Samen kijken: Een dubbele impact

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position-relative"> <div class="container max-width-xl"> <div class="grid gap-md gap-y-0@md margin-bottom-0"> <label class="hero__label block margin-bottom-xs"><nav id="breadcrumbs" class="breadcrumbs text-sm"><ol itemscope itemtype="https://schema.org/BreadcrumbList" class="flex flex-wrap gap-x-xxs"><li class="breadcrumbs__item" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemprop="item" href="https://adalliance.nl/"><span itemprop="name">Home</span></a><span class="separator padding-left-xxs cursor-default" aria-hidden="true">></span><meta itemprop="position" content="1" /></li><li class="breadcrumbs__item" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemprop="item" href="/kennis-inspiratie/"><span itemprop="name">Kennis & inspiratie</span></a><span class="separator padding-left-xxs cursor-default" aria-hidden="true">></span><meta itemprop="position" content="2" /></li><li class="breadcrumbs__item" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemprop="item" href="https://adalliance.nl/kennis-inspiratie/onderzoeken/"><span itemprop="name">Onderzoeken</span></a><span class="separator padding-left-xxs cursor-default" aria-hidden="true">></span><meta itemprop="position" content="2" /></li><li class="breadcrumbs__item" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><span itemprop="name" class="current cursor-default font-written">Onderzoek</span><meta itemprop="position" content="3" /></li></ol></nav></label> <div class="col-6@md"> <h1 class="max-width-md margin-bottom-0"><span>Samen kijken: Een dubbele impact</span></h1> </div> <div class="col-6@md"> <div class="text-component"></div> </div> </div> </div> </section> <main id="main" class="site-main border-top position-relative z-index-2 bg-contrast-lower"> <section id="het-kijkgedrag-en-de-aandacht-van-de-consument-is-versnipperd" data-aos="fade-up" data-aos-once="true" class="padding-y-lg position-relative"> <div class="container max-width-xl"> <div class="grid gap-md gap-0@md flex-center flex-row-reverse@md gap-md gap-y-0@md margin-bottom-0"> <div class="col-5@md"> <figure class="radius-lg overflow-hidden"> <img width="1047" height="656" src="https://adalliance.nl/wp-content/uploads/Samenkijken.jpg" class="image-zoom__preview js-image-zoom__preview" alt="Vader, moeder en dochter die met een bak popcorn op de bank samen TV kijken" decoding="async" fetchpriority="high" srcset="https://adalliance.nl/wp-content/uploads/Samenkijken.jpg 1047w, https://adalliance.nl/wp-content/uploads/Samenkijken-600x376.jpg 600w, https://adalliance.nl/wp-content/uploads/Samenkijken-768x481.jpg 768w, https://adalliance.nl/wp-content/uploads/Samenkijken-350x219.jpg 350w, https://adalliance.nl/wp-content/uploads/Samenkijken-450x282.jpg 450w, https://adalliance.nl/wp-content/uploads/Samenkijken-100x63.jpg 100w" sizes="(max-width: 1047px) 100vw, 1047px" /> </figure> </div> <div class="col-1@md"></div> <div class="col-6@md"> <h2 class="max-width-xs color-quinary">Het kijkgedrag en de aandacht van de consument is versnipperd.</h2> <div class="text-component wysiwyg margin-bottom-sm"><p>Voor adverteerders is het een uitdaging op welke manier er impact gemaakt kan worden met video. Total Video is the way forward en biedt adverteerders een combinatie voor maximale impact van campagnes. Bij Ad Alliance staat Total Video voor longform content in een kwalitatieve en brand safe omgeving, ook wel de combinatie van TV en Streaming (SAVOD). 脡茅n van de onderzoeken waarop de Total Video-benadering gestoeld is, is het Samen Kijken-onderzoek. In dit artikel staan wij iets langer stil bij de impact van Samen Kijken:</p> </div> </div> </div> </div> </section> <section id="longform-content-wordt-vaak-samen-gekeken" data-aos="fade-up" data-aos-once="true" class="padding-y-lg position-relative"> <div class="container max-width-sm"> <div class="grid gap-md gap-0@md flex-center default"> <div class="col-1@md"></div> <div class="col-12@md"> <h2 class="max-width-xs color-quinary">Longform content wordt vaak samen gekeken.