{"id":38998,"date":"2022-04-12T14:35:36","date_gmt":"2022-04-12T12:35:36","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=38998"},"modified":"2022-05-23T15:28:25","modified_gmt":"2022-05-23T13:28:25","slug":"genre-study-on-the-performance-of-advertising-in-moving-image-media","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/genre-study-on-the-performance-of-advertising-in-moving-image-media\/","title":{"rendered":"Ad Insights- Medienethnografien \u00fcber die Wirksamkeit von Werbung in Bewegtbild"},"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;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/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_single_image image=&#8220;38993&#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.eye-square.com\/de\/werbewirkung-tv-gattungsstudie-track-the-success\/&#8220;][vc_empty_space height=&#8220;10&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_column_text]<\/p>\n<h3><strong>Track the Success<\/strong><br \/>\n<strong>Welchen Einfluss nimmt die Rezeptionssituation auf die Performance von Werbung? <\/strong><\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;25&#8243;][vc_column_text]Im Jahr 2021 f\u00fchrt eye square gemeinsam mit der Screenforce-Allianz die In-Home-Studie &#8222;Track the Success&#8220; durch. Diese experimentelle Studie belegt: Die Rezeptionssituation der Zuschauer erkl\u00e4rt die Werbewirkung.<\/p>\n<p>&#8222;Track the Success&#8220; vergleicht die Wirkung identischer Werbespots auf verschiedenen Medienkan\u00e4len. Ausgew\u00e4hlt wurden TV, BVOD, YouTube und Facebook. Im Mittelpunkt der Studie steht die Frage, wie Zuschauer und Nutzer Medieninhalte rezipieren. Welche Auswirkungen hat die Rezeptionssituation auf die Wirkung der Werbung?<\/p>\n<p>In der Gattungsstudie wurden drei Faktoren untersucht: Wahrnehmung, Reaktion und Wirkung. Zur Wahrnehmung geh\u00f6ren alle Variablen, die sich auf die technische Wiedergabe der Werbung beziehen: wie lange wurde die Werbung abgespielt, mit welcher Toneinstellung und welcher Bildschirmabdeckung.<\/p>\n<p>Ebenfalls untersucht wurde die visuelle Aufmerksamkeit der Betrachter: Wie lange hat das Publikum w\u00e4hrend des Spots auf den Bildschirm geschaut? Unter der \u201eReaktion\u201c versteht man die emotionale Reaktion und Aktivierung. Wie gut gelingt es dem Spot, den Betrachter zu emotionalisieren? Sind die Zuschauer eher entspannt oder aktiviert, wenn sie Inhalte und Werbung sehen?<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30&#8243;][vc_column_text]Mehr Einblicke in die Ergebnisse der Studie erhalten Sie hier:[\/vc_column_text][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;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/ad-effectiveness-study-track-the-success\/\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  default\" style=\"color: #ffffff; border-color: #ffffff; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">More Insights<\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<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;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/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_single_image image=&#8220;38993&#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.eye-square.com\/de\/werbewirkung-tv-gattungsstudie-track-the-success\/&#8220;][vc_empty_space height=&#8220;10&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_column_text] Track the Success Welchen Einfluss nimmt die Rezeptionssituation auf die Performance von Werbung? [\/vc_column_text][vc_empty_space height=&#8220;25&#8243;][vc_column_text]Im Jahr 2021 f\u00fchrt eye square&#8230;<\/p>\n","protected":false},"author":21,"featured_media":38999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7822,204,1],"tags":[],"class_list":["post-38998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7822","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>eye squares in-home media ethnography about the impact of ads on TV<\/title>\n<meta name=\"description\" content=\"eye square conducted a genre study for Screenforce across Germany, Austria, and Switzerland to better understand the impact of advertising in moving images media.\" \/>\n<meta name=\"robots\" content=\"index, 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