{"id":18095,"date":"2022-12-01T12:51:35","date_gmt":"2022-12-01T11:51:35","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=190854"},"modified":"2024-11-20T07:01:28","modified_gmt":"2024-11-20T06:01:28","slug":"attention-program-teads-startet-kooperation-mit-khc","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-12-01\/attention-program-teads-startet-kooperation-mit-khc\/","title":{"rendered":"Programma di attenzione: Teads avvia la collaborazione con KHC"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-190855 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/12\/2022_06_BLOG_Attention-Program-1140x500-1-1024x449-1.jpg\" alt=\"Attenzione\" width=\"1024\" height=\"449\" \/>Nell'attuale ecosistema digitale saturo, l'attenzione \u00e8 un fattore cruciale. Per ottenere l'attenzione dei consumatori, la chiave \u00e8 la creativit\u00e0. Una corrente <u>Studiare<\/u> mostra che gli inserzionisti possono aumentare l'attenzione per i loro annunci del 49% se li ottimizzano per l'ambiente in cui si trovano. <em><a href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marktforschung\/2022-04-07\/studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media\/\" rel=\"noopener\">(Werbewoche.ch riportato)<\/a><\/em>.<\/p>\r\n<p>Il \"Teads Attention Program\" \u00e8 stato progettato per consentire ai brand di ottimizzare la segnalazione dell'attenzione su pi\u00f9 schermi nel Teads Ad Manager. Integrando Lumen e Adelaide, due fornitori di misurazione dell'attenzione, nonch\u00e9 il fornitore di eye-tracking e studi di neuromarketing Realeyes, Teads sta costruendo un kit di strumenti che consentir\u00e0 agli inserzionisti di aumentare l'efficacia e il successo commerciale.<\/p>\r\n<p>Studi di <u>Dentsu<\/u> Ricerche internazionali hanno dimostrato che la misurazione dell'attenzione \u00e8 tre volte migliore nel predire i risultati rispetto alla viewability. Gradualmente, quindi, l'attenzione sta diventando pi\u00f9 importante. Gli inserzionisti sono ora in grado di superare alcune delle principali sfide che hanno dovuto affrontare in termini di spesa pubblicitaria. Per fare questo, tuttavia, Teads afferma che devono evolvere e dare priorit\u00e0 alle metriche di attenzione in termini di acquisto, pianificazione e misurazione delle campagne.<\/p>\r\n<h3><strong>La creativit\u00e0 come forza motrice<\/strong><\/h3>\r\n<p>La creativit\u00e0 \u00e8 necessaria per attirare e mantenere l'attenzione dei consumatori. La sua importanza per la pubblicit\u00e0 digitale \u00e8 indiscutibile. Secondo alcuni studi, c'\u00e8 una differenza fino al 17% nel ricordo del marchio tra creazioni buone e cattive. \u00c8 stato inoltre dimostrato che circa due terzi dell'efficacia dei media dipende dalla creativit\u00e0.<\/p>\r\n<p>Gli inserzionisti devono anche considerare il contesto degli annunci e la creativit\u00e0. L'inserimento di annunci intorno a contenuti rilevanti aumenta la consapevolezza e offre ai consumatori un'esperienza complessiva migliore.<\/p>\r\n<h3><strong>Una UX positiva influenza l'attenzione<\/strong><\/h3>\r\n<p>Anche l'esperienza utente di un sito web ha un'influenza significativa sull'attenzione. Gli utenti sono pi\u00f9 ricettivi agli annunci presentati in un ambiente di alta qualit\u00e0 e non ingombrante. Un annuncio pi\u00f9 grande e ben congegnato, rispetto a tanti piccoli annunci, ha un effetto molto pi\u00f9 duraturo sulla memoria.<\/p>\r\n<p>I consumatori apprezzano che la loro attenzione venga catturata piuttosto che essere costretti a consumare pubblicit\u00e0. La pubblicit\u00e0 consumata volontariamente ha un impatto pi\u00f9 positivo sulle metriche di fedelt\u00e0 al marchio, indipendentemente dalla durata della visione.<\/p>\r\n<h3><strong>Cooperazione tra Teads, KHC e Dentsu International<\/strong><\/h3>\r\n<p>La collaborazione di Teads con KHC e Dentsu International, lanciata dall'agenzia media Carat di KHC, ha lo scopo di sviluppare ulteriormente il \"Teads Attention Program\"\". A questo scopo, Teads e Carat utilizzano il modello di attenzione sviluppato da Dentsu con Lumen per misurare l'attenzione del gruppo target della pubblicit\u00e0.<\/p>\r\n<p>Nell'arco di un periodo di sei mesi, questo progetto raccoglier\u00e0 e documenter\u00e0 le intuizioni e le conoscenze chiave sui fattori che determinano la consapevolezza dei prodotti di KHC e sulle relative metriche. Queste nuove metriche consentiranno a KHC di ottimizzare in modo migliore e pi\u00f9 sostenibile le prestazioni digitali per le campagne future.<\/p>","protected":false},"excerpt":{"rendered":"<p>Im aktuellen, ges\u00e4ttigten digitalen \u00d6kosystem ist Aufmerksamkeit ein entscheidender Faktor. Um die Aufmerksamkeit der Verbraucher zu gewinnen, ist Kreativit\u00e4t das A und O. Eine aktuelle Studie zeigt auf, dass Werbetreibende die Aufmerksamkeit f\u00fcr ihre Werbung um 49 Prozent steigern k\u00f6nnen, wenn sie sie f\u00fcr das jeweilige Umfeld optimieren (Werbewoche.ch berichtete). Das \u00abTeads Attention Program\u00bb soll [\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":"Aufmerksamkeit","_yoast_wpseo_metadesc":"Aufmerksamkeit 2023: Kreativit\u00e4t und kontextoptimierte Anzeigen steigern Werbewirkung um 49%. Studien und Programme im Fokus.","articlekey":"","footnotes":""},"categories":[29],"tags":[3537],"class_list":["post-18095","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-dentsu"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attention Program: Teads startet Kooperation mit KHC - Organisator<\/title>\n<meta name=\"description\" content=\"Aufmerksamkeit 2023: Kreativit\u00e4t und kontextoptimierte Anzeigen steigern Werbewirkung um 49%. 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