Setter: "It takes the hard data"
A Boost «We Need the Hard Data» Is the agreement on poster research a boost or a setback for you? Fritz Zimmermann: A clear boost. For decades, SBB has regarded posters as one of its most important advertising media
Stand "It needs the hard data"
Is the agreement on poster research a put-up or a put-down for you?
Fritz Zimmermann: A clear stand-out. SBB has used posters as one of its most important advertising media for decades. That's why we welcome hard data that helps us with planning processes and intermedia comparisons.
Do you believe that the pilot study will really come to fruition?
Zimmermann: But the main question will be how meaningful the figures will be.
Advertisers use the poster medium anyway, hard data or not.
Zimmermann: (laughs) The fact is that you have to have the poster in the media concert anyway because of its uniqueness. Nevertheless, we've always been in a bit of an argumentation quandary and had to make decisions based on our gut feeling. But now we finally want to find out what we are really achieving. We need the hard data; this gap needs to be filled.
If the research project should still fail: Would clients switch to other media in the longer term?
Zimmermann: A protest action by shoppers is not foreseeable. However, the pressure on out-of-home advertisers would certainly increase further. I assume that they are interested in moving their industry forward in terms of advertising performance data. The billposters have realized that they have to deliver figures. Interview: Markus Knöpfli
Is the agreement on poster research a put-up or a put-down for you?
Fritz Zimmermann: A clear stand-out. SBB has used posters as one of its most important advertising media for decades. That's why we welcome hard data that helps us with planning processes and intermedia comparisons.
Do you believe that the pilot study will really come to fruition?
Zimmermann: But the main question will be how meaningful the figures will be.
Advertisers use the poster medium anyway, hard data or not.
Zimmermann: (laughs) The fact is that you have to have the poster in the media concert anyway because of its uniqueness. Nevertheless, we've always been in a bit of an argumentation quandary and had to make decisions based on our gut feeling. But now we finally want to find out what we are really achieving. We need the hard data; this gap needs to be filled.
If the research project should still fail: Would clients switch to other media in the longer term?
Zimmermann: A protest action by shoppers is not foreseeable. However, the pressure on out-of-home advertisers would certainly increase further. I assume that they are interested in moving their industry forward in terms of advertising performance data. The billposters have realized that they have to deliver figures. Interview: Markus Knöpfli
