Swiss Advertising Alliance: The biggest impacts and challenges
What do you think of the advertising alliance between Swisscom, Ringier and SRG?
"Nothing - SRG has no place in the free market!"Baumann Christian, AV+PG AG"I'm really looking forward to it and am totally excited!"Cook Shannon, Ringier AG"A novelty in the advertising world! I think it's good and innovative."Hess Jda, Axel Springer"A challenge for the future employees of the new company."Greber Doris"I'm in favor of it because it's innovative and forward-looking."Germann Michael"I think that the service, the offer and especially the technical possibilities can be improved by an alliance of this kind. In the online market, such a Swiss alliance could prove useful in the future in "resisting" the omnipotence of Google. For many, this is not yet recognizable today, as the discussion tends to be driven by fear of market power and data insecurity. In the future, however, we will see that it was helpful and necessary for Switzerland!"Krüger Wolfgang, elbberg Media GmbH"The new advertising alliance is the right answer from Switzerland to Google and Facebook. This is a very important and, above all, necessary step today and for the future."Rahimi Ruia, Ringier"There is movement in the market."De Cia Katia"It is a great opportunity to bring new products and innovations to the Swiss market."Charles Lentz, Swisscom Advertising"Good cause. Possible innovative cross-media advertising solutions. More competition in MobileAd. Competition is stimulated."Marcel Scheidegger"The merger creates a powerful advertising alliance which, in my opinion, cannot be combined with the SRG (public service offer). I do not pay Billag to benefit "semi-private" or "private institutions"."Ahmet Aybet"Cultures d'entreprises incompatibles."Geninasca Charles, Musöe romand de la Machine agricole"A good thing from the point of view of marketers and advertising clients. Any initiative that makes advertising more intelligent and contextual, and therefore smarter, is in the interests of the advertising industry. From the point of view of publishers who cannot participate in the alliance, at least not in the start-up phase, this is of course a bitter setback. But the market is free and it is up to each player to create new marketable products through their own innovative strength and to constantly reinvent themselves. Because that is what the Internet demands of publishers. You either rise to this challenge or you don't. Everyone decides for themselves. I can't really take the complaints seriously when you consider how criminally conservative and neglected opportunities such as programmatic marketing are still being handled by the big publishers at the moment. The complaining publishers remind me of a small child who is jealous of someone else's toy and "barks" because he wants it. A somewhat ridiculous reaction that is more childish than professional. Backbone and innovation would help such publishers."Celia Ivano, media BROS."Good for Switzerland."Burkhardt Benno, Aureum AG"A fall from grace in terms of regulatory policy!"Fischlin Othmar"Good idea, because as an advertising manager I can cover quite a lot on one platform."Stuber Dieter, Jutzer AG"The alliance is an opportunity in the globalized supply, but also harbors dangers (monopoly claim, political influence, etc.)"Keller Gottfried, communicart"Cool thing, promising for the future."Markovic Melinda"It's great!"Lehmann Andy"The segment of small and medium-sized SMEs and print media as advertising companies are coming under increasing pressure (also as employers and guarantors of quality). Where should a small company invest its advertising budget?"Born Willi M."Finally a solution to stop the outflow of advertising money to foreign providers!"Heller Kurt"This is being cooked far too hot. The real competition is Google, Apple, Amazon, Facebook & Co. It will take too long for Ringier & Co. to come up with a sensible alternative and for it to take effect."Eugster Jörg, NetBusiness Consulting AG / eugster.info and wifimaku.com"Total nonsense! Big, bigger, gigantic!"Nüesch Marcus, aiw"Cleverly done; three parties benefit and competition is not made any easier for the small providers."Seiler Yves, Seiler's advertising blog"I welcome every initiative in the advertising market and hope that others will soon follow suit with even better initiatives."Neither Walter"Neither Swisscom nor SRG should be allowed to use their power in alliances, as they have grown up as state-owned companies."Sandrieser Robert"Two state-owned companies are colluding with a private company - abuse has never been so obvious!"Maag L."In principle, I am a proponent of simplification and standardization. However, this should be done from a neutral perspective and without any particular interest on the part of the provider."Rava Erich, Megadon AG
About MK Opinion
Every month, we survey our readers on a controversial topic from the field of marketing & communications. The results are published online and in the print edition. MK Marketing & Communication Published. Opinion pieces so far:- September: Neuromarketing- October: Digital Marketing- November: Trade media- December: Mobile Advertising- January: Sports sponsorshipIn January, the topic is "Storytelling & Swiss marketing: Who tells the best stories?". Join now!
