The digital 360° approach presents brands and companies with the challenge of recognizing which is the right mobile tool for a customer contact and when the right "mobile moment" comes to use it. With its new offering, gotomo supports companies and agencies in translating marketing goals and user behavior into mobile campaigns, functioning mobile services and applications.

The rapid development of the market is constantly producing new mobile offers and mobile technologies: iBeacon, NFC, HTML5 advertising media or deep linking for native apps. Everything sounds promising and is often touted as a beacon of hope for more customer contacts. But what makes sense? How can such a new solution be integrated into the overall digital strategy?

In order to exploit the full potential of "mobile", expertise in feasibility and technology is required in all phases of a campaign or product development. Gotomo not only provides answers and strategies, but also takes care of professional implementation. The young company positions itself to publishers, agencies and marketing experts as a competence center and implementation partner for innovative brand experiences on mobile devices. Depending on the customer segment, the offer ranges from the development of a holistic mobile strategy, planning and realization of targeted mobile marketing measures such as combined mobile campaigns or the conception and development of smartphone apps. On April 15 and 16, the company will be present at the SOM (Swiss Online Marketing Fair) and will offer interested parties the opportunity to get to know the team and its services better.

With Trueview video ads, users can decide for themselves which ads they want to see and when. The advertiser only incurs costs if a user actually watches the ad. Today, 85 percent of all video ads on YouTube are Trueview ads. For the trueview concept to work, however, companies need to know the success factors that make users keep watching.

Humor always works

That's why Google analyzed more than 6,300 video ads from 16 countries in its new "First 5 Seconds" study based on 170 different content and design characteristics - including, for example, the presence of animals, celebrities or even cartoon animations. The study shows which factors lead to increased VTR. According to the study, humor is globally the strongest motivation for users to watch the video ad. In principle, cute content also works better than average. Caution is advised with music, especially as it can quickly become a noise factor: More than 80 percent of all online video ads use it as a stylistic device, but fast music in particular tends to lead to increased abandonment rates in most cases. Especially in Germany, work and office scenes are successful as long as they are staged in a funny way and are positively associated. Testimonials, on the other hand, have a negative influence on VTR in Germany.

Philipp Justus, Vice President Germany, Austria, Switzerland and Eastern Europe at Google, draws a positive balance after five years: "With Trueview, we give users the choice of whether they want to watch the spot to the end or not. This is not only in the interest of the user, but also good for advertisers. With Trueview, you can target precisely those users who are really interested in an advertising message."

The fact that the Trueview concept is accepted by the user has already been proven by a study conducted by IPSOS. According to Youtube Global Audience Study 84 percent of YouTube users are aware of Trueview's skip function, and two-thirds (67 percent) explicitly appreciate this option. Almost every second viewer (46 percent) interacts with the video ads, i.e. clicks on them, looks at further information, goes to the associated website or makes a purchase.

Matthias Lange, Head of Online Marketing and Partner Management at Deutsche Bahn, offers his congratulations with praise: "We have already run several Trueview campaigns and are convinced of the benefits for us as advertisers. Specific targeting, reduced wastage and, in particular, the mechanism of not imposing our advertising on users have convinced us of the format." Robert Ader, Head of Marketing Communications at Porsche, adds: "Social media is an important channel for Porsche, especially when it comes to addressing younger target groups. We have been active on YouTube since 2008 as one of the first car manufacturers with our own channel. The TrueView format offers us excellent opportunities to supplement the organic reach of our video content with specific target groups and to generate even more awareness for our content. That's why it's now part of the fixed repertoire of our online media planning."

A daredevil stunt in a one-shot recording highlights Straumann's high quality standards: CEO Marco Gadola has complete confidence in his own products - and risks his neck to prove it. The making-of proves the authenticity of the video.

Some third-party suppliers copy Straumann prosthetic components and claim that their products are "compatible" with the original Straumann products. However, the imitators do not know the exact production specifications of the Straumann parts; these are protected intellectual property of Straumann. "Compatible" is not the same as original; because if the connection between the implant and the abutment is imprecise, this may increase the risk of clinical complications. Long-term scientific data support the clinical performance of original Straumann prosthetic components.

