The Frankfurter Allgemeine Zeitung, Handelsblatt, Der Spiegel, Süddeutsche Zeitung and Die Zeit examine the question of whether the environment of an advertising medium changes its perception. For example, whether the same advertisement has a different effect in a tabloid than in a news magazine.

Norbert Facklam, Head of Marketing Spiegel QC; Martin Fischer, Managing Director IQ Media Marketing; Jürgen Maukner, Head of General Advertising Süddeutsche Zeitung; Ingo Müller, Head of Advertising Markets & Media Solutions Frankfurter Allgemeine Zeitung

Study closes information gap on the influence of the media environment on advertising impact

The impact of their often high advertising investments is a key issue for companies and agencies. The digitalization of marketing and media means that many steps in the investment process are increasingly automated and controlled via user data. The media industry discusses this under keywords such as programmatic buying and targeting. It is generally assumed that it makes no relevant difference in which environment the user sees the company's advertising as long as it costs as little as possible to reach them.

This is largely due to the fact that there is hardly any data on the influence of the media environment on advertising impact that could be taken into account in the planning process. The media in the Quality Impact Study now want to close this gap.

"Quality Impact is an unusually comprehensive study in which the impact of advertising on around 3,500 people was measured using modern methods," explains Martina Winicker, Managing Director of the IFAK Institute, which carried out the study on behalf of the media. The study analyzed over 100 advertisements and banners in 17 different media and four different media channels (print, online, mobile, apps).

The "Quality Impact 2015" study revealed Three fundamental findings

1. the quality assessment of media brands is universal

Firstly, there seems to be a universal benchmark for media quality. It is true that personal preferences, from tabloid topics to high culture features, are individual. Regardless of these personal preferences, however, there is a consensus that there is a hierarchy of quality media with a high level of reflection and differentiated language, including the senders of the study, and, on the other hand, rather simple media with a less sophisticated level of reflection.

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2. advertising media in quality media work better and faster: the environment makes the brand

Secondly, the study data shows that advertising in quality media has a faster and better impact than in other media. This so-called uplift averages 30 percent, in some sectors up to 40 percent. Summarized in one key sentence: The environment makes the brand. To prove this effect, the study not only asked respondents to rate an advertising medium, but also measured their reaction time in milliseconds. The faster the decision, the clearer and more certain the judgment - and the influence of the environment.

3. the better advertising impact is significant across all channels: environment beats channel

The third result of the study relates to the different media channels. Tests were carried out in the environments of printed newspapers and magazines, stationary and mobile websites and in apps. The superior impact contribution of quality media remains almost unchanged across the four channels. In all cases, quality media deliver a significant uplift compared to simpler media environments, and this applies to all user groups. In other words: environment beats channel.

"This leads us to the conclusion that advertisers who want to build and maintain a high-quality brand image should attach particular importance to selecting high-quality media environments," say the marketers of the Quality Impact (QI) initiative, Norbert Facklam, Head of Marketing Spiegel QC, Martin Fischer, Managing Director IQ Media marketing, Jürgen Maukner, Head of General Advertising Süddeutsche Zeitung and Ingo Müller, Head of Advertising Markets & Media Solutions F.A.Z..

The clients of the Quality Impact Study are united by their consistent quality-oriented approach to publishing and their continuous investment in the journalistic quality of their media. The QI initiative is therefore committed to proving the importance of quality media in terms of reaching target groups and the special features of advertising impact.
In total, the five quality media brands reach 70 percent of all decision-makers in Germany (LAE 2015).

Further results and background information on the study can now be found at: Quality-impact.com

About the study

The study was conducted from August 14 to September 6, 2015 by IFAK, Taunusstein, an independent and owner-managed market research institute with 3,500 respondents. The study focused on the assessment of advertising media in the environment of three media groups that differ in terms of quality perception. Their compilation is based on the qualitative preliminary study conducted from 29.01. to 09.02.2015. The advertising media presented in the main study were both current advertisements (1/1 4c in magazines or equivalent formats in daily newspapers) and display advertising (super banners, interstitials and content banners).

