The point here is that these posters can only be seen on foot across the 15-meter-wide street. However, most of the targeted consumers are sitting in a streetcar or car. They therefore have a maximum of two seconds to catch the messages. The posters reduced in size here, with a height of approx. 20 mm, correspond relatively to a poster 2 meters high when actually mounted. In order to understand a poster idea in a second, the advertising space should be reduced to the decisive idea. So if you manage to fit your message into these postage stamp-sized fields, then you have understood the advertising (and will no longer be grumbled at). An age-old trick, but tried and tested.

My theory: All these poster designs contain various information, including small print for owls, but not legible for humans. As a designer, you also notice that all elements take up roughly the same amount of space. Anyone who has learned this profession and is not only proficient in InDesign knows that one part, the image, the headline, the white space or the logo must always take up more than 60 percent of the area in order to direct the main message or the attention to the viewer.

These media placements on Weinbergstrasse cost an enormous amount of money for 14 days. In my opinion, a huge amount too much. However, posters are not the only medium with the advertising disease of conveying as many messages as possible. TV, flyers, advertisements and brochures all suffer from this virus. This week's headline is that Pierre C. Meier is promising to pay me 17.65% more for my moths from January. (So! Editor's note.)

The large posters hung simultaneously on the wall of Zurich's Weinbergstrasse. Almost exclusively overloaded, superficial and humorless messages. It can't go on like this!

Theophil Butz, graphic designer, advertising agency owner, inspirer and since three years also
Motzer for Advertising Week readers. Please send any relevant information to [email protected]

In the first step, an image-personalized postcard was sent to the potential customers of Solar 2. The recipient was then able to log in to "their" personalized website via a personal URL (PURL). A personalized QR code was also integrated for this purpose. On the PURL, the customer was greeted with a personalized offer and could order a gift. In the third step, the desired gift and, if applicable, the product order were delivered to the customer.

This cross-media campaign achieved a response rate of over 20 percent and positive feedback far beyond the industry, as the agency reported in a press release on Thursday.

 

Universal Analytics offers real added value for website operators with a login area. During the login process, the anonymized visitor ID generated by Google is enriched with personal data from the CRM or customer database in order to analyse the characteristics and behaviour of visitors in greater depth. However, the tool only displays visitor groups and not individual visitors. Universal Analytics makes analyses like this possible:

- Analysis of the customer journey/customer lifetime value: Today, a website visitor uses it with up to three different devices (PC, mobile, tablet). Universal Analytics enables cross-device tracking of registered users.

- Integration of proprietary data into the analysis: User data from the website operator, such as online game scores or number of orders, can be integrated into the analysis via data import and visualized and analysed in parallel with the existing metrics.

- Traditional analyses based on demographic characteristics or Sinus-Milieus: The website operator transfers characteristics such as age, place of residence or sales volume to the visitor ID. In this way, differences in the behavior of logged-in user groups (age, location, etc.) can be uncovered.

- Tracking the offline impact of online marketing measures: Offline data such as sales per outlet or calls to the call center are fed into Google Analytics to track the offline impact at the POS of online advertising or to analyze the correlation between online and offline channels. The Universal Analytics features can only be used to their full extent if consumers regularly log into the website. For all other website operators, Universal Analytics only offers modest added value.

The switch to Google Universal Analytics is mandatory

The familiar Google Analytics tracking is guaranteed to remain fully functional until the deadline in two years' time. However, users are urged to implement the new Universal Code on their website, otherwise they risk a data outage. However, there is definitely no need to panic. Rather, there is enough time to familiarize yourself with the new features of Google Analytics and make the changeover smoothly.

Universal analytics is changing online marketing Universal analytics is a big step towards "user-centered analysis" and enables online marketing measures to be geared towards the person behind the PC, smartphone or tablet. The legal basis is questionable: what data may or should be transmitted to Google in the USA? The tool will also provoke resistance from web users and data protectionists. Ultimately, it is a question of one's own business ethics as to how far Universal Analytics is used, as tracking down to the individual visitor is theoretically possible.

