{"id":52979,"date":"2026-01-27T19:02:22","date_gmt":"2026-01-27T18:02:22","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=52979"},"modified":"2026-02-03T14:10:30","modified_gmt":"2026-02-03T13:10:30","slug":"attention-analyse-2-3-seconds-of-magic","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/attention-analyse-2-3-seconds-of-magic\/","title":{"rendered":"2,3 Seconds of Magic \u2013 Die aktuelle Aufmerksamkeit-Analyse von OMD Deutschland und eye square"},"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_empty_space height=&#8220;20px&#8220;][vc_single_image image=&#8220;52981&#8243; img_size=&#8220;full&#8220; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;20px&#8220;][vc_empty_space height=&#8220;20px&#8220;][vc_empty_space height=&#8220;20px&#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_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">Die aktuelle Studie von OMD Germany und eye square zeigt einen deutlichen R\u00fcckgang der Aufmerksamkeit f\u00fcr digitale Werbung. Im Gegensatz dazu konnte die TV-Werbung einen leichten Zuwachs verzeichnen. Aufmerksamkeit ist zur knappsten Ressource in der Digitalwerbung geworden \u2013 und sie wird immer geringer. Die gemeinsame Analyse \u201eAttention: 2.3 Seconds of Magic!\u201c von OMD Germany und eye square zeigt:<\/p>\n<div>\n<blockquote>\n<h2><strong>Die durchschnittliche Betrachtungsdauer von Ads ist von 2,5 Sekunden (2010\u20132019) auf 2,3 Sekunden (2020\u20132025) gesunken!<\/strong><\/h2>\n<\/blockquote>\n<\/div>\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">\n<\/div>\n<p>[\/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_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">Klare Gewinner und Verlierer in den unterschiedlichen Medienkan\u00e4len<\/h2>\n<\/div>\n<\/div>\n<p>[\/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_text css=&#8220;&#8220;]<\/p>\n<ul>\n<li>Die Aufmerksamkeit f\u00fcr Fernsehwerbung ist um 14 % gestiegen (Index 114), was auf eine entspanntere Nutzungssituation und seltenere Werbepausen zur\u00fcckzuf\u00fchren ist.<\/li>\n<li>Skippable Online-Videos verlieren an Aufmerksamkeit (Index 83).<\/li>\n<li>Die Aufmerksamkeit f\u00fcr InFeed-Anzeigen ist massiv zur\u00fcckgegangen und hat seit 2019 mehr als 40 % der Betrachtungszeit verloren (Index 57).<\/li>\n<\/ul>\n<p>[\/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_empty_space height=&#8220;30px&#8220;][vc_single_image image=&#8220;52983&#8243; img_size=&#8220;full&#8220; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][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_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<p>Der wichtigste Faktor: Reiz\u00fcberflutung in digitalen Umgebungen. W\u00e4hrend das Fernsehen mit etwa 6 Werbepausen pro Stunde relativ stabil bleibt, erreichen Plattformen wie Instagram mehr als 40 Werbepausen pro Stunde \u2013 was zu einer sehr selektiven Wahrnehmung f\u00fchrt.<\/p>\n<p>Die gute Nachricht: Kreative Qualit\u00e4t ist der st\u00e4rkste Hebel.<br \/>\nDie Auswertung der Benchmark-Datenbank von eye square mit fast 13.000 Anzeigen zeigt deutlich:<\/p>\n<ul>\n<li>Besonders kreative TV-Spots k\u00f6nnen bis zu doppelt so viel Aufmerksamkeit erzielen wie durchschnittliche Umsetzungen.<\/li>\n<li>Herausragend gestaltete Social-Media-Anzeigen oder Pre-Rolls k\u00f6nnen innerhalb von nur 2,3 Sekunden mehr Aufmerksamkeit generieren als ein durchschnittlicher TV-Spot \u2013 wenn der Einstieg, die Botschaft und die emotionale Relevanz stark sind.<\/li>\n<\/ul>\n<\/div>\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">\n<\/div>\n<p>[\/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_empty_space height=&#8220;30px&#8220;][vc_single_image image=&#8220;52997&#8243; img_size=&#8220;full&#8220; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][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_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">Der Schl\u00fcssel zur Wertsch\u00f6pfung ist Aufmerksamkeit<\/h2>\n<\/div>\n<\/div>\n<p>[\/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_text css=&#8220;&#8220;]F\u00fcr Werbetreibende bedeutet dies: Reichweite ohne Aufmerksamkeit verliert schnell an Wert. Was z\u00e4hlt, sind kanalgerechte Strategien, mutige, getestete kreative Arbeiten und die feste Einbindung der Aufmerksamkeitsmessung in den kreativen Prozess. Nur so k\u00f6nnen Marken die \u201e2,3 Sekunden der Magie\u201c voll aussch\u00f6pfen \u2013 und sicherstellen, dass ihre Botschaften nicht in der Informationsflut untergehen, sondern wirklich gesehen und in Erinnerung bleiben.<\/p>\n<p>Ausf\u00fchrliche Informationen zur Methodik, zu Kanalvergleichen und konkreten Empfehlungen finden Sie in der vollst\u00e4ndigen Pressemitteilung.<\/p>\n<p>Wenn Sie wissen m\u00f6chten, wie Ihre TV-Spots, Pre-Rolls oder Social Ads in Bezug auf die Aufmerksamkeit abschneiden \u2013 und wie Sie Ihre 2,3 Sekunden so effektiv wie m\u00f6glich gestalten k\u00f6nnen \u2013, wenden Sie sich gerne an die Experten von eye square oder OMD.