{"id":52162,"date":"2022-04-28T08:51:33","date_gmt":"2022-04-28T07:51:33","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?page_id=52162"},"modified":"2022-06-21T15:45:05","modified_gmt":"2022-06-21T14:45:05","slug":"track-the-success-adimpact-tv-genre-study","status":"publish","type":"page","link":"https:\/\/www.eye-square.com\/en\/track-the-success-adimpact-tv-genre-study\/","title":{"rendered":"AD IMPACT | TV-GENRE STUDY “TRACK THE SUCCESS”"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”yes” type=”full_width” header_style=”light” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_single_image image=”51792″ img_size=”full” alignment=”center” qode_css_animation=””][\/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 offset=”vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”48″][\/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 offset=”vc_hidden-lg”][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” css=”.vc_custom_1650984403909{margin-top: 10px !important;}” z_index=””][vc_column width=”5\/6″ offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8 vc_col-sm-offset-1 vc_col-xs-12″][vc_column_text]<\/p>\n

Why Advertising on TV is so effective<\/span>
\n<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”24″][vc_column_text]<\/p>\n

Screenforce Genre Study<\/span>
\n<\/strong><\/h2>\n

[\/vc_column_text][vc_column_text]<\/p>\n

“TRACK THE SUCCESS”<\/strong><\/span><\/h2>\n

[\/vc_column_text][vc_empty_space height=”24″][vc_column_text]<\/p>\n

The experimental genre study<\/a> by Screenforce<\/a> compares the performance of advertising on different video channels such as TV, Broadcast Video-on-Demand (BVOD), YouTube and Facebook. The survey by eye square and Screenforce deals with the question of how viewers and users interpret media content and what influence this has on the effectiveness of advertising.<\/p>\n

 <\/p>\n

In this study, eye square and Screenforce investigate the reception situation by measuring and quantifying the human experience on three levels:<\/strong><\/p>\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=””][vc_column][vc_empty_space height=”48″][\/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_1650985033545{background-color: #f1f1f9 !important;}”][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”yes” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” padding_top=”0″ padding_bottom=”0″ z_index=”” css=”.vc_custom_1651592132950{background-color: #f1f1f9 !important;}”][vc_column width=”2\/3″ offset=”vc_col-lg-4 vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-2 vc_col-xs-12″ css=”.vc_custom_1650985553889{background-color: #f1f1f9 !important;}”][vc_empty_space height=”24″][vc_column_text]<\/p>\n

Perception<\/span><\/h3>\n

[\/vc_column_text][vc_empty_space height=”24″][vc_column_text]Defines all variables related to the technical execution of advertising.[\/vc_column_text][vc_empty_space height=”12″][vc_column_text]How long are advertisements played?<\/strong>
\nHow is sound and screen coverage set?<\/strong>[\/vc_column_text][vc_empty_space height=”12″][\/vc_column][vc_column width=”2\/3″ css=”.vc_custom_1650985571528{background-color: #f1f1f9 !important;}” offset=”vc_col-lg-4 vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-2 vc_col-xs-12″][vc_empty_space height=”24″][vc_column_text]<\/p>\n

Impact<\/span><\/h3>\n

[\/vc_column_text][vc_empty_space height=”24″][vc_column_text]<\/p>\n

The study also examined the viewers’ visual attention span.
\n<\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”12″][vc_column_text]How long pay users and viewers attention to the screen during the ads being played?<\/strong>[\/vc_column_text][vc_empty_space height=”12″][\/vc_column][vc_column width=”2\/3″ css=”.vc_custom_1650985599799{background-color: #f1f1f9 !important;}” offset=”vc_col-lg-4 vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-2 vc_col-xs-12″][vc_empty_space height=”24″][vc_column_text]<\/p>\n

Reaction<\/span><\/h3>\n

[\/vc_column_text][vc_empty_space height=”24″][vc_column_text]Measurement of the emotional reaction of the audience to the activation by ads.[\/vc_column_text][vc_empty_space height=”12″][vc_column_text]How well does advertising succeed in captivating the viewer emotionally?<\/strong>
\nIs he relaxed or active?<\/strong>[\/vc_column_text][vc_empty_space height=”12″][\/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_1650985033545{background-color: #f1f1f9 !important;}”][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1650985704462{background-color: #007fff !important;}”][vc_column][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1650986041072{background-color: #007fff !important;}”][vc_column width=”5\/6″ offset=”vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-12″][vc_empty_space height=”48″][vc_column_text]<\/p>\n

Conclusion<\/h3>\n

[\/vc_column_text][vc_empty_space height=”24″][vc_column_text]<\/p>\n

Perception and reaction are decisive for the ad-effect. They describe the reception situation in detail and provide valuable information about the quality of contact, which explains the differences in impact. With the study, it can be validly proven for the first time, that TV and BVOD are clearly superior to YouTube and Facebook in the other categories, on the basis of high case numbers investigated.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1650986062924{background-color: #007fff !important;}”][vc_column offset=”vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” css=”.vc_custom_1650986380658{margin-top: 0px !important;background-color: #007fff !important;}” z_index=””][vc_column][vc_empty_space height=”12″]Track the Success Video<\/a>[vc_empty_space height=”12″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1650986062924{background-color: #007fff !important;}”][vc_column][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″ z_index=””][vc_column][vc_empty_space height=”12″][vc_column_text]<\/p>\n

