{"id":46352,"date":"2023-11-16T18:13:00","date_gmt":"2023-11-16T17:13:00","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=46352"},"modified":"2024-01-23T12:48:02","modified_gmt":"2024-01-23T11:48:02","slug":"wv-interview-impact-tv-werbung-screenforce-studie","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/wv-interview-impact-tv-werbung-screenforce-studie\/","title":{"rendered":"W&V INTERVIEW \u00dcBER IMPACT UND DO’S UND DONT’S IN DER TV-WERBUNG"},"content":{"rendered":"

[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“30″][vc_single_image image=“46353″ img_size=“full“ qode_css_animation=““][vc_empty_space height=“20″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“30″][vc_empty_space height=“30″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ z_index=““][vc_column][vc_column_text]<\/p>\n

Die hohe Kunst der Fernsehwerbung
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Das W&V-Magazin-Interview mit Stefan Sch\u00f6nherr, eye square, und Daniel Reiner, RTL, legt die tiefgreifenden Auswirkungen und den Einfluss von Moods und Context offen<\/h2>\n

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In der dynamischen Welt der Fernsehwerbung ist ein umfassendes Verst\u00e4ndnis f\u00fcr das Zusammenspiel von Stimmungen und Kontext f\u00fcr die Werbewirkung entscheidend. Die aktuelle Studie \u201eMapping the Impact“, durchgef\u00fchrt von Daniel Reiner von RTL und Stefan Sch\u00f6nherr von eye square, geht den Feinheiten der TV-Werbung auf den Grund und beleuchtet die unterschiedlichen Szenarien, in denen sich die Zuschauer mit Werbung im Fernsehen auseinandersetzen und wie Werbekreationen beschaffen sein sollten, um im Kontext zu wirken.<\/p>\n

Die j\u00fcngste Studie baut auf dem Vorg\u00e4nger Mapping the Moods“ auf. Der Vorl\u00e4ufer zeigte, dass Fernsehnutzung eine Vielzahl von Stimmungen und Kontexten umfasst, die jeweils die Wahrnehmung von Werbung beeinflussen. Das Verst\u00e4ndnis dieser Nutzungsmuster kann die Mediaplanung erheblich verbessern. Die aktuelle Studie stellt die Szenarien und die Macht von Humors in der Werbung in den Mittelpunkt.<\/p>\n

Eine zentrale Aussage ist, dass TV-Werbung zwar von Natur aus eine starke Wirkung hat, dass aber die Anpassung an die Stimmung der Zuschauer und der Einsatz geeigneter Spot-Features die Effektivit\u00e4t deutlich erh\u00f6hen k\u00f6nnen.<\/p>\n<\/div>\n

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Daniel Reiner gibt Werbetreibenden mit \u201eMatch Your Ad“ ein praktisches Tool an die Hand. das aus den Erkenntnissen der Studie entstanden ist. Das \u201eMatch Your Ad“-Tool, das auf der Screenforce-Website zur Verf\u00fcgung steht, erm\u00f6glicht es Werbetreibenden, in nur wenigen einfachen Schritten den wirkungsvollsten Kontext f\u00fcr ihre Werbung zu analysieren. Durch die Definition von Spot-Merkmalen k\u00f6nnen Werbetreibende absch\u00e4tzen, wie ihre Werbung mit verschiedenen Nutzungssituationen zusammenpasst.<\/p>\n

Die \u201eMapping the Impact“-Studie baut nicht nur auf den Erkenntnissen ihrer Vorg\u00e4ngerin auf, sondern bietet auch eine \u00fcberzeugende Methodik, die das TV-Verhalten authentisch erfasst. F\u00fcr Werbetreibende, die sich in der sich st\u00e4ndig ver\u00e4ndernden Fernsehlandschaft zurechtfinden m\u00fcssen, ist es von strategischer Bedeutung, die Nuancen der Stimmungen und Kontexte der Zuschauer zu verstehen.<\/p>\n

Die Partnerschaft zwischen eye square und Screenforce<\/a> f\u00fcr die Studie Mapping the Impact“<\/a> stach in diesem Jahr besonders hervor und wurde deshalb am 26. September auf dem HORIZONT Werbewirkungsgipfel in Frankfurt mit dem begehrten Award ausgezeichnet.<\/p>\n<\/div>\n

[\/vc_column_text][vc_empty_space height=“30px“]W&V INTERVIEW LESEN!<\/a>[vc_empty_space height=“30px“][vc_empty_space height=“90px“][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“30″][vc_single_image image=“46353″ img_size=“full“ qode_css_animation=““][vc_empty_space height=“20″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“30″][vc_empty_space height=“30″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ z_index=““][vc_column][vc_column_text] Die hohe Kunst der Fernsehwerbung [\/vc_column_text][vc_column_text] Das W&V-Magazin-Interview mit Stefan Sch\u00f6nherr, eye square, und Daniel…<\/p>\n","protected":false},"author":127,"featured_media":46357,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7823,1],"tags":[],"class_list":["post-46352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7823","category-news"],"yoast_head":"\nMichael Schie\u00dfl ist Gast in der Podcastreihe CXEinfach Machen<\/title>\n<meta name=\"description\" content=\"Im Podcast CXEinfachMachen spricht Michael Schiessl \u00fcber kommende Entwicklungen in 2024 und die Rolle der Marktforschung.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/de\/wv-interview-impact-tv-werbung-screenforce-studie\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" 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