Main thing TV

Dr. Mirko Marr and Dr. Tanja Hackenbruch gave an outlook on the future of TV research (image source Screenforce).On Thursday, Screenforce Day took place for the third time in Switzerland and attracted over 300 guests to the newly opened Samsung Hall near Zurich. Well-known media experts presented exciting facts and inspiring ideas about the medium of TV. The event was hosted by well-known TV presenter Wolfram Kons. Acrobat Janine Eggenberger gave the audience goosebumps with a fascinating suspended performance under the ceiling of the Samsung Hall, while brand pope Prof. Dr. Esch warned with his lecture "Real, digital, social, whatever. The main thing is brand" warned against relying too much on the power of digitalization. "Some brands operate over 300 apps and wonder why they don't reach their customers. If they want to appeal to the masses, they rely on TV advertising," he explained.Moving images work - no matter whereRoland Kopf, Director Research at Admeira, and Roman di Francesco from whoch2, a spin-off from the University of Bern, then presented the Screenforce study "Screen Effect". It proves it: Moving image advertising works - regardless of the screen. However, attention is higher on a large TV screen than on a smaller smartphone screen. What's more, TV advertising also has a subconscious effect, even if we can't actively remember it, as Hillevi Lausten, Head of Media at Jimdo, immediately demonstrated. She had traveled from Hamburg to present the success story of the Jimdo TV campaign. She proved that TV advertising also works for online companies and that Mediapulse AG has the expertise to scientifically prove and explain this success. Managing Director Dr. Tanja Hackenbruch and Head of Research Dr. Mirko Marr took a look into the future of TV research and entertained the guests with a humorous, informative presentation of surprising facts.YouTube or TV?At the finale of Screenforce Day, Screenforce Managing Director Martin Krapf and Tom Hanan, founder of the Webrepublic agency, engaged in an exciting exchange of blows on the question: YouTube or TV - which medium should advertisers choose? "The digital obsession is waning," said Martin Krapf. "TV will not be dead in five years. Rather, the medium that can best meet the growing demands of users will continue to exist." Media research also plays an important role in this. His opponent Tom Hanan demanded: "In the future, it will be necessary for the various channels to be better coordinated in order to optimally address the user."