{"id":15245,"date":"2023-09-12T08:16:58","date_gmt":"2023-09-12T06:16:58","guid":{"rendered":"https:\/\/goldbach.com\/?p=15245"},"modified":"2026-04-15T15:17:43","modified_gmt":"2026-04-15T13:17:43","slug":"axa-replay-ads-kampagne","status":"publish","type":"post","link":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/","title":{"rendered":"AXA Replay-Ads-Kampagne"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>Im Herbst letzten Jahres pr\u00e4sentierte die Schweizer TV-Branche die Replay Ads. Bereits in den ersten <a href=\"https:\/\/www.igem.ch\/event\/100-tage-tv-replay-ads\/\" target=\"_blank\" rel=\"noopener\">100 Tagen nach der Lancierung<\/a> wurden \u00fcber 100 originelle Replay-Ads-Kampagnen auf den TV-Sendern ausgestrahlt. Seit dem 1. Juli sind die <a href=\"\/replay-ads-werden-teil-der-schweizer-tv-messung-2\/\" target=\"_blank\" rel=\"noopener\">Replay Ads Teil der Schweizer TV-Messung<\/a>, womit erstmals die Nettoreichweiten von Replay-Ads-Kampagnen ausgewiesen werden k\u00f6nnen. In folgendem Beitrag zeigen wir Ihnen anhand der <strong>Replay-Ads-Kampagne der AXA<\/strong>, wie gross die effektive Wirkung von Replay Ads sein kann.<\/p>\n<p>Das Versicherungsunternehmen AXA f\u00fchrte von April bis Juni 2023 seine erste Replay-Ads-Kampagne auf den Sendern des Goldbach-Media-Portfolios durch \u2013 dies als Teil einer Gesamtkampagne zu Versicherungsl\u00f6sungen f\u00fcr Gr\u00fcnder*innen von Unternehmen.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>Start Ad<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/zFoAWFeHjuU?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p>Fast Forward Ad<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"320\" height=\"183\" alt=\"Axa Pause Ad Werbung\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" class=\"lazyload img-responsive wp-image-15255\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27320%27%20height%3D%27183%27%20viewBox%3D%270%200%20320%20183%27%3E%3Crect%20width%3D%27320%27%20height%3D%27183%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad-200x114.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png 320w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 320px\" \/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4\"><p>Start Ad<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 2\" src=\"https:\/\/www.youtube.com\/embed\/YKQHTocbUAQ?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-block\"><div class=\"fusion-text fusion-text-5\"><p>Um die Wirksamkeit der Replay Ads aufzuzeigen, wurde die Kampagne von einer Studie (siehe K\u00e4stchen am Ende des Beitrags) begleitet, deren Resultate wir Ihnen hier pr\u00e4sentieren. Zufrieden mit der Kampagne war auch die Auftraggeberin:<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-1\" style=\"--awb-textcolor:var(--awb-color1);--awb-testimonial-text-font-size:24px;--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-left male\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>Die Begleitstudie liefert uns spannende und hilfreiche Erkenntnisse, die wir gerne f\u00fcr die Planung kommender Kampagnen ber\u00fccksichtigen werden. Die Zusammenarbeit mit Goldbach war zudem \u00e4usserst professionell, effizient und angenehm.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"testimonial-thumbnail doe\"><\/span><span class=\"company-name\"><strong>Tanja Hediger<\/strong><span>, <\/span><span>Senior Advertising Managerin AXA<\/span><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-6\"><h2>Die meisten Leute Erinnern sich an TV<\/h2>\n<p>Von den befragten Studienteilnehmer*innen gaben 32% an, sich an die Gesamtkampagne der AXA zu erinnern, egal auf welchem Kanal. Die meisten davon erinnerten sich an die Werbung im TV (Grafik 1).<\/p>\n<h3 class=\"pagecomponent__header__headline h3\" data-v-386130aa=\"\">Grafik 1: Werbeerinnerung Gesamtkampagne nach Medium in %<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[670a18bc1a9bf321397]\"><img decoding=\"async\" width=\"1920\" height=\"1109\" alt=\"Grafik zu den unterschiedlichen Media, &quot;ja, weiss nicht wo&quot; bei 33%, gefolgt von TV mit 29%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"lazyload img-responsive wp-image-15247\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%271109%27%20viewBox%3D%270%200%201920%201109%27%3E%3Crect%20width%3D%271920%27%20height%3D%271109%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-200x116.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-300x173.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-400x231.