{"id":57731,"date":"2023-09-29T14:45:28","date_gmt":"2023-09-29T13:45:28","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=57731"},"modified":"2023-10-24T11:46:22","modified_gmt":"2023-10-24T10:46:22","slug":"real-impact-award-screenforce-collaboration-mapping-the-impact","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/real-impact-award-screenforce-collaboration-mapping-the-impact\/","title":{"rendered":"Real Impact Award for eye square’s study collaboration with Screenforce: “Mapping the Impact”"},"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=”57761″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” 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][vc_empty_space height=”30″][vc_column_text]<\/p>\n

Collaboration of Screenforce and eye square win 1st place at the Horizont Advertising Effectiveness Awards 2023<\/span><\/h1>\n
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[\/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=””][vc_column][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_column_text]Congratulations to our team and our study cooperation partner Screenforce, the alliance behind our jointly conducted, renowned study \u201cMapping the Impact\u201d for the HORIZONT THE REAL IMPACT<\/a> Award!<\/p>\n

The partnership between eye square and Screenforce<\/a> for the “Mapping the Impact” study particularly stood out this year and therefore won the coveted award at the HORIZONT Advertising Impact Summit<\/a> in Frankfurt on 26 September.[\/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=””][vc_column width=”1\/2″][vc_single_image image=”57760″ img_size=”full” qode_css_animation=””][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”30″][vc_column_text]<\/p>\n

Marvin Vogt, Florian Passlick and Stefan Sch\u00f6nherr from the Brand & Media Team were in a good mood and had lots of fun at the award ceremony<\/h5>\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=””][vc_column][vc_empty_space height=”30″][vc_column_text]The HORIZONT THE REAL IMPACT Award appreciates initiatives that have significantly contributed to improving the understanding of advertising effectiveness in Germany. Horizont presented the prestigious award for the second time at the Advertising Impact Summit in Frankfurt. Our co-operation partner Dirk Engel<\/a>, an independent market and media researcher, was also among the renowned jury members.[\/vc_column_text][vc_empty_space height=”30″]More about the award ceremony!<\/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_column_text]<\/p>\n

In a video interview<\/a> at the HORIZONT Advertising Impact Summit in Frankfurt, Stefan Sch\u00f6nherr presented the fascinating results of the award-winning study entitled \u201cMapping The Impact\u201d.<\/p>\n

[\/vc_column_text][vc_empty_space height=”30″][vc_video link=”https:\/\/youtu.be\/zMXK3AbrysE”][vc_empty_space height=”30″][vc_empty_space height=”30″][vc_column_text]<\/p>\n

To provide advertisers with a practical benefit, eye square teams and Screenforce developed a tool that allows companies to determine in which scenario their advertising would have the greatest impact. According to Stefan Sch\u00f6nherr, this can be done with just 15 clicks. Creative teams can use this tool during ad creation to predict the effectiveness of their spots.<\/p>\n

[\/vc_column_text][vc_empty_space height=”30″]Read article at Horizont!<\/a>[vc_empty_space height=”30″][vc_column_text]For the award-winning study and \u201cmedia ethnography\u201d, Stefan Sch\u00f6nherr<\/a> and his Brand & Media team observed the television viewing behaviour of 285 participants and analysed 855 hours of media consumption. Four different scenarios were identified in the study: Busy Day (afternoon), Quality Time (prime time), Work is done (early evening) and Dreaming Away (late evening).[\/vc_column_text][vc_empty_space height=”30″][vc_single_image image=”57815″ img_size=”full” qode_css_animation=””][vc_empty_space height=”30″][vc_column_text]The research looks at the factors that optimise the impact of a commercial and identifies the most appropriate contexts for broadcasting ads.<\/p>\n

\u201cMapping the Impact\u201d is much more than just another research project. The study is a treasure trove of actionable insights for advertisers and media agencies.[\/vc_column_text][vc_empty_space height=”30″]Screenforce-Study<\/a>[vc_empty_space height=”30″][vc_column_text]<\/p>\n

The eye square research team<\/a> ultimately co-won each of the three award-winning studies from 1st to 3rd place. In addition to the winning study by eye square and Screenforce Germany, we also won with Seven.One Entertainment Group with a mental accessibility study the 2nd place and with the Attention Score study for REWE Group, eye square together with OMD Germany and Ad Alliance won the 3rd place.<\/p>\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=””][vc_column][vc_empty_space height=”30″][vc_column_text]<\/p>\n

Recap Insights 2023<\/span><\/h1>\n
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[\/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=””][vc_column width=”1\/2″][vc_empty_space height=”30″][vc_video link=”https:\/\/youtu.be\/piJbbEt2DkY”][vc_empty_space height=”15″][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”30″][vc_column_text]<\/p>\n

We not only joined the Horizont Werbewirkungsgipfel this year, we also were part of the over 200 corporate market researchers and managing directors attended planning&analysis Insights 2023, titled \u201cInsights in the Spotlight.\u201d<\/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_column_text]Keynote speakers included Prof. Jenni Romaniuk from the University of South Australia, Stephan Gr\u00fcndewald from the rheingold Institute, Dr. Robert Kecskes from GfK, and Rosa Strube from CSCP.<\/p>\n

Click here<\/a> to get an idea of this year’s event![\/vc_column_text][vc_empty_space height=”30″]Recap Insights 2023<\/a>[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=”57761″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” 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][vc_empty_space height=”30″][vc_column_text] Collaboration of Screenforce and eye square win 1st place at the Horizont Advertising Effectiveness Awards 2023 [\/vc_column_text][vc_empty_space height=”30″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” 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