{"id":29651,"date":"2020-05-25T18:18:08","date_gmt":"2020-05-25T16:18:08","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=29651"},"modified":"2020-05-28T09:58:58","modified_gmt":"2020-05-28T07:58:58","slug":"re-evaluating-media-wat-er-in-belgie-beter-kan-2","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/re-evaluating-media-wat-er-in-belgie-beter-kan-2\/","title":{"rendered":"Re-evaluating Media: wat er in Belgi\u00eb beter kan"},"content":{"rendered":"<p><em>&#8220;Re-Evaluating Media, The Belgian Edition&#8221; is genomineerd voor de Research of the Year AMMA. Reden genoeg om de hoogtepunten van het onderzoek vanuit magazinestandpunt nog eens onder de aandacht te brengen.\u00a0<\/em><\/p>\n<p>Magazines verhogen de merkoverweging bij consumenten, ze lokken positieve emotionele reacties uit en ze zorgen ervoor dat uw advertenties gezien worden. Dat onthouden wij vooral uit de resultaten van het Re-evaluating Media rapport, editie Belgi\u00eb. En op al die punten is er sprake van grote onderwaardering van magazines door adverteerders en mediabureaus.<\/p>\n<p style=\"text-align: center;\"><strong>Lees ook:\u00a0<a href=\"http:\/\/www.magazinemedia.be\/nl\/seen-from-space-belgen-nogal-gerust-in-hun-media\/\" target=\"_blank\">Seen from Space: Belgen nogal gerust in hun media<\/a><\/strong><\/p>\n<p style=\"text-align: left;\">Op twee van de vier belangrijkste attributen van een reclamemedium blijken magazines veel hoger te scoren in het bewijsmateriaal dan in de hoofden van reclamebeslissers. Wat verder vooral opvalt in het rapport is de constante overschatting van digitale reclamemedia. In dat opzicht lijken de Belgische resultaten sterk op de Britse (<a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-weten-marketeers-over-de-effectiviteit-van-media-hint-niet-de-waarheid\/\" target=\"_blank\">lees hier meer<\/a>).<\/p>\n<p>In navolging van die Britse editie tuigde Ebiquity in samenwerking met de UBA en met medewerking van diverse media-organisaties een Belgisch onderzoek op naar hetzelfde model: enerzijds een analyse van bewijsmateriaal in de vorm van onderzoek en cases; anderzijds interviews met de markt van beslissers op reclamegebied.<\/p>\n<p>We lichtten enkele, speciaal voor magazine media significante resultaten uit het onderzoek:<\/p>\n<p><img decoding=\"async\" class=\"  wp-image-26246 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Overall-weighted-score-2-Ebiquity-Belgium-1024x503.png\" alt=\"Graph Overall weighted score 2- Ebiquity Belgium\" width=\"757\" height=\"372\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Overall-weighted-score-2-Ebiquity-Belgium-1024x503.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Overall-weighted-score-2-Ebiquity-Belgium-300x147.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Overall-weighted-score-2-Ebiquity-Belgium.png 1223w\" sizes=\"(max-width: 757px) 100vw, 757px\" \/><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Increases-brand-consideration-2-Ebiquity-Belgium.png\"><img decoding=\"async\" class=\"  wp-image-26239 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Increases-brand-consideration-2-Ebiquity-Belgium-1024x487.png\" alt=\"Graph Increases brand consideration 2 - Ebiquity Belgium\" width=\"794\" height=\"379\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Increases-brand-consideration-2-Ebiquity-Belgium-1024x487.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Increases-brand-consideration-2-Ebiquity-Belgium-300x143.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Increases-brand-consideration-2-Ebiquity-Belgium.png 1261w\" sizes=\"(max-width: 794px) 100vw, 794px\" \/><\/a><img decoding=\"async\" class=\"  wp-image-26241 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-ROI-Ebiquity-Belgium-1024x489.png\" alt=\"Graph ROI - Ebiquity Belgium\" width=\"776\" height=\"370\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-ROI-Ebiquity-Belgium-1024x489.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-ROI-Ebiquity-Belgium-300x143.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-ROI-Ebiquity-Belgium.png 1253w\" sizes=\"(max-width: 776px) 100vw, 776px\" \/><\/p>\n<p><img decoding=\"async\" class=\"  wp-image-26174 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Triggers-emotional-response-Ebiquity-Belgium-1024x462.png\" alt=\"Graph Triggers emotional response - Ebiquity Belgium\" width=\"742\" height=\"336\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Triggers-emotional-response-Ebiquity-Belgium-1024x462.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Triggers-emotional-response-Ebiquity-Belgium-300x135.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Triggers-emotional-response-Ebiquity-Belgium.png 1167w\" sizes=\"(max-width: 742px) 100vw, 742px\" \/><\/p>\n<p><img decoding=\"async\" class=\"  wp-image-26176 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Gets-your-ads-noticed-Ebiquity-Belgium-1024x463.png\" alt=\"Graph Gets your ads noticed - Ebiquity Belgium\" width=\"761\" height=\"345\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Gets-your-ads-noticed-Ebiquity-Belgium-1024x463.