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-600x347.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-768x444.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-800x462.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1024x591.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1200x693.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1536x887.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>Dass den Leuten auch die Replay Ads in Erinnerung blieben, zeigt folgende Grafik. Fast ein Viertel der Befragten kam mit der Replay-Ads-Kampagne von der AXA in Kontakt.<\/p>\n<h3>Grafik 2: Werbeerinnerung Replay Ads in %, alle Befragte<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[8bdf2e20fa92969886f]\"><img decoding=\"async\" width=\"1920\" height=\"695\" alt=\"Grafik zur Performance der Replay-Ads, Start und Fast Forward Ad 21%, Pause Ad 7%, Replay Ads Kampagne 22%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"lazyload img-responsive wp-image-15254\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27695%27%20viewBox%3D%270%200%201920%20695%27%3E%3Crect%20width%3D%271920%27%20height%3D%27695%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-200x72.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-300x109.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-400x145.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-600x217.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-768x278.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-800x290.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1024x371.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1200x434.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1536x556.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-8\"><h2>Replay Ads erh\u00f6hen Wahrscheinlichkeit f\u00fcr neue Versicherungsabschl\u00fcsse<\/h2>\n<p>Die Grafik zuvor zeigt, dass die Studienteilnehmenden die Replay Ads wahrgenommen haben. Die Studie sollte aber weiter aufzeigen, wie stark die Replay Ads auf die Markenbekanntheit und -Sympathie der AXA und auf die Consideration, also die Ber\u00fccksichtigung der AXA beim Abschluss einer neuen Versicherung, wirkten. Die Ergebnisse waren sehr erfreulich.<\/p>\n<p>Auf die Frage, welche Unternehmen mit den entsprechenden Versicherungsl\u00f6sungen ihnen in den Sinn kommen, fiel der Name \u201cAXA\u201d bei Leuten mit Kontakt zur Replay-Ads-Kampagne deutlich \u00f6fter als bei jenen ohne Kontakt (Grafik 3). Zur Erkl\u00e4rung der Grafik: bei der gest\u00fctzten Markenbekanntheit wurde anhand einer Liste mit Versicherungsunternehmen die Bekanntheit von der AXA abgefragt, bei der ungest\u00fctzten Bekanntheit ohne Liste. \u201cTop of Mind\u201d bedeutet, dass die AXA bei der ungest\u00fctzten Bekanntheit als erstes Versicherungsunternehmen genannt wurde.<\/p>\n<h3>Grafik 3: Markenbekanntheit (indexiert), alle Befragte<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[763b6598c90cb188d4b]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Grafik zur Markenbekanntheit, gest\u00fctzt plus 4%, ungest\u00fctzt +49%, Top of mind +64%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"lazyload img-responsive wp-image-15253\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27943%27%20viewBox%3D%270%200%201920%20943%27%3E%3Crect%20width%3D%271920%27%20height%3D%27943%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-200x98.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-300x147.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-768x377.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1024x503.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1200x589.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1536x754.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-9\"><p>Ein \u00e4hnliches Bild zeichnete sich bei der Markensympathie ab. Auf die Frage, ob sie die AXA sympathisch finden, stimmten Personen, die mit der Replay-Ads-Kampagne in Kontakt gekommen sind, st\u00e4rker zu als jene ohne Kontakt (+17%, siehe Grafik 4).<\/p>\n<h3>Grafik 4: Markensympathie (indexiert), alle Befragte<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[8ff2fb438fbe7ae387f]\"><img decoding=\"async\" width=\"1920\" height=\"819\" alt=\"Grafik ohne Kontakt vs. mit Kontakt Steigerung von 17%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"lazyload img-responsive wp-image-15252\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27819%27%20viewBox%3D%270%200%201920%20819%27%3E%3Crect%20width%3D%271920%27%20height%3D%27819%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-200x85.