For Straumann, Notch Interactive created a viral campaign that communicates the high product quality of the Straumann Implant System to dental professionals and creates awareness of the risks that can result from the use of non-original abutments. Copycat abutments are used to keep the initial cost of implant treatment low. Often, the patient is not adequately informed about this fact and about possible consequences. In some cases, not even the treating dentist knows that the dental laboratory has been working with imitation products. The Straumann campaign addresses this and clearly communicates the importance of original Straumann components. Notch Interactive also developed an online seeding strategy for various social media channels to ensure that the campaign reached its target group.

Straumann is a global leader in implant-based, restorative and regenerative dentistry with more than 60 years of history. Thanks to continuous research and its passion for quality, Straumann is making a decisive contribution to increasing clinical success rates and enhancing safety in dental implantology.

Responsible at Institut Straumann: Dominik Schneider (Global Social Media Manager), Eva Ganter (Global Customer Solutions Manager), Hans-Jürgen Dauelsberg (Group Leader Global PM Prosthetics). Responsible at Notch Interactive: Peter A. van der Touw (Overall Responsibility), Jeff Gerber (Creative Director), Stefan Schäfer (Consulting Director), Paola D'Ambrosio (Consultant/Project Manager), Martin Stauch (Art Director), Jack Benz (Designer), Juan Colmenero (Senior Content Strategist). Responsible at Zeitsprung Commercial: Selim Sevinc (Executive Producer & Managing Director), Pascal Heiduk (Director).
 

Basel's appearance at the Expo is a "classic location marketing presentation", said President of the Cantonal Government Guy Morin to the media on Wednesday. The city-canton does not appear in the Swiss pavilion as part of the clichéd Heidi Land, but as an emphatically urban living space, workplace and travel destination. The two partner cities for the 150 square meter special show in the Swiss pavilion have a head start: according to Morin, Zurich and Geneva are better known in northern Italy than Basel. Three quarters of the 20 million Expo visitors are expected to be Italian. It is hoped to attract 800,000 to the Swiss pavilion and 600,000 to the city show.

Advertising spirit

The Expo theme of food and energy is "secondary" in view of the advertising potential of the major event, Morin continued. The umbrella brand for the various partners of the Basel Expo presence is a "Spirito di Basilea" with a symbolic butterfly. This alludes to the bright minds whose ideas from Basel later went around the world. With five to six minutes of expected visitor time in the city show, Basel has to appeal to people with something surprising if it wants to be remembered, said city marketing boss Sabine Horvath. Basel has two time slots for this: a solo appearance from May 1 to June 12 and a joint appearance from August 7 to September 12. The aim is to achieve this by focusing on shining examples, such as the research pioneers Tadeus Reichstein, who synthesized vitamin C and discovered cortisone, for which he received the Nobel Prize, or Gustav von Bunge as a food researcher - whose analyses later inspired the Popeye comic strip with spinach as the starchy ingredient.

Other exhibits include Friedrich Nietzsche's texts written in Basel and Arnold Böcklin's famous painting "The Isle of the Dead", as well as design and architectural icons with a Basel connection. The university and university of applied sciences are also on board. A broad accompanying program with podiums and culture - from theater to the jazz campus - also attracts attention.

Surrounding area

It is not only the city-canton itself that should benefit; the Expo presentation is also explicitly a marketing platform for Basel institutions and companies. The most important partners are the furniture manufacturer Vitra in Weil am Rhein (D) and Birsfelden BL as well as the agrochemical group Syngenta. The latter is contributing CHF 200,000 to the CHF 1.3 million budget, while the canton itself is contributing CHF 900,000. Morin countered criticism of the large weight of the company, which has been criticized by environmental and third world organizations, by referring to a fruitful dialogue. The Research Institute of Organic Agriculture (FIBL) in Frick AG, Bio-Suisse (Knospe label), the Läckerli-Huus based in Frenkendorf BL and others are also on the Expo's footboard. Even the so-called "Basel water" from historic springs is allowed to travel to Milan for special occasions: collected in the Pelzmühletal valley above Grellingen BL, it is bottled in half-liter bottles with Italian labels in Knuttwil AG. This city-owned product fits in well with the Expo's overarching theme of food. (SDA)

The magazine focuses entirely on Swissness, on atmospheric and image-intensive reports from the Swiss mountains and nature as well as things that characterize Switzerland and that Chinese tourists love. Chinese readers should be encouraged to visit Switzerland - and tourists who are already in Switzerland should be given shopping and excursion tips. The number of overnight stays by Chinese tourists has increased massively in recent years (up 39.8 percent on 2012).

