22 Aug Come and meet us at the Horizont Werbewirkungsgipfel 2024!
The Advertising Industry Summit
The digital and mobile landscape is evolving rapidly, bringing new demands for effective advertising strategies. At the HORIZONT Werbewirkungsgipfel 2024, industry leaders will convene to explore the latest insights and trends.
Program Highlights
In addition to our own presentation on September 24, 2024, the Advertising Effectiveness Summit will feature a variety of engaging sessions and discussions with industry leaders. Topics will include the latest trends in advertising effectiveness, innovative measurement techniques, and best practices for targeted campaign planning.
Take your chance to learn about the latest developments in advertising effectiveness and network with industry experts. Secure your ticket today for the HORIZONT Werbewirkungsgipfel 2024!
Get more informations: HORIZONT Werbewirkungsgipfel
Date: September 24th, 2024
Time: 14:40 CEST
Location: Naxoshalle, Frankfurt am Main
Language: German
Study – “Into the wild:How do advertising contacts influence the real world?”
Don’t miss the upcoming presentation featuring Stefan Schönherr, VP of Brand & Media Experience and Partner at eye square, alongside Marvin Vogt, Senior Research Consultant at eye square. We will be sharing the latest findings from a media study conducted in collaboration with our long-term partner Screenforce in Frankfurt.
This study explores the impact of advertising contacts in real-world settings and the insights that can be leveraged to enhance advertising strategies. It offers a deep understanding of consumer behavior and perception, making it essential for anyone looking to improve the effectiveness of their campaigns in an increasingly complex media landscape.
The presentation at the Advertising Effectiveness Summit addresses questions such as
- How do individuals feel after being inundated with images on Instagram?
- What level of attention do we give to television commercials?
- For how long do viewers engage with advertisements on TikTok?
- Are brands perceived differently in the BVOD environment?
- To what extent does advertising on YouTube disrupt our experience?
Learn more about media research experts Stefan Schönherr and Marvin Vogt
Vice President Brand & Media Experience und Partner, eye square
Since 2007, Stefan Schönherr has been a brand and media specialist at eye square, leading the Brand & Media Experience unit since 2013 and becoming a partner in 2018. He holds a degree in psychology, focusing on media consulting, advertising effectiveness, and media reception.
Schönherr provides advertisers and marketers with studies that enhance their understanding of media types, advertising formats, and creative performance. He is particularly engaged with video advertising and is recognized as a leading expert in the processing and impact of digital creation and social media advertising.
In 2021, he conducted the largest media ethnography in the German-speaking region, titled “Track the Success,” for Screenforce. He also leads internationally awarded studies, including “Power of Creation” which won the IAB Research Award in 2016, and “Display wirkt implizit,” nominated for the BVM Innovation Award in 2011.
Additionally, Schönherr facilitates workshops on digital creation and frequently speaks at conferences.
Senior Research Consultant, eye square
Marvin Vogt serves as a Senior Research Consultant in the Brand and Media Experience Unit at eye square. He earned his Master of Science in Marketing and Consumer Psychology, focusing on purchasing and consumption behavior, with distinction from the University of Sussex. Prior to joining eye square, he successfully established a new medical technology brand within a pharmaceutical company and is also a trained banker.
In addition to his role as a Senior Research Consultant, he teaches empirical research methods at the Hochschule für Wirtschaft und Umwelt and holds a marketing teaching position at the Hochschule für Wirtschaft und Recht Berlin.
Marvin and Florian conducted the notable study “Track the Success” for Screenforce, which stands as one of the most significant and extensive home ethnographies in the DACH region in recent years. This research thoroughly examined how users engage with various media channels (TV, BVOD, YouTube, and Facebook) and the advertising presented on these platforms, exploring the implications for perception, reaction, and effectiveness.