 

Luminox - the American success story of a Swiss watch. The quality product manufactured in Biberist impresses above all with its waterproof and impact-resistant case, as well as with its design and unique luminous technology. Compared to conventional watches with so-called H3 technology, Luminox shines up to 100 times brighter - and for 25 years.

A shining example is also the concept, programming and design by the Zurich-based communications agency Geyst Website of this global brand. It is not only responsive, but also optimized for loading performance. In short, images on tablets or mobiles are downloaded in a reduced kilobyte size than on the desktop. In addition, various playful elements, such as the Day and Night slider, are also geared towards mobiles and tablets. Incidentally, the Day and Night slider makes it possible to experience the "unique" lighting technology. The website is clearly designed and structured in a user-friendly way - the user is guided but not abducted and, above all, not patronized. Thanks to a sophisticated filter function, the closest stores can be found with just a few clicks, regardless of where someone is in the world. The fact that the retrieved Luminox models display the country-specific time accurately is also not common.

Responsible at Luminox: Anna Scherer (Marketing Support, Luminox Brand). Responsible at Geyst: Christophe Vouillamoz (Lead Digital, Frontend/Backend), Samuel Seemann (Frontend), Nicole Zimmermann (Content).

The award was presented after 2013 and 2014 awarded for the third time. Various Swiss companies, especially mobile and web agencies, submitted a total of 203 entries in twelve categories this year. That's 100 more entries than last year - a new record. 48 projects made it onto the Shortlist.

Photos: ZVG

Master of Swiss Apps: "Paymit

The crowning glory of the evening was the election of the Masters of Swiss Apps: Of the 13 projects selected by the jury as contenders for the title of Master, the Shortlist and on which the readers of Netzwoche were allowed to vote, the audience of the Award Night crowned the payment app "Paymit" as Master of Swiss Apps 2015 - and thus as the best Swiss app of the year!

"Master of Swiss Apps 2015": The "Paymit" payment app from UBS, ZKB and SIX (Photo: Thomas Stuckert/Advertising Week)

Voting for the "Master of Swiss Apps

The makers of the Paymit app from UBS, ZKB and SIX on stage (Photos: Thomas Stuckert/Advertising Week)

Paymit

"Paymit" makes it possible to send and receive money quickly and easily. With the "Paymit" project, several banks in Switzerland agreed on a system for the first time. Behind the financial application "Paymit" is a strong partnership between UBS, Six Group and ZKB. However, you don't have to be a customer of the aforementioned banks to use "Paymit." "Paymit" has the potential to permanently change the way payments will be handled in the future. In addition to the master's degree, the project also won bronze in the category "Value/Functionality", four times silver: "Usability/Interaction Design", "Design/User Experience", "Innovation, Technology" and twice gold "Swissness" and "Business".

All gold winners

In each of the twelve specialist categories, the jury of experts selected gold, silver and bronze winners. A total of eleven gold, 20 silver and 28 bronze awards were presented and the title "Master of Swiss Apps" was awarded once. No gold was awarded in the "Innovation" category in this edition. (hae/pd)

Migros App

The "Migros App" - the new "window" between Migros and its customers. From coupons, collecting Cumulus points, promotions and individual shopping lists to the mobile payment function: with this app, the Migros customer manages everything that revolves around his purchases from the wholesaler. The app makes the shopping experience easier for the customer and creates additional customer loyalty for the company. The project wins gold in "User Value / Functionality", silver twice: "Usability / Interaction Design" and "Business", and bronze once in the "Swissness" category.

Viadi

Viadi is an app for querying connections in public transport. The app uses a timetable query system specifically developed for the app and optimized for Switzerland. This system, combined with functional design, makes querying connections fast and intuitive. The app takes train service disruptions into account and can be connected to the Apple Watch. The project sets new standards for timetable inquiries in Switzerland.
The project wins silver in the User Value/Functionality category and gold twice: "Usability/Interaction" and "Design/User Experience".

