"Linking TV and video is becoming increasingly important"

Lorenzo Leutenegger is Head of the Video Product Group at Goldbach Media (Switzerland) AG. The business unit was launched in April 2016. Previously, Lorenzo Leutenegger was Head of TV Product Group 2, which includes the ProSieben SAT.1 Group channels.MK Goldbach Media recently restructured its portfolio and launched the Video product group. What is the idea behind this?LORENZO LEUTENEGGER Goldbach Media is responding to the growing relevance of online video products in the advertising market by launching a separate corporate unit for video. In addition to marketing offerings in the areas of TV, digital out-of-home and multiscreen advertising, we are also offering our customers expert advice on all aspects of their video campaigns. The new product group can be used to book the offers of important partner companies such as Wilmaa, Zattoo and Cinergy in an uncomplicated and bundled manner.MK What specific offers are there?LEUTENEGGER We design our offerings in close cooperation with our partners. We are currently working on making the entire reach of online video platforms available to customers as a premium network. Another particular advantage of the platforms is the possibility of targeting. Login data can be used to target video campaigns based on age, gender and place of residence. This increases the likelihood that users will see advertising that is of real interest to them.MK What should successful video advertising look like?LEUTENEGGER video advertising offers many advantages and possibilities. A single spot in full-screen format ensures maximum attention and a mouse click takes the customer directly to the offer. The following applies to advertising media for the online video sector: brevity is the spice of life. In the best case scenario, the user feels entertained by a crisp, emotional spot and is not even tempted to look for the skip button.MK What are the biggest challenges in moving image advertising?LEUTENEGGER Moving image advertising is becoming increasingly fragmented and internationalized. This is leading to an ever-increasing number of offers from home and abroad, which are often confusing and lack transparency. We need to counter this development with comprehensible and reliable products that guarantee that advertising lands where it is intended to be seen. At Goldbach Media, we provide a clear overview of our offerings and can address our customers' target groups directly via various online video platforms.MK Is there a campaign with video advertising that has been particularly successful?LEUTENEGGER online video advertising media are usually closely linked to the TV campaign. Therefore, video advertising is usually only as strong as the TV spot behind it. Creation plays a major role. Funny, emotional or exciting spots are sometimes so popular that users actively search for them online and consume the advertising material like any other video. A good example of this are the commercials for the American Superbowl, which are now a fixed highlight of the sporting event.MK What innovations are planned for the future?LEUTENEGGER The linking of TV and video will become increasingly important. An important measure is therefore the creation and establishment of a convergent currency. Comprehensive currency data makes it possible to show the combined performance of TV and video advertising. These findings can be used to increase the efficiency of campaigns in the future.Interview: Simon Wolanin