"Swiss Media Data Hub" has started data collection
The "Swiss Media Data Hub" (SMDH) project, initiated jointly by Mediapulse and WEMF, is starting to be implemented. The team around project manager Marcus Föbus started these days with the first trial data collection. With the SWA and the LSA, two well-known industry representatives have also been won as shareholders for the ambitious project, which also stands out internationally.
The preparatory phase is complete. In a first step, publishers are implementing the tag from ComScore on a test basis in order to drive the necessary model development with the data obtained. In a second step, from the second half of 2018, the definitive tag will be successively installed in all the offerings of the contractual partners, such as websites (stationary and mobile) and apps (Android, iOS). In parallel, the Swiss Media Panel (SMP) is being built up. This means that the usage habits of the Swiss online population are recorded by means of a representative sample as a further basis for the subsequent method model.
The preparation phase is successfully completed
The SMDH is working on a solution that allows advertisers to compare their digital campaign performance. This is because measuring the forms of advertising delivered decoupled from the content is important for all market players in order to obtain transparency (ad fraud detection) and security (brand safety, viewability) in media performance at the level of net reach (unique users). The preliminary work for comprehensive, cross-genre procurement, dissemination and analysis of online-based media usage data has now been successfully completed.
Industry organizations are convinced of SMDH
The SMDH project is organized within NET-Metrix (a subsidiary of Mediapulse and WEMF). In addition to the two majority holdings of Mediapulse and WEMF and the two previously announced minority holdings of SWA (Schweizer Werbe-Auftraggeberverband - represented on the board of directors by its president Roger Harlacher) and LSA (Leading Swiss Agencies - represented on the board of directors by its spokesman Christian-Kumar Meier), SMDH is in active contact with other well-known industry associations for the purpose of financial involvement. All industry organizations are convinced of the need for uniform, comparable and independent Swiss online reach research for advertising media and advertising materials as an industry currency. Thus, the LSA maintains in its stance and expectation of the SMDH: "We are committed to the SMDH and will rely on this currency in the future and consistently measure our campaigns with the new system." This spring, the boards of directors of Mediapulse, WEMF and NET-Metrix agreed on a financing concept for the development of the SMDH.