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Gets-your-ads-noticed-Ebiquity-Belgium-300x136.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Gets-your-ads-noticed-Ebiquity-Belgium.png 1202w\" sizes=\"(max-width: 761px) 100vw, 761px\" \/><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Overall-weighted-score-Ebiquity-Belgium.png\"><img decoding=\"async\" class=\"  wp-image-26172 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Is-brand-safe-and-transparent-Ebiquity-Belgium-1024x444.png\" alt=\"Graph Is brand safe and transparent - Ebiquity Belgium\" width=\"782\" height=\"339\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Is-brand-safe-and-transparent-Ebiquity-Belgium-1024x444.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Is-brand-safe-and-transparent-Ebiquity-Belgium-300x130.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/Graph-Is-brand-safe-and-transparent-Ebiquity-Belgium.png 1182w\" sizes=\"(max-width: 782px) 100vw, 782px\" \/><\/a><\/p>\n<p>In de interviews stelde Ebiquity aan reclamebeslissers ook een vraag over de toekomst van media in Belgi\u00eb. Wat zien adverteerders en bureaus als de grootste uitdagingen en opportuniteiten de komende jaren?<\/p>\n<ul>\n<li>Versnelling van de digitalisering. Belgi\u00eb heeft een achterstand op deze trend in te lopen.<\/li>\n<li>Vervagen van de grenzen tussen \u2018traditionele\u2019 en digitale media, waardoor adverteerders het beste van twee werelden ter beschikking krijgen.<\/li>\n<li>Een grote uitdaging is betere meting van online campagnes en cross-media methodologie om off- en online ROI te combineren.<\/li>\n<li>Creativiteit zal belangrijker zijn dan ooit.<\/li>\n<li>Mediabedrijven moeten lokale content en mogelijkheden blijven bieden en lokale kennis beter exploiteren.<\/li>\n<\/ul>\n<p>Zoals de UBA al eerder in eigen onderzoek aantoonde (<a href=\"http:\/\/www.magazinemedia.be\/nl\/marketeers-kijken-te-vaak-in-de-spiegel\/\" target=\"_blank\">lees hier meer<\/a>) is er ook in Belgi\u00eb sprake van een overschatting van de deugden van digitale en sociale media voor adverteren. In het Verenigd Koninkrijk concludeerde Reclameprofessor Mark Ritson: \u201c<a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-weten-marketeers-over-de-effectiviteit-van-media-hint-niet-de-waarheid\/\" target=\"_blank\">They don\u2019t care about the data<\/a>\u201d. Laten we dat hier in ons land ter harte nemen en het bewijs niet zomaar naast ons neerleggen. In het belang van effectieve reclame.<\/p>\n<p>Bron: Re-evaluating Media: The Belgian Edition<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/WEM-8910-AdvEbiquity-Pub-nov2019-H275xB215-UK-021219-HRHighres-02DEF.jpg\"><img decoding=\"async\" class=\"  wp-image-29646 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/WEM-8910-AdvEbiquity-Pub-nov2019-H275xB215-UK-021219-HRHighres-02DEF.jpg\" alt=\"Ad Build your brands on proof\" width=\"592\" height=\"760\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/WEM-8910-AdvEbiquity-Pub-nov2019-H275xB215-UK-021219-HRHighres-02DEF.jpg 848w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/WEM-8910-AdvEbiquity-Pub-nov2019-H275xB215-UK-021219-HRHighres-02DEF-234x300.jpg 234w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/09\/WEM-8910-AdvEbiquity-Pub-nov2019-H275xB215-UK-021219-HRHighres-02DEF-799x1024.jpg 799w\" sizes=\"(max-width: 592px) 100vw, 592px\" \/><\/a><\/p>\n<p><em>Lees ook:<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/adverteerders-creatief-met-advertenties\/\" target=\"_blank\">Adverteerders springen creatief om met advertenties<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/innovatie-in-media-juist-nu-moeten-bedrijven-investeren-in-vergroening\/\" target=\"_blank\">John Wilpers, Innovatie in Media: \u201cJuist nu moeten bedrijven investeren in vergroening!\u201d<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/de-column-van-jorrit-waarom-een-pandemie-ook-een-taalcrisis-onthult\/\" target=\"_blank\">De column van Jorrit: Waarom een pandemie ook een taalcrisis onthult<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/merken-en-media-van-brand-safety-naar-merkgeschiktheid\/\" target=\"_blank\">\u2018Brand safety\u2019 is nog geen \u00e9chte veiligheid voor je merk<\/a><\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Re-Evaluating Media, The Belgian Edition&#8221; is genomineerd voor de Research of the Year AMMA. Reden genoeg om de hoogtepunten van het onderzoek vanuit magazinestandpunt nog eens onder de aandacht te brengen.\u00a0 Magazines verhogen de merkoverweging bij consumenten, ze lokken positieve emotionele reacties uit en ze zorgen ervoor dat uw advertenties&#8230;<\/p>\n","protected":false},"author":2,"featured_media":29646,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[1107,1843,1969,2343],"class_list":["post-29651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-amma","tag-ebiquity","tag-mark-ritson","tag-re-evaluating-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Re-evaluating Media: wat er in Belgi\u00eb beter kan<\/title>\n<meta name=\"description\" content=\"Re-evaluating Media, Ebiquity, Belgi\u00eb: Magazines verhogen 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