{"id":3925,"date":"2015-07-23T08:54:26","date_gmt":"2015-07-23T07:54:26","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=3925"},"modified":"2015-07-22T11:19:33","modified_gmt":"2015-07-22T10:19:33","slug":"86-van-consumenten-waardeert-branded-content","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/86-van-consumenten-waardeert-branded-content\/","title":{"rendered":"86% van consumenten waardeert branded content"},"content":{"rendered":"<p>Content marketing brengt adverteerders en consumenten samen, zeggen onderzoekers van Boston Consulting Group. Hun studie toont aan dat 70% van de marketeers aangeeft investeringen in branded content te verhogen. Bovendien gaat 65% van consumenten er actief naar op zoek.<\/p>\n<p>Neal Zuckerman, partner en managing director van Boston Consulting Group (BCG), sprak onlangs over de gouden toekomst van branded content en hoe mediabedrijven hiervan kunnen profiteren. De kern van Zuckermans boodschap was dat mediabedrijven het mandaat hebben van hun publiek. Dat concludeerde hij uit internationaal consumentenonderzoek bij ruim 4500 respondenten.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-3940\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1-1024x574.png\" alt=\"grafiek 1\" width=\"600\" height=\"336\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1-1024x574.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1-300x168.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1.png 1440w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Enkele onderzoeksgegevens die zijn uitspraak ondersteunen:<\/p>\n<ul>\n<li>88%\u00a0 van consumenten heeft wel eens branded content gezien.<\/li>\n<li>86% waardeerde ook die branded content.<\/li>\n<li>65% van consumenten is zelf op zoek gegaan naar branded content.<\/li>\n<\/ul>\n<p>Branded content heeft een positief effect op consumentenvoorkeur en ROI (+21%), zegt BCG. Maar opgelet: bij iemand die negatief is over een merk, zal dat gevoel alleen maar uitvergroot en dus nog negatiever worden door branded content.<\/p>\n<p>BCG definieert branded content trouwens als content met een consumentenvoordeel (benefit) in een authentieke omgeving ten dienste van een merk. Het kwam daartoe door enkele criteria op te stellen voor de content zelf en voor de omgeving:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-3938\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2-1024x574.png\" alt=\"grafiek 2\" width=\"600\" height=\"336\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2-1024x574.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2-300x168.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2.png 1440w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>&#8220;Media bevinden zich in het centrum van een storm van turbulentie,\u201d zegt Zuckerman. Hij presenteerde vijf manieren (\u2018moves\u2019) waarop mediabedrijven branded content kunnen omarmen. Twee daarvan concentreren zich op de kernbusiness van uitgevers: native ad inventory en content productie. Drie daarvan zijn aanvullend op de kernbusiness en verdienen meer aandacht van publishers volgens BCG: full service branded content aanbod, private exchanges en content management services.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3.png\"><img decoding=\"async\" class=\"alignnone wp-image-3941\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3-1024x576.png\" alt=\"grafiek 3\" width=\"600\" height=\"337\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3-1024x576.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3-300x169.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3.png 1366w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.inma.org\/blogs\/ideas\/post.cfm\/how-branded-content-will-transform-print-media#ixzz3fBy1R7xB\" target=\"_blank\">Meer informatie hier<\/a><\/p>\n<p><span style=\"font-size: 12px;\"><em>Noot: BCG hanteert een eigen indeling van types branded content, gebaseerd op waar en hoe deze verschijnt. Native advertising is er daar een van, gedefinieerd als een vorm waarbij een bestaand mediaplatform (waar?) wordt gebruikt en de content ofwel gerelateerd is aan de productcategorie ofwel aan de merkwaarden (brand equities).<\/em><\/span><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-41.png\"><img decoding=\"async\" class=\"alignnone wp-image-3939\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4-1024x475.png\" alt=\"grafiek 4\" width=\"450\" height=\"209\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4-1024x475.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4-300x139.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4.png 1440w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content marketing brengt adverteerders en consumenten samen, zeggen onderzoekers van Boston Consulting Group. Hun studie toont aan dat 70% van de marketeers aangeeft investeringen in branded content te verhogen. Bovendien gaat 65% van consumenten er actief naar op zoek. Neal Zuckerman, partner en managing director van Boston Consulting Group (BCG),&#8230;<\/p>\n","protected":false},"author":2,"featured_media":3944,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[118,71],"class_list":["post-3925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-branded-content","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>86% van consumenten waardeert branded content - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Boston Consulting Group: 70% van de marketeers aangeeft investeringen in branded content te verhogen. 65% van consumenten gaat er actief naar op zoek\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/86-van-consumenten-waardeert-branded-content\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"86% van consumenten waardeert branded content - 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