{"id":5290,"date":"2023-11-21T08:00:34","date_gmt":"2023-11-21T08:00:34","guid":{"rendered":"https:\/\/global.com\/nl\/?p=5290"},"modified":"2023-11-21T12:32:02","modified_gmt":"2023-11-21T12:32:02","slug":"de-kracht-van-tv-en-out-of-home","status":"publish","type":"post","link":"https:\/\/global.com\/nl\/de-kracht-van-tv-en-out-of-home\/","title":{"rendered":"Zo zorg je voor extra bereik: combineer de kracht van TV en Out-of-Home."},"content":{"rendered":"<p>Dit artikel verscheen eerder op <a href=\"https:\/\/www.marketingtribune.nl\/media\/nieuws\/2023\/11\/zo-zorg-je-voor-extra-bereik-combineer-de-kracht-van-tv-en-out-of-home\/index.xml\">Marketingtribune<\/a>.<\/p>\n<p><strong>Campagnes zijn bijna <\/strong><a href=\"https:\/\/www.kantar.com\/uki\/inspiration\/advertising-media\/copy-of-how-should-marketers-use-media-channels-for-brand-building\"><strong>drie keer effectiever<\/strong><\/a><strong> met de juiste mediamix. Het wordt steeds uitdagender om via \u00e9\u00e9n traditioneel kanaal <\/strong><a href=\"https:\/\/www.emerce.nl\/achtergrond\/wat-is-anno-2023-nog-de-kracht-van-tv\"><strong>zoals TV<\/strong><\/a><strong>, de massa te bereiken. Dit komt doordat mensen minder frequent lineair TV kijken en er nog slechts een handvol programma\u2019s zijn waarmee je in \u00e9\u00e9n klap een miljoenenpubliek bereikt.\u00a0Hoe vul je het lagere TV-bereik effectief aan met (Digital) Out-of-Home? <\/strong><\/p>\n<p>Door de afname van lineaire TV-kijkers en doordat de TV-kijker steeds ouder wordt is het moeilijker om de gewenste doelgroep via TV te bereiken. Uit het <a href=\"https:\/\/www.wayneparkerkent.com\/jongerenonderzoek\/\">WPK-jongerenonderzoek<\/a> van 2023 blijkt dat slechts 17% van jongeren tussen 15 en 35 jaar nog naar TV kijkt. Toch wil je de jonge en lichte TV-kijker ook bereiken. Doordat de gewenste doelgroep vaak niet wordt bereikt met alleen TV wordt het lagere bereik aangevuld met Online Video. Wat zorgt voor een verhoging in de contactfrequenties, maar niet direct voor het toevoegen van uniek bereik.<\/p>\n<p><strong>(Digital) Out-of-Home versterkt TV-campagne in uniek bereik <\/strong><\/p>\n<p>Iedereen gaat dagelijks naar buiten, of het nu onderweg is naar werk, naar school of simpelweg om boodschappen te doen. Met Out-of-Home kun je gedurende de gehele reis buitenhuis jouw doelgroep van voordeur tot aan de winkel bereiken.<\/p>\n<p>Uit cross mediale onderzoeken over de jaren heen van Global in samenwerking met MeMo2 blijkt dat de combinatie van (Digital) Out-of-Home en TV de kracht van binnenshuis en buitenshuis adverteren samenbrengt. Door TV en Out-of-Home samen in te zetten, kunnen adverteerders hun bereik en KPI\u2019s effectiever behalen.<\/p>\n<p>Campagnes van merken zoals Nespresso en Samsung, die TV-commercials aanvulden met (Digital) Out-of-Home en Online Video, hebben bewezen dat deze kanalen elkaar versterken. Ze bereikten met hun totale campagne tot wel 92% van hun doelgroep. Het hoogste bereik werd gerealiseerd door TV (74%), waar (Digital) Out-of-Home zorgde voor een toegevoegd bereik. Bijna de helft (48%) van de groep die bereikt was met (Digital) Out-of-Home was niet bereikt met TV. Deze resultaten worden in de onderstaande grafiek duidelijk zichtbaar gemaakt.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5293\" src=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/DOOH-reach--300x207.png\" alt=\"\" width=\"381\" height=\"263\" srcset=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/DOOH-reach--300x207.png 300w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/DOOH-reach--400x275.png 400w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/DOOH-reach--189x130.png 189w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/DOOH-reach-.png 430w\" sizes=\"auto, (max-width: 381px) 100vw, 381px\" \/><\/p>\n<p>Daarnaast weten we uit eerdere onderzoeken in samenwerking met MeMo2 dat, het aantal seconden dat het merk helder in beeld is, correleert met een hogere en juiste merkherkenning. In vele campagnes blijkt dat het merk bij (Digital) Out-of-Home het langste aanwezig is en dat de TVC en Online Video onder benchmark scoren. Dit komt doordat bij (Digital) Out-of-Home veelal wordt gekozen voor het constant in beeld brengen van het merk.