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-300x128.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-400x171.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-600x256.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-768x328.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-800x341.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-940x400.webp 940w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1024x437.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1200x512.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1536x655.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-10\"><p>Weiter wurden die Teilnehmerinnen und Teilnehmer gefragt, welche Unternehmen sie f\u00fcr sich privat w\u00e4hlen w\u00fcrden. Bei Versicherungsentscheidern innerhalb von Unternehmen wurde zudem noch gefragt, welche Versicherungsunternehmen sie f\u00fcr ihre Firma in Betracht ziehen w\u00fcrden. Vor allem bei einer Versicherung f\u00fcr das Unternehmen nannten mehr Personen mit Replay-Ads-Kontakt die AXA als Personen ohne Replay-Ads-Kontakt (+41%, siehe Grafik 5).<\/p>\n<h3>Grafik 5: Consideration (indexiert)<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-6 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[eb789d7e7b452dae949]\"><img decoding=\"async\" width=\"1920\" height=\"877\" alt=\"Grafik Versicherung Unternehmen +41%, Versicherung privat +16%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"lazyload img-responsive wp-image-15251\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27877%27%20viewBox%3D%270%200%201920%20877%27%3E%3Crect%20width%3D%271920%27%20height%3D%27877%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-200x91.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-300x137.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-400x183.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-600x274.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-768x351.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-800x365.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1024x468.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1200x548.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1536x702.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-11\"><p>Zum Abschluss der Studie sollten die Teilnehmenden noch eine allgemeine Beurteilung zur AXA abgeben. Auch hier das klare Verdikt: Personen, welche mit der Replay-Ads-Kampagne der AXA in Kontakt kamen, beurteilen das Unternehmen deutlich positiver als der Rest (Grafik 6).<\/p>\n<h3>Grafik 6: Beurteilung (indexiert), alle AXA-Kenner*innen<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-7 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[5d0d5d26990ce3f2ddd]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Grafik zu Werbe-Erinnerung, am meisten &quot;ist nachhaltig&quot; mit +59%, danach &quot;ist proaktiv&quot; mit +45%\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"lazyload img-responsive wp-image-15250\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27943%27%20viewBox%3D%270%200%201920%20943%27%3E%3Crect%20width%3D%271920%27%20height%3D%27943%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-200x98.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-300x147.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-768x377.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1024x503.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1200x589.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1536x754.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-12\"><h2>Replay Ads f\u00fchren zu positiven Effekten f\u00fcr Ihre Marke<\/h2>\n<p>Zusammenfassend l\u00e4sst sich sagen: 32% aller Befragten erinnerten sich an die AXA-Gesamtkampagne. Die meisten erinnerten sich durch TV daran. Die Grafiken 3-6 zeigten dann eindr\u00fccklich, wie wirkungsvoll die Replay Ads bei den Empf\u00e4ngerinnen und Empf\u00e4nger waren. Wie eindrucksvoll genau, das zeigt diese Grafik zum Schluss.<\/p>\n<h3>Grafik 7: Positive Effekte auf allen Markendimensionen<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-8 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[be198b7b991e4d655f4]\"><img decoding=\"async\" width=\"1920\" height=\"745\" alt=\"Grafik \u00dcbersicht zu Markenbekanntheit, Markensympathie und Erh\u00f6hung der Consideration\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"lazyload img-responsive wp-image-15249\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27745%27%20viewBox%3D%270%200%201920%20745%27%3E%3Crect%20width%3D%271920%27%20height%3D%27745%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-200x78.