{"id":52643,"date":"2022-06-01T10:58:07","date_gmt":"2022-06-01T09:58:07","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=52643"},"modified":"2022-06-01T11:39:41","modified_gmt":"2022-06-01T10:39:41","slug":"marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\/","title":{"rendered":"marktforschung.de Dossier Advertising Impact Measurement meets Consumers&#8217; Behavior"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;52645&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.marktforschung.de\/dossiers\/themendossiers\/neue-ansaetze-in-der-konsumentenforschung\/einzelansicht\/werbewirkungsmessung-meets-konsumentenverhalten\/&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-align: left\"><strong>Collecting In-context Behavioral Data\u2013Using Real-World Advertising Impact Measurement for Advertising Contacts<\/strong><\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\">How well advertising works and how effective it is is the central question for the advertising industry and advertising-financed media. The track record determines the investment in advertising and the or the pricing of advertising space. In Germany, about 38 million euros were invested in advertising measures in 2021, of which about 18 billion in TV advertising.<\/p>\n<p style=\"text-align: left\">In the analog age, advertising impact was defined by the reach of the advertising medium and the budget spent on creating and placing the advertising. The selection of a suitable advertising space played a major role. In the past, <a href=\"https:\/\/www.eye-square.com\/en\/campaign-check\/\" target=\"_blank\" rel=\"noopener\">measuring advertising effectiveness<\/a> was limited to the perceived proxy metrics and follow-up surveys.<\/p>\n<p style=\"text-align: left\">With the dawn of a digital era, advertisers are breaking with this concept more and more. Advertising channels are becoming increasingly fragmented, and with the new diversity, advertising effectiveness research has become differentiated and professionalized. Today, research is conducted where customer behavior takes place in real life, such as in social commerce. In the present, the customer journey has become even shorter, so <a href=\"https:\/\/www.eye-square.com\/en\/in-context-experience-research\/\" target=\"_blank\" rel=\"noopener\">contextual methods<\/a> are used to measure and analyse, and a contextual approach is revolutionizing <a href=\"https:\/\/www.eye-square.com\/en\/digital-ad-performance\/\" target=\"_blank\" rel=\"noopener\">digital advertising research<\/a>.<\/p>\n<p style=\"text-align: left\">What levels in consumer perception can be captured with this approach, and what new measurement methods are currently being used for this in market research?<\/p>\n<p style=\"text-align: left\">You can read the complete German version of the dossier at <a href=\"https:\/\/www.marktforschung.de\/dossiers\/themendossiers\/neue-ansaetze-in-der-konsumentenforschung\/einzelansicht\/werbewirkungsmessung-meets-konsumentenverhalten\/\" target=\"_blank\" rel=\"noopener\">marktforschung.de<\/a> or the translated version (click button).<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2022\/06\/EN_Interview_Ad_Effectiveness_Measurement_meets_Konsumentenverhalten_Matthias_Rothensee_mafo_de.pdf\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #ffffff; font-weight: 600; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Read Dossier<\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;52645&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.marktforschung.de\/dossiers\/themendossiers\/neue-ansaetze-in-der-konsumentenforschung\/einzelansicht\/werbewirkungsmessung-meets-konsumentenverhalten\/&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text] Collecting In-context Behavioral Data\u2013Using Real-World Advertising Impact Measurement for Advertising Contacts [\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_column_text] How well advertising works and how effective it is is the central question&#8230;<\/p>\n","protected":false},"author":21,"featured_media":52657,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7184,204,1],"tags":[],"class_list":["post-52643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7184","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>Measuring Advertising Impact and Consumers&#039; Behavior in Digital World<\/title>\n<meta name=\"description\" content=\"Das analoge Zeitalterdefiniert die Werbewirkung durch die Reichweite des gew\u00e4hlten Werbetr\u00e4gers und den aufgewendeten Etat f\u00fcr die Kreation und Platzierung von Werbung. In der digitalen \u00c4ra sind Werbekan\u00e4le fragmentiert und Werbewirkung wird dort erforscht, wo sich Kundenverhalten real abspielt.\" \/>\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\/en\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"marktforschung.de Dossier Advertising Impact Measurement meets Consumers&#039; Behavior\" \/>\n<meta property=\"og:description\" content=\"Das analoge Zeitalterdefiniert die Werbewirkung durch die Reichweite des gew\u00e4hlten Werbetr\u00e4gers und den aufgewendeten Etat f\u00fcr die Kreation und Platzierung von Werbung. In der digitalen \u00c4ra sind Werbekan\u00e4le fragmentiert und Werbewirkung wird dort erforscht, wo sich Kundenverhalten real abspielt.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-01T09:58:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-01T10:39:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2022\/06\/SQUARE2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"628\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astrid Aumayer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aumayer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astrid Aumayer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/\"},\"author\":{\"name\":\"Astrid Aumayer\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#\\\/schema\\\/person\\\/8645b8d1c90cac1c574996187454732d\"},\"headline\":\"marktforschung.de Dossier Advertising Impact Measurement meets Consumers&#8217; Behavior\",\"datePublished\":\"2022-06-01T09:58:07+00:00\",\"dateModified\":\"2022-06-01T10:39:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/\"},\"wordCount\":409,\"publisher\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2022\\\/06\\\/SQUARE2.png\",\"articleSection\":[\"2022\",\"Article\",\"News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/\",\"url\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/\",\"name\":\"Measuring Advertising Impact and Consumers' Behavior in Digital World\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/marktforschung-de-dossier-advertising-impact-measurement-meets-consumer-behavior\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2022\\\/06\\\/SQUARE2.png\",\"datePublished\":\"2022-06-01T09:58:07+00:00\",\"dateModified\":\"2022-06-01T10:39:41+00:00\",\"description\":\"Das analoge Zeitalterdefiniert die Werbewirkung durch die Reichweite des gew\u00e4hlten Werbetr\u00e4gers und den aufgewendeten Etat f\u00fcr die Kreation und Platzierung von Werbung. 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