Key Findings<\/strong><\/span><\/h3>\n

[\/vc_column_text][vc_empty_space height=”24″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” css=”.vc_custom_1650983890237{padding-top: 0px !important;padding-bottom: 0px !important;}” z_index=””][vc_column width=”5\/6″ offset=”vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-1 vc_col-xs-12″]<\/i><\/span>[vc_column_text]<\/p>\n

\n

Advertising on TV is spontaneously remembered and is particularly effective with the audience<\/span><\/h4>\n<\/blockquote>\n
<\/div>\n

[\/vc_column_text][vc_empty_space height=”30px”]<\/i><\/span>[vc_column_text]<\/p>\n

\n

Emotionalisation in content and advertising is very diffrent in TV\/BVOD and Social Media <\/span><\/h4>\n<\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”5\/6″ offset=”vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-1 vc_col-xs-12″]<\/i><\/span>[vc_column_text]<\/p>\n

\n

A similar pattern emerges with the regard to purchase intention: TV and BVOD are in the lead<\/span><\/h4>\n<\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”30px”]<\/i><\/span>[vc_column_text]<\/p>\n

\n

Activation for content and advertising is balanced on TV, but not on Facebook and Youtube<\/span><\/h4>\n<\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”5\/6″ offset=”vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-1 vc_col-xs-12″]<\/i><\/span>[vc_column_text]<\/p>\n

\n

The value of emotionalisation and attention as a whole is available to BVOD and TV <\/span><\/h4>\n<\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”30px”]<\/i><\/span>[vc_column_text]<\/p>\n

\n

The reception of advertising is much more relaxed in lean-back medium TV than on Youtube
\n<\/span><\/h4>\n<\/blockquote>\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=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”48″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_hidden-lg”][vc_empty_space height=”12px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″ el_id=”case-study” z_index=””][vc_column][vc_column_text]<\/p>\n

Study Design and Methodology<\/h3>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]Almost 250 in-home ethnographies<\/a> were conducted for Screenforce<\/a> study “Track the Success”.\u00a0 The innovative study format includes the precise recording of the media use behaviour of study participants in their familiar surroundings. This possibility has the great advantage of depicting the media reception of participants as undisturbed as possible and therefore close to reality.<\/p>\n

 <\/p>\n

The complete technology<\/a>, such as laptop, smartphone, webcam and skin conductance meter is delivered to the participants’ homes in a compact box for easy self-assembly. A study leader remotely controls the correct installation of the technology via smartphone.<\/p>\n

 <\/p>\n

A webcam is used to determine whether the study participant turns towards the screen during the advertisement and what his emotional state is like. With modern AI technology, the facial expression can be read exactly. A measuring device on the wrist measures the skin conductance. This data shows how relaxed or activated the participant is when viewing content or advertising.<\/p>\n

 <\/p>\n

An online survey of the participants, which determines classic advertising impact parameters such as advertising recall and purchase intention, rounds off the study design.[\/vc_column_text][vc_empty_space height=”90px”][vc_video link=”https:\/\/www.youtube.com\/watch?v=y_ZyBrq7WmI”][vc_empty_space height=”90px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column width=”1\/2″][vc_column_text]<\/p>\n

Slides Genre Study<\/span><\/b><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]The presentation explains why advertising<\/strong>
\nis so effective in TV content<\/strong>[\/vc_column_text][vc_empty_space height=”40px”][vc_single_image image=”51806″ img_size=”” onclick=”custom_link” img_link_target=”_blank” qode_css_animation=”” link=”https:\/\/www.screenforce.de\/docs\/default-source\/grundlagenstudien\/gattungsstudie\/screenforce_ergebnispr%C3%A4sentation3223cb5f294665889c96ff00008b13b7.pdf?sfvrsn=fc65ae60_2″][vc_empty_space height=”40px”]Download Slides<\/a>[vc_empty_space height=”80px”][vc_column_text]<\/p>\n

Slides Special Evaluation<\/span><\/b><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]Performance of skippable\/non-skippable ads<\/strong>
\nand video ads and reception in-home and OOH<\/strong>[\/vc_column_text][vc_empty_space height=”40px”][vc_single_image image=”51807″ img_size=”” onclick=”custom_link” img_link_target=”_blank” qode_css_animation=”” link=”https:\/\/www.screenforce.de\/docs\/default-source\/grundlagenstudien\/trackthesuccess_skippable_ads_und_ooh.pdf?sfvrsn=1582a960_2″][vc_empty_space height=”40px”]Download Slides<\/a>[vc_empty_space height=”40px”][\/vc_column][vc_column width=”1\/2″][vc_column_text]<\/p>\n

Track the Success Whitepaper
\n<\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]<\/p>\n

