{"id":48312,"date":"2024-06-28T12:35:59","date_gmt":"2024-06-28T10:35:59","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=48312"},"modified":"2024-07-09T16:09:25","modified_gmt":"2024-07-09T14:09:25","slug":"screenforce-festival-2024-recap","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/screenforce-festival-2024-recap\/","title":{"rendered":"Screenforce Festival 2024 Recap"},"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=“48335″ img_size=“full“ alignment=“center“ onclick=“custom_link“ img_link_target=“_blank“ css=““ qode_css_animation=““ link=“https:\/\/www.marktforschung.de\/marktforschung\/a\/erfuellen-sie-schon-jetzt-die-neuen-standards-des-europaeischen-barrierefreiheitsstaerkungsgesetzes\/“][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“][vc_column][vc_empty_space height=“30″][vc_column_text css=““]<\/p>\n

eye square hat erste Insights der neuen Gattungsstudie „Into the Wild“ beim Screenforce-Festival pr\u00e4sentiert<\/h1>\n

[\/vc_column_text][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=““ css=“.vc_custom_1719566386411{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column][vc_empty_space height=“30″][vc_column_text css=““]Auf den Screenforce Days in Z\u00fcrich im Juni hatte Marvin Vogt die Ehre, dem Publikum einen ersten Einblick in die aktuellen Ergebnisse der neuen Screenforce-Genrestudie „Into the Wild“ zu geben.[\/vc_column_text][vc_empty_space height=“30″][vc_video link=“https:\/\/www.youtube.com\/watch?v=MZPmovZb450″ css=““][vc_empty_space height=“30″][vc_column_text css=““]Die aktuellen Ergebnisse aus der \u00abWelt der Screens\u00bb der TV-Gattungsinitiative Screenforce zeigen, \u00fcber welche Screens und Kan\u00e4le Menschen in der Schweiz Bewegtbildinhalte konsumieren. Im Videobeitrag von m&k werbewoche zu den Screenforce Days Schweiz<\/strong> kommt auch eye square Referent Marvin Vogt zu Wort.[\/vc_column_text][\/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=“center“ background_image_as_pattern=“without_pattern“ z_index=““ css=“.vc_custom_1719567306082{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 0px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column][vc_empty_space height=“30″]Mehr erfahren!<\/a>[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=““ css=“.vc_custom_1719566386411{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column][vc_column_text css=““]Wer bereits neugierig war, hatte in D\u00fcsseldorf auf dem lebendigen Medienfestival von Screenforce eine zweite Chance, die Forschungsergebnisse genauer unter die Lupe zu nehmen.<\/p>\n

Am 13. Juni pr\u00e4sentierte Stefan Sch\u00f6nherr, Vice President Brand & Media<\/a> Experience und Partner bei eye square<\/p>\n

„Into the Wild – Wie funktionieren Werbekontakte in der realen Welt?“<\/strong><\/h4>\n

Wie wirksam ist Werbung in der gesamten Videoumgebung?<\/strong>
\nWie aufmerksam wird sie wahrgenommen, und wie oft wird sie gemieden?<\/strong><\/p>\n

Das sind die zentralen Fragen, die sich das Forschungsteam f\u00fcr die neue Gattungsstudie gestellt hat. Und es gibt ein erstes Kernergebnis: Marken, die im gesamten Videoumfeld werben, bleiben nicht nur besser in Erinnerung, sondern die Werbebotschaften bleiben auch haften.[\/vc_column_text][\/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=““ css=“.vc_custom_1720534162427{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column width=“1\/2″][vc_empty_space height=“30″][vc_single_image image=“48463″ img_size=“medium“ alignment=“center“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.screenforce.de\/whats\/zeit-fuer-ein-wiedersehen-das-war-das-screenforce-festival-2024″][vc_empty_space height=“30″][\/vc_column][vc_column width=“1\/2″][vc_empty_space height=“30″][vc_empty_space height=“30″][vc_column_text css=““]Mehr Informationen zu der Pr\u00e4sentation von „Into the Wild“ mit Stefan Sch\u00f6nherr auf den Screenforce Days D\u00fcsseldorf gibt es hier im Video! <\/strong>[\/vc_column_text][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=“center“ background_image_as_pattern=“without_pattern“ z_index=““ css=“.vc_custom_1719567306082{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 0px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column]Into the Wild!<\/a>[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=““ css=“.vc_custom_1719045499971{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column][vc_empty_space height=“30″][vc_column_text css=““]Sie interessieren sich f\u00fcr die ersten Studienergebnisse und Pr\u00e4sentationsfolien,<\/strong> haben aber die Screenforce Days 2024 verpasst<\/strong>? Laden Sie die Pr\u00e4sentation<\/strong> hier herunter:[\/vc_column_text][vc_empty_space height=“30″][vc_single_image image=“48464″ img_size=“medium“ alignment=“center“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.screenforce.de\/studie\/wild-wie-wirken-werbekontakte-der-echten-welt“][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=“center“ background_image_as_pattern=“without_pattern“ z_index=““ css=“.vc_custom_1719045512589{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 70px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;}“][vc_column]Download Presentation!<\/a>[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_empty_space height=“30″][vc_empty_space height=“30″][vc_column_text css=““]<\/p>\n