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5295\" style=\"color: #212529; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 1rem;\" src=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/OOH-x-TV-300x84.png\" alt=\"\" width=\"717\" height=\"201\" srcset=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/OOH-x-TV-300x84.png 300w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/OOH-x-TV-768x214.png 768w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/OOH-x-TV-400x112.png 400w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/OOH-x-TV-232x65.png 232w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/OOH-x-TV.png 904w\" sizes=\"auto, (max-width: 717px) 100vw, 717px\" \/><\/p>\n<p>Dit zien we ook terug in de herkenning van de campagne. Op het moment dat de TV-campagne wordt gecombineerd met (Digital) Out-of-Home dan zien we een stijging in de herkenning. De optimale contactfrequentie van een TVC ligt rond de 7 contacten. Bij de groep die ook bereikt wordt met (Digital) Out-of-Home is het aantal contacten bijna 2x lager.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5297\" src=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/TVC-Herkenning--300x83.png\" alt=\"\" width=\"716\" height=\"198\" srcset=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/TVC-Herkenning--300x83.png 300w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/TVC-Herkenning--768x213.png 768w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/TVC-Herkenning--400x111.png 400w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/TVC-Herkenning--232x64.png 232w, https:\/\/global.com\/nl\/wp-content\/uploads\/2023\/11\/TVC-Herkenning-.png 902w\" sizes=\"auto, (max-width: 716px) 100vw, 716px\" \/><\/p>\n<p>De voordelen van het combineren van TV en (Digital) Out-of-Home in je mediacampagne zijn duidelijk. TV speelt in op emotie en met Out-of-Home zorg je voor een toegevoegd bereik van de (jongere) doelgroep en speel je in op merkherkenning.<\/p>\n<p><strong>Wil je weten hoe je zo\u2019n effectief mogelijke campagne kunt opzetten? Wij van Global vertellen je graag meer over wat wij voor andere hebben betekent.\u00a0\u00a0<\/strong><\/p>\n<h3>Op de hoogte blijven van ons nieuws? 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Campagnes zijn bijna drie keer effectiever met de juiste mediamix. Het wordt steeds uitdagender om via&#8230;<\/p>\n","protected":false},"author":6,"featured_media":5291,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Zo zorg je voor extra bereik: combineer de kracht van TV en Out-of-Home. - Global Nederland<\/title>\n<meta name=\"description\" content=\"Campagnes zijn bijna drie keer effectiever met de juiste mediamix. Het wordt steeds uitdagender om via \u00e9\u00e9n traditioneel kanaal zoals TV, de massa te bereiken. Dit komt doordat mensen minder frequent lineair TV kijken en er nog slechts een handvol programma\u2019s zijn waarmee je in \u00e9\u00e9n klap een miljoenenpubliek bereikt.\u00a0Hoe vul je het lagere TV-bereik effectief aan met (Digital) Out-of-Home?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/global.com\/nl\/de-kracht-van-tv-en-out-of-home\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zo zorg je voor extra bereik: combineer de kracht van TV en Out-of-Home. - Global Nederland\" \/>\n<meta property=\"og:description\" content=\"Campagnes zijn bijna drie keer effectiever met de juiste mediamix. Het wordt steeds uitdagender om via \u00e9\u00e9n traditioneel kanaal zoals TV, de massa te bereiken. 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