</h2> <div class="text-component wysiwyg margin-bottom-sm"><p>Uit onderzoek blijkt dat gemiddeld 茅茅n view bij een streamingdienst staat voor twee kijkers. Dit levert niet alleen extra bereik op, maar onderzoek in samenwerking met DVJ Insights toont aan dat samen kijken ook zorgt voor een hogere waardering van zowel de content als de advertenties.</p> </div> </div> </div> </div> </section> <section id="belangrijkste-conclusies" data-aos="fade-up" data-aos-once="true" class="padding-y-lg position-relative"> <div class="container max-width-sm"> <div class="grid gap-md gap-0@md flex-center default"> <div class="col-1@md"></div> <div class="col-12@md"> <h2 class="max-width-xs color-quinary">Belangrijkste conclusies</h2> <div class="text-component wysiwyg margin-bottom-sm"><p><strong>1. Verhoogde waardering van content:</strong> De aandacht van consumenten die samen kijken is niet lager dan die van consumenten die alleen kijken. Samen kijken resulteert in een hogere herinnering van zowel merk als uiting. Geholpen merkherinnering is hoger bij samen kijken, evenals de boodschap- en advertentieherinnering. Sterker nog: mensen die samen kijken, ervaren de content als leuker en geven het een significant hoger rapportcijfer. Ze zijn ook meer geneigd om langer te blijven kijken.</p> <p><strong>2. Positieve impact op advertenties:</strong> Die hogere waardering van de content zorgt ervoor dat de advertenties rondom de content ook beter worden gewaardeerd. Advertenties worden hoger beoordeeld op aspecten zoals ‘leuk’, ‘onderscheidend’ en ‘geloofwaardigheid’.</p> <p><strong>3. Impact op merkkpi鈥檚:</strong> Dit werkt ook door op de merkkpi’s. Consumenten die samen kijken, kunnen de merken en advertenties beter herinneren en scoren hoger op alle merkkpi’s zoals merkbekendheid, overweging en voorkeur. Samen kijken zorgt bijvoorbeeld voor een toename van 30% in merkoverweging.</p> <p><strong>4. Aanzet tot actie:</strong> Alles bij elkaar leidt dat vervolgens tot actie. Samen kijken laat namelijk hogere scores zien op bijvoorbeeld merk-interesse, relevantie en bereidheid om te delen. Het zorgt zelfs voor een stijging van 17% in aankoopintentie.</p> <p><strong>Conclusie:</strong> Samen kijken is een krachtig fenomeen dat niet alleen de kijkervaring verbetert, maar ook de effectiviteit van advertenties verhoogt. Door samen te kijken, genieten mensen meer van de content en zijn ze ontvankelijker voor de boodschappen die ze zien.</p> </div> <a class="btn btn--quinary margin-top-md margin-right-sm" href="https://adalliance.nl/wp-content/uploads/Onderzoek-samenkijken-2024.pdf" target=""><span><i class="fa-solid fa-arrow-right"></i></span>Download dit onderzoek</a> </div> </div> </div> </section> <section id="medewerker_slider" data-aos="fade-up" data-aos-once="true" class="padding-y-xl position-relative overflow-hidden"> <div class="container max-width-xl"> <div class="grid gap-lg gap-x-xxl items-center default"> <div class="col-6@lg"> <h2 class="max-width-xs color-quinary">Meer weten over dit onderzoek?</h2> <div class="text-component wysiwyg margin-bottom-sm"><p>Neem contact op met het Researchteam, we helpen je graag verder.</p> </div> </div> <div class="col-4@lg overflow-right position-relative padding-x-md"> <div class="swiper-container padding-y-lg padding-x-xxl padding-sm@md"> <div 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overflow-hidden bg-dark"> <div class="container max-width-xl"> <h2 class="color-quinary text-left text-center@md margin-top-md">Gerelateerde onderzoeken</h2> <div class="grid justify-center gap-md"> <div data-aos="fade-up" data-aos-delay="100" class="col-4@md shadow-on-hover"><article class="card bg-white radius-lg overflow-hidden text-left position-relative height-100% js-grid-switch__content masonry-item text-left" id="205395"> <a href="https://adalliance.nl/kennis-inspiratie/onderzoeken/waarom-adverteren-op-savod-werkt-voor-jouw-merk/" class="overlay-link"></a> <div