Shortly before the purchase decision
Special advertising formats Goldbach Media enters the advertising sales market for electronic posters in the fall, thus expanding its cross-media offering.
Special forms of advertising Goldbach Media is entering the advertising sales market for electronic posters from the fall and is thus expanding its cross-media offering.Those who previously booked the electronic media in the portfolio of cross-media provider Goldbach Media reached consumers either via TV at home, radio on the move or the Internet at work. However, Goldbach media was hardly present when shopping or during leisure time outside the home, i.e. when most purchasing decisions are made. Goldbach marketing subsidiary IP Multimedia (IP) has started selling electronic posters (12- to 42-inch flat screens) in bars, stores and petrol stations. The marketer wants to offer its advertising customers the opportunity to address consumers shortly before they make a purchase decision. Advertising customers currently have one network and will soon have four networks at their disposal, which can be used to address different target groups throughout Switzerland or in different language regions. A fifth network is currently being set up and ten more are being examined.
The existing network comprises 76 Swisscom stores throughout Switzerland, and two more will be added in October, one with 75 Tamoil petrol stations and one with twelve Manor centers. The fourth will be launched in November and comprises 50 in-stores in Zurich, Basel, Berne, Lucerne and St. Gallen. (Flash) commercials, still images and (animated) graphics can be played on the screens - mostly without sound. With one exception: Swisscom has equipped its screens with loudspeakers.
Taboo zone checkout station
In these networks, screens are placed where longer dwell times occur: At Manor at each scale of the staffed food racks (average waiting time of three to four minutes), at Tamoil directly at the petrol pumps (three to four minutes), at Swisscom stores next to the advice desk (eleven minutes) and at restaurants usually on the bar wall. However, the screens are deliberately not placed near the checkout. "Anyone waiting in front of the checkout has already made their purchase decision. They will hardly want to leave the queue," says Fredy Grau, project manager at IP.
The respective owners are responsible for operating the networks; IP is the exclusive marketer, but is involved in an advisory capacity in the selection of locations. It acquires and compiles broadcast lists and broadcast material. Under the working title "AdScreen", it has therefore set up a new unit alongside radio and TV, currently with five employees, which is managed by Grau. "We want to drive this business forward," says IP boss Michi Frank. He identifies a need on the part of advertising customers: "Customers want new advertising channels in the electronic sector. We now offer these - and in surprising locations. Another advantage for TV customers: They can broadcast their spots telquel via the screens." Grau currently estimates the market potential at CHF 40 to 50 million per year, and the trend is rising. IP wants to secure a 30 percent share of this in the medium term. Is Grau also hoping for alcohol and tobacco advertising, which is coming under pressure in public spaces? "Screens can certainly become an alternative channel. But not without restrictions, because it's an image issue. Manor, for example, doesn't want any advertising for alcopops on its screens, and alcohol advertising at petrol stations is at least problematic," adds Grau.
Consumers are now supplied with advertising wherever they go.
Several fish in the screen marketAdvertising on screens takes many forms. Swiss Post launched what was probably the first national network in 1997 under the name Canal Poste. In the meantime, 320 TV screens have been installed in 200 post offices. Since 1999, Swiss Post has been running the sales itself, with sales increasing from 0.2 million francs in 1997 to one million francs in 2000 - and even rising further to around 1.4 million francs in 2001 and 2002.
Bigscreens (between 10 and 60 square meters) are operated by APG subsidiary E-Advertising AG in Zurich, Berne and Geneva-Cornavin railroad stations. The company was still in the red in 2002, but expects to break even this year. Clear Channel Plakanda is different: it has temporarily shut down its smaller screens at Kloten Airport due to the economic situation.