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-300x116.webp 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-400x155.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-600x233.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-768x298.webp 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-800x310.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1024x397.webp 1024w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1200x466.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1536x596.webp 1536w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-13\"><h2>M\u00f6chten Sie die Studie als PDF?<\/h2>\n<p>Laden Sie sich hier die Studie herunter und lassen Sie sich f\u00fcr Ihre eigene Replay-Ads-Kampagne inspirieren. Bei Anmerkungen, R\u00fcckfragen oder wenn Sie gleich Ihre erste \/ n\u00e4chste Replay-Ads-Kampagne buchen m\u00f6chten, steht Ihnen unser Verkaufsteam jederzeit gerne zur Verf\u00fcgung.<\/p>\n<\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"\/app\/uploads\/2025\/12\/goldbach_axa_replay-ads-begleitstudie-2023.pdf\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Studie als Pdf runterladen<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"\/tv\/replay-tv\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Informationen zu den Replay Ads<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-bg-color:#f2f2f2;--awb-bg-color-hover:#f2f2f2;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Zur Studie<\/h2><\/div><ul style=\"--awb-line-height:28.9px;--awb-icon-width:28.9px;--awb-icon-height:28.9px;--awb-icon-margin:11.9px;--awb-content-margin:40.8px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Methode \u2013 Online-Befragung nach der Kampagne<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Grundgesamtheit \u2013 Privatpersonen im Alter von 15-65 Jahre<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Stichprobe \u2013 Deutschschweiz: n=875 Personen, repr\u00e4sentative Stichprobe<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Feldzeit \u2013 21.06.2023 &#8211; 06.07.2023<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Kampagne \u2013 AXA Replay Ads Kampagne 2023:\u000bApril bis Juni 2023<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Gewichtung \u2013 Die Daten werden nach soziodemographischen Merkmalen (Geschlecht, Alter, Erwerbst\u00e4tigkeit, Bildung), RUS Internet, WEMF- und Sprachregion gem\u00e4ss MA Strategy All-in-One 2022 gewichtet.<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":47,"featured_media":15246,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"tags":[350],"kanal":[30],"werbeform":[49],"class_list":["post-15245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","tag-replayads","kanal-tv","werbeform-replay-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Wie Digital Audio das Radio verst\u00e4rkend erg\u00e4nzt<\/title>\n<meta name=\"description\" content=\"Um die Erkenntnisse von Audiowerbung-Effekten zu vertiefen, haben wir mit unserer Werbewirkungsstudie verschiedene Kampagnen analysiert.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AXA Replay-Ads-Kampagne\" \/>\n<meta property=\"og:description\" content=\"Um die Erkenntnisse von Audiowerbung-Effekten zu vertiefen, haben wir mit unserer Werbewirkungsstudie verschiedene Kampagnen analysiert.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\" \/>\n<meta property=\"og:site_name\" content=\"Goldbach\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-12T06:16:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-15T13:17:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Goldbach\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Goldbach\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"6\u00a0Minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\"},\"author\":{\"name\":\"Goldbach\",\"@id\":\"https:\/\/goldbach.com\/de\/#\/schema\/person\/b0aece6348436b3263965464c6a7a63c\"},\"headline\":\"AXA Replay-Ads-Kampagne\",\"datePublished\":\"2023-09-12T06:16:58+00:00\",\"dateModified\":\"2026-04-15T13:17:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\"},\"wordCount\":8450,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/goldbach.com\/de\/#organization\"},\"image\":{\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp\",\"keywords\":[\"ReplayAds\"],\"articleSection\":[\"Best Cases\"],\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\",\"url\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\",\"name\":\"Wie Digital Audio das Radio verst\u00e4rkend erg\u00e4nzt\",\"isPartOf\":{\"@id\":\"https:\/\/goldbach.com\/de\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp\",\"datePublished\":\"2023-09-12T06:16:58+00:00\",\"dateModified\":\"2026-04-15T13:17:43+00:00\",\"description\":\"Um die Erkenntnisse von Audiowerbung-Effekten zu vertiefen, haben wir mit unserer Werbewirkungsstudie verschiedene Kampagnen analysiert.