class="story__img"> <figure class="card__img position-relative"> <img class="landscape" src="https://adalliance.nl/wp-content/uploads/AdAllience_v4-EDIT.00_00_03_14.Still002-460x300.png"> <img class="square" src="https://adalliance.nl/wp-content/uploads/AdAllience_v4-EDIT.00_00_03_14.Still002-460x460.png"> <ul id="inzichten" class="flex gap-x-sm position-absolute bottom-sm left-sm z-index-1"><li><a class="badge badge--quinary text-decoration-none" href="https://adalliance.nl/kennis-inspiratie/onderzoeken/inzichten/impact-van-video/" title="Bekijk alle artikelen in Impact van Video" >Impact van Video</a></li></ul> </figure> </div> <div class="card__content flex flex-column padding-md padding-bottom-0"> <small class="color-quinary inline-block text-sm margin-bottom-xs"><time>05 december 2024</time></small> <h3 class="text-base text-md@md">Waarom adverteren op SAVOD werkt voor jouw merk</h3> <div class="text-component padding-bottom-md"><p>In de wereld van Total Video, waar TV en Streaming (SAVOD) samenkomen, speelt SAVOD een cruciale rol in het versterken van de impact van advertenties. </p> </div> <div class="margin-top-auto padding-x-md padding-bottom-sm"> <a href="https://adalliance.nl/kennis-inspiratie/onderzoeken/waarom-adverteren-op-savod-werkt-voor-jouw-merk/" class="btn btn--subtle quinary padding-0 text-base margin-right-auto"><span><i class="fa fa-arrow-right"></i></span>Lees verder</a> </div> </div> </article></div> <div data-aos="fade-up" data-aos-delay="200" class="col-4@md shadow-on-hover"><article class="card bg-white radius-lg overflow-hidden text-left position-relative height-100% js-grid-switch__content masonry-item text-left" id="205382"> <a href="https://adalliance.nl/kennis-inspiratie/onderzoeken/samen-kijken-verhoogt-waardering-content-en-advertenties/" class="overlay-link"></a> <div class="story__img"> <figure class="card__img position-relative"> <img class="landscape" src="https://adalliance.nl/wp-content/uploads/Webinar-de-impact-van-total-video-460x300.png"> <img class="square" src="https://adalliance.nl/wp-content/uploads/Webinar-de-impact-van-total-video-460x460.png"> <ul id="inzichten" class="flex gap-x-sm position-absolute bottom-sm left-sm z-index-1"><li><a class="badge badge--quinary text-decoration-none" href="https://adalliance.nl/kennis-inspiratie/onderzoeken/inzichten/impact-van-video/" title="Bekijk alle artikelen in Impact van Video" >Impact van Video</a></li></ul> </figure> </div> <div class="card__content flex flex-column padding-md padding-bottom-0"> <small class="color-quinary inline-block text-sm margin-bottom-xs"><time>02 december 2024</time></small> <h3 class="text-base text-md@md">Samen kijken verhoogt waardering content en advertenties</h3> <div class="text-component padding-bottom-md"><p>Bekijk het webinar over de vier elementen die de kracht van Total Video onderschrijven: Groot Scherm, Samen Kijken, Aandacht en Brand Safety.</p> </div> <div class="margin-top-auto padding-x-md padding-bottom-sm"> <a href="https://adalliance.nl/kennis-inspiratie/onderzoeken/samen-kijken-verhoogt-waardering-content-en-advertenties/" class="btn btn--subtle quinary padding-0 text-base margin-right-auto"><span><i class="fa fa-arrow-right"></i></span>Lees verder</a> </div> </div> </article></div> <div data-aos="fade-up" data-aos-delay="300" class="col-4@md shadow-on-hover"><article class="card bg-white radius-lg overflow-hidden text-left position-relative height-100% js-grid-switch__content masonry-item text-left" id="4183"> <a href="https://adalliance.nl/kennis-inspiratie/onderzoeken/onderzoek-toont-combinatiekracht-van-platformen-in-campagnes/" class="overlay-link"></a> <div class="story__img"> <figure class="card__img position-relative"> <img class="landscape" src="https://adalliance.nl/wp-content/uploads/woman-1851464_1280-460x300.jpg"> <img class="square" src="https://adalliance.nl/wp-content/uploads/woman-1851464_1280-460x460.jpg"> <ul id="inzichten" class="flex