The Zumikon company TerminalCompany is present with interactive screens (terminals) - 300 of these are to be installed in youth hostels and City Disc stores by the end of the year. E-Advertising is responsible for sales. Other providers of screen networks include Bison Schweiz AG and Screenimage. (mk)
Network Locations Number of screens Main target group Reach/ price for 20" screens
/location Month Spot (4 weeks)
Manor 12 (Switzerland-wide) 20 - 25 women, 14-54 1 million pers. 13300.-
Tamoil 75 (Switzerland-wide) 4 - 12 men, 14-54 1 million pers. 17500.-
Swisscom 76 (Switzerland-wide) 1 - 2 men + women 450000 pers. 19052.-
In-pubs 50 (in five cities 1 men, 14-34 400000 pers. 10380.- of German-speaking Switzerland)
Source: IP Multimedia
Markus Knöpfli
The existing network comprises 76 Swisscom stores throughout Switzerland, and two more will be added in October, one with 75 Tamoil petrol stations and one with twelve Manor centers. The fourth will be launched in November and comprises 50 in-stores in Zurich, Basel, Berne, Lucerne and St. Gallen. (Flash) commercials, still images and (animated) graphics can be played on the screens - mostly without sound. With one exception: Swisscom has equipped its screens with loudspeakers.
Taboo zone checkout station
In these networks, screens are placed where longer dwell times occur: At Manor at each scale of the staffed food racks (average waiting time of three to four minutes), at Tamoil directly at the petrol pumps (three to four minutes), at Swisscom stores next to the advice desk (eleven minutes) and at restaurants usually on the bar wall. However, the screens are deliberately not placed near the checkout. "Anyone waiting in front of the checkout has already made their purchase decision. They will hardly want to leave the queue," says Fredy Grau, project manager at IP.
The respective owners are responsible for operating the networks; IP is the exclusive marketer, but is involved in an advisory capacity in the selection of locations. It acquires and compiles broadcast lists and broadcast material. Under the working title "AdScreen", it has therefore set up a new unit alongside radio and TV, currently with five employees, which is managed by Grau. "We want to drive this business forward," says IP boss Michi Frank. He identifies a need on the part of advertising customers: "Customers want new advertising channels in the electronic sector. We now offer these - and in surprising locations. Another advantage for TV customers: They can broadcast their spots telquel via the screens." Grau currently estimates the market potential at CHF 40 to 50 million per year, and the trend is rising. IP wants to secure a 30 percent share of this in the medium term. Is Grau also hoping for alcohol and tobacco advertising, which is coming under pressure in public spaces? "Screens can certainly become an alternative channel. But not without restrictions, because it's an image issue. Manor, for example, doesn't want any advertising for alcopops on its screens, and alcohol advertising at petrol stations is at least problematic," adds Grau.
Consumers are now supplied with advertising wherever they go.
Several fish in the screen marketAdvertising on screens takes many forms. Swiss Post launched what was probably the first national network in 1997 under the name Canal Poste. In the meantime, 320 TV screens have been installed in 200 post offices. Since 1999, Swiss Post has been running the sales itself, with sales increasing from 0.2 million francs in 1997 to one million francs in 2000 - and even rising further to around 1.4 million francs in 2001 and 2002.
Bigscreens (between 10 and 60 square meters) are operated by APG subsidiary E-Advertising AG in Zurich, Berne and Geneva-Cornavin railroad stations. The company was still in the red in 2002, but expects to break even this year. Clear Channel Plakanda is different: it has temporarily shut down its smaller screens at Kloten Airport due to the economic situation.
The Zumikon company TerminalCompany is present with interactive screens (terminals) - 300 of these are to be installed in youth hostels and City Disc stores by the end of the year. E-Advertising is responsible for sales. Other providers of screen networks include Bison Schweiz AG and Screenimage. (mk)
Network Locations Number of screens Main target group Reach/ price for 20" screens
/location Month Spot (4 weeks)
Manor 12 (Switzerland-wide) 20 - 25 women, 14-54 1 million pers. 13300.-
Tamoil 75 (Switzerland-wide) 4 - 12 men, 14-54 1 million pers. 17500.-
Swisscom 76 (Switzerland-wide) 1 - 2 men + women 450000 pers. 19052.-
In-pubs 50 (in five cities 1 men, 14-34 400000 pers. 10380.- of German-speaking Switzerland)
Source: IP Multimedia
Markus Knöpfli
