{"id":9315,"date":"2022-08-09T13:56:53","date_gmt":"2022-08-09T11:56:53","guid":{"rendered":"https:\/\/ipmadvertising.wpengine.com\/?p=9315"},"modified":"2022-08-09T13:56:55","modified_gmt":"2022-08-09T11:56:55","slug":"consumenten-besteden-minder-aandacht-aan-reclame-op-internationale-platforms","status":"publish","type":"post","link":"https:\/\/ipmadvertising.be\/nl\/consumenten-besteden-minder-aandacht-aan-reclame-op-internationale-platforms\/","title":{"rendered":"Consumenten besteden minder aandacht aan reclame op internationale platforms"},"content":{"rendered":"\n<p><strong>Volgens de studie <em>Track de Success<\/em> uitgevoerd door <a href=\"https:\/\/www.eye-square.com\/en\/\">Eyes Square<\/a>* zijn YouTube en Facebook minder doeltreffend om de aandacht van de consument te trekken dan de traditionele media.<\/strong><\/p>\n\n\n\n<p>Volgens <a href=\"https:\/\/www.youtube.com\/watch?v=xOyjsBttlpg\">Florian Passlick<\/a>, senior reseacher bij onderzoeksbureau Eyes Square, besteden consumenten meer aandacht aan reclame op traditionele media (tv of vod) dan op internationale platformen zoals YouTube of Facebook. Tv-reclame heeft een voltooiingspercentage van 94%, wat hoger is dan op YouTube (reclame die niet kan worden geskipt) en op Facebook (nauwelijks 43%).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"726\" height=\"403\" src=\"https:\/\/ipmadvertising.be\/wp-content\/uploads\/2022\/08\/image.png\" alt=\"\" class=\"wp-image-9309\" srcset=\"https:\/\/ipmadvertising.be\/wp-content\/uploads\/2022\/08\/image.png 726w, https:\/\/ipmadvertising.be\/wp-content\/uploads\/2022\/08\/image-480x266.png 480w\" sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 726px, 100vw\" \/><figcaption>Uit deze figuur blijkt dat de aandacht van de consument op Facebook en Youtube korter is dan op TV en VOD. (bron: Florian Passlick, presentatie op het door VIA georganiseerde seminar, 24 mei 2022).<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Facebook en YouTube advertenties hebben minste impact\r\n\r\n<\/strong><\/h3>\n\n\n\n<p>Advertenties op traditionele platforms hebben ook een grotere impact op mediaconsumenten. Volgens de studie zegt 60% van de ondervraagden zich een lineaire tv-advertentie te herinneren. Dit is een hoger percentage dan op YouTube (47%) en Facebook (43%).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"945\" height=\"525\" src=\"https:\/\/ipmadvertising.be\/wp-content\/uploads\/2022\/08\/image-1.png\" alt=\"\" class=\"wp-image-9312\" srcset=\"https:\/\/ipmadvertising.be\/wp-content\/uploads\/2022\/08\/image-1.png 945w, https:\/\/ipmadvertising.be\/wp-content\/uploads\/2022\/08\/image-1-480x267.png 480w\" sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 945px, 100vw\" \/><figcaption>Uit dit cijfer blijkt dat reclame op YouTube en Facebook minder effect heeft dan op TV en VOD (bron: Florian Passlick, presentatie op het door VIA georganiseerde seminar, 24 mei 2022).<\/figcaption><\/figure>\n\n\n\n<p>Volgens de researcher kunnen de betere resultaten voor traditionele media worden verklaard door het plaatsen van advertenties in een kwaliteitscontext. Consumenten voelen zich meer betrokken en zijn daardoor ontvankelijker voor de boodschappen van adverteerders.  <\/p>\n\n\n\n<p>Er moet op gewezen worden dat deze studie enigszins wordt beperkt omdat haar technologie geen display advertising of nieuwssites omvat. De conclusies zijn echter interessant te noemen wat betreft de aandacht van een tv-kijker versus van een videoconsument op deze platforms. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Volgens de studie Track de Success uitgevoerd door Eyes Square* zijn YouTube en Facebook minder doeltreffend om de aandacht van de consument te trekken dan de traditionele media. Volgens Florian Passlick, senior reseacher bij onderzoeksbureau Eyes Square, besteden consumenten meer aandacht aan reclame op traditionele media (tv of vod) dan op internationale platformen zoals YouTube [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":9455,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[112],"tags":[],"class_list":["post-9315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Consumenten besteden minder aandacht aan reclame op internationale platforms - IPM Advertising<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmadvertising.be\/nl\/consumenten-besteden-minder-aandacht-aan-reclame-op-internationale-platforms\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumenten besteden minder aandacht aan reclame op internationale platforms - IPM Advertising\" \/>\n<meta property=\"og:description\" content=\"Volgens de studie Track de Success uitgevoerd door Eyes Square* zijn YouTube en Facebook minder doeltreffend om de aandacht van de consument te trekken dan de traditionele media. 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