{"id":16772,"date":"2018-07-24T13:00:12","date_gmt":"2018-07-24T11:00:12","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=16772"},"modified":"2018-07-24T13:14:49","modified_gmt":"2018-07-24T11:14:49","slug":"native-advertising-passende-context-is-bepalende-succesfactor","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/native-advertising-passende-context-is-bepalende-succesfactor\/","title":{"rendered":"Native advertising: passende context is bepalende succesfactor"},"content":{"rendered":"

Uit recent onderzoek in Duitsland blijkt dat het publiek native advertising onverminderd positief beoordeelt (80% van de respondenten). Die positieve houding is echter grotendeels afhankelijk van de persoonlijke betrokkenheid bij het onderwerp: wanneer native advertising relevante en interessante content bevat, vinden mensen deze begrijpelijk (93%), informatief (90%), geloofwaardig (88%) en overtuigend (87%). Dat maakt een passende context, die mensen uit eigen interesse opzoeken, een belangrijke succesfactor voor native.<\/em><\/p>\n

Lees ook:\u00a0Native advertising aanduiden? Gebruik \u2018Advertentie\u2019 of \u2018Gesponsord\u2019<\/a><\/strong><\/p>\n

Zoals al eerder bleek, is daarnaast belangrijk dat native reclame duidelijkheid verschaft en zich niet voordoet als redactionele content. Mensen hebben geen probleem met goed gemaakte commerci\u00eble content, zolang ze maar weten wie de afzender is en ze zich niet bedrogen voelen.<\/p>\n

\"Graph<\/a>Behalve vragen over de algemene attitude ten aanzien van native, peilde het onderzoek naar twaalf native advertising en display-campagnes op verschillende websites. Twee derde van de respondenten bleek meer dan de helft van de native content gelezen te hebben. Verder bleek dat fotogalerie\u00ebn, listicles en video op de hoogste waardering mochten rekenen. Terwijl de deelnemers artikels en listicles vooral appreci\u00ebren vanwege de nuttige informatie, blijken foto\u2019s en video\u2019s het sterkst uit te nodigen om te klikken. Van al deze reclamevormen besteden mensen de meeste tijd aan listicles.<\/p>\n

Display vergeleken met native<\/h3>\n

In vergelijking met display blijkt native, niet zo verrassend, vooral informatiever (60% vs. 40%) en deze informatie blijft vervolgens ook langer hangen in het geheugen. Maar liefst 81% van de ondervraagden kon zich achteraf specifieke details van de native reclame herinneren. Daartegenover staat dat display iets beter de aandacht weet te trekken (52% vs. 48%) en een breder bereik genereert. Beide reclamevormen hebben dus een rol te vervullen bij het bereiken van communicatiedoelstellingen, zo concluderen de onderzoekers.<\/p>\n

Het onderzoeksrapport is hier te bekijken<\/a> (in het Duits)<\/p>\n","protected":false},"excerpt":{"rendered":"

Uit recent onderzoek in Duitsland blijkt dat het publiek native advertising onverminderd positief beoordeelt (80% van de respondenten). Die positieve houding is echter grotendeels afhankelijk van de persoonlijke betrokkenheid bij het onderwerp: wanneer native advertising relevante en interessante content bevat, vinden mensen deze begrijpelijk (93%), informatief (90%), geloofwaardig (88%) en…<\/p>\n","protected":false},"author":2,"featured_media":16773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[1481,121,71,1433],"class_list":["post-16772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-context","tag-display","tag-native-advertising","tag-vdz"],"acf":[],"yoast_head":"\nNative advertising: passende context is succesfactor<\/title>\n<meta name=\"description\" content=\"Wanneer native advertising relevante content bevat, vindt men die begrijpelijk, informatief, geloofwaardig en overtuigend. 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