The Best! will be published for the first time on April 10, 2015 in a print run of 100,000 copies (70,000 in China, 30,000 for hotels and boutiques in Switzerland), comprising 76 perfect-bound pages and co-produced by a team from Schweizer Illustrierte and Ringier Asia Pacific.

The first edition is published with 100 tips for excursions, shopping and restaurants as well as an integrated watch extra. Swiss watches are extremely popular with the Chinese. According to the press release, the new magazine will be published twice a year.

The news portals of the three partners of the Zurich Regional Newspapers ZRZ focus on what is happening in their regions. "The completely revamped portals of Landbote, Zürcher Unterländer and Zürichsee-Zeitung are based on a new technical platform," says Benjamin Geiger, editor-in-chief of the Zurich regional newspapers. "This allows us to report quickly on current topics and simplifies the exchange of supra-regional contributions." The project was planned and implemented by Martin Steinegger, Head of Zürcher Regionalzeitungen Online, and his deputy Chantal Hebeisen. The pages were technically supported by the Newsnet IT team around Gilbert Bötschi.

A newly created online department of the Zurich regional newspapers is responsible for the content of the news portals. In Bülach, Stäfa and Winterthur, a total of six employees look after the regional content and write daily reports. "With the establishment of the new department, we will be able to significantly expand our online reporting," explains Martin Steinegger, head of the new online department of the Zurich regional newspapers. "Close cooperation with the three regional editorial teams will ensure an optimal flow of information." The smartphone apps of the three newspapers are also to be renewed in the coming months.

With the relaunch of the news portals of Zurich's regional newspapers, the range of online advertising formats is also being expanded. All standard online advertising formats are now available to advertising customers. Technically, the new online presence of the Zurich regional newspapers ZRZ is based on the content management system of the Newsnet association.

The Land messenger

Zürcher Unterländer

Zurichsee-Zeitung
 

Benoit Henry, designated CEO of Deindeal, has ten years of experience in digital business and has been CFO at Deindeal since 2012. He will take over the management of the successful shopping platform until the end of the year. The two founders of Deindeal, Amir Suissa and Adrian Locher, are retiring from the operational business in stages. Deindeal CEO Amir Suissa will hand over the management of the company to the current CFO Benoit Henry by the end of 2015 at the latest and will remain on the Board of Directors. For his part, Deindeal CRO (Chief Revenue Officer) Adrian Locher will hand over the product business to the former Head of Purchasing Nenad Savic by the end of July 2015.

Founded in February 2010, the start-up has developed into one of the most successful online shopping platforms in Switzerland over the past five years. Ringier has held a majority stake in DeinDeal since June 2011. A full takeover of the founders' shares was already planned in 2011 as part of an earn-out agreement. This will be completed with the acquisition of 100 percent of the shares by Ringier. According to the press release, the change of management was originally scheduled for the end of 2014, but an extension to 2015 was agreed last year to allow more time for the succession plan.

The management team around Benoit Henry will continue to pursue its growth strategy, assures Deindeal founder and CEO Amir Suissa: "We founders are handing Deindeal over to competent hands. Benoit Henry has been with DeinDeal for over two years and has therefore been involved in all important projects. Deindeal is excellently positioned in the Swiss market and the growth potential remains high."

After six years as CEO, Heinz M. Schwyter would like to contribute his almost 20 years of experience in e-business to new projects and support young internet companies. He will also continue to support the development of the real estate portal as a member of the Board of Directors of Homegate.ch and will retain his seat on the Board of Directors of Homegate subsidiary Immostreet until its full takeover in the course of 2016, as detailed in a press release issued on Wednesday.

Heinz M. Schwyter worked for Homegate.ch in various roles since 2000 before taking over as Managing Director at the beginning of 2010. Heinz M. Schwyter played a key role in the development of the real estate portal and continuously expanded the offering: Since June 2013, Homegate.ch has been offering an online mortgage in collaboration with Zürcher Kantonalbank. In September 2014, the real estate portal launched the "Handover" app, which supports private individuals and SMEs with the handover of their home.

Tamedia will provide information on Heinz M. Schwyter's successor shortly.