GV app

An information app for the Apple Watch. The GV app supports the user on his flight journey and through Geneva Airport. Whether it's finding a free parking space, saving their own parking space number, quickly accessing real-time information such as check-in, gates, flight delays, etc. - all relevant information intuitively and at the right time on the wrist. The project wins gold in the "Wereables" category.

Aare Guru

A practical app for residents of the Aare who like to swim in their home river. The app offers weather and water information, is attractively designed and very easy to use. An original feature is that information is provided in the local dialect; "Nume für herti " or "No chli liire vorem inegumpe". The project wins gold in the category "Young&Wild".

360° LOWA

To counter structural change in the specialty retail industry, mountain footwear manufacturer Lowa has changed its strategy and placed the customer experience at the center of its new business model with the "360° Lowa" app: With the app and the adapted business processes and services, every specialty retailer becomes a full-range provider. The demonstrable resulting increase in sales and the optimized process convinced the jury. The project wins gold in the "Enterprise" category.

Big.City.Hunting.

"Big.City.Hunt." is a mixed reality game and part of a very successful, unique advertising campaign in Switzerland. 3000 participants had to escape as long as possible from a real hunter car, which was on the road in the city of Zurich for three hours. The game shines with innovative combinations of current mobile technologies and with good storytelling in real space. The project won gold in the "Games," "Campaign" and "Technology" categories. It also won bronze in the "Innovation" category.

Overview Gold Winners 2015
 

Category	Winning project	Client	Contractor
User Value/Functionality	Migros App	Migros	Deepblue Networks Grandcentrix
- Usability/Interaction Design - Design/User Experience	Viadi	Ubique Engineering	Ubique Engineering
- Swissness - Business	Paymit	UBS, SIX, ZKB	UBS IT Namics, In2Media AdNovum Notch Interactive Swede and Swede among others
Wearables	GVApp	Genève Airport	ATIPIK SARL
Young & Wild	aare.guru	Reto Lehnherr	Reto Lehnherr
Enterprise	360° LOWA	LOWA Switzerland	JLS Digital
- Games - Campaigns - Technology	Big. City. Hunting.	Jeff Communications	Gbanga, Millform

 
The total list of all winners can be found on the website Bestofswissapps.ch
 

About "Best of Swiss Apps

"Best of Swiss Apps" is an initiative of "Best of Swiss Web GmbH", Simsa (Swiss Internet Industry Association), the Swiss industry association for the digital economy, and Netzmedien, the specialist media publisher for ICT and business. Thus, behind this new award are the same institutions that launched "Best of Swiss Web" back in 2001 and in thirteen years have developed it into one of the best-known and most recognized business competitions. Werbewoche is media partner of "Best of Swiss Web" and "Best of Swiss Apps". (hae/pd)

 

In late summer of this year, Lidl Switzerland launched a broad-based communications offensive together with the Küsnacht agency Unikat (Werbewoche.ch reported). The "Hunziker family" plays a key role in the cross-media campaign. The various family members embody different opinions about the smart discounter. These attitudes change over time, and the campaign moves into a next phase accordingly. The chief skeptic, Kurt Hunziker, has already been persuaded by the more open-minded family to go shopping at LIDL. He is still looking for hairs in the soup, but is coming up empty. Not least thanks to the well-known chef René Schudel, for whom shopping at Lidl is a matter of course.

Also in this phase, the information platform Lidl.ch/darum where numerous interesting topics concerning shopping at LIDL Switzerland are discussed and illuminated in depth.

Responsible at Lidl Switzerland: Reto Ruch (Purchasing & Marketing Management), Raphael Werner (Marketing & Advertising Manager), Robert Uwira (Project Manager). Responsible at Unikat:Daniel Meier, Patrick Lienert, Samo Stahler, Manuel Schnoz (creation), Olivier Pasche, Sylvia Goetschel (consulting). Film production: Manifesto Films, Zurich, Shannon Mildon (Producer); Charlotte Hottinger (Client Services); Reto Salimbeni (Director); Andy Weimer Post-Production Supervisor); Tabea Bühlmann (Motion Graphics). Music: Fred Herman, Hitmill.
 

