{"id":6451,"date":"2024-03-19T13:13:25","date_gmt":"2024-03-19T13:13:25","guid":{"rendered":"https:\/\/global.com\/nl\/?p=6451"},"modified":"2024-03-19T13:37:07","modified_gmt":"2024-03-19T13:37:07","slug":"bro-next-van-data-tot-bereik-deel-3-3","status":"publish","type":"post","link":"https:\/\/global.com\/nl\/bro-next-van-data-tot-bereik-deel-3-3\/","title":{"rendered":"BRO Next: van data tot bereik (deel 3\/3)"},"content":{"rendered":"<p><b><span data-contrast=\"auto\">Op 21 maart is het zover: BRO Next gaat live! De komende weken neemt onze Research Manager, Siebe Geert de Boer, je in korte video&#8217;s mee in de wereld van BRO Next.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In deze derde aflevering gaan we in op hoe het bereik van een campagne tot stand komt.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<div style=\"width: 854px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-6451-1\" width=\"854\" height=\"480\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2024\/03\/3840c9cb-2b2c-4a4a-af1a-f0d9a3fa7cd2.mp4?_=1\" \/><a href=\"https:\/\/global.com\/nl\/wp-content\/uploads\/2024\/03\/3840c9cb-2b2c-4a4a-af1a-f0d9a3fa7cd2.mp4\">https:\/\/global.com\/nl\/wp-content\/uploads\/2024\/03\/3840c9cb-2b2c-4a4a-af1a-f0d9a3fa7cd2.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Laten we teruggaan naar de vorige afleveringen, waarin we vaststelden dat we in Nederland ongeveer 60.000 buitenreclameobjecten hebben, in het onderzoek worden deze objecten \u2018frames\u2019 genoemd. Maar hoe wordt berekend hoeveel mensen er daadwerkelijk langs het frame bewegen?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">We weten hoeveel mensen er door een straat bewegen vanuit het <\/span><b><span data-contrast=\"none\">Nederlands<\/span><\/b> <b><span data-contrast=\"none\">Verplaatsingspanel<\/span><\/b><span data-contrast=\"none\"> en het <\/span><b><span data-contrast=\"none\">Mobiliteitsspectrum<\/span><\/b><span data-contrast=\"none\">.<\/span> <span data-contrast=\"none\">Door deze gegevens te combineren met de data van de frames, kunnen we bepalen hoeveel mensen langs het frame lopen, fietsen of rijden.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><i><span data-contrast=\"auto\">Stel je voor: op een bepaalde locatie bewegen er in een week tijd 10.000 passanten. Van deze 10.000 rijden er 5.000 op de linker weghelft en 5.000 op de rechter weghelft. De 5.000 mensen die naar rechts bewegen, hebben een Opportunity to See (OTS) met dit frame. Alleen zij hebben de mogelijkheid om contact te maken met het frame. De andere 5.000 zien de achterkant van het frame en worden niet meegerekend in de OTS.\u00a0<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Van Opportunity to See (OTS) naar Visibility Adjusted Contact (VAC)<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Maar dat je in de juiste richting beweegt, betekent nog niet dat je de campagne ook daadwerkelijk ziet. Out-of-Home is het enige medium dat het daadwerkelijke reclamecontact meet. Dit wordt gedaan door van een OTS naar een Visibility Adjusted Contact (VAC) te gaan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">De VAC van een frame wordt bepaald door het &#8216;zichtbaarheidsonderzoek&#8217;. Hierbij worden verschillende situaties getest, zoals het type vervoersmiddel, verschillende snelheden, dag- en nachtcondities, en verschillende objectkenmerken. Respondenten dragen een eye-tracking bril die registreert waar ze naar kijken en voor hoelang.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Dit waren voor nu de afleveringen. Wil je meer weten over dit onderzoek of ben je nieuwsgierig hoe wij deze data en inzichten toepassen op elke Out-of-Home campagne? Wij lichten dit graag toe in een persoonlijk gesprek.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Op 21 maart is het zover: BRO Next gaat live! De komende weken neemt onze Research Manager, Siebe Geert de Boer, je&#8230;<\/p>\n","protected":false},"author":19,"featured_media":6269,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6451","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>BRO Next: van data tot bereik (deel 3\/3) - Global Nederland<\/title>\n<meta name=\"description\" content=\"%\" \/>\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\/bro-next-van-data-tot-bereik-deel-3-3\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BRO Next: van data tot bereik (deel 3\/3) - 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