Screens, the new formula for happiness
Outdoor advertising After Goldbach Media, Cinecom is now also launching a national network with plasma screens. The launch will take place in French-speaking Switzerland.
Outdoor advertising After Goldbach Media, Cinecom is now also launching a national network with plasma screens. While advertising clients continue to put the brakes on spending, some providers of advertising media are stepping on the gas pedal - at least in the area of electronic posters. Goldbach Media announced the launch of a new network in the fall (WW 28/03). Now Cinecom is also conveying advertising messages via plasma screens, and the Zurich-based media company plans to have installed a national network of 250 screens in highly frequented locations by the end of the year. However, the launch will not take place in cinemas, as was announced in June, but in kiosks in French-speaking Switzerland. Contracts have already been signed with 50 independent kiosks there, with ten more to be added soon.
190 gas stations and movie theaters
For the launch of Plasmedia, as Cinecom calls its latest offering, the cinema marketer has brought media generalist Roger Baur on board (see box). In addition to the offer at kiosks in French-speaking Switzerland, a further 190 or so locations at petrol stations and cinemas are planned throughout Switzerland. As negotiations with potential partners are still ongoing, Baur says he cannot say at the moment who will be involved. However, new locations are to be communicated in the coming weeks. As to whether these will include K Group outlets in German-speaking Switzerland, Baur says: "We are interested in all well-frequented, high-quality locations."
Three minutes per customer
Cinecom relies on the large format for the screens used - 20 to 50 inches. At and in kiosks in French-speaking Switzerland, the screens are mounted at eye level at the checkout. "This allows you to directly influence the purchase decision. For example, which brand from the wide range of sweets the customer chooses," explains Baur.
A screen will also be positioned at the checkout in the announced petrol station stores. Additional placements are possible. "We rely on customized solutions that are the optimal answer for the respective location." According to Baur, the number of screens to be used in each store will also be decided on a case-by-case basis.
The advertising messages are played in a three-minute loop. "That's how long an average customer spends at the kiosk," explains the Plasmedia boss. Of the entire advertising loop, six spots of ten seconds are reserved for the kiosks and their own advertising, while the remaining 120 seconds can be booked freely.
Cinecom assumes a CPM of between CHF 10 and 12.50 for pricing. In the case of the 50 kiosks in French-speaking Switzerland, for which the projection showed 625,000 monthly visitors, this results in a price of CHF 6,250 for a ten-second spot - with a duration of one month.
Plasmedia can be booked as an independent tool - nationwide or regionally from the end of the year at the latest. At the same time, Cinecom is also positioning the new medium as part of its multi-channel strategy. "Our broad and differentiated range of communication media - such as flyers, samplings, games, live spots at the POS and in cinemas - creates the best conditions for this," explains Baur.
In addition to their presence at the POS, he praises the speed of the screens as their most attractive advantage. "Speed is one of the most important USPs in advertising today. Thanks to networked screens, a company is able to react immediately in the event of a slump in sales." Another advantage: thanks to the new technology, the same advertising message can be played on the Internet, on TV and on plasma screens.
Expansion by the end of 2003
Plasmedia wants to be present in all three parts of the country before the end of the year. For German-speaking Switzerland, an initial offer for the
October, in Ticino it will start in November or December.
It cannot be denied that the current run on the screen market, which is already being cultivated by various providers, could soon lead to oversupply. "This danger does not yet exist," admits Baur. However, he is optimistic about his own range anyway: "High quality, and that's what we focus on, will always sell."
The screen landscape is being expanded: Cinecom is launching a national network of large-format plasma screens by the end of the year.
Screenaxx becomes Cinecom's partnerCinecom is working with Screenaxx for the technical part and handling of Plasmedia. The Bern-based company is one of the leading national POI/POS agencies in the field of e-communication. It is responsible for the overall technical management of Cinecom's logistics, software and hardware. The electronics manufacturer Samsung is the partner for the supply and maintenance of the high-resolution plasma screens.