Impressionen von den Screenforce Days Deutschland!<\/h1>\n

[\/vc_column_text][vc_empty_space height=“30″][vc_gallery interval=“3″ images=“48323,48324,48325″ img_size=“large“ css=““][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_empty_space height=“30″][vc_column_text css=““]Unter dem Titel „United for the Future of Total Video“<\/strong> veranstaltete Screenforce<\/strong><\/a> am 13.06.2024 das diesj\u00e4hrige Screenforce Festival<\/strong> und beeindruckte seine G\u00e4ste mit einem atemberaubenden Programm. Nach einer f\u00fcnfj\u00e4hrigen Pause gab es bunte Luftballons, ein echtes Zirkuszelt, Foodtrucks, Liegest\u00fchle, Fotoboxen, Glitzertattoos und Konfetti satt!<\/p>\n

Die Moderatoren Palina Rojinski<\/strong> und Michael Kessler<\/strong> begr\u00fc\u00dften die Besucher um 9 Uhr und f\u00fchrten sie durch die Pr\u00e4sentationen von TV-Sendern und allen anderen Programmpunkten.<\/p>\n

Neben vielen Prominenten, die dabei waren, sorgten Sarah Engels<\/strong> und Eko Fresh<\/strong> mit ihrer Performance des Songs „United“ zur Melodie von Alicia Keys‘ „New York“ f\u00fcr einen pomp\u00f6sen Abschluss.<\/p>\n

Das Screenforce Festiva<\/strong>l ein voller Erfolg und ein gro\u00dfes Spektakel! Hier finden Sie eine detaillierte Zusammenfassung aller Programmpunkte und Vortr\u00e4ge als Live-Ticker:[\/vc_column_text][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=“center“ background_image_as_pattern=“without_pattern“ z_index=““ css=“.vc_custom_1716388437017{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 70px !important;padding-left: 35px !important;}“][vc_column]Screenforce Festival Ticker!<\/a>[\/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 css=““]<\/p>\n

Fragen zu der neuen Screenforce-Studie? Finden Sie die passende Kontaktperson!<\/h1>\n

[\/vc_column_text][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=““ css=“.vc_custom_1712746699958{padding-top: 35px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;border-radius: 5px !important;}“][vc_column width=“1\/2″][vc_empty_space height=“30″][vc_single_image image=“41809″ img_size=“medium“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.eye-square.com\/de\/julia-gurney\/“][vc_empty_space height=“15″][vc_column_text css=““]Email | marvin.vogt@eye-square.com<\/strong>
\nPhone | +49 30 698144-0<\/strong>[\/vc_column_text][vc_empty_space height=“30″][\/vc_column][vc_column width=“1\/2″][vc_empty_space height=“30″][vc_column_text css=““]<\/p>\n

Marvin Vogt
\n<\/strong><\/h2>\n

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Marvin Vogt<\/a> arbeitet als Senior Research Consultant in der Brand and Media Experience Unit von eye square. Seinen Master of Science in Marketing and Consumer Psychology mit Schwerpunkt Kauf- und Konsumverhalten schloss er mit Auszeichnung an der University of Sussex ab. Vor seiner Zeit bei eye square hat er in einem Pharma-Unternehmen eine neue Medizintechnik-Marke erfolgreich auf- und ausgebaut. Zudem ist er ausgebildeter Bankkaufmann.<\/p>\n