The study “Track the Success” was selected by the Advertising Research Foundation (ARF) as one of the most important research papers of 2021.<\/p>\n

 <\/p>\n

Malte Hildebrandt, Managing Director Screenforce, and Stefan Sch\u00f6nherr, Unit Lead and Partner eye square, presented it as the only research paper from Germany at this year’s AUDIENCExSCIENCE 2022 in New York.<\/p>\n

[\/vc_column_text][vc_empty_space height=”40px”][vc_column_text]

<\/div>

You are currently viewing a placeholder content from reCAPTCHA<\/strong>. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.<\/p> More Information<\/a> <\/div>

Unblock content<\/a> Accept required service and unblock content<\/a> <\/div> <\/div> <\/div><\/div> [\/vc_column_text][vc_empty_space height=”40px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column][vc_empty_space height=”90px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″ z_index=””][vc_column width=”1\/2″][vc_single_image image=”51808″ img_size=”415×450″ alignment=”center” onclick=”custom_link” qode_css_animation=””][vc_empty_space height=”20px”][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”20px”][vc_column_text]<\/p>\n

Facts
\n<\/strong><\/span><\/h3>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]549<\/strong><\/span> In-Home Media Ethographies
\n52%<\/strong> <\/span>male, 48%<\/strong><\/span> female
\n51%<\/strong><\/span> 18-39 years, 49%<\/span><\/strong> 40+ years<\/p>\n

 <\/p>\n

79%<\/strong><\/span> Participants from DE (N = 434)
\n11%<\/strong>\u00a0 <\/span>from AT (N = 58)
\n10%<\/strong> <\/span>from CH (N = 57)<\/p>\n

 <\/p>\n

Places:<\/strong><\/span>
\nBerlin, Hamburg, Frankfurt a.M., M\u00fcnchen
\nWien and Z\u00fcrich<\/p>\n

 <\/p>\n

Time Period:<\/strong><\/span>
\nJanuary to March 2021[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column][vc_empty_space height=”25px”][vc_column_text]For this genre study, over 1000 media explorations and 400 hours of media usage behaviour were recorded. In the process, 8 different advertising media of brands from different industries were analysed.<\/p>\n

<\/h3>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column][vc_empty_space height=”90px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column][vc_column_text]<\/p>\n

Who is Screenforce?<\/h3>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]Screenforce is a joint initiative of TV and online video content marketers in Germany, Austria and Switzerland.<\/p>\n

Together, the 12 partners represent 95 percent of the TV advertising market in the DACH countries. Screenforce (until April 2015: Wirkstoff TV) focuses on research, marketing, and communication for TV and moving images.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column][vc_empty_space height=”90px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” css=”.vc_custom_1650987365437{margin-top: 10px !important;}” z_index=””][vc_column width=”1\/4″][vc_single_image image=”19829″ img_size=”150×150″ alignment=”center” style=”vc_box_circle” onclick=”custom_link” qode_css_animation=”” link=”https:\/\/www.eye-square.com\/de\/stefan-schoenherr\/”][\/vc_column][vc_column width=”3\/4″][vc_column_text]<\/p>\n

Contact<\/h3>\n

[\/vc_column_text][vc_empty_space height=”20px”][vc_column_text]<\/p>\n

Your Contact at eye square<\/strong><\/p>\n

[\/vc_column_text][vc_column_text]<\/p>\n

Stefan Sch\u00f6nherr<\/strong><\/a><\/p>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]<\/p>\n

He is an expert in advertising effectiveness research, implicit methods and media experience.<\/strong><\/p>\n

Stefan has been working as a brand and media specialist in the Brand & Media Experience<\/a> unit at eye square since 2007 and has headed the unit since 2013. He has been a partner at eye square since 2018. As a graduate psychologist and market researcher, he works with a focus on media consulting, advertising impact and media reception.<\/p>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]<\/p>\n

\n
\n

Telefon\u00a0<\/strong>+49 30 698144-16
\nFax <\/strong>+49 30 698144-10
\nEmail: <\/strong>schoenherr@eye-square.com<\/p>\n<\/div>\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=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″ z_index=””][vc_column][vc_empty_space height=”40px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” css=”.vc_custom_1650987394191{margin-top: 10px !important;}” z_index=””][vc_column width=”1\/4″][vc_single_image image=”51813″ img_size=”150×150″ alignment=”center” style=”vc_box_circle” onclick=”custom_link” qode_css_animation=”” link=”https:\/\/www.screenforce.de\/about\/kontakt”][\/vc_column][vc_column width=”3\/4″][vc_empty_space height=”20px”][vc_column_text]<\/p>\n

Your Contact at Screenforce
\n<\/strong><\/p>\n

[\/vc_column_text][vc_column_text]<\/p>\n

Olaf Schlesiger<\/strong><\/a>
\nHead of Research
\nc\/o SevenOne Media GmbH<\/p>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]<\/p>\n

\n
\n

Telefon\u00a0<\/strong>+49 89 9507-4234
\nEmail: <\/strong>research@screenforce.de<\/p>\n<\/div>\n<\/div>\n

<\/div>\n

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