{"id":12504,"date":"2022-04-07T09:29:55","date_gmt":"2022-04-07T07:29:55","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=168922"},"modified":"2022-08-01T13:31:10","modified_gmt":"2022-08-01T11:31:10","slug":"studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-04-07\/studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media\/","title":{"rendered":"Studio di Dentsu e Teads: I video in lettura sono pi\u00f9 efficaci dei social media"},"content":{"rendered":"<img class=\"alignnone wp-image-168925 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/04\/teads1200.png\" alt=\"Teads\" width=\"1200\" height=\"721\" \/>La sola viewability, secondo lo studio, non \u00e8 pi\u00f9 sufficiente per misurare la risposta degli utenti al contenuto di una pagina - ci sono diversi fattori di influenza, come la dimensione del formato o la posizione nella pagina, che possono anche avere un impatto negativo sull'attenzione. I pubblicitari e le agenzie hanno cercato un modo per misurare l'economia dell'attenzione. dentsu e Teads hanno identificato quattro fattori chiave per questo.\r\n<h3><strong>Considerare il tempo come uno dei fattori pi\u00f9 importanti per l'attenzione<\/strong><\/h3>\r\nQuesta \u00e8 la conclusione dello studio Attention Economy, con entrambi gli annunci video e display che beneficiano quantitativamente del tempo di visualizzazione di alta qualit\u00e0. Gli editori premium di Teads assicurano un alto coinvolgimento degli utenti con contenuti di qualit\u00e0, con il risultato di una velocit\u00e0 di scorrimento lenta e un tempo medio di visualizzazione di 12,2 secondi. Teads ottiene cos\u00ec il doppio dell'attenzione rispetto ai social media.\r\n<h3><strong>La decisione volontaria dell'utente \u00e8 decisiva<\/strong><\/h3>\r\nGli annunci forzati ricevono pi\u00f9 attenzione degli annunci che vengono facilmente ignorati. Tuttavia, quando un consumatore visualizza volontariamente un annuncio, ha un impatto significativo sulle metriche di consapevolezza del marchio, indipendentemente dal fatto che l'annuncio sia stato visto per due secondi o 20 secondi. I formati che guadagnano attenzione ottengono risultati migliori e pi\u00f9 veloci dei formati non skippabili.\r\n\r\n&nbsp;\r\n<h3><strong>Creazione di fattori importanti per l'attenzione<\/strong><\/h3>\r\nMentre l'importanza della creativit\u00e0 per l'efficacia della pubblicit\u00e0 \u00e8 gi\u00e0 ben documentata, era importante misurare il suo impatto nell'Attention Economy. I risultati dello studio mostrano che la differenza tra un buon e un cattivo design aumenta il richiamo della pubblicit\u00e0 del 17%, mentre il tono influisce solo sul richiamo del 6%. Lo studio mostra anche che gli annunci ottimizzati per la piattaforma Teads hanno ottenuto il 49% di attenzione in pi\u00f9 rispetto all'originale. I formati di annunci interattivi progettati per i dispositivi mobili si sono anche comportati molto bene nel raggiungere e mantenere l'attenzione, generando tre volte pi\u00f9 attenzione degli annunci MPU standard.\r\n<h3><strong>Il posizionamento in un contesto pertinente aumenta l'attenzione<\/strong><\/h3>\r\nBasandosi su ricerche precedenti, lo studio dimostra che inserire gli annunci in un contesto rilevante per il lettore aumenta del 13% l'attenzione per 1.000 persone. Inoltre, gli annunci che si adattano all'ambiente vengono ricordati il 27% in pi\u00f9.\r\n\r\nAndrea Wieseke, Managing Director di Dentsu Svizzera, afferma: \"L'AE si basa sul modo in cui possiamo quantificare l'attenzione. Dentsu \u00e8 pioniere di un cambiamento nel modo in cui consideriamo le campagne per misurare le prestazioni dei media. Per la Svizzera, abbiamo tutte le basi tecnologiche per poter implementare le prime campagne. Questo trimestre testeremo l'approccio AE con 2 clienti e siamo entusiasti dei risultati. \u00c8 importante guidare questo cambiamento per misurare l'impatto efficace del marketing e dei media in futuro\".\r\n\r\nCaroline Hugonenc, VP Global Research &amp; Insights di Teads, partner media coinvolto nello studio, sottolinea: \"Questa fantastica ricerca di dentsu dovrebbe aprirci gli occhi sui passi da compiere per ottenere una maggiore qualit\u00e0 dei media e una migliore efficacia creativa. Noi di Teads sappiamo che la creazione di un framework per l'Attention Economy aiuter\u00e0 gli inserzionisti, le loro agenzie e i media partner a fornire risultati migliori e contenuti pi\u00f9 coinvolgenti ai consumatori che vogliono raggiungere.\"\r\n<h3><strong>Eye tracking con oltre 3000 utenti<\/strong><\/h3>\r\nI dati sono stati raccolti da un pannello mobile utilizzando l'eye-tracking di oltre 3.000 utenti dei siti degli editori Teads nel Regno Unito e negli Stati Uniti. Questo \u00e8 stato condotto insieme a un test controllato di 801 utenti per misurare l'impatto dell'attenzione sui KPI del branding. Questo ambiente controllato ha permesso a Teads di valutare specificamente l'impatto della creativit\u00e0 e dell'ottimizzazione del formato sull'attenzione.\r\n\r\n<hr \/>\r\n\r\n<a href=\"https:\/\/info.teads.com\/de\/attentioneconomy-ch\">Link allo studio<\/a>","protected":false},"excerpt":{"rendered":"<p>Viewability allein reicht gem\u00e4ss der Studie nicht mehr aus, um die Reaktion der Nutzer auf den Inhalt einer Seite zu messen \u2013 es gibt mehrere Einflussfaktoren, wie etwa die Gr\u00f6\u00dfe des Formats oder die Position auf der Seite, die sich sogar negativ auf die Attention auswirken k\u00f6nnen. Werbetreibende und Agenturen haben nach einem Weg gesucht, [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Teads","_yoast_wpseo_metadesc":"Die global t\u00e4tige Mediaplattform Teads hat in Zusammenarbeit mit Dentsu eine Studie zur Attention Economy ver\u00f6ffentlicht.","articlekey":"","footnotes":""},"categories":[29],"tags":[2793,2794,2795],"class_list":["post-12504","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-dentsu-aegis-network","tag-engagement","tag-teads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Studie von Dentsu und Teads: In-Read-Videos sind effektiver als Social Media - Organisator<\/title>\n<meta name=\"description\" content=\"Die global t\u00e4tige Mediaplattform Teads hat in Zusammenarbeit mit Dentsu eine Studie zur Attention Economy ver\u00f6ffentlicht.\" \/>\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.werbewoche.ch\/de\/marketing\/marktforschung\/2022-04-07\/studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studie von Dentsu und Teads: In-Read-Videos sind effektiver als Social Media - 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