{"id":32769,"date":"2024-06-04T11:04:52","date_gmt":"2024-06-04T09:04:52","guid":{"rendered":"https:\/\/www.italiaonline.it\/iol-advertising\/?p=32769\/"},"modified":"2024-06-04T11:16:43","modified_gmt":"2024-06-04T09:16:43","slug":"attention-italiaonline-certifica-i-suoi-formati-con-lumen-research","status":"publish","type":"post","link":"https:\/\/www.italiaonline.it\/iol-advertising\/2024\/06\/04\/attention-italiaonline-certifica-i-suoi-formati-con-lumen-research\/","title":{"rendered":"Attention: Italiaonline certifica i suoi formati pubblicitari premium con Lumen Research"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-32776 size-full\" src=\"https:\/\/www.italiaonline.it\/iol-advertising\/wp-content\/uploads\/sites\/9\/2024\/03\/Attention-2.png\" alt=\"\" width=\"983\" height=\"507\" srcset=\"https:\/\/www.italiaonline.it\/iol-advertising\/wp-content\/uploads\/sites\/9\/2024\/03\/Attention-2.png 983w, https:\/\/www.italiaonline.it\/iol-advertising\/wp-content\/uploads\/sites\/9\/2024\/03\/Attention-2-300x155.png 300w\" sizes=\"auto, (max-width: 983px) 100vw, 983px\" \/><\/p>\n<p>Italiaonline \u00e8 il <strong>primo publisher <\/strong><strong>in Italia<\/strong> a certificare i formati della propria offerta pubblicitaria premium con <a href=\"https:\/\/eur02.safelinks.protection.outlook.com\/?url=https%3A%2F%2Flumen-research.com%2F&amp;data=05%7C02%7CValentina.Dirienzo%40italiaonline.it%7C3e156aa3f92541b660f408dc81996a04%7C7c33d8123a3c441ea0c583f5b3d08412%7C0%7C0%7C638527743283967124%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&amp;sdata=8MgQqvTIjNrCaUfXb1uV1C1g4UnmaBzL1jIBFlowHWk%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\"><strong>Lumen Research<\/strong><\/a>, una delle aziende leader a livello mondiale nella misurazione dell\u2019attention attraverso una metodologia basata sull\u2019eye-tracking e un panel ampio e diversificato.<\/p>\n<p>In un\u2019era in cui i consumatori sono esposti ad un overloading informativo senza precedenti, la pubblicit\u00e0, soprattutto sui social network, si \u00e8 concentrata sull\u2019entrare in feed, spesso in modo interruttivo e decontestualizzato. La grande sfida per i marchi e gli inserzionisti \u00e8 quindi quella di recuperare un sano <strong>coinvolgimento di qualit\u00e0 <\/strong>e generare attenzione e ricordo, elementi che influenzano in modo importante il <strong>comportamento di acquisto del consumatore.<\/strong><\/p>\n<p>Italiaonline risponde a questa sfida con un approccio <b>attention-by-design<\/b> fondato su tre leve di prodotto:<\/p>\n<ul>\n<li><strong>Contesto editoriale premium<\/strong>: un ambiente editoriale brand-safe con alta rilevanza contestuale e basso affollamento pubblicitario, all&#8217;interno di un ecosistema di servizi che vanta un elevato tempo di permanenza e fidelizzazione degli utenti.<\/li>\n<li><strong>Creativit\u00e0 interattive e ad alto impatto<\/strong>: creativit\u00e0 pubblicitarie innovative e coinvolgenti per massimizzare l&#8217;attenzione, perfettamente integrate nella user experience degli utenti e sviluppate dal team interno di Brand Solutions<\/li>\n<li><strong>Targeting e personalizzazione<\/strong>: utilizzo strategico dei dati per un targeting efficace e per la personalizzazione delle creativit\u00e0 pubblicitarie, anche in modo dinamico<\/li>\n<\/ul>\n<p>Lo studio condotto con Lumen Research fornisce prove oggettive del fatto che i formati pubblicitari premium di Italiaonline catturano efficacemente l&#8217;attenzione generando un <b>ROI pi\u00f9 significativo a lungo termine.<\/b><\/p>\n<p>\u201cIl tema dell\u2019attention e della media quality in generale, \u00e8 centrale nella nostra visione e strategia di\u00a0prodotto. L\u2019attention in particolare \u00e8 una metrica cross-funnel nel senso che unisce gli indicatori di\u00a0branding a quelli di performance, quindi lavorare sull\u2019attention permette non solo di avere risultati in\u00a0termini di awereness ma porta anche ad una riduzione significativa del CPA e genera un ROI pi\u00f9\u00a0significativo a lungo termine. I risultati del lavoro fatto con Lumen Research sono una ulteriore riprova\u00a0del nostro impegno a garantire prodotti pubblicitari che rispondono agli obiettivi di marketing dei nostri\u00a0clienti\u201d dichiara\u00a0<strong>Domenico Pascuzzi<\/strong>, Publishing &amp; VAS Director di Italiaonline.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Italiaonline \u00e8 il primo publisher in Italia a certificare i formati della propria offerta pubblicitaria&#8230;<\/p>\n","protected":false},"author":34,"featured_media":32776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"rs_blank_template":"","rs_page_bg_color":"#ffffff","slide_template_v7":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-32769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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