The frosted glass door is an example of many imponderable situations that visually impaired people are confronted with on a daily basis.

Responsible at SBC: Beat Luginbühl (Head of Marketing and Fundraising), Andreas Schroth (Marketing and Events Officer). Responsible at CR Basel: Gabriel Heuberger (CD), Judith Mann (text), Thomas Schaub (AD), Thomas Fux (consulting), TV producer: Markenfilm

 

Since the summer, Eurosport has been wholly owned by the US broadcasting network Discovery. The Americans spent around one billion euros on the purchase of the sports channel. The new owners launched an offensive in the purchase of new sports rights. Aigner-Drews, who also manages the Discovery channels DMAX and TMC in German-speaking countries from Munich in addition to Eurosport: "We have had 8,000 hours of new programming on air since May last year and achieved new ratings records with the Rugby World Cup and the Moto GP." As reported, Eurosport has also acquired the exclusive rights for the Olympic Games from 2018 to 2024.

And now the sports channel's new look: only a single star remains from the circle of stars, forming the E of Eurosport. The new logo was developed in-house at Eurosport's Paris headquarters. A "stronger visual language" is intended to give the channel a more modern image, while the heroes in the individual sports are intended to document a new closeness to the fans. "Fuel your passion" is the claim for the new image. The brand relaunch will be cross-media advertised with a budget in the millions. Eurosport has a total technical reach of 230 million viewers, 3.1 million in Switzerland.

Peter Ehm

 

Many self-employed people find this a tedious chore that disrupts the flow of work. The feeling of being disturbed at work inspired Publicis to create two films that promote the new online platform with a wink. The films can be seen in business environments on online channels and on TV.

Responsible at PostFinance: Ursula Käser, Ralf Stüber (control), Silvan Merki, Pascal Frey (communication concept), Charly Suter, Christoph Mollet (marketing), Simone Kriesi, Lisa Reich, Maria Känel (realization). Responsible at Publicis/Havas Media: Patrick Suter (CD), David Luebke (Text), Marvin Hugentobler (AD), Dominik Locher (Graphics), Karin Lang, Matthias Koller, Cathy Nyffenegger, Esra Yigit, Pascale Kohler, Giada Perotto (Consulting), Cem van der Schaar (Head of TV), Benjamin Kägi (Art Buying), Massimo Giannotta (Digital), Peter Stäuble, Jonas Hartmann, Philipp Zubler, Tanja Güntert (DTP), Adrian Häni (Production), Adrian van Velsen, Denise Rosenberger, Oliver Nater, Marcos Trabadelo (Media). Responsible production film and photo: WirzFraefel Paal Productions, Rolf Hellat (director), Sven Heinrich (photo).
 

The subletting platform announced on its website on Wednesday that it wanted to pay its "fair share" of taxes from the hotel and tourism industry and introduce new rules when offering accommodation. "We need to clarify what we don't accept," explained Airbnb co-founder Brian Chesky. According to Airbnb, providers will in future have to prove on the website that the accommodation is their primary residence and that it is only being sublet for a limited period of time. At the same time, the company also wants to clarify with the relevant authorities how second homes that are only occupied temporarily can be rented out for a short period of time. Airbnb also promised to help cities to "efficiently collect taxes from the hotel and tourism industry".

In addition, the company wants to provide cities with anonymized data on the use of its service in the future, such as the number of bookings, the location of popular accommodation or the prices charged by providers. Airbnb also wants to draw attention to the economic contribution it makes to cities and how providers have sometimes been saved from evictions by using the platform, as they were able to pay their own rent or real estate loans through the income from subletting.Airbnb promises cities payment of tourism taxes San Francisco (SDA)

Until now, contactless payment was only possible via credit cards. For amounts of up to 40 francs, all you had to do was hold the card up to the payment terminal, wait for the beep, and you're done. Now available at most retail outlets in Switzerland. In short one-take films, Postfinance customers make surprising spontaneous purchases - at lightning speed. And in a moving image banner, it is shown with a wink that contactless is also much faster at ticket machines.

