{"id":54105,"date":"2026-10-06T12:17:40","date_gmt":"2026-10-06T10:17:40","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=54105"},"modified":"2026-10-08T14:57:59","modified_gmt":"2026-10-08T12:57:59","slug":"neue-attention-works-studie-creator-hype","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/neue-attention-works-studie-creator-hype\/","title":{"rendered":"Neue Attention Works Studie: Creator Content \u2013 Hype oder echte Aufmerksamkeit?"},"content":{"rendered":"

[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=“20px“][vc_single_image image=“54108″ img_size=“full“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.omd.com\/germany\/2026\/10\/01\/attention-creator-hype-oder-echte-aufmerksamkeit\/“][vc_empty_space height=“20px“][vc_empty_space height=“20px“][vc_empty_space height=“20px“][\/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_column_text css=““]Creator-Marketing ist l\u00e4ngst kein Nischenph\u00e4nomen mehr, sondern ein fester Bestandteil moderner Kommunikationsstrategien. In unserer aktuellen Studie haben wir untersucht, welche Rolle Creators f\u00fcr die Wirksamkeit der Kommunikation spielen, und versucht herauszufinden, wie sich Creator-Inhalte im Vergleich zu herk\u00f6mmlichen Social-Media-Anzeigen schlagen.<\/p>\n

Im Rahmen unseres Realit\u00e4t-Checks \u201eCreator \u2013 Hype oder echte Aufmerksamkeit\u201c haben wir 2.537 Personen, 5.709 Anzeigenimpressionen, 18 Inhalte und f\u00fcnf Produktkategorien untersucht und dabei traditionelle Social-Media-Anzeigen mit werblichen Creator-Inhalten verglichen. Unsere Untersuchung fand genau dort statt, wo Kommunikation heute stattfindet \u2013 im Feed.<\/strong><\/a>[\/vc_column_text][vc_empty_space height=“30px“][\/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=“30px“][vc_column_text css=““]<\/p>\n

\u201eIn einer Medienwelt, in der Aufmerksamkeit zur wertvollsten und zugleich knappsten Ressource geworden ist, schaffen Creator etwas, das heute wichtiger ist denn je: N\u00e4he. Sie \u00fcbersetzen Markenbotschaften in echte Relevanz. …\u201c<\/h2>\n

[\/vc_column_text][vc_empty_space height=“10px“][vc_column_text css=““]<\/p>\n

Stefan Sch\u00f6nherr, EVP Brand & Media, eye square<\/p>\n

[\/vc_column_text][vc_empty_space height=“30px“][\/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=“30px“][vc_single_image image=“54110″ img_size=“full“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.omd.com\/germany\/2026\/10\/01\/attention-creator-hype-oder-echte-aufmerksamkeit\/“][vc_empty_space height=“30px“][\/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=“30px“][vc_column_text css=““]Wir haben festgestellt, dass Inhalte von Creators im Feed doppelt so viel aktive Aufmerksamkeit generieren wie herk\u00f6mmliche Social-Media-Anzeigen.<\/strong><\/a> Allerdings gibt es auch einige Fallstricke, die man beachten sollte.<\/p>\n

Hinsichtlich der Betrachtungsdauer gibt es deutliche Unterschiede. Bei starken Creator Assets sind 26 Prozent der Zuschauer nach zehn Sekunden immer noch dabei, und 17 Prozent sind nach 15 Sekunden. Starke Creator Assets schaffen es insbesondere, die gewonnene Aufmerksamkeit in tats\u00e4chliche Watch Time und Viewer Retention umzuwandeln.<\/p>\n

Creator-Content und Paid Media m\u00fcssen gemeinsam betrachtet werden. Im Durchschnitt sind die Kosten pro organischem Kontakt um ein Vielfaches h\u00f6her als bei herk\u00f6mmlichen Social-Media-Kampagnen. Die entscheidende Frage lautet daher: Wird die Investition allein durch organische Reichweite effizient genutzt? Wenn jedoch leistungsstarke Creator-Inhalte durch Paid Media erweitert und skaliert werden, um ein gr\u00f6\u00dferes Publikum zu erreichen, entfalten sie ihr volles Potenzial.[\/vc_column_text][vc_empty_space height=“30px“][\/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=“30px“][vc_single_image image=“54111″ img_size=“full“ onclick=“custom_link“ css=““ qode_css_animation=““ link=“https:\/\/www.omd.com\/germany\/2026\/10\/01\/attention-creator-hype-oder-echte-aufmerksamkeit\/“][vc_empty_space height=“30px“][\/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=“30px“][vc_column_text css=““]<\/p>\n

Creator vs. traditionelle Social-Media-Ads \u2013 kein Schwarz-Wei\u00df-Szenario<\/h2>\n

[\/vc_column_text][vc_empty_space height=“15px“][\/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=“15px“][vc_column_text css=““]Unsere Studie belegt, dass mehr Aufmerksamkeit nicht automatisch zu mehr Brand Impact f\u00fchrt, und weitere Analysen zeigten, dass beide Anzeigenformate unterschiedliche Rollen im Marketing-Funnel spielen.<\/a><\/strong> Creator-Inhalte sind im oberen Teil des Funnels wirksam: Sie wecken Aufmerksamkeit und Relevanz, bauen eine emotionale Bindung auf und st\u00e4rken wichtige Aspekte des Markenimages. Traditionelle Social-Media-Inhalte hingegen sind im unteren Teil des Funnels am effektivsten, wo konkrete Handlungsaufforderungen, Kaufabsicht und Interaktion im Vordergrund stehen.[\/vc_column_text][vc_empty_space height=“30px“][vc_empty_space height=“30px“][\/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“ css=“.vc_custom_1791211997011{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}“ z_index=““][vc_column][vc_empty_space height=“30px“][vc_column_text css=““]<\/p>\n