Imre Sinka

As a Swiss ski manufacturer, Stöckli is holding its own against the big ski producers who (have) their products manufactured by machine somewhere, according to the statement on Thursday. The heart and soul with which skis have been manufactured in the Stöckli family business for over 75 years is to be made clear in the current campaign. The two main films of the campaign are available immediately on Swiss television and on Stoeckli.ch where you can also find interviews, information and making-ofs with Tina Maze and the Swiss skiers.

Responsible at Stöckli: Beni Stöckli (CEO), Adrian Albrecht (Head of Marketing). Responsible at Serviceplan: Viviana Chiosi, Andrea Zanzerl, Jan Krohn (creation), Manuela Brunner, Sonia Ducu (consulting), Sacha Moser, Christian Baertschi (overall responsibility). Responsible at Condor Films: Tobias Haase (director), Alessandra Angiuli (producer). Making-ofs: Luc Kämpfen.
 

How does it work? Anyone can log in to the website www.likemag.com with their own Facebook account and start posting, commenting and liking articles of all kinds straight away. Instead of an editorial team, readers in the digital world decide according to their own taste - the users as editors, so to speak. The best posts are picked out, published in the print version and rewarded with cool prizes.

The magazine already has over 16,000 likes on its Facebook fan page. Since November, the first Like Mag newspaper boxes have been installed at various locations in the city of Zurich alongside 20 Minuten and Blick am Abend. This makes Facebook even more mainstream. It is also becoming accessible and visible to non-Facebook users.

But why should we turn to a magazine like LikeMag instead of another free newspaper after work? LikeMag has a completely different look and feel, like a best-of social media magazine. The cover is adorned by a user in the form of a so-called "selfie", a self-portrait, which in most cases is taken in front of a mirror and of course with a smartphone. Anyone who wants to be on the cover can simply upload their self-portrait to the website and, with a bit of luck and good looks, will be chosen as the next cover girl. The table of contents is in Google style with a blue-green font. The "Plapperazzi" section in Twitter form. The main section is strongly reminiscent of a Facebook timeline. The content of the magazine is divided into various sections such as FTW, WTF, FML, Lookbook etc. (if you don't know the terms, google them). A speech bubble conversation in the iPhone message look - what else? - rounds off the digital experience. The whole magazine is a firework display of digital posts from our youth and a cross-section of social media trash. The magazine is published around ten times a year. Before each magazine is published, a "LikeMag Release Gala" is held in Zurich's Club Plaza. The perfect combination of real and digital.

Despite the different sections, readers quickly lose track of things. The posts are too similar, and the Facebook design in the main section is rather cumbersome. The topics are a jumbled mishmash. Perhaps too much of a good thing for some people? Nevertheless, I find the magazine exciting because it combines social media, print and party and thus links the digital world with the real world. LikeMag is a news magazine in digital form. Like many things on the social web, this is a matter of taste, but the attempt to come up with new models and break new ground must be honored. I Like.

Manuel P. Nappo, Director of Studies CAS Social Media Management HWZ Hochschule für Wirtschaft Zürich. www.fh-hwz.ch/smm
 

Thematically appropriate slogans such as "Fine-tune your career", "Hang up your job" or "Make your future brand new" were used to attract participants to the four-day basic course. Interested parties can use the QR code and URL to access the landing page for further information and to register.

The campaign can be seen on posters in Frauenfeld, Wil and Winterthur, on screens on public transport and on Facebook.

Responsible at Alessandro: Daniel Kühne (Marketing Manager), Patrick Oliva (General Manager), Sylvie Scherf (Head of Academy). Responsible at Kraftcom: Pascale Hoch (Consulting), Natalie De Cataldo (Media & Production Management), Simone Bonilla (Art Direction).

The product being promoted - the kitchen - was pushed into the background in the current campaign. The focus was on the life that takes place in the kitchen. The three TV commercials at the heart of the image campaign show the kitchen as a place of daily interaction - where stories are written and memories awakened: funny and sad moments, first love, heated discussions, the perfect dinner.

