From the parlor to the public
AdScreen Naville, TSR and Publisuisse are putting together an offer on flat screens at kiosks.
AdScreen Naville, TSR and Publisuisse are putting together an offer on flat screens at kiosks What was already apparent in March is now definite: the portfolio of TV marketer Publisuisse will be enriched by another medium, and from fall 2005 it will also be acquiring advertising on AdScreens. It will make its debut in September with screens at kiosks of the French-speaking Swiss press wholesaler Naville. The company is currently in the process of equipping 100 of 185 sales outlets in French-speaking Switzerland with a 17-inch flat screen for half a million francs. The 100 kiosks have a total frequency of 1,300,000 customers per day, and the 100 screens are part of a large-scale presentation by French-speaking Swiss television broadcaster TSR: where the screen hangs in the kiosk, Naville offers TSR DVDs for sale and calls this area "Espace TSR". "This brings us closer to our audience," explains TSR spokesperson Manon Romerio.
The screens show more than just advertising: TSR provides a daily content loop of around six minutes, consisting of short news items, sports and weather information as well as program information - with original sound. The loop also contains trailers for the DVDs available at the kiosks - and finally also third-party advertising spots, which, as mentioned, are acquired by Publisuisse. In this respect, a relatively small proportion of the screens are also available to third-party customers. "All of the revenue goes to Naville - for its investments," explains Romerio.
However, Publisuisse Director Martin Schneider does not yet want to give any details on the rates, any combined offers and the time share for third-party advertising. What is certain, however, is that Publisuisse is open in terms of advertising formats: "Customers can choose specific approaches: From animated banners and sponsorship to the usual TV spot, many things are possible," says Schneider.
And what is Publisuisse's position on the new industry association IG AdScreen, which is to be founded this week? "When the time comes, membership could certainly be of interest to us," says Schneider.
Cinecom and IP Multimedia (IPM), both of which have been acquiring advertising for AdScreen networks for around two years, have reacted positively to the new competitor. "It's good for the market," says Roger Bauer, for example, who is responsible for screens at Cinecom. And his colleague Fredy Grau from IPM believes that Publisuisse's entry into the young medium proves "that IPM has set the right example with its AdScreen strategy". IPM already markets an AdScreen network of independent kiosks in German- and French-speaking Switzerland. It is currently being expanded to 200 locations.
Newsstand appearance: Soon also for TSR.
The impetus came from NavilleBecause the book celebrating TSR's 50th anniversary sold very well at Naville sales outlets last year, the press wholesaler wanted to sell other items from the TSR boutique - such as books, videos and DVDs - on its own initiative. TSR agreed, but also demanded promotional efforts from Naville. This led to the idea of screens above the "Espace TSR". "We are now starting to sell DVDs, but it is possible that we will add other items to our range," says TSR spokesperson Manon Romerio. Incidentally, it remains to be seen how the Swiss-German retailer Valora will react to the Naville screens with its k kiosks. At the beginning of the year, it also expressed a certain interest, but shied away from the investment. (mk)
Markus Knöpfli
The screens show more than just advertising: TSR provides a daily content loop of around six minutes, consisting of short news items, sports and weather information as well as program information - with original sound. The loop also contains trailers for the DVDs available at the kiosks - and finally also third-party advertising spots, which, as mentioned, are acquired by Publisuisse. In this respect, a relatively small proportion of the screens are also available to third-party customers. "All of the revenue goes to Naville - for its investments," explains Romerio.
However, Publisuisse Director Martin Schneider does not yet want to give any details on the rates, any combined offers and the time share for third-party advertising. What is certain, however, is that Publisuisse is open in terms of advertising formats: "Customers can choose specific approaches: From animated banners and sponsorship to the usual TV spot, many things are possible," says Schneider.
And what is Publisuisse's position on the new industry association IG AdScreen, which is to be founded this week? "When the time comes, membership could certainly be of interest to us," says Schneider.
Cinecom and IP Multimedia (IPM), both of which have been acquiring advertising for AdScreen networks for around two years, have reacted positively to the new competitor. "It's good for the market," says Roger Bauer, for example, who is responsible for screens at Cinecom. And his colleague Fredy Grau from IPM believes that Publisuisse's entry into the young medium proves "that IPM has set the right example with its AdScreen strategy". IPM already markets an AdScreen network of independent kiosks in German- and French-speaking Switzerland. It is currently being expanded to 200 locations.
Newsstand appearance: Soon also for TSR.
The impetus came from NavilleBecause the book celebrating TSR's 50th anniversary sold very well at Naville sales outlets last year, the press wholesaler wanted to sell other items from the TSR boutique - such as books, videos and DVDs - on its own initiative. TSR agreed, but also demanded promotional efforts from Naville. This led to the idea of screens above the "Espace TSR". "We are now starting to sell DVDs, but it is possible that we will add other items to our range," says TSR spokesperson Manon Romerio. Incidentally, it remains to be seen how the Swiss-German retailer Valora will react to the Naville screens with its k kiosks. At the beginning of the year, it also expressed a certain interest, but shied away from the investment. (mk)
Markus Knöpfli