\",\"breadcrumb\":{\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage\",\"url\":\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp\",\"contentUrl\":\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp\",\"width\":1920,\"height\":1080,\"caption\":\"Axa Werbung auf TV-Screen\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/goldbach.com\/de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AXA Replay-Ads-Kampagne\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/goldbach.com\/de\/#website\",\"url\":\"https:\/\/goldbach.com\/de\/\",\"name\":\"Goldbach\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/goldbach.com\/de\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/goldbach.com\/de\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"de\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/goldbach.com\/de\/#organization\",\"name\":\"Goldbach\",\"url\":\"https:\/\/goldbach.com\/de\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/goldbach.com\/de\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp\",\"contentUrl\":\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp\",\"width\":640,\"height\":360,\"caption\":\"Goldbach\"},\"image\":{\"@id\":\"https:\/\/goldbach.com\/de\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/goldbach-group-ag\/\",\"https:\/\/www.instagram.com\/goldbach_ch\/\",\"https:\/\/www.youtube.com\/user\/GoldbachGroup\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/goldbach.com\/de\/#\/schema\/person\/b0aece6348436b3263965464c6a7a63c\",\"name\":\"Goldbach\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/9b2c3a9d11819b5ec3ebb38f91798151e2d9830a3f53e4585cada24cef6d866e?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9b2c3a9d11819b5ec3ebb38f91798151e2d9830a3f53e4585cada24cef6d866e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9b2c3a9d11819b5ec3ebb38f91798151e2d9830a3f53e4585cada24cef6d866e?s=96&d=mm&r=g\",\"caption\":\"Goldbach\"},\"description\":\"Bei Goldbach vermarkten und vermitteln wir Werbung. Zum Kerngesch\u00e4ft geh\u00f6ren Planung, Beratung, Konzeption, Einkauf und die Abwicklung bis hin zur Pr\u00fcfung des Mediaeinsatzes von elektronischen Off- und Online-Medien. Dabei stehen einfache Informations-, Beratungs- und Buchungsprozesse im Vordergrund. Unsere Wertsch\u00f6pfungskette ist darauf ausgerichtet, den richtigen Konsument*innen zur richtigen Zeit, am richtigen Ort und Kontext mit der richtigen Werbebotschaft zu erreichen.\",\"url\":\"https:\/\/goldbach.com\/de\/author\/goldbach\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Wie Digital Audio das Radio verst\u00e4rkend erg\u00e4nzt","description":"Um die Erkenntnisse von Audiowerbung-Effekten zu vertiefen, haben wir mit unserer Werbewirkungsstudie verschiedene Kampagnen analysiert.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/","og_locale":"de_DE","og_type":"article","og_title":"AXA Replay-Ads-Kampagne","og_description":"Um die Erkenntnisse von Audiowerbung-Effekten zu vertiefen, haben wir mit unserer Werbewirkungsstudie verschiedene Kampagnen analysiert.","og_url":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/","og_site_name":"Goldbach","article_published_time":"2023-09-12T06:16:58+00:00","article_modified_time":"2026-04-15T13:17:43+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp","type":"image\/webp"}],"author":"Goldbach","twitter_card":"summary_large_image","twitter_misc":{"Verfasst von":"Goldbach","Gesch\u00e4tzte Lesezeit":"6\u00a0Minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#article","isPartOf":{"@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/"},"author":{"name":"Goldbach","@id":"https:\/\/goldbach.com\/de\/#\/schema\/person\/b0aece6348436b3263965464c6a7a63c"},"headline":"AXA Replay-Ads-Kampagne","datePublished":"2023-09-12T06:16:58+00:00","dateModified":"2026-04-15T13:17:43+00:00","mainEntityOfPage":{"@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/"},"wordCount":8450,"commentCount":0,"publisher":{"@id":"https:\/\/goldbach.com\/de\/#organization"},"image":{"@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage"},"thumbnailUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp","keywords":["ReplayAds"],"articleSection":["Best