gap-x-sm position-absolute bottom-sm left-sm z-index-1"><li><a class="badge badge--quinary text-decoration-none" href="https://adalliance.nl/kennis-inspiratie/onderzoeken/inzichten/impact-van-video/" title="Bekijk alle artikelen in Impact van Video" >Impact van Video</a></li></ul> </figure> </div> <div class="card__content flex flex-column padding-md padding-bottom-0"> <small class="color-quinary inline-block text-sm margin-bottom-xs"><time>05 april 2022</time></small> <h3 class="text-base text-md@md">Onderzoek toont combinatiekracht van platformen in campagnes</h3> <div class="text-component padding-bottom-md"><p>Uit onderzoek van Albert Heijn, Memo2 en Ad Alliance blijkt dat het tonen van commercials op Videoland een effectieve aanvulling op een TV-campagne is.</p> </div> <div class="margin-top-auto padding-x-md padding-bottom-sm"> <a href="https://adalliance.nl/kennis-inspiratie/onderzoeken/onderzoek-toont-combinatiekracht-van-platformen-in-campagnes/" class="btn btn--subtle quinary padding-0 text-base margin-right-auto"><span><i class="fa fa-arrow-right"></i></span>Lees verder</a> </div> </div> </article></div> </div> </div> </section> </main> <footer class="bg-quinary main-footer position-relative overflow-hidden" style="background-image: url(https://adalliance.nl/wp-content/uploads/kennis-en-inspiratie-1500x800.jpg);" data-theme="dark"> <div class="container max-width-xl padding-top-lg"> <div 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Als je geen toestemming geeft of uw toestemming intrekt, kan dit een nadelige invloed hebben op bepaalde functies en mogelijkheden.</div> <div class="cmplz-categories"> <details class="cmplz-category cmplz-functional" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Functioneel</span> <span class='cmplz-always-active'> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-functional-optin" data-category="cmplz_functional" class="cmplz-consent-checkbox cmplz-functional" size="40" value="1"/> <label class="cmplz-label" for="cmplz-functional-optin" tabindex="0"><span class="screen-reader-text">Functioneel</span></label> </span> Altijd actief </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-functional">De technische opslag of toegang is strikt noodzakelijk voor het legitieme doel het gebruik mogelijk te maken van een specifieke dienst waarom de abonnee of gebruiker uitdrukkelijk heeft gevraagd, of met als enig doel de uitvoering van de transmissie van een communicatie over een elektronisch communicatienetwerk.</span> </div> </details> <details class="cmplz-category cmplz-preferences" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Voorkeuren</span> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-preferences-optin" data-category="cmplz_preferences" class="cmplz-consent-checkbox cmplz-preferences" size="40" value="1"/> <label class="cmplz-label" for="cmplz-preferences-optin" tabindex="0"><span class="screen-reader-text">Voorkeuren</span></label> </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-preferences">De technische opslag of toegang is noodzakelijk voor het legitieme doel voorkeuren op te slaan die niet door de abonnee of gebruiker zijn aangevraagd.</span> </div> </details> <details class="cmplz-category cmplz-statistics" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Statistieken</span> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-statistics-optin" data-category="cmplz_statistics" class="cmplz-consent-checkbox cmplz-statistics" size="40" value="1"/> <label class="cmplz-label" for="cmplz-statistics-optin" tabindex="0"><span class="screen-reader-text">Statistieken</span></label> </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-statistics">De technische opslag of toegang die uitsluitend voor statistische doeleinden wordt gebruikt.</span> <span class="cmplz-description-statistics-anonymous">De technische opslag of toegang die uitsluitend wordt gebruikt voor anonieme statistische doeleinden. 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