{"id":29193,"date":"2024-08-21T15:03:31","date_gmt":"2024-08-21T13:03:31","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=221869"},"modified":"2024-11-08T12:38:19","modified_gmt":"2024-11-08T11:38:19","slug":"konnex-und-teads-steigern-awareness-und-performance-fuer-4b-mit-predictive-ki","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-08-21\/konnex-und-teads-steigern-awareness-und-performance-fuer-4b-mit-predictive-ki\/","title":{"rendered":"Konnex e Teads aumentano la consapevolezza e le prestazioni per il 4B con l'AI predittiva"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-221872 size-full\" src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/08\/eads-konnex-4b.jpg\" alt=\"4B crossmediale\" width=\"1200\" height=\"900\" \/><\/p>\r\n<p>La campagna crossmediale per 4B, focalizzata a livello regionale, mirava ad aumentare la notoriet\u00e0 del marchio e a migliorare la lead generation. Nella Svizzera tedesca, la TV, la stampa e i media digitali miravano ad aumentare la notoriet\u00e0 non assistita, ad affinare il profilo del marchio e ad accrescerne la preferenza. Nella Svizzera francese, l'attenzione si \u00e8 concentrata sull'aumento della notoriet\u00e0 supportata attraverso canali simili. Inoltre, \u00e8 stata realizzata una campagna digitale always-on in tutta la Svizzera con l'obiettivo di generare lead sotto forma di richieste di contatto.<\/p>\r\n<h3><strong>Ottimizzazione dei contenuti esistenti<\/strong><\/h3>\r\n<p>Una componente chiave di questa strategia era l'uso di immagini in movimento nei canali televisivi e digitali. Il materiale video esistente \u00e8 stato ottimizzato al meglio grazie alla tecnologia AI predittiva di Neurons. Il workshop di co-creazione Teads Atelier, a cui hanno partecipato attivamente l'agenzia pubblicitaria, l'agenzia media, il cliente e Teads, ha svolto un ruolo centrale in questo processo.<\/p>\r\n<p>Neurons combina intelligenza artificiale e neuroscienze per prevedere il comportamento dei clienti e migliorare le prestazioni pubblicitarie. Poich\u00e9 non \u00e8 stato possibile creare nuovo materiale video e immagini, i contenuti esistenti sono stati analizzati e migliorati attraverso modifiche mirate, come il cambio di scena, l'aggiunta di cartellini di inizio e fine e di sottotitoli. Queste misure miravano ad aumentare l'attenzione e la comprensione del gruppo target.<\/p>\r\n<h3><strong>Ottimizzazione basata su due punteggi<\/strong><\/h3>\r\n<p>Neurons utilizza due metriche centrali per valutare e ottimizzare i media pubblicitari: Il Focus Score indica l'intensit\u00e0 dell'attenzione dello spettatore verso determinate aree dell'immagine o del video; un valore elevato indica un'attenzione concentrata. Il Cognitive Demand Score misura la complessit\u00e0 visiva e la densit\u00e0 di informazioni che gli spettatori devono elaborare. Pi\u00f9 un'immagine \u00e8 complessa, pi\u00f9 alto \u00e8 il punteggio della domanda cognitiva e pi\u00f9 difficile \u00e8 per gli spettatori riconoscere rapidamente le informazioni rilevanti.<\/p>\r\n<p>Dopo la prima analisi dei neuroni, il video rivisto da Teads Studio ha gi\u00e0 ottenuto un aumento del Focus Score di +14 % e una riduzione del Cognitive Demand di -2 %.<\/p>\r\n<p>Sulla base dell'analisi dei neuroni, nello studio di Teads \u00e8 stata sviluppata una complessa configurazione creativa, composta da vari asset ottimizzati per i dispositivi mobili come soluzione ibrida dinamica di annunci display e video. I motivi della campagna si rivolgevano a tutti gli obiettivi dell'imbuto, dalla consapevolezza e considerazione alle prestazioni e alla generazione di lead. I successivi test di benchmark di Teads hanno permesso di creare previsioni di campagna e di identificare le forme pubblicitarie pi\u00f9 efficienti in termini di attenzione e tempo di permanenza.