{"id":894,"date":"2015-04-29T09:43:20","date_gmt":"2015-04-29T08:43:20","guid":{"rendered":"http:\/\/www.magazinemedia.be\/de-dos-en-donts-van-tablet-advertising\/"},"modified":"2015-07-13T16:25:03","modified_gmt":"2015-07-13T15:25:03","slug":"de-dos-en-donts-van-tablet-advertising","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/de-dos-en-donts-van-tablet-advertising\/","title":{"rendered":"De do\u2019s en don\u2019ts van tablet advertising"},"content":{"rendered":"<p>Onze collega&#8217;s in Canada organiseerden een webinar met als onderwerp adverteren in digitale edities. Ontdek hun tips voor goede tablet advertising.<\/p>\n<p><b>Eerst even dit:<\/b> de doorklik percentages van digitale advertenties zijn heel beperkt, dat is bekend. Er is echter wel een wezenlijk verschil tussen tablets en kleinere schermen en tussen apps en web, zo blijkt uit onderzoek:<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/grafiek 1_5.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-895\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/grafiek 1_5-300x202.png\" alt=\"grafiek 1_5\" width=\"300\" height=\"202\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/grafiek%201_5-300x202.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/grafiek%201_5.png 1011w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p><b>Hoe maak je een zo goed mogelijke advertentie voor tablet?<\/b> &#8216;Goed&#8217; betekent dan een advertentie die de aandacht trekt, maar ook engageert en actie uitlokt.<\/p>\n<p>De eerste algemene regel lijkt erg voor de hand te liggen, maar de Canadezen zeggen het niet voor niks: cre\u00eber een advertentie die echt voor tablet geschikt is. Idealiter is het design interactief en duidelijk voor tablet gemaakt. De grafiek laat zien hoe groot het verschil is tussen statische (print replica&#8217;s) en interactieve (digitale) advertenties als het gaat om diverse acties nemen.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2_1.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3306\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2_1-300x217.png\" alt=\"Grafiek\" width=\"300\" height=\"217\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2_1-300x217.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2_1.png 480w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Vermijd het ook om design elementen te gebruiken die op &#8216;buttons&#8217; of op de site-navigatie lijken. Dat veroorzaakt frustratie en verwarring bij de gebruiker, omdat klikken niet het verwachte resultaat oplevert.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3_0.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3307\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3_0-300x40.png\" alt=\"Grafiek\" width=\"300\" height=\"40\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3_0-300x40.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3_0.png 480w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Hoe meer interactieve elementen een advertentie bevat, hoe meer engagement bij de lezer, zo blijkt uit diverse studies (zie ook <a href=\"http:\/\/www.magazinemedia.be\/nl\/academy\/topic\/pop\" target=\"_blank\">Academy\/Proof of Performance \u2013 H4<\/a>). Innovatief en relevant gebruik van interactieve opties is dan ook een van de sterkste troeven. Video houdt over het algemeen de aandacht het langst vast en bovendien zijn de mogelijkheden legio en breiden ze zich nog steeds uit.<\/p>\n<p><b>Andere strategische opties om een tabletadvertentie effectiever te maken<\/b>:<\/p>\n<ul>\n<li>Sponsor volledige edities, of doe een take-over van een speciale editie<\/li>\n<li>Gebruik contentextraatjes zoals recepten, how-to slideshows of video&#8217;s, eenvoudig te delen (boodschappen-)lijsten, etc.<\/li>\n<li>Directe klik naar de webshop (one-click shopping)<\/li>\n<li>Automatisch afspelen van slideshows, video&#8217;s en animaties<\/li>\n<li>Animatie (pulseren, beweging) op &#8216;buttons&#8217; en navigatie in de advertentie<\/li>\n<li>Deel de advertentie via social media en benadruk de &#8216;shareability&#8217; in de advertentie zelf<\/li>\n<\/ul>\n<p class=\"MsoNormal\">Nog meer weten over tablet advertising? Bekijk <a href=\"http:\/\/www.magazinescanada.ca\/advertising\/webinar-series\" target=\"_blank\">de webinar<\/a> en <a href=\"http:\/\/www.magazinescanada.ca\/uploads\/File\/AdServices\/Webinar\/AdWebinarDigitalEditions.pdf\" target=\"_blank\">de presentatie <\/a>op Magazines Canada<\/p>\n","protected":false},"excerpt":{"rendered":"\n<p>In Angelsaksische landen nemen digitale edities van magazines een hoge vlucht. Bij ons gaat het iets langzamer, maar ook hier wordt de komende jaren een sterke groei verwacht. Wij leggen ons oor dan ook graag te luisteren bij ervaringsdeskundigen uit het buitenland.\u00a0<\/p>\n","protected":false},"author":2,"featured_media":895,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[13,134,103],"class_list":["post-894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-advertising","tag-interactieve-magazines","tag-tablets"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De do\u2019s en don\u2019ts van tablet advertising - 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\/de-dos-en-donts-van-tablet-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De do\u2019s en don\u2019ts van tablet advertising - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"In Angelsaksische landen nemen digitale edities van magazines een hoge vlucht. 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