8220;50&#8243;][vc_single_image image=&#8220;37438&#8243; img_size=&#8220;large&#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.screenvoice.cz\/conference2021\/&#8220;][vc_empty_space height=&#8220;50&#8243;][vc_column_text]<\/p>\n<h3>Fernsehen 2.0 bestm\u00f6glich nutzen<\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30&#8243;][vc_column_text]<strong>Track the Success<br \/>\n<\/strong><strong>Daniel Reiner, RTL DATA Alliance &amp; Stefan Sch\u00f6nherr, eye square <\/strong><br \/>\nTheatre Royal-Prague | Dienstag, 16.11.2021 | 12:00-12:45<\/p>\n<p><strong>\u00a0<\/strong>[\/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;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column width=&#8220;1\/3&#8243;][\/vc_column][vc_column width=&#8220;1\/3&#8243;]<a  itemprop=\"url\" href=\"https:\/\/www.screenvoice.cz\/conference2021\/\" target=\"_self\" data-hover-background-color=\"#6b1e6d\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #0000bb4ff; border-color: #ffffff; margin: 5px 5px 5px 5px; background-color:#00b4ff;\">Hier Anmelden<\/a>[vc_empty_space height=&#8220;30px&#8220;][\/vc_column][vc_column width=&#8220;1\/3&#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;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_empty_space height=&#8220;30&#8243;][vc_column_text]<strong>Die Screenforce-Studie \u201eTrack the Success\u201c zeigt: Die Situation des Rezipienten\u00a0 ist entscheidend und erkl\u00e4rt die Werbewirkung.<\/strong><\/p>\n<ul>\n<li><strong>TV-Inhalte haben die h\u00f6chste Werbewirkung durch beste Sichtbarkeit und intensive Wahrnehmung. YouTube und Facebook liegen weit hinter TV.<\/strong><\/li>\n<li><strong>Identische Studienmuster f\u00fcr Deutschland, \u00d6sterreich und die Schweiz (DACH)<\/strong><\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30&#8243;][vc_column_text]Mit der experimentellen DACH-Studie \u201eTrack the Success\u201c pr\u00e4sentiert Screenforce, eine Initiative der Vermarkter von TV- und Bewegtbildinhalten in Deutschland, \u00d6sterreich und der Schweiz, die Weiterentwicklung der viel beachteten Werbewirkungsstudie \u201eNot all Reach is Equal\u201c von Karen Nelson-Field (2020).<\/p>\n<p>Sie vergleicht die Wirksamkeit identischer Werbespots auf\u00a0 unterschiedlichen Medienkan\u00e4len, auf TV, BVOD, YouTube und Facebook. In diesem Jahr liegt der Fokus jedoch auf der Rezeptionssituation w\u00e4hrend des Medienkonsums.<\/p>\n<p>Durchgef\u00fchrt wurde die Studie von eye square, das mit einem v\u00f6llig neuen Studiendesign die bisher gr\u00f6\u00dfte In-Home-Studie im gesamten deutschsprachigen Raum durchf\u00fchrte.<\/p>\n<p>Die Ergebnisse der Studie k\u00f6nnen unter <a href=\"https:\/\/www.screenforce.de\/research\/grundlagenstudien\/die-screenforce-gattungsstudie\">www.screenforce.de<\/a> heruntergeladen werden.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30px&#8220;][vc_column_text]<strong>Die Studie im \u00dcberblick<\/strong><\/p>\n<p>Werbung im Fernsehen ist besonders effektiv. Sie liegt sowohl bei der nicht gest\u00fctzten als auch in der gest\u00fctzten Werbewahrnehmung weit vorne.<\/p>\n<p>Die Kaufabsicht ist generell schwieriger zu beeinflussen, weil sie von mehreren Faktoren abh\u00e4ngt. Hier sind die Unterschiede geringer, das Muster bleibt jedoch weitgehend dasselbe. TV und BVOD sind gleichrangig, gefolgt von YouTube und Facebook.<\/p>\n<p>Betrachtet man die Emotionalisierung insgesamt, w\u00e4hrend der Werbung Aufmerksamkeit geschenkt wurde, steht BVOD an erster Stelle, gefolgt von TV und YouTube. Facebook erreicht keinen vergleichbaren Grad an Emotionalisierung.<\/p>\n<p>Positive Emotionen sind wichtig, weil sie die Menschen offener und empf\u00e4nglicher f\u00fcr Werbebotschaften machen. Verbraucher, die eine positive Assoziation mit einer bestimmten Marke haben, sind im Allgemeinen auch eher bereit, deren Produkte zu kaufen.<\/p>\n<p>Auff\u00e4llig sind auch die Unterschiede zwischen Inhalt und Werbung. Bei TV und BVOD hat die Werbung eine vergleichbar starke emotionale Wirkung wie der Inhalt selbst. Bei YouTube ist die Diskrepanz gr\u00f6\u00dfer. Die Verluste im Vergleich zum Inhalt sind bei Facebook am h\u00f6chsten.<\/p>\n<p>Bei TV als Lean-Back-Medium befinden sich die Zuschauer w\u00e4hrend der Rezeption der Werbung in einem eher entspannten Zustand, w\u00e4hrend bei YouTube, als Lean-Forward-Medium,\u00a0 die Stimmung generell angespannter erscheint, was auf ein st\u00e4rkeres St\u00f6rungsempfinden durch die Werbung hindeutet. BVOD liegt eher in der Mitte. Bei Facebook f\u00fchrt die K\u00fcrze des Kontakts dazu, dass die Werbung nicht sehr aktivierend wirkt.[\/vc_column_text][vc_empty_space height=&#8220;30px&#8220;][\/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;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][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;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_empty_space height=&#8220;50&#8243;][vc_single_image image=&#8220;37438&#8243; img_size=&#8220;large&#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.screenvoice.cz\/conference2021\/&#8220;][vc_empty_space height=&#8220;50&#8243;][vc_column_text] Fernsehen 2.0 bestm\u00f6glich nutzen [\/vc_column_text][vc_empty_space height=&#8220;30&#8243;][vc_column_text]Track the Success Daniel Reiner, RTL DATA Alliance &amp; Stefan Sch\u00f6nherr, eye square Theatre Royal-Prague | Dienstag, 16.11.2021 | 12:00-12:45 \u00a0[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; 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