Neben seiner T\u00e4tigkeit als Senior Research Consultant ist er als Dozent an der Hochschule f\u00fcr Wirtschaft und Umwelt t\u00e4tig, wo er empirische Forschungsmethoden lehrt. Einen weiteren Lehrauftrag f\u00fcr Marketing hat er an der Hochschule f\u00fcr Wirtschaft und Recht Berlin inne.<\/p>\n

Marvin und Florian haben im Auftrag von Screenforce die viel beachtete Studie \u201eTrack the Success\u201c<\/a> durchgef\u00fchrt, eine der bedeutendsten und gr\u00f6\u00dften Heim-Ethnografien der letzten Jahre im DACH-Raum. Dabei wurde umfangreich untersucht, wie Nutzer\/Innen verschiedene Medienkan\u00e4le (TV, BVOD, YouTube und Facebook) und die dort gezeigte Werbung rezipieren und welche Implikationen dies auf Wahrnehmung, Reaktion und Wirkung hat.<\/p>\n<\/div>\n<\/div>\n

[\/vc_column_text][\/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=““ css=“.vc_custom_1712746699958{padding-top: 35px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;border-radius: 5px !important;}“][vc_column width=“1\/2″][vc_empty_space height=“30″][vc_column_text css=““]<\/p>\n

Stefan Sch\u00f6nherr
\n<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=“15px“][vc_column_text css=““]<\/p>\n

\n
\n
\n
\n

Stefan Sch\u00f6nherr<\/a> arbeitet seit 2007 als Marken- und Medienspezialist in der Unit Brand & Media Experience bei eye square, leitet diese seit 2013 und ist seit 2018 Partner bei eye square. Er ist Diplom-Psychologe mit den Schwerpunkten Medienberatung, Werbewirkung und Medienrezeption.<\/p>\n

\n
\n

Er betreut Werbetreibende und Vermarkter mit Studien zum Verst\u00e4ndnis von Mediengattungen, Werbeformaten und Kreationsleistungen. Neben der intensiven Auseinandersetzung mit Bewegtbildwerbung ist Stefan ist einer der f\u00fchrenden Experten im Bereich Verarbeitung und Wirkung von digitaler Kreation und Social Media Advertising.<\/p>\n

Im Jahr 2021 hat er die gr\u00f6\u00dfte Medienethnografie im deutschsprachigen Raum Track the Success f\u00fcr Screenforce durchgef\u00fchrt. Er leitet international pr\u00e4mierte Studien wie \u201cPower of Creation<\/a>\u201d (IAB Research Award, 2016) und \u201cDisplay wirkt implizit\u201d (BVM Innovationspreis Nominierung, 2011).<\/p>\n

Stefan Sch\u00f6nherr moderiert Workshops zu digitaler Kreation und spricht regelm\u00e4\u00dfig auf Konferenzen.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

[\/vc_column_text][\/vc_column][vc_column width=“1\/2″][vc_empty_space height=“30″][vc_single_image image=“19829″ img_size=“medium“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.eye-square.com\/de\/julia-gurney\/“][vc_empty_space height=“15″][vc_column_text css=““]Email | schoenherr@eye-square.com<\/strong>
\nPhone | +49 30 698144-16<\/strong>[\/vc_column_text][vc_empty_space height=“30″][\/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=“48335″ img_size=“full“ alignment=“center“ onclick=“custom_link“ img_link_target=“_blank“ css=““ qode_css_animation=““ link=“https:\/\/www.marktforschung.de\/marktforschung\/a\/erfuellen-sie-schon-jetzt-die-neuen-standards-des-europaeischen-barrierefreiheitsstaerkungsgesetzes\/“][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“][vc_column][vc_empty_space height=“30″][vc_column_text css=““] eye square hat erste Insights der neuen Gattungsstudie „Into the Wild“ beim Screenforce-Festival pr\u00e4sentiert [\/vc_column_text][vc_empty_space height=“30″][\/vc_column][\/vc_row][vc_row css_animation=““…<\/p>\n","protected":false},"author":130,"featured_media":48469,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7825,203,1],"tags":[],"class_list":["post-48312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7825","category-conference","category-news"],"yoast_head":"\nScreenforce Festival 2024 Recap<\/title>\n<meta name=\"description\" content=\"Am 13. 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