"Viewing figures are no longer enough for many customers"
Publisuisse CEO Ingrid Deltenre on barriers to new forms of TV advertising
Publisuisse CEO Ingrid Deltenre on barriers to new forms of TV advertisingBy Daniel SchifferleTimes of crisis accelerate the search for alternative forms of advertising. Possible new approaches to TV advertising were the main topic at the General Assembly of the European Group of Television Advertising (EGTA) in Lucerne. The host Publisuisse and its CEO Ingrid Deltenre are hoping for a softening of the interpretation of local legal standards. These still stand in the way of new forms of advertising.
New forms of advertising for TV - isn't that very hypothetical for Switzerland, especially in view of the tight legal framework?
Ingrid Deltenre: Certain clients have the feeling that they are drowning in the commercial breaks, especially as these are very long for certain broadcasters. They are therefore looking for new forms of advertising or advertising opportunities outside the advertising blocks, such as the split screen. This problem is somewhat less virulent for us, because we don't have the situation with the overlong advertising blocks.
But does the Radio and Television Act even allow such possibilities?
Deltenre: Not at the moment. In the matter of split screens, Bakom issued a corresponding ruling against TV 3 around six months ago. The latter had broadcast a split screen in its erotic program. Bakom said that the visual separation between advertising and program alone was not enough; a temporal separation was also necessary. We also already had plans for split screens, particularly in the sports sector.
Is this now definitely dead or can the obstacles be removed?
Deltenre: Bakom's position was that as long as the possibility of split screens was not part of the European directive on cross-border television, there was no reason to change the interpretation of the Radio and Television Act. However, I assume that the directives on cross-border television will be revised accordingly by the end of the year. Bakom will then have the means to act in accordance with European law in the matter of split-screen.
What contribution could new forms of TV advertising make to Publisuisse's turnover in three years' time?
Deltenre: Maybe two to three percent, provided we get permission to do so. So we certainly won't do big business with new forms of advertising.
Apart from split screen, what else of the various emerging new forms of TV advertising can be considered for Switzerland?
Deltenre: Interactive advertising is not yet feasible for technical reasons alone. It will take a while, and it is also very expensive. In addition, interactive TV advertising is not without its problems. After all, anyone who accesses the offer zaps away. The following commercial would then have a problem. In other words, interactive advertising could only be offered at the end of the commercial break. I see a further problem with acceptance. Many households would hardly appreciate it if three quarters of the screen were suddenly filled with text and tools for interactivity. I therefore hardly expect it to be realized in the near future. That's a shame, because interactivity would be a useful addition. We often hear from advertisers that they would prefer a print campaign because they can include additional information.
Is it just a coincidence that people are talking about new forms of advertising in times of crisis? Or do crises accelerate the search for alternative sources of income?
Deltenre: That's no coincidence. In other countries, we are seeing that customers are increasingly looking for forms of advertising whose effectiveness is easier to prove. Audience figures are no longer enough for many customers today. Measuring efficiency and return on investment is currently more important than ever. In this context, a certain shift towards direct mail and other forms of contact than those offered by the broad, classic TV range is conceivable. It is therefore only logical for television to look for new forms of advertising with which it can make itself more attractive. But I would like to emphasize that we are in a different situation in Switzerland. Our TV share is at a much lower level, so the demand for alternatives to television advertising is also much lower.
Keyword cross-media: Publisuisse has neither radio advertising nor a print medium in its portfolio. This means that Publisuisse has quickly reached the ceiling when it comes to cross-media. Where do you see additional opportunities?
Deltenre: No one is preventing us from agreeing a deal with a medium outside SRG. We could always integrate Blick or 20 Minuten or whoever into a campaign. For the Salt Lake City project, we held talks with both newspapers at the time. But the sponsors didn't want to do it.
Speaking of the advertising market crisis: when do you expect to see a turnaround?
Deltenre: Publisuisse already has no reason to complain. We recorded excellent results in the first quarter of the current year - up to and including June, we are ahead of the previous year, that much I can already say.
What growth rates do you expect for television in the next three years?
Deltenre: I anticipate annual growth of around four percent for television as a whole and around three percent for total advertising expenditure.
