{"id":326638,"date":"2023-10-04T06:00:00","date_gmt":"2023-10-04T06:00:00","guid":{"rendered":"https:\/\/integralads.com\/?p=326638"},"modified":"2023-09-29T09:46:11","modified_gmt":"2023-09-29T09:46:11","slug":"the-mind-on-the-stream","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/the-mind-on-the-stream\/","title":{"rendered":"The Mind on The Stream: Eine Neuro-Untersuchung des menschlichen Gehirns und der CTV-Werbung"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-die-erste-neurostudie-von-ias-zeigt-wie-vermarkter-auf-ctv-bessere-ergebnisse-erzielen-konnen\"><strong>Die erste Neurostudie von IAS zeigt, wie Vermarkter auf CTV bessere Ergebnisse erzielen<\/strong> <strong>k\u00f6nnen<\/strong><\/h2>\n\n\n\n<p>Connected TV (CTV) hat die Art und Weise, wie wir fernsehen &#8211; und wie wir TV monetarisieren &#8211; v\u00f6llig ver\u00e4ndert. Die Verbraucher k\u00f6nnen zu ihrer eigenen Zeit fernsehen, und die Vermarkter haben eine gr\u00f6\u00dfere Auswahl an Targeting- und Platzierungsmethoden als je zuvor. Trotz dieser Innovationen sind die Zuschauer mit irrelevanter, st\u00f6render Werbung unzufrieden, die ihr Seherlebnis negativ beeinflusst.<\/p>\n\n\n\n<p>Sowohl Vermarkter als auch Publisher sind immer noch auf der Suche nach Best Practices, um die Performance zu steigern und gleichzeitig das Publikum zufrieden zu stellen. Auf der Suche nach einem besseren Verst\u00e4ndnis von Werbung auf CTV haben sich IAS und Neuro-Insight auf die Suche nach neuen Wegen gemacht, um die St\u00e4rken der CTV-Inhaltsklassifizierung zu nutzen &#8211; direkt aus dem menschlichen Gehirn. In dieser erstmals durchgef\u00fchrten Neurostudie untersuchen wir, wie Vermarkter die Markenwirkung auf CTV durch Tonalit\u00e4t, Kontext und H\u00e4ufigkeit steigern k\u00f6nnen.&nbsp;<\/p>\n\n\n\n<p>Umfragen k\u00f6nnen uns nur begrenzt Auskunft geben. Die Gehirnaktivit\u00e4t verr\u00e4t uns alles. Welche Art von CTV-Werbung kommt also bei den Verbrauchern <strong>wirklich <\/strong>gut an?<\/p>\n\n\n\n<p>Hier ein kurzer Blick auf unsere Ergebnisse:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Unverwandte Werbung <strong>unterbricht<\/strong> den neurologischen Zustand des Zuschauers<\/li>\n\n\n\n<li>Wiederholtes Betrachten von Werbung f\u00fchrt zu <strong>h\u00f6herer Bindung<\/strong>, aber <strong>geringerem Interesse<\/strong><\/li>\n\n\n\n<li>Auf den Kontext abgestimmte Werbung hat einen hohen <strong>Wiedererkennungswert<\/strong> und einen hohen <strong>Identifikationswert<\/strong> f\u00fcr den Betrachter<\/li>\n<\/ul>\n\n\n\n<p>Nutzen Sie die Macht der Wissenschaft, um die Markenwirkung zu erh\u00f6hen und bessere Ergebnisse zu erzielen. <strong>Laden Sie die Studie herunter<\/strong>, um mehr zu erfahren.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Die erste Neurostudie von IAS zeigt, wie Vermarkter auf CTV bessere Ergebnisse erzielen k\u00f6nnen.<\/p>\n","protected":false},"author":39,"featured_media":318520,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[86,107,140,106],"tags":[],"class_list":["post-326638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-de","category-insights-de","category-research-de","category-studien-reports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - 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