[\/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_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;center&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; z_index=&#8220;&#8220; css=&#8220;.vc_custom_1770044710504{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #DFE1F2 !important;}&#8220;][vc_column width=&#8220;1\/2&#8243;][vc_empty_space height=&#8220;30px&#8220;][vc_empty_space height=&#8220;30px&#8220;][vc_single_image image=&#8220;53012&#8243; img_size=&#8220;medium&#8220; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;30px&#8220;][vc_empty_space height=&#8220;30px&#8220;][\/vc_column][vc_column width=&#8220;1\/2&#8243;][vc_empty_space height=&#8220;30px&#8220;][vc_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<p style=\"text-align: left\">Hier k\u00f6nnen Sie die aktuelle Analyse \u201eAttention: 2.3 Seconds of Magic!\u201c der Initiative Attention Works von <a class=\"bbcode_url\" href=\"https:\/\/www.omd.com\/\" target=\"_blank\" rel=\"noopener nofollow\" data-wpel-link=\"external\"><b>OMD Germany<\/b><\/a> und dem <b><a class=\"bbcode_url\" href=\"https:\/\/www.eye-square.com\/de\/\" target=\"_blank\" rel=\"noopener nofollow\" data-wpel-link=\"external\">Marktforschungsinstitut eye square<\/a><\/b> herunterladen!<\/p>\n<p style=\"text-align: left\">Der <strong>OMD POV<\/strong> ist ein Sonderbericht der Medienagentur OMD Germany zu aktuellen Entwicklungen in der Werbung. Die Initiative \u201eAttention Works\u201c konzentriert sich darauf, aufzuzeigen, dass die Aufmerksamkeit f\u00fcr digitale Werbung zur\u00fcckgeht und die f\u00fcr TV-Werbung dagegen zunimmt. Unsere Initiative setzt einen Schwerpunkt auf den Aspekt der Kreativit\u00e4t, um die Aufmerksamkeit zu steigern.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30px&#8220;]<a  itemprop=\"url\" href=\"https:\/\/share-eu1.hsforms.com\/1BFmZV8-DTkKmkKrtN5hrvgf0iu9\" target=\"_self\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #007FFF; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Download Paper!<\/a>[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_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_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_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">Die Attention Works Initiative<\/h2>\n<\/div>\n<\/div>\n<p>[\/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 width=&#8220;1\/4&#8243;][vc_empty_space height=&#8220;30px&#8220;][vc_single_image image=&#8220;52991&#8243; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;30px&#8220;][\/vc_column][vc_column width=&#8220;3\/4&#8243;][vc_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<p dir=\"auto\">Unter dem Motto \u201e<a href=\"https:\/\/www.eye-square.com\/en\/attention-works\/\" target=\"_blank\" rel=\"noopener\">Attention Works<\/a>\u201c schlie\u00dfen sich die Medienagentur OMD Germany und eye square in einer Initiative zusammen, mit dem Ziel, einen neuen Standard in der Medienplanung zu etablieren \u2013 mit Aufmerksamkeit als wichtigste W\u00e4hrung.<\/p>\n<\/div>\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">\n<\/div>\n<p>[\/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_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<h2>Presse Online<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;10px&#8220;][vc_column_text css=&#8220;&#8220;]<strong><span class=\"app-wuv-article-title\" data-addsearch=\"include\">Die neue Attention-\u00d6konomie fordert die Mediaplanung heraus<\/span><\/strong><br \/>\n<strong><a href=\"https:\/\/www.wuv.de\/Themen\/Media\/Die-neue-Attention-Oekonomie-fordert-die-Mediaplanung-heraus\" target=\"_blank\" rel=\"noopener\">wuv.de<\/a><\/strong><\/p>\n<p class=\"ArticleHeader_headline\"><strong>Aufmerksamkeitsspanne f\u00fcr Werbung in digitalen Kan\u00e4len sinkt deutlich<\/strong><br \/>\n<strong><a href=\"https:\/\/www.horizont.net\/medien\/nachrichten\/analyse-von-omd-und-eye-square-aufmerksamkeitsspanne-fuer-werbung-in-digitalen-kanaelen-sinkt-deutlich-232907\" target=\"_blank\" rel=\"noopener\">horizont.net<\/a><\/strong><\/p>\n<p class=\"cmb-10\" lang=\"de\"><strong>Sinkende Attention: Warum 2,3 Sekunden \u00fcber Werbeerfolg entscheiden<\/strong><br \/>\n<strong><a href=\"https:\/\/www.pressebox.de\/pressemitteilung\/eye-square-gmbh\/sinkende-attention-warum-2-3-sekunden-ber-werbeerfolg-entscheiden\/boxid\/1283830\" target=\"_blank\" rel=\"noopener\">pressebox.de<\/a><\/strong><\/p>\n<p>[\/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; css=&#8220;.vc_custom_1769530031900{padding-top: 35px !important;padding-right: 35px !important;padding-bottom: 0px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}&#8220; z_index=&#8220;&#8220;][vc_column][vc_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">Der eye square Media