AD COPY TEST 1-2/2016. Eye-Tracking

Transcription

1 AD COPY TEST 1-2/2016 Eye-Tracking

2 2 MEDIA CONCEPT Architects Civil engineers Building authorities PRINT ONLINE Developers S EVENTS B K OO CO PU RPO BL RA ISH TE ING

3 3 D E TA I L P R I N T: K E Y- FA C T S Journal for architects, civil engineers, planning authorities and developers with a unique editorial concept and high-quality content Highest paid circulation (19,238 copies*) + subscriber circulation (18,251 copies*) among the mostly freely-sold / associationindependent** architecture journals glatt, rau, texturiert zur massiven Skulptur Oberflächen aus Beton: High coverage among product decision-makers Top scores with respect to the cost efficiency of advertisements Vom feingliedrigen Tragwerk in Venedig Sep Rufs Kanzlerbungalow cture l Revue d Archite + Baudetai Calzestruzzo Concrete Construction Béton Serie Bauen mit Beton High affinity among readers * Source: IVW / 2nd Quarter 2015 ** Mostly membership and association journals: Membership copies as a percentage of paid circulation = 60%+

4 4 MEASURE THE OPTICAL EFFECT OF YOUR ADVERTISEMENT! In a top quality advertising medium for the target group architects and construction engineers

5 5 DISPLAY ADVERTISING Is it worth investing in advertising? Because each advertisement has to compete for attention, the design must always be of a TOP-QUALITY! Advertising effectiveness studies are needed to illustrate what high-quality means, such as

6 6 Eye-tracking the DETAIL AD COPY TEST 1-2 / 2016

7 7 EYE-TRACKING Eye-tracking can be used to show how the target group perceives the advertisement: Eye-tracking can be used to show how the target group perceives the advertisement: How is your advertising media viewed? Which elements are noted and which ones are overlooked? How intensively and how frequently are individual design elements seen? In which order are elements viewed? How does the target group handle the advertising media?

8 8 EYE-TRACKING A psychologically-based design will increase the success of your advertisement! Eye-tracking provides important indicators for this

9 9 EYE-TRACKING Using the e² Restricted Focus Viewer (RFV), eye movement is detected online on the subject's screen Sample: 50 subjects (DETAIL subscribers) Conducting institute: TNS Infratest Test period: January 2016

10 10 DETAIL COPYTEST 1-2 / 2016: EYE-TRACKING Maximum number of participants: 10 You will receive: Personalized presentation of results with the following: Socio-demographic data on the subjects Evaluation of your advertisement according to visual aspects Visualization of the results Share of Attention Heatmap Progression Comparison of your ad with the tested competitor advertisements (anonymous) Interpretation and recommendations Individual result only accessible to the respective participants Individual optional supplementary questions possible on request Costs: Only the placement costs of your advertisement are invoiced (1/1 page and larger), participation in the copy test is free of charge Individual supplementary questions: 350 per question

11 11 COPYTEST 1 2/2016 [EYE-TRACKING]: QUICK FACTS Method: Online eye-tracking on the subject's PC by means of RVF Sample: 50 participants (DETAIL subscribers) Maximum number of tested ads: 10 Test issue: 1-2 / 2016 dated 30 December 2015 Advertising deadline: 13 November 2015 Copy deadline: 20 November 2015 Costs: Only the placement costs of the advertisement (1/1 page and larger); individual supplementary questions: 350 per question

12 Ansprechpartner Contact Institut für internationale Architektur-Dokumentation GmbH & Co. KG Anzeigenmarketing Hackerbrücke 6, München Leitung Verkauf: Karin Lang T: +49 (0) Fax: +49 (0) E: VERKAUF DISPOSITITION Tanja Pawlik Leitung Online Sales Rheinland-Pfalz, Hessen, Saarland T: +49 (0) E: Peter Schachtl Bayern / Österreich MedienService Peter Schachtl Am Point 10, Bad Feilnbach T: +49 (0) E: medienservice@schachtl.de Claudia Wach Leitung Anzeigendisposition T: +49 (0) E: wach@detail.de Marion Mann Berlin, Brandenburg, Mecklenburg- Vorpommern, Thüringen, Sachsen, Sachsen-Anhalt, Niedersachsen, Schlesw.-Holstein, Hamburg, Bremen, NRW-PLZ 32, 45, 46, 48 T: +49 (0) E: mann@detail.de Michael Fuhrmann Baden-Württemberg / Schweiz / Liechtenstein MedienService Michael Fuhrmann Waiblinger Straße 6, Korb T: +49 (0) E: michael@fuhrmannmedienservice.de Romy Früh Anzeigendisposition Online & Display Manager T: +49 (0) E: frueh@detail.de Birgit Merz Nordrhein-Westfalen (ohne PLZ 32, 45, 46, 48 ) Verlagsbüro DETAIL Breslauer Straße 3, Haan T: +49 (0) M: +49 (0) E: birgit.merz@detail.de Denise Cézanne-Güttich Ausland ohne CH, A, FL Cézanne Sales Services Denise Cézanne-Güttich Rotdornstraße Korschenbroich T: +49 (0) E: dcg_detail@cezannesales.com Petra Ruckdäschel Mediaservice T: +49 (0) E: disposition@detail.de