{"id":526,"date":"2014-11-18T09:00:00","date_gmt":"2014-11-18T08:00:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/synergie-aan-het-werk\/"},"modified":"2015-07-14T15:02:02","modified_gmt":"2015-07-14T14:02:02","slug":"synergie-aan-het-werk","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/synergie-aan-het-werk\/","title":{"rendered":"Synergie aan het werk"},"content":{"rendered":"

De studie focust op de bijdrage van magazines aan de effectiviteit van campagnes die televisie als primaire medium hebben.<\/p>\n

Een van de redenen dat televisie, internet, magazines en andere media in multimediacampagnes beter werken dan alleen, is de synergie die ontstaat. Het geheel is groter dan de som der delen. Elk medium heeft zijn eigen sterktes en zwaktes en dat maakt hen complementair: het ene versterkt de werking van het andere.<\/p>\n

De case van de Spaanse modeketen Mango is hier een schoolvoorbeeld van. Op de vijf gemeten KPI’s registreerde men een duidelijke verbetering van de effectiviteit van de Mango-televisiecampagne door toevoeging van magazines: aankoopoverweging (+20,9%), verbondenheid met het merk (Mango is mijn eer’\u00adste keus: +39,7%). En ook de impact van de tv-commercial zelf steeg aanzienlijk: tot wel 28% hogere merk- en boodschapherinnering.<\/p>\n

Op geaggregeerd niveau zag men dit in de hele Atenea database terug, wanneer de testgroep die de magazinecampagne zag werd vergeleken met de controle’\u00adgroep die alleen de tv-campagne zag: reclamebekendheid gemiddeld +14%; merk’\u00adbekendheid +21%; aankoopoverweging +10%. De synergie tussen magazines en televisie maakte de tv-commercials gemiddeld 16% impactvoller.<\/p>\n

\"\"<\/p>\n

Het multimedia synergie-effect is sterk wanneer visuele overdracht plaatsvindt, zoals bij televisie en magazines. Dat geldt echter ook voor magazines en online, vooral wanneer gebruik wordt gemaakt van de verschillende platformen van hetzelfde mediamerk.<\/p>\n

In de vervolgstudie, Atenea Digital, wordt hierop dieper ingegaan. Voor Pantene haircare producten onderzocht men in 2013 hoe het resultaat van de televisie\/magazinecampagne be\u00efnvloedt wordt door advertenties op magazinewebsites en op andere websites te plaatsen. De online-advertentie werd twee keer zo goed herinnerd wanneer ze op de magazinewebsites gezien was. Ook de merkherken’\u00adning was dan meer dan dubbel zo hoog. Andersom steeg ook de reclame-herin’\u00adnering en de merkherkenning van de papieren versie bij degenen die de maga’\u00adzinewebsite bezocht hadden. Ook hier was dus sprake van synergie.<\/p>\n

Media zijn echt effectiever wanneer ze samenwerken: 1+1 maakt dan 3.<\/p>\n

Meer lezen over multimediasynergie? Klik hier<\/a><\/b><\/p>\n

* Atenea omvat continue campagne-tracking en een analyse tool, ge\u00efnitieerd door een consortium van uitgevers (Hearst, RBA & G+J Motor Press), in samenwerking met ARI, de Spaanse magazinefederatie (Associacion de Revistas de Informacion). Inmiddels is er een vervolg gepubliceerd: Digital Atenea.<\/p>\n","protected":false},"excerpt":{"rendered":"\n

\u2018Magazines make tv work harder\u2019, zegt Guy Consterdine in Proof of Performance. <\/span>Atenea, een initiatief van enkele grote uitgevers in Spanje toont dat duidelijk aan.<\/p>\n","protected":false},"author":2,"featured_media":527,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[79,86],"class_list":["post-526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-roi","tag-synergie"],"acf":[],"yoast_head":"\nSynergie aan het werk - WE MEDIA Magazine Media<\/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:\/\/wemedia.be\/magazinemedia\/nieuws\/synergie-aan-het-werk\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Synergie aan het werk - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"\u2018Magazines make tv work harder\u2019, zegt Guy Consterdine in Proof of Performance. 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