Revolutionäre Testkampagne | Media Frankfurt News

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itemscope="itemscope" itemtype="http://schema.org/Article"><section class="hero"><div itemprop="image" itemscope="" itemtype="https://schema.org/ImageObject"><figure class="image"><img itemprop="image" src="/fileadmin/user_upload/180809_Audi_Media-4721b-low.jpg" alt="" /></figure><meta itemprop="url" content="https://www.media-frankfurt.de//user_upload/180809_Audi_Media-4721b-low.jpg"></div><div class="hero__content"><h1 itemprop="headline">Flughafenwerbung wird durchleuchtet</h1></div><button class="btn scroll-down icon-arrow-down">Scroll Down</button></section><div class="container breadcrumbs"><span class="home">Sie sind hier:</span><ol class="breadcrumb" itemscope itemtype="http://schema.org/BreadcrumbList"><li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem"><a href="/newsroom/" itemprop="item"><span itemprop="name">News</span></a><meta itemprop="position" content="1" /></li><li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem"><a href="/newsroom/flughafenwerbung-wird-durchleuchtet/" itemprop="item"><span itemprop="name">Flughafenwerbung wird durchleuchtet</span></a><meta itemprop="position" content="2" /></li></ol></div><div class="container after-space-lg"><div class="footer"><p><span class="news-list-date"><time itemprop="datePublished dateModified" datetime="2019-06-26"> 26.06.2019 </time></span></p></div><div class="news-text-wrap" itemprop="articleBody"><p><strong>Frankfurt a.M., Mai 2019. </strong>Media Frankfurt GmbH, die Vermarktungstochter der Fraport AG, arbeitet beim „Digital Airport Walk“ mit dem renommierten Hamburger Marktforschungsinstitut MediaAnalyzer zusammen, das ein virtuelles Tool zur Werbewirkungsmessung von bewegter OoH-Werbung entwickelt hat.</p><h2>Werbewirkungsmessung am Flughafen Frankfurt</h2><p>Nun wird es erstmals zur Wirkungsforschung für Flughafen-Werbung adaptiert. Die Erhebung ist - im Vergleich zur Vor-Ort-Testung - kostengünstig und zeigt schnell alle wichtigen Wirkungsparameter auf. Erhoben werden Werbeerinnerung, Werbeanmutung sowie die Steigerung der Markenbekanntheit, des Images sowie Call-to-Action-Indikatoren. Mittels Attention Tracking kann erfasst werden, an welchen Stellen genau die Aufmerksamkeit der Probanden gebunden wird. Das offenbart auch potenzielle Optimierungsansätze für die getestete Kampagne. Gleichzeitig werden so generelle Learnings für die optimale Gestaltung von Airport-Werbung gesammelt.</p><p>Beim „Digital Airport Walk“ werden 200 repräsentativ ausgewählte Business-Traveller per Online-Video auf einen virtuellen Walk durch das Flughafen-Gelände geschickt, welcher die komplette Customer Journey abbildet: Von der Ankunft mit dem Taxi, über eine Verschnaufpause im Café, die Sicherheitskontrolle bis hin zum Boarding an Gate A17. Drei Mal kommen die 100 Testpersonen im Verlauf der Tour in Kontakt mit dem Testspot. Drei Mal wird auf den digitalen Stelen ein Video eines aktuellen Wettbewerbers gezeigt - denn auch in der Realität muss sich der Testspot dagegen durchsetzen. Die 100 Probanden der Kontrollgruppe sehen keinen dieser Spots.</p><p>„Wir generieren mit unserem Standard-Tool ‚Digital Airport Walk‘ zum ersten Mal systematisch Insights in das Wirken von Airport-Werbung, die wir 1:1 an unsere Kunden weiterreichen können“, Susanne Pfaff, Marketing Director bei Media Frankfurt, der Media-Tochter des Fraport.</p><p>Das Beispiel Audi zeigt eindrucksvoll, wie gut Bewegtbildwerbung auf dem Flughafen performen kann. Denn der Test-Case belegt, dass zum einen die Stopping Power des Spots sehr hoch war, also die Fähigkeit, Aufmerksamkeit von Passanten auf sich zu ziehen. Der 10-Sekünder mit dem Modell A6 im Vordergrund blieb zudem bei 62 Prozent ungestützt sehr gut in Erinnerung.</p><p>Was daran lag, dass das Audi-Video das Publikum stark emotional ansprach. Sowohl die Farbgebung als auch das beworbene Automodell strahlten Eleganz und Luxus aus, bescheinigten die Probanden beispielsweise und dies bewirkte auch eine Verbesserung des Audi Images in diesen Aspekten. Das gute Branding und die Auffälligkeit ließen dann auch die Markenbekanntheit signifikant zunehmen: von 65 Prozent in der Kontrollgruppe auf 82 Prozent in der Testgruppe. Als Resultat stieg auch die Kaufwahrscheinlichkeit im Vergleich zu der Kontrollgruppe um 32 Prozent.</p><p>Der Case setzt eine eigene eindrucksvolle Benchmark für eine außergewöhnliche Leistung in der Flughafen-Werbung.</p><p> </p><p><strong>Über Media Frankfurt</strong></p><p>Die Media Frankfurt GmbH ist Exklusivvermarkter der Werbeflächen am Flughafen Frankfurt. 1971 gegründet, hat sich die Fraport-Tochter zu Deutschlands Marktführer und Werbeplattform Nummer 1 im Aviation-Bereich entwickelt. Über die Beteiligung von JCDecaux – Vermarkter von über 200 Airports weltweit – ist Media Frankfurt der Innovationshub für Digital Out of Home. Mehr als 2.000 Werbemedien inner- und außerhalb der Terminals erreichen jährlich knapp 70 Millionen vorwiegend internationale Passagiere an Europas drittgrößtem Drehkreuz. Ob analog, digital, POS und Promotion oder mobil – das Omnichannel-Portfolio von Media Frankfurt ermöglicht effektive Markeninszenierung und crossmediale, hochgradig vernetzte Kampagnenaussteuerung entlang der Customer Journey. Weitere Informationen unter <a href="https://www.media-frankfurt.de" target="_blank">https://www.media-frankfurt.de</a>.</p><p> </p><p><strong>Pressekontakt  </strong></p><p>dot.communications GmbH</p><p>Tel. 089-530797-24</p><p>E-Mail: <a href="mailto:media-frankfurt@dot-communications.de">media-frankfurt@dot-communications.de</a><br>  </p></div><p itemprop="author" style="display: none;">Media Frankfurt</p><div itemprop="publisher" itemscope="" itemtype="https://schema.org/Organization" style="display: none;"><meta itemprop="name" content="Media Frankfurt"><div itemprop="logo" itemscope="" itemtype="https://schema.org/ImageObject"><img src="https://www.media-frankfurt.de//_assets/da0cbeac266062e155672aaa62693297/build/img/logo.svg" alt="Logo"><meta itemprop="url" content="https://www.media-frankfurt.de//_assets/da0cbeac266062e155672aaa62693297/build/img/logo.svg"></div></div><a itemprop="mainEntityOfPage" href="https://www.media-frankfurt.de/" style="display: none;"></a><div 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