His name is AdScreen
Category Marketing Two years after the first advertising screens appeared, manufacturers and marketers formed an association.
Generic marketing Two years after the first advertising screens appeared, manufacturers and marketers founded an association.E-Board, Plasmedia, AdScreen, Canal Poste, electronic poster, terminal, plasma or LCD screen - the names for advertising screens at train stations, kiosks, in restaurants, buses, stores or cinemas are almost as varied as the number of manufacturers, operators and marketers put together. This repeatedly causes confusion among advertising customers, not least because technical standards and format specifications also vary. In addition, up to now each marketer has only carried out observation studies for their own products. In short, until now there has simply been a lack of clarity in this young medium. One genre, one standard, one research, one voice - these are the goals of the new association, which is to be founded at the beginning of June and will unite marketers, hardware and software manufacturers as well as some network operators. Its name has already been decided: IG AdScreen. Which shows that the future members are already on the same page.
has agreed on a generic name: In future, the new medium will be called AdScreen, an abbreviation for Advertising on Screen. "This name sums up the new advertising platform and has now become established in the industry," says Fredy Grau, explaining the choice. Grau is responsible for the strategic development of the screen sector at marketer IP Multimedia (IP).
Roger Baur, who holds the same position at competitor Cinecom, adds: "Terms such as Plasmedia or E-Board will fade into the background as generic terms in future." Baur knows that this also demands something from him, as Plasmedia is the name of Cinecom's screen offering. Grau has it better in this respect, his area was already called AdScreen. However, he will cede the domain name www. adscreen.ch, which automatically leads to the IP, to the association.
Open to advertisers and media peopleAlthough they compete with each other in the market, Baur and Grau are the main initiators of the new association. They have been working together for months to bring it about. The statutes have now been drawn up and the first members have also been confirmed: on the marketer side, Swiss Post, possibly the Affichage subsidiary E-Advertising and the French-speaking Swiss marketer Neo-Advertising will join the association alongside Cinecom and IP. Among the hardware and software manufacturers, Bison Systems, John Lay Electronics, Sony, ScreenImage and Screenaxxmedia have confirmed their membership. However, the association is open to other interested parties, emphasize Baur and Grau. Representatives of advertising clients and media planners have also been approached. "We are also in close contact with the
Interessengemeinschaft elektronische Medien (Igem), where our parent companies IP and Cinecom are already members," says Grau.
After a founding event in a few weeks, the IG will focus primarily on two activities: One working group will be dedicated to genre marketing, providing the website with content and marking its presence at trade fairs and events. A second group will focus on research and in particular on inter-media comparability.
The first steps have already been taken. For example, the IG is discussing with Mediafocus and Wemf the possibility of including the genre in their advertising sales statistics from 2006. Publica Data has received a request for future usage measurement using Mediawatch (although this is still being tested there), and Wemf is evaluating whether the
medium could be integrated into certain studies (such as Mach Consumer) from 2007.
AdScreen is to become the generic name for screen advertising, IG AdScreen is the name of the association.
Markus Knöpfli
has agreed on a generic name: In future, the new medium will be called AdScreen, an abbreviation for Advertising on Screen. "This name sums up the new advertising platform and has now become established in the industry," says Fredy Grau, explaining the choice. Grau is responsible for the strategic development of the screen sector at marketer IP Multimedia (IP).
Roger Baur, who holds the same position at competitor Cinecom, adds: "Terms such as Plasmedia or E-Board will fade into the background as generic terms in future." Baur knows that this also demands something from him, as Plasmedia is the name of Cinecom's screen offering. Grau has it better in this respect, his area was already called AdScreen. However, he will cede the domain name www. adscreen.ch, which automatically leads to the IP, to the association.
Open to advertisers and media peopleAlthough they compete with each other in the market, Baur and Grau are the main initiators of the new association. They have been working together for months to bring it about. The statutes have now been drawn up and the first members have also been confirmed: on the marketer side, Swiss Post, possibly the Affichage subsidiary E-Advertising and the French-speaking Swiss marketer Neo-Advertising will join the association alongside Cinecom and IP. Among the hardware and software manufacturers, Bison Systems, John Lay Electronics, Sony, ScreenImage and Screenaxxmedia have confirmed their membership. However, the association is open to other interested parties, emphasize Baur and Grau. Representatives of advertising clients and media planners have also been approached. "We are also in close contact with the
Interessengemeinschaft elektronische Medien (Igem), where our parent companies IP and Cinecom are already members," says Grau.
After a founding event in a few weeks, the IG will focus primarily on two activities: One working group will be dedicated to genre marketing, providing the website with content and marking its presence at trade fairs and events. A second group will focus on research and in particular on inter-media comparability.
The first steps have already been taken. For example, the IG is discussing with Mediafocus and Wemf the possibility of including the genre in their advertising sales statistics from 2006. Publica Data has received a request for future usage measurement using Mediawatch (although this is still being tested there), and Wemf is evaluating whether the
medium could be integrated into certain studies (such as Mach Consumer) from 2007.
AdScreen is to become the generic name for screen advertising, IG AdScreen is the name of the association.
Markus Knöpfli