EGTA visits Publisuisse
New forms of advertising for TV - isn't that very hypothetical for Switzerland, especially in view of the tight legal framework?
Ingrid Deltenre: Certain clients have the feeling that they are drowning in the commercial breaks, especially as these are very long for certain broadcasters. They are therefore looking for new forms of advertising or advertising opportunities outside the advertising blocks, such as the split screen. This problem is somewhat less virulent for us, because we don't have the situation with the overlong advertising blocks.
But does the Radio and Television Act even allow such possibilities?
Deltenre: Not at the moment. In the matter of split screens, Bakom issued a corresponding ruling against TV 3 around six months ago. The latter had broadcast a split screen in its erotic program. Bakom said that the visual separation between advertising and program alone was not enough; a temporal separation was also necessary. We also already had plans for split screens, particularly in the sports sector.
Is this now definitely dead or can the obstacles be removed?
Deltenre: Bakom's position was that as long as the possibility of split screens was not part of the European directive on cross-border television, there was no reason to change the interpretation of the Radio and Television Act. However, I assume that the directives on cross-border television will be revised accordingly by the end of the year. Bakom will then have the means to act in accordance with European law in the matter of split-screen.
What contribution could new forms of TV advertising make to Publisuisse's turnover in three years' time?
Deltenre: Maybe two to three percent, provided we get permission to do so. So we certainly won't do big business with new forms of advertising.
Apart from split screen, what else of the various emerging new forms of TV advertising can be considered for Switzerland?
Deltenre: Interactive advertising is not yet feasible for technical reasons alone. It will take a while, and it is also very expensive. In addition, interactive TV advertising is not without its problems. After all, anyone who accesses the offer zaps away. The following commercial would then have a problem. In other words, interactive advertising could only be offered at the end of the commercial break. I see a further problem with acceptance. Many households would hardly appreciate it if three quarters of the screen were suddenly filled with text and tools for interactivity. I therefore hardly expect it to be realized in the near future. That's a shame, because interactivity would be a useful addition. We often hear from advertisers that they would prefer a print campaign because they can include additional information.
Is it just a coincidence that people are talking about new forms of advertising in times of crisis? Or do crises accelerate the search for alternative sources of income?
Deltenre: That's no coincidence. In other countries, we are seeing that customers are increasingly looking for forms of advertising whose effectiveness is easier to prove. Audience figures are no longer enough for many customers today. Measuring efficiency and return on investment is currently more important than ever. In this context, a certain shift towards direct mail and other forms of contact than those offered by the broad, classic TV range is conceivable. It is therefore only logical for television to look for new forms of advertising with which it can make itself more attractive. But I would like to emphasize that we are in a different situation in Switzerland. Our TV share is at a much lower level, so the demand for alternatives to television advertising is also much lower.
Keyword cross-media: Publisuisse has neither radio advertising nor a print medium in its portfolio. This means that Publisuisse has quickly reached the ceiling when it comes to cross-media. Where do you see additional opportunities?
Deltenre: No one is preventing us from agreeing a deal with a medium outside SRG. We could always integrate Blick or 20 Minuten or whoever into a campaign. For the Salt Lake City project, we held talks with both newspapers at the time. But the sponsors didn't want to do it.
Speaking of the advertising market crisis: when do you expect to see a turnaround?
Deltenre: Publisuisse already has no reason to complain. We recorded excellent results in the first quarter of the current year - up to and including June, we are ahead of the previous year, that much I can already say.
What growth rates do you expect for television in the next three years?
Deltenre: I anticipate annual growth of around four percent for television as a whole and around three percent for total advertising expenditure.
EGTA visits Publisuisse
This year's General Assembly of the European Group of Television Advertising was organized by Publisuisse. The focus of the two-day event, which took place on May 23-24 in Lucerne, was new forms of TV advertising. Around 70 representatives of various TV advertising providers from all over Europe discussed new ways of commercial communication outside the familiar TV advertising formats. Terms such as "split screen", "virtual advertising", "interactive advertising" and "targeted advertising" were at the top of the menu of possible new forms of communication.
