{"id":10452,"date":"2016-11-09T11:58:36","date_gmt":"2016-11-09T10:58:36","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=10452"},"modified":"2016-11-21T14:18:07","modified_gmt":"2016-11-21T13:18:07","slug":"branded-content-open-en-eerlijk-scoort-het-best","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/branded-content-open-en-eerlijk-scoort-het-best\/","title":{"rendered":"Branded content: open en eerlijk scoort het best"},"content":{"rendered":"<p>Branded content is twee maal effectiever dan display advertising. De uitgever van Forbes onderzocht in samenwerking met IPG Media Lab onder 4.000 lezers hoe goed branded content in 2016 nog werkt. Beter dan display, maar ook beter dan voorheen. Adverteerders moeten zich ook niet schamen om hun merk vaker te noemen, want dat maakt hen in de ogen van lezers alleen maar eerlijker en betrouwbaarder.<\/p>\n<p>De andere conclusies uit het onderzoek:<\/p>\n<ol>\n<li>Branded Content heeft een sterke impact op <strong>reclamebekendheid<\/strong>. Zelfs 2x zo hoog als display<\/li>\n<li>Ook op <strong>merkvoorkeur<\/strong> (+7%) en <strong>aankoopintentie\/overweging<\/strong> (+9%) is de impact significant<\/li>\n<li>Branded Content valt op de eigen merkwebsite meer op dan op een media-website.<br \/>\nWaarschijnlijk door sterkere branding in het artikel<\/li>\n<li>De <strong>aankoopintentie<\/strong> is 3x (!) hoger op de Forbes-website bij consumenten die \u2018engaged\u2019 zijn (+300 sec aandacht): 22% o.v. 7% op de merkwebsite<\/li>\n<li>Branded content op <strong>desktop<\/strong> trekt meer aandacht dan op de smartphone<\/li>\n<li><strong>Langere artikels<\/strong> werken even goed als korte, ongeacht het schermformaat<\/li>\n<li>Meer <strong>branding<\/strong> in het artikel verhoogt de effectiviteit en is bovendien positief voor de perceptie<\/li>\n<li><strong>Display<\/strong> toevoegen aan branded content verhoogt de herkenning, terwijl betrouwbaarheid en aantrekkelijkheid even hoog blijven<\/li>\n<\/ol>\n<p>Sinds 2013 is de impact van branded content op alle indicatoren gestegen. Dat is opvallend, want veel reclameformaten verliezen juist effectiviteit na verloop van tijd, wanneer mensen eraan gewend zijn. Het lijkt er dan ook op dat branded content in snel tempo uitgroeit van nieuwkomer tot een interessant, vast onderdeel van de middelenmix.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/11\/IPG-Lab-Forbes-Storytelling-The-Current-State-of-Branded-Content-Infographic.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-10454\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/11\/IPG-Lab-Forbes-Storytelling-The-Current-State-of-Branded-Content-Infographic.jpg\" alt=\"Infographic branded content\" width=\"901\" height=\"1561\" \/><\/a><\/p>\n<p>Bekijk de volledige <a href=\"http:\/\/www.ipglab.com\/wp-content\/uploads\/2016\/09\/IPG-Lab-Forbes-Storytelling-The-Current-State-of-Branded-Content-Deck.pdf\" target=\"_blank\">presentatie hier<\/a><\/p>\n<p>Meer lezen over het onderzoek? <a href=\"http:\/\/www.ipglab.com\/2016\/09\/23\/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content\/\" target=\"_blank\">Klik hier<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><em>Ge\u00efnteresseerd in branded content?<\/em><br \/>\n<em>Lees dan ook het <a href=\"http:\/\/www.magazinemedia.be\/nl\/ik-heb-me-in-29-jaar-nog-geen-dag-verveeld\/\" target=\"_blank\">interview met Nathalie Willems,<\/a> werkzaam bij Content Advertising Sanoma<\/em><\/p>\n<p><em>En onze andere gerelateerde artikels:<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/uitgevers-juichen-aanbevelingen-uba-rond-native-advertising-toe\/\" target=\"_blank\">Uitgevers juichen aanbevelingen UBA rond native advertising toe<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/native-advertising-trends-2016\/\" target=\"_blank\">Native advertising trends 2016<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/truken-als-native-advertising-beschadigen-ons-vak\/\" target=\"_blank\">Column Harry Demey: Truken als native advertising&#8230;<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/academy\/topic\/native\/\" target=\"_blank\">Magazine Media Update: Native advertising<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/les-marques-doivent-ameliorer-leur-experience-contenu\/\" target=\"_blank\">Merken moeten hun content-ervaring verbeteren<\/a><\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Branded content is twee maal effectiever dan display advertising. De uitgever van Forbes onderzocht in samenwerking met IPG Media Lab onder 4.000 lezers hoe goed branded content in 2016 nog werkt. Beter dan display, maar ook beter dan voorheen. Adverteerders moeten zich ook niet schamen om hun merk vaker te&#8230;<\/p>\n","protected":false},"author":2,"featured_media":10454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[118,131,71],"class_list":["post-10452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-branded-content","tag-effectiviteit","tag-native-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Branded content effectiever dan display<\/title>\n<meta name=\"description\" content=\"Sinds 2013 is de impact van branded content op alle indicatoren gestegen. 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