{"id":58432,"date":"2023-11-16T18:11:21","date_gmt":"2023-11-16T17:11:21","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=58432"},"modified":"2024-01-23T11:54:03","modified_gmt":"2024-01-23T10:54:03","slug":"wv-interview-impact-tv-advertising-screenforce-study","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/wv-interview-impact-tv-advertising-screenforce-study\/","title":{"rendered":"W&V INTERVIEW ON IMPACT AND DO’S AND DON’TS IN TV ADVERTISING"},"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=”58393″ img_size=”full” qode_css_animation=””][vc_empty_space height=”20″][\/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=”30″][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]<\/p>\n

The Art of TV Advertising
\n<\/strong><\/h2>\n

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

The W&V Magazine interview with Stefan Sch\u00f6nherr, eye square, and Daniel Reiner, RTL, lays open the profound implications and the Impact of Moods and Context<\/h2>\n

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

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In the dynamic world of television advertising, understanding the interplay between moods, contexts, and advertising effectiveness is crucial. “Mapping the Impact,” was conducted by Daniel Reiner of RTL and Stefan Sch\u00f6nherr of eye square, and delves into the intricacies of TV advertising, shedding light on the diverse scenarios in which viewers engage with television and how advertising aligns with these contexts.<\/p>\n

Daniel Reiner and Stefan Sch\u00f6nherr guided through the background, methodological intricacies, and practical applications of this state-of-the-art media research project at the recent Screenforce Academy.<\/p>\n

The recent study buids on “Mapping the Moods”. This precursor revealed that television viewing encompasses a vast array of moods and contexts, each influencing the perception of advertising. Understanding these usage patterns can significantly enhance media planning. The study puts a spotlight on scenarios and the power of humor in advertising.<\/p>\n<\/div>\n

[\/vc_column_text][vc_empty_space height=”30px”][vc_column_text]One key finding is that while TV advertising inherently has a strong impact, tailoring it to the viewers’ moods and utilizing appropriate spot features can significantly enhance its effectiveness.<\/p>\n

Daniel Reiner empowers advertisers with “Match Your Ad”, a practical tool born from the study’s insights. The “Match Your Ad” tool, available on the Screenforce website, enables advertisers to analyze the most impactful context for their ad in just a few simple steps. By defining spot characteristics, advertisers can gauge how their ad aligns with different usage settings.<\/p>\n

The “Mapping the Impact” study not only builds on its predecessor’s insights but also
\noffers a groundbreaking methodology that captures TV behaviors authentically. As advertisers navigate the ever-evolving landscape of television, understanding the nuances of viewer moods and contexts becomes a strategic imperative.<\/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
\nHORIZONT Advertising Impact Summit<\/a> in Frankfurt on 26 September.[\/vc_column_text][vc_empty_space height=”30px”][vc_empty_space height=”30px”]READ W&V INTERVIEW!<\/a>[vc_empty_space height=”30px”][vc_empty_space height=”90px”][\/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=”58393″ img_size=”full” qode_css_animation=””][vc_empty_space height=”20″][\/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=”30″][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] The Art of TV Advertising [\/vc_column_text][vc_column_text] The W&V Magazine interview with Stefan Sch\u00f6nherr, eye square,…<\/p>\n","protected":false},"author":21,"featured_media":58398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7195,1],"tags":[],"class_list":["post-58432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7195","category-news"],"yoast_head":"\nThe ART OF TV ADVERTISING<\/title>\n<meta name=\"description\" content=\"The W&V Magazine interview with Stefan Sch\u00f6nherr, eye square, and Daniel Reiner, RTL, lays open the profound implications and the Impact of Moods and Context\" \/>\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\/wv-interview-impact-tv-advertising-screenforce-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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