Responsible at Postfinance: Ursula Käser, Martin Hügli (steering), Silvan Merki, Katrin Aeschlimann (communication concept), Teodoro Pizzino, Sonja Homberger (marketing), Simone Kriesi, Rémy Spicher (realization). Responsible at Publicis/Havas Media: Patrick Suter (CD), David Luebke (Text), Marvin Hugentobler (AD), Dominik Locher (Graphics), Karin Lang, Matthias Koller, Cathy Nyffenegger, Esra Yigit, Pascale Kohler, Giada Perotto (Consulting), Cem van der Schaar (Head of TV), Benjamin Kägi (Art Buying), Massimo Giannotta (Digital), Peter Stäuble, Jonas Hartmann, Philipp Zubler, Nik Hidber (DTP), Adrian Häni (Production), Adrian van Velsen, Denise Rosenberger, Oliver Nater, Marcos Trabadelo (Media); responsible for production film and photo: WirzFraefel Paal Productions, Rolf Hellat (director), Andreas Graber, Sandro Mazzola (photo).

In addition to the Landing page, a mailing was sent to selected Audi drivers to accompany the banners and advertisements. Contents: An Audi R8 booklet and eight exclusive Sirocco calming teas. The recipient should treat himself to at least one of these before he gets to grips with the new Audi R8. Because the super sports car gets the pulse racing, so every opportunity to relax beforehand should be used.

The Audi Sport concept was also presented with the Audi R8. This is a new store concept in which selected Audi partners present the high-performance vehicles such as the Audi R8 and the RS models in a special area of the showroom. The microsite designed by Exxtra facilitates the dealer search and provides information about current offers and vehicles.

Responsible at AMAG Automotive and Engines: Donato Bochicchio (Head of Brand Audi), Christian Frey (Head of Marketing Audi), Corinne Grollmuss (Project Manager Marketing Communication). Responsible at Exxtra (Member of Y&R Group Switzerland): Markus Gut (CCO), Thomas Engeli (CD), Sandro Tissi, Andrei Vid (AD), Stefan Cramer (text), Susan Baumgartner, Lukas Von Wartburg, Lisa Lonoce (consulting) Catherine Pearson (DTP), Rigobert Mihle (backend programming), Robert Seidl (frontend programming). Media: Mediacom. Banner production: Fivenine Digital.
 

CEO and company owner Andreas Schweiss put it in a nutshell: "Having so many people together in such a convivial gathering is a phenomenal experience." And indeed, there was an almost family-like atmosphere. Over vodka martinis, participants enjoyed a sumptuous aperitif and clearly had fun at the photo box set up especially for the event. Although the customers represented almost all industries from retail to healthcare, one quickly got the feeling that James Bond brought all the participants together. There were lively discussions about who was the best actor and which Bond girl best suited the double-zero agent - and even after the film, satisfied guests streamed out of the specially rented cinema hall, talking shop.

CEO & owner Andreas Schweiss and his wife Bettina welcome the guests

A Bond film needs matching drinks

The event attracted numerous guests to the Cinedome in Abtwil

 

It's annoying, but apparently some athletes have to have it: The moaning during tennis. Although men also moan occasionally, it is mainly the ladies who cause a stir (and annoyed spectators). In the past, there have been repeated discussions about banning moaning - so far in vain. One of the most prominent moaners, alongside the Williams sisters, is Russian tennis figurehead Maria Sharapova. The former number one has been repeatedly set back by injuries and was eliminated in the fourth round at this year's Roland Garros.

Nevertheless, it caused quite a stir: A spectator tweeted a question to Marc Dorcel during a game asking how he managed to moan like that. The question was masterfully answered by the French Beate Uhse in collaboration with the Parisian agency Mademoiselle Scarlett. Soon after, users were able to play pong with sex toys and moans. And win real sex toys. It remains to be seen whether the initial tweet really came from an uninvolved person. Could be - and otherwise not so bad. (hae)