Downloaden Sie die Studie „Creator Content \u2013 Hype oder echte Aufmerksamkeit?“<\/h2>\n

[\/vc_column_text][vc_empty_space height=“15px“][\/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_1791212016412{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}“][vc_column width=“1\/2″][vc_empty_space height=“15px“][vc_single_image image=“54113″ img_size=“medium“ onclick=“custom_link“ img_link_target=“_blank“ css=““ qode_css_animation=““ link=“https:\/\/share-eu1.hsforms.com\/1jfwmklLIRRi6yfMXATtOlAf0iu9″][vc_empty_space height=“30px“][vc_empty_space height=“30px“][\/vc_column][vc_column width=“1\/2″][vc_empty_space height=“15px“][vc_column_text css=““]<\/p>\n

Die gesamte Studie der Initiative \u201eAttention Works\u201c, die von OMD Deutschland und eye square durchgef\u00fchrt wurde, kann direkt von der Website von OMD Deutschland abgerufen werden.<\/p>\n

[\/vc_column_text][vc_empty_space height=“30px“]Download!<\/a>[vc_empty_space height=“30px“][vc_empty_space height=“30px“][\/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=“30px“][\/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=“30px“][\/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_column_text css=““]<\/p>\n

Die Attention Works Initiative<\/h2>\n

[\/vc_column_text][vc_empty_space height=“30px“][\/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 width=“1\/4″][vc_empty_space height=“30px“][vc_single_image image=“52991″ onclick=“custom_link“ img_link_target=“_blank“ css=““ qode_css_animation=““ link=“https:\/\/www.eye-square.com\/en\/attention-works\/“][vc_empty_space height=“30px“][\/vc_column][vc_column width=“3\/4″][vc_empty_space height=“30px“][vc_column_text css=““]<\/p>\n

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Unter dem Namen \u201eAttention Works\u201c<\/strong><\/a> b\u00fcndeln die Medienagentur OMD Germany<\/strong><\/a> und eye square<\/strong><\/a> ihre Kr\u00e4fte, um einen neuen Standard in der Medienplanung zu setzen \u2013 mit echter Aufmerksamkeit als zentraler W\u00e4hrung.<\/p>\n<\/div>\n

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[\/vc_column_text][vc_empty_space height=“30px“][\/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=“30px“][vc_column_text css=““]<\/p>\n

Presse online<\/h2>\n

[\/vc_column_text][vc_empty_space height=“10px“][vc_column_text css=““]Attention Works: Creator Content \u2013 Hype oder echte Aufmerksamkeit?<\/strong>
\npressebox.de<\/strong><\/a><\/p>\n

Studie von OMD Germany: Creator Content wirkt \u2013 aber unter einer Bedingung<\/strong>
\ncampaign.de<\/strong><\/a><\/p>\n

So werden Influencer Marketing und Social Ads am effektivsten eingesetzt<\/strong>
\nhorizont.net<\/strong><\/a>[\/vc_column_text][vc_empty_space height=“30px“][\/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=“30px“][vc_column_text css=““]<\/p>\n

Fragen? Nehmen Sie mit dem eye square Team Kontakt auf!<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=“10px“][\/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 width=“1\/2″][vc_empty_space height=“30px“][vc_single_image image=“48054″ onclick=“custom_link“ img_link_target=“_blank“ css=““ qode_css_animation=““ link=“https:\/\/www.eye-square.com\/en\/stefan-schoenherr\/“][vc_empty_space height=“30px“][vc_column_text css=““]<\/p>\n

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Mail: s<\/a><\/strong>choenherr@eye-square.com<\/strong><\/a>
\nPhone: +49 30 698144-16<\/strong><\/p>\n<\/div>\n<\/div>\n

<\/div>\n

[\/vc_column_text][vc_empty_space height=“30px“]

Stefan Sch\u00f6nherr<\/strong><\/a> ist seit 2007 als Marken- und Medienspezialist im Bereich \u201eBrand & Media Experience\u201c bei eye square t\u00e4tig. Seit 2013 leitet er diesen Bereich und ist seit 2018 Partner bei eye square. Er hat einen Abschluss in Psychologie mit den Schwerpunkten Medienberatung, Werbewirkung und Medienrezeption.<\/p>\n

\n

Stefan unterst\u00fctzt Werbetreibende und Marketingfachleute mit Studien zum Verst\u00e4ndnis von Mediengattungen, Werbeformaten und kreativer Leistung. Neben seiner intensiven Arbeit im Bereich der Bewegtbildwerbung ist Stefan einer der f\u00fchrenden Experten auf dem Gebiet der Verarbeitung und Wirkung digitaler Kreativinhalte und Social-Media-Werbung.<\/p>\n

Im Jahr 2023 f\u00fchrte er f\u00fcr Screenforce die preisgekr\u00f6nte medienethnografische Studie \u201eMapping the Impact\u201c durch (Real Impact Award von Horizont, 2023). Er leitet weltweite Studien zur Wirkung von Creator-Anzeigen im Social-Media-Marketing-Mix (\u201eAuthenticity Sells\u201c, Snapchat, 2024) und ist verantwortlich f\u00fcr die international preisgekr\u00f6nte Studie \u201ePower of Creation\u201c (IAB Research Award, 2016).<\/p>\n

Stefan Sch\u00f6nherr moderiert Workshops zum Thema digitale Kreation und ist regelm\u00e4\u00dfiger Referent auf Konferenzen.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

[\/vc_column_text][vc_empty_space height=“30px“][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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