Image: Google+

Asthma is also widespread in Switzerland (one in 10 children and one in 14 adults is affected), but a frightening fact is also that over 60 percent of those affected use their asthma medication incorrectly. The campaign provides information on incorrect use and tips on correct inhalation. It includes a TV spot, posters, ad screens at CanalPost and pharmacies, a B2B mailing and Internet banners.

Responsible at Lunge Zurich: Robert Zuber (Management); Myriam Flühmann (Head of PR). Responsible at Werbeanstalt Schweiz: Reto Dürrenberger (strategy); Sarah Hiltebrand (CD); Mike Surovka (art direction); Katja Wölfel (text); Sandra Städler, Dino Amantea (consulting); Andi Laub (DTP); Tobias Stahel (photography), Lorenz Wahl (image editing). Production Film: Eqal Visual Productions; Director Film: Sean Fee.
 

The "Spotlight" moderation team with Zoe Torinesi and Dilan Anja Gropengiesser as well as fashion advisor Sandra Bauknecht looks behind the scenes of the most important events from Paris to Abu Dhabi and talks to makers and creatives from the world of style and indulgence. "Spotlight" will run every Saturday at 7:45 p.m. on Tele Züri starting April 18. The programs, extensive background information and selected highlights such as live broadcasts of concerts are also available online at Spotlight.vison.

The new Swiss lifestyle format "Spotlight" focuses on the most important events and personalities from the areas of food, travel, beauty, fashion, kids and business. Whether it's a fashion show in Zurich, a restaurant opening in Geneva or an open-air event in the Swiss mountains - "Spotlight" is always right there. Once a month, the magazine also broadcasts from an international metropolis around the globe. "Spotlight" offers reports, success stories and shopping, culture and sightseeing tips. In the first broadcast, we'll be going to "Zermatt Unplugged" in the Valais.

The hosts and presenters of "Spotlight" are not just one, but three lifestyle experts: The show's main host is Zoe Torinesi. The charming Solothurn native is known to Swiss audiences as the former host of the star TV format "Fashion," the cooking show "Öisi Chuchi" on 4+, and the nightlife magazine show "Freakish" on Tele Züri. On her cooking blog "Cookinesi" Zoe writes simple, fine recipes for everyone. On "Spotlight" she presents luxurious hotels and exquisite food as a well-traveled former model.

Newcomer Dilan Anja Gropengiesser is Zoe Torinesi's street style expert. Due to her moderation activities at the online portal Students.ch as well as at the excursion tips show "Top Usflug", she knows how to inspire a young, urban audience. As a complement to Zoe, Dilan mingles directly with the people, feels the pulse of the "street" and shows viewers the latest urban trends. Sandra Bauknecht, a real fashion expert, is also on board. As the creative head of the fashion blog "Sandra's Closet" and editor-in-chief of the Swiss fashion magazine L'Officiel, she takes the helm on "Spotlight" when it comes to the most important fashion events and the hottest brands.

This is what the world was apparently waiting for: 7500 dollars Travis and Nick Peterson wanted on the portal Kickstarter.com for the development of the "Best Prank Birthday Card Ever!"; over 35'000 dollars have been raised to date. The highlight: once started, the annoying birthday song cannot be stopped. At least not without heavy artillery. Water, for example, won't harm it; the recipient will have to reach for a hammer or start a fire.

The idea may be simple, but the implementation is not. For example, the card has a security mode to write and test undisturbed. When the tab is removed, the card is armed - "like a Grenade!" in other words. Particularly beloved recipients can also be surprised with a volume mode: The music then gets one step louder with every attempt to turn it off again via the start button.
 

Those hoping for gracious assistance from the battery will likely be disappointed: it lasts a long time. This is proven by an almost five hours proof video.

One wonders what happened to all the good ideas when they were not yet funded and realized by the Internet. (hae)

The reason was "different ideas about the management of the company," said company spokesman Nico Gurtner. He confirmed a report by the media portal Klein Report at the request of the news agency SDA. Gurtner did not provide further details on the departure and the succession plan on Wednesday. Baumann was introduced as Mediapulse's new managing director in mid-February (Werbewoche.ch reported). Mediapulse measures radio and television usage figures for all of Switzerland on behalf of the federal government. The data influence advertising prices and the fate of broadcasts. In early 2013, Mediapulse made headlines when doubts were raised about data collected after the company switched to a contemporary measurement system. (SDA/hae)