Benchmark<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;15px&#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; css=&#8220;.vc_custom_1769530018959{background-color: #DFE1F2 !important;}&#8220; z_index=&#8220;&#8220;][vc_column][vc_column_text css=&#8220;.vc_custom_1769536432987{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;}&#8220;]Die Grundlage dieser Analyse bildet die Benchmark-Datenbank von eye square, die seit 2019 erheblich erweitert wurde und von 2.300 auf fast 13.000 analysierte Werbeanzeigen angewachsen ist. Dieser betr\u00e4chtliche Anstieg bietet eine solide Grundlage f\u00fcr gr\u00fcndliche und differenzierte Analysen. Die Analyse konzentriert sich auf die Entwicklung der Aufmerksamkeit, Unterschiede zwischen verschiedenen Kan\u00e4len und Platzierungen sowie den Einfluss kreativer Elemente auf die Wahrnehmung von Werbung.[\/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;center&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; z_index=&#8220;&#8220; css=&#8220;.vc_custom_1769530054855{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}&#8220;][vc_column][vc_empty_space height=&#8220;30px&#8220;]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/media-benchmark\/\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#007FFF\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #007FFF; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Mehr Entdecken!<\/a>[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_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<h2><strong>Fragen? Bitte nehmen Sie mit dem eye square Team Kontakt auf!<\/strong><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;10px&#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 width=&#8220;1\/2&#8243;][vc_empty_space height=&#8220;30px&#8220;][vc_single_image image=&#8220;48054&#8243; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<p><strong>Mail: <a href=\"mailto:schoenherr@eye-square.com\">s<\/a><\/strong><a href=\"mailto:schoenherr@eye-square.com\"><strong>choenherr@eye-square.com<\/strong><\/a><br \/>\n<strong>Phone: +49 30 698144-16<\/strong><\/p>\n<\/div>\n<\/div>\n<div class=\"vc_empty_space\"><\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30px&#8220;]<span class='q_social_icon_holder circle_social' data-color=#131631 data-hover-background-color=#FFFFFF data-hover-color=#007FFF><a itemprop='url' href='linkedin.com\/in\/stefan-sch\u00f6nherr-330b5160' target='_blank'><span class='fa-stack fa-2x' style='background-color: #FFFFFF;'><i class=\"qode_icon_font_awesome fa fa-linkedin \" style=\"color: #131631;\" ><\/i><\/span><\/a><\/span>[vc_empty_space height=&#8220;30px&#8220;][\/vc_column][vc_column width=&#8220;1\/2&#8243;][vc_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<h2>Stefan Sch\u00f6nherr<br \/>\nExecutive Vice President Brand &amp; Media Experience and Partner<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30px&#8220;][vc_column_text css=&#8220;&#8220;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<p>Stefan Sch\u00f6nherr arbeitet seit 2007 als Marken- und Medienspezialist in der Unit Brand &amp; 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<p>Stefan 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<p>2023 hat er die pr\u00e4mierte Medienethnografie-Studie Mapping the Impact f\u00fcr Screenforce durchgef\u00fchrt (Real Impact Award der Horizont, 2023). Er leitet globale Studien zur Wirkung von Creator-Ads im Social-Marketing-Mix (Authenticity Sells, Snapchat, 2024) und verantwortet die international pr\u00e4mierte Studie \u201ePower of Creation\u201c (IAB Research Award, 2016).<\/p>\n<p>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 class=\"vc_empty_space\"><\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8220;30px&#8220;][\/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_empty_space height=&#8220;20px&#8220;][vc_single_image image=&#8220;52981&#8243; img_size=&#8220;full&#8220; css=&#8220;&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;20px&#8220;][vc_empty_space height=&#8220;20px&#8220;][vc_empty_space height=&#8220;20px&#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_text css=&#8220;&#8220;] Die aktuelle Studie von OMD Germany und eye square zeigt einen deutlichen R\u00fcckgang der Aufmerksamkeit f\u00fcr digitale Werbung. Im Gegensatz dazu&#8230;<\/p>\n","protected":false},"author":21,"featured_media":52982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7832,204,1],"tags":[],"class_list":["post-52979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7832","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>Nur noch 2,3 Sekunden Aufmerksamkeit f\u00fcr den Werbeerfolg<\/title>\n<meta name=\"description\" content=\"Eine Analyse von OMD Germany und eye square zeigt einen deutlichen R\u00fcckgang der Aufmerksamkeitsspanne f\u00fcr Werbung in digitalen Kan\u00e4len.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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