{"id":5818,"date":"2015-11-03T10:36:00","date_gmt":"2015-11-03T09:36:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=5818"},"modified":"2015-11-09T10:08:51","modified_gmt":"2015-11-09T09:08:51","slug":"ipad-ads-evenaren-tv-spots","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/ipad-ads-evenaren-tv-spots\/","title":{"rendered":"iPad ads evenaren tv-spots"},"content":{"rendered":"

\"Autobild<\/a>Vijf jaar na de lancering van de iPad heerst er een gezonde dosis scepsis over het succes van magazines op tablet. \u00a0Het Duitse Axel Springer zocht uit hoe het zit met de perceptie en impact van in-app advertenties, via maar liefst drie verschillende studies. De resultaten zijn op zijn minst opzienbarend te noemen.<\/p>\n

De Duitse uitgever Axel Springer volgt al enkele jaren nauwgezet de prestaties van zijn iPad magazines en de advertenties erin. De ads werden in maar liefst drie studies geanalyseerd, telkens voor het automagazine Autobild. In 2011 werd de respons op de advertenties gemeten, in 2012 volgde research om de effectiviteit van interactieve tabletadvertenties te bepalen en in 2014 was er een crossmediale vergelijking van het ad effect van online, print en tablet app.<\/p>\n

Stuk voor stuk tonen de studies de mogelijkheden van in-app advertenties op tablets aan. Met 26 seconden gemiddelde kijkduur scoren iPad en andere tablet ads even goed als tv-spots. Ook de interactiviteit wordt geapprecieerd door de lezers: 38 % maakt gebruik van de interactieve \u2018features\u2019, wat voor een hogere aandacht zorgt, maar magazine en adverteerder ook een positiever imago oplevert. Uit de research bleek immers dat 92 % van de respondenten positieve gevoelens had bij het bekijken van de advertenties. Dit werd gemeten via \u2018facial emotion tracking\u2019 (FET).<\/p>\n

Ook uit de vergelijking online-print-tablet komt deze laatste er als beste uit als het gaat om het effect van de advertenties. Respondenten die het magazine op tablet gelezen hadden, herinnerden zich bijvoorbeeld het hoogste aantal boodschappen.<\/p>\n

Het geeft aan dat tablet ads adverteerders heel wat mogelijkheden bieden, een gevolg van het \u2018lean back\u2019-gevoel \u2013 waardoor ze meer openstaan voor boodschappen -, gekoppeld aan de interactieve troeven.<\/p>\n

Bron: FIPP.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Vijf jaar na de lancering van de iPad heerst er een gezonde dosis scepsis over het succes van magazines op tablet. \u00a0Het Duitse Axel Springer zocht uit hoe het zit met de perceptie en impact van in-app advertenties, via maar liefst drie verschillende studies. De resultaten zijn op zijn minst…<\/p>\n","protected":false},"author":2,"featured_media":5822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[888,209,103],"class_list":["post-5818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-autobild","tag-ipad","tag-tablets"],"acf":[],"yoast_head":"\niPad ads evenaren tv-spots - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Met 26 seconden gemiddelde kijkduur scoren iPad en andere tablet ads even goed als tv-spots. 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