Cases"],"inLanguage":"de","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/","url":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/","name":"Wie Digital Audio das Radio verst\u00e4rkend erg\u00e4nzt","isPartOf":{"@id":"https:\/\/goldbach.com\/de\/#website"},"primaryImageOfPage":{"@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage"},"image":{"@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage"},"thumbnailUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp","datePublished":"2023-09-12T06:16:58+00:00","dateModified":"2026-04-15T13:17:43+00:00","description":"Um die Erkenntnisse von Audiowerbung-Effekten zu vertiefen, haben wir mit unserer Werbewirkungsstudie verschiedene Kampagnen analysiert.","breadcrumb":{"@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#breadcrumb"},"inLanguage":"de","potentialAction":[{"@type":"ReadAction","target":["https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/"]}]},{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#primaryimage","url":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp","contentUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_start-ad_600x350.webp","width":1920,"height":1080,"caption":"Axa Werbung auf TV-Screen"},{"@type":"BreadcrumbList","@id":"https:\/\/goldbach.com\/de\/best-cases\/axa-replay-ads-kampagne\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/goldbach.com\/de\/"},{"@type":"ListItem","position":2,"name":"AXA Replay-Ads-Kampagne"}]},{"@type":"WebSite","@id":"https:\/\/goldbach.com\/de\/#website","url":"https:\/\/goldbach.com\/de\/","name":"Goldbach","description":"","publisher":{"@id":"https:\/\/goldbach.com\/de\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/goldbach.com\/de\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"de"},{"@type":"Organization","@id":"https:\/\/goldbach.com\/de\/#organization","name":"Goldbach","url":"https:\/\/goldbach.com\/de\/","logo":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/goldbach.com\/de\/#\/schema\/logo\/image\/","url":"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp","contentUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp","width":640,"height":360,"caption":"Goldbach"},"image":{"@id":"https:\/\/goldbach.com\/de\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/goldbach-group-ag\/","https:\/\/www.instagram.com\/goldbach_ch\/","https:\/\/www.youtube.com\/user\/GoldbachGroup"]},{"@type":"Person","@id":"https:\/\/goldbach.com\/de\/#\/schema\/person\/b0aece6348436b3263965464c6a7a63c","name":"Goldbach","image":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/secure.gravatar.com\/avatar\/9b2c3a9d11819b5ec3ebb38f91798151e2d9830a3f53e4585cada24cef6d866e?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9b2c3a9d11819b5ec3ebb38f91798151e2d9830a3f53e4585cada24cef6d866e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9b2c3a9d11819b5ec3ebb38f91798151e2d9830a3f53e4585cada24cef6d866e?s=96&d=mm&r=g","caption":"Goldbach"},"description":"Bei Goldbach vermarkten und vermitteln wir Werbung. Zum Kerngesch\u00e4ft geh\u00f6ren Planung, Beratung, Konzeption, Einkauf und die Abwicklung bis hin zur Pr\u00fcfung des Mediaeinsatzes von elektronischen Off- und Online-Medien. Dabei stehen einfache Informations-, Beratungs- und Buchungsprozesse im Vordergrund. Unsere Wertsch\u00f6pfungskette ist darauf ausgerichtet, den richtigen Konsument*innen zur richtigen Zeit, am richtigen Ort und Kontext mit der richtigen Werbebotschaft zu erreichen.","url":"https:\/\/goldbach.com\/de\/author\/goldbach\/"}]}},"_links":{"self":[{"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/posts\/15245","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/users\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/comments?post=15245"}],"version-history":[{"count":13,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/posts\/15245\/revisions"}],"predecessor-version":[{"id":15284,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/posts\/15245\/revisions\/15284"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/media\/15246"}],"wp:attachment":[{"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/media?parent=15245"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/categories?post=15245"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/tags?post=15245"},{"taxonomy":"kanal","embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/kanal?post=15245"},{"taxonomy":"werbeform","embeddable":true,"href":"https:\/\/goldbach.com\/de\/wp-json\/wp\/v2\/werbeform?post=15245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}