<\/p>\r\n<h3><strong>Risultati analizzati scientificamente<\/strong><\/h3>\r\n<p>I risultati dell'analisi neuronale sono stati collegati allo studio di Kantar Brand Lift \"4B Switzerland - Creative Lab: ABC Testing\", che analizza l'impatto pubblicitario degli annunci digitali in diversi contesti, con particolare attenzione alla consapevolezza del marchio. Grazie all'ABC testing, \u00e8 possibile testare simultaneamente diverse varianti di annunci per determinare quella pi\u00f9 efficace.<\/p>\r\n<p>L'ottimizzazione dei mezzi pubblicitari nell'Atelier Teads si \u00e8 rivelata decisiva per aumentare la notoriet\u00e0 del marchio. In particolare, ci\u00f2 \u00e8 visibile nei risultati dei formati Teads inRead Video Square e Teads inRead Video Landscape rispetto ai formati standard. Nel complesso, la campagna, comprensiva di tutte le misure implementate da Konnex e Teads, ha portato a un aumento significativo dei lead e a una riduzione del costo per lead per la campagna digitale.<\/p>\r\n<p><a href=\"https:\/\/link.mediaoutreach.meltwater.com\/ls\/click?upn=u001.79tjJ1iVn9oBa3fuaJCrcmP-2FI43l1FgqpH16nINWMQb1CzXkuyARxY-2B-2BGikOj5wOcVqDmnPA08KLH5nmH2MWAyMm9SThuNfqARlbQ26gAOksi2vbA2ejbXRCluiD2E1T91qmhkwNh0Q9FvN6M-2FOq8g5eOBiJL-2Fp4xuoKqR1vjgE0cn-2F8CPD4yPxMcve4u2fsLJuG_IsYeSBG-2BZ-2BTZ5It1-2BmoDsgjwpGkQe4PHtj6s7PS9N0HsNRhhlQGrHdvyml7Lw3yZI3qjqqQUcYJ6J-2Bnk-2BVkd2W8b-2ByY5QHC0Wr-2F6eerfQ4iJDlcZF3oa9Zi9K6EWuc6XPTcnuu-2F59G1QKDTKVMFmIOxY4vJgZyKhTlwTuLl3c72xGc4pfmL42Lc3EgJhfNyTuzMXzGIkTBsZgTipJPyzrsh7wqfXz3J40QeH3kMZig0qCP7G-2FAZSz8-2FhTb0eluxgTpz0hm0fY0rHg3ZDLfWb9swm2PKgSBVgB-2Fdo1IDV5KRFCRTaoUFZdtsW7Oz2rqzMwQdsB3kczQXYv8LaXLMnBywa-2BcvUPpoFTxe5ToCb22Mz85gzSSyFFcUtN0ydX5bf\" rel=\"noopener\">Anteprima di inRead 3D Cube Square<\/a><\/p>\r\n<p><a href=\"https:\/\/link.mediaoutreach.meltwater.com\/ls\/click?upn=u001.79tjJ1iVn9oBa3fuaJCrcmP-2FI43l1FgqpH16nINWMQb1CzXkuyARxY-2B-2BGikOj5wOcVqDmnPA08KLH5nmH2MWAyMm9SThuNfqARlbQ26gAOksi2vbA2ejbXRCluiD2E1T91qmhkwNh0Q9FvN6M-2FOq8g5eOBiJL-2Fp4xuoKqR1vjgFZRBf1F9QoMe4EmBmWIYxGTNKz_IsYeSBG-2BZ-2BTZ5It1-2BmoDsgjwpGkQe4PHtj6s7PS9N0HsNRhhlQGrHdvyml7Lw3yZI3qjqqQUcYJ6J-2Bnk-2BVkd2W8b-2ByY5QHC0Wr-2F6eerfQ4iJDlcZF3oa9Zi9K6EWuc6XPTcnuu-2F59G1QKDTKVMFmIOxY4vJgZyKhTlwTuLl3c72xGc4pfmL42Lc3EgJhfNyTuzMXzGIkTBsZgTipJPyzrsh7wqfXz3J40QeH3kMZig1WvDlOhaZAqAv5Rnj3v-2F8IhWwhkJbd6uiX0weBOSF-2FKcfB1N10OWtsxt8-2FwnP0yC4UM0zoq1l3i1RELV3nMXI-2FUNUVdPcdO5Re-2FgQE-2FJDJQuKPtFupPemCaJUpa-2F0CPTUjc1Z1ocY9ze51WH9OXtMX\" rel=\"noopener\">Anteprima inLeggi il quadrato della carta Spin<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Il fornitore di soluzioni per finestre e facciate 4B ha realizzato una campagna composta da annunci display e video in collaborazione con Teads e Konnex. Con l'aiuto dell'intelligenza artificiale, i mezzi pubblicitari sono stati ottimizzati e l'attenzione della campagna \u00e8 stata misurata e ottimizzata.<\/p>","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":"4B crossmediale","_yoast_wpseo_metadesc":"4B steigert Markenbekanntheit und Leadgenerierung durch eine optimierte, crossmediale Kampagne mit regionalem Fokus.","articlekey":"","footnotes":""},"categories":[29],"tags":[4407,4408,319,4343,2795],"class_list":["post-29193","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-4b","tag-konnex","tag-kuenstliche-intelligenz","tag-markom","tag-teads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Konnex und Teads steigern Awareness und Performance f\u00fcr 4B mit Predictive KI - 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