Successful start for Swiss Ad Impact: first advertising impact benchmarks available
Since the beginning of this year, Goldbach’s “Swiss Ad Impact” advertising effectiveness study has been successfully implemented. Thanks to the data collected from various campaigns, advertisers are now benefiting from the first industry benchmarks.
Goldbach has already accompanied over 30 campaigns from eleven sectors with its "Swiss Ad Impact" advertising impact study. With the collected results as a basis, the advertising marketer can now provide advertisers with initial benchmarks for the various sectors.
To this end, Goldbach examined the impact of the individual campaigns in relation to the impact variables "information search", "recommendation" and "purchase/intention to use". This data was used to calculate the Ad Impact Overall, i.e. the total advertising impact. Goldbach found some striking differences between the individual campaigns (minimum value 27%, maximum value 82%). It is striking that the average values within a sector differ less than between sectors (see chart 1). Sanja Ruggiero, Director Sales Management at Goldbach, comments: "We are delighted that we can now offer our customers an additional advantage with the industry benchmark from Swiss Ad Impact and thus provide them with the first opportunities to compare the advertising impact of their campaigns.
Further sectors and benchmark options planned
The benchmarks show the advertising impact on the online, TV incl. replay ads and CTV, (D)OOH, audio and print channels across the entire Goldbach and third-party inventory. At present, the data covers the construction, industry & furnishings, retail, finance, beverages, fashion & sport, food and telecommunications sectors. Other sectors are to follow shortly. Goldbach has added an additional dashboard to the Swiss Ad Impact reporting to make the results as easy to use as possible (see Figure 2). Goldbach is also planning further benchmarks. "Swiss Ad Impact is constantly being expanded," says Ruggiero, "In addition to the sectors, we would like to integrate further benchmark options such as 'campaign target' or 'advertising format'."
Swiss Ad Impact - An offer that makes an impact
Swiss Ad Impact is an offer from Goldbach that provides advertisers with an advertising impact study on their campaign in addition to the usual media performance reporting. The study shows at a glance and across all channels how well a campaign has performed in terms of various advertising impact KPIs and within various target groups. The service has been available since the beginning of 2024. All information about Swiss Ad Impact can be found on the Goldbach website to find.