Roger Baur - an outdoor advertising professionalRoger Baur, Head of "Plasmedia" and special advertising formats at Cinecom since the beginning of August, is a generalist specializing in media and marketing. He learned the trade of outdoor advertising from the bottom up - in the 1980s and early 1990s in various positions at APG and Plakanda. Between 1992 and 1996, he took a detour into completely different realms - as managing director and co-owner of Vitatop Fitnesscenter and Pacific Sun Solarium, both in Zurich. He then returned to the media business, initially as managing director and co-owner of CAC Plakatwerbung, which was subsequently integrated into BG Media Aussenwerbung. From 1997 to 2000, Baur initially worked as a key account manager at Sport and later as sales manager at Weltwoche. He then turned his attention to online media: Between 2000 and 2002 as key account manager and sales manager at Qualiclick and then as sales manager at Adlink. (dse)
Daniel Schifferle
190 gas stations and movie theaters
For the launch of Plasmedia, as Cinecom calls its latest offering, the cinema marketer has brought media generalist Roger Baur on board (see box). In addition to the offer at kiosks in French-speaking Switzerland, a further 190 or so locations at petrol stations and cinemas are planned throughout Switzerland. As negotiations with potential partners are still ongoing, Baur says he cannot say at the moment who will be involved. However, new locations are to be communicated in the coming weeks. As to whether these will include K Group outlets in German-speaking Switzerland, Baur says: "We are interested in all well-frequented, high-quality locations."
Three minutes per customer
Cinecom relies on the large format for the screens used - 20 to 50 inches. At and in kiosks in French-speaking Switzerland, the screens are mounted at eye level at the checkout. "This allows you to directly influence the purchase decision. For example, which brand from the wide range of sweets the customer chooses," explains Baur.
A screen will also be positioned at the checkout in the announced petrol station stores. Additional placements are possible. "We rely on customized solutions that are the optimal answer for the respective location." According to Baur, the number of screens to be used in each store will also be decided on a case-by-case basis.
The advertising messages are played in a three-minute loop. "That's how long an average customer spends at the kiosk," explains the Plasmedia boss. Of the entire advertising loop, six spots of ten seconds are reserved for the kiosks and their own advertising, while the remaining 120 seconds can be booked freely.
Cinecom assumes a CPM of between CHF 10 and 12.50 for pricing. In the case of the 50 kiosks in French-speaking Switzerland, for which the projection showed 625,000 monthly visitors, this results in a price of CHF 6,250 for a ten-second spot - with a duration of one month.
Plasmedia can be booked as an independent tool - nationwide or regionally from the end of the year at the latest. At the same time, Cinecom is also positioning the new medium as part of its multi-channel strategy. "Our broad and differentiated range of communication media - such as flyers, samplings, games, live spots at the POS and in cinemas - creates the best conditions for this," explains Baur.
In addition to their presence at the POS, he praises the speed of the screens as their most attractive advantage. "Speed is one of the most important USPs in advertising today. Thanks to networked screens, a company is able to react immediately in the event of a slump in sales." Another advantage: thanks to the new technology, the same advertising message can be played on the Internet, on TV and on plasma screens.
Expansion by the end of 2003
Plasmedia wants to be present in all three parts of the country before the end of the year. For German-speaking Switzerland, an initial offer for the
October, in Ticino it will start in November or December.
It cannot be denied that the current run on the screen market, which is already being cultivated by various providers, could soon lead to oversupply. "This danger does not yet exist," admits Baur. However, he is optimistic about his own range anyway: "High quality, and that's what we focus on, will always sell."
The screen landscape is being expanded: Cinecom is launching a national network of large-format plasma screens by the end of the year.
Screenaxx becomes Cinecom's partnerCinecom is working with Screenaxx for the technical part and handling of Plasmedia. The Bern-based company is one of the leading national POI/POS agencies in the field of e-communication. It is responsible for the overall technical management of Cinecom's logistics, software and hardware. The electronics manufacturer Samsung is the partner for the supply and maintenance of the high-resolution plasma screens.
Roger Baur - an outdoor advertising professionalRoger Baur, Head of "Plasmedia" and special advertising formats at Cinecom since the beginning of August, is a generalist specializing in media and marketing. He learned the trade of outdoor advertising from the bottom up - in the 1980s and early 1990s in various positions at APG and Plakanda. Between 1992 and 1996, he took a detour into completely different realms - as managing director and co-owner of Vitatop Fitnesscenter and Pacific Sun Solarium, both in Zurich. He then returned to the media business, initially as managing director and co-owner of CAC Plakatwerbung, which was subsequently integrated into BG Media Aussenwerbung. From 1997 to 2000, Baur initially worked as a key account manager at Sport and later as sales manager at Weltwoche. He then turned his attention to online media: Between 2000 and 2002 as key account manager and sales manager at Qualiclick and then as sales manager at Adlink. (dse)
Daniel Schifferle