Piatti is to be increasingly perceived as a family-friendly, friendly and lively cuisine as well as a traditional Swiss company that meets the highest quality standards, according to a statement on Thursday.

Responsible at Piatti: Peter Waltenspühl (Head of Marketing), Nicole Thier (Communication). Responsible at Rosarot: René Karrer (creative direction), Andreas Steiner (concept, text), Yolanda Lopez (art direction), Sandra Brandenberger (graphics, design), additionally supported by Hanspeter Graf and Thomas Campolongo. Shining Pictures (film production), Elias Ressegatti (direction), Daryl Hefti (camera), Stefan Bircher (producer), Sophie Toth (production management), Great Garbo (music).
 

How should a premium publisher deal with this issue? Should they open the door for their inventory and thus benefit from possible additional campaigns? What options do they have to "protect" their premium inventory without missing out on the general trend and profiting from future market developments? Omnimedia AG has asked itself these questions. It is the marketer of the Scout24 Group, Anibis and Ticketcorner as well as a technical partner of Energy and Cash. Kilian Kämpfen, Managing Director of Omnimedia, answered our questions.
 
WW: How long have you been working on this topic?
Kilian Kämpfen: More than two years ago, we decided to take a close look at the issue and search for possible alternative approaches.
 
How did you proceed?
We worked closely with agencies and customers - our most important advertising partners. This enabled us to find a solution that meets all the needs of the parties and, above all, those of the premium sites being marketed. In parallel to our tests, we conducted a market analysis to find out who in the European and other markets was aiming for something similar and what technologies were on offer. After a few months and many Skype meetings, we realized that most of the technology providers were not willing to implement exactly our solution, but were only interested in offering our inventory in their trading system and enabling it for as many of their demand-side platform (DSP) customers as possible. However, we wanted to build a "private marketplace" with our rules and not simply take over an existing system.

What does the solution look like?
The solution is a new marketing pyramid (see illustration) that allows both Premium and RTA and even RTB in certain areas. The idea behind this is that across the entire inventory, areas, channels or placements are released for RTA under our specifications.

What is "analog buying"?
This is classic sales, where we advise and support agencies and customers with our sales staff. For example, we offer branding products and special integrations on the sites. One of these products is Total Branding Week, for example, with the search background advertising material on Autoscout24, which is supplemented with a triple ad and mobile ads and offered as a fixed integration. This offer runs for one week and reaches almost four million contacts.

What do you mean by "programmatic buying"?
This is our new offer. We define two areas: Programmatic Direct and Programmatic Indirect.

What are the differences?
Programmatic Direct are campaigns that are automatically delivered via our technical solution (currently the Sell Side Cockpit of our technology partner) on all our premium placements as soon as the right user comes to the site for the campaign and the demand side (DSP) of the agencies or customers then wants to buy it at the predefined price. We deliver all IAB standard advertising media, i.e. Leaderboard, Skycrapper, HalfpageAD and Rectangle. Only agencies and clients who book a relevant proportion of branding products in analog buying with Omnimedia have access to this type of automated booking. 

Can you give an example?
An agency X books premium sales of CHF 500,000 for the whole year in 2013. This entitles them to automatically access our inventory in 2014 in addition to their analog bookings at fixed CPM. We define the price for this in a contract for the new year. This then applies to all of the agency's campaigns that they want to book in Programmatic Direct in 2014. At the end of each year, we will then redefine the contract with the agencies for the following year and again take their entire booked premium volume into account. The agency does not have to purchase fixed volumes in the programmatic direct area, but only if its campaigns reach the right target groups at Omnimedia. This is all automated and your DSP communicates with our Sell Side Platform (SSP) (or our SSC technology). So the agency gets access to around 500 million ad impressions and can run their campaigns automatically without Excel and email. One of the advantages we see is the optimization of processes between agencies and publishers. In future, we won't need more campaign managers, but rather well-trained yield managers and consultants who provide agencies with products and monitor and optimize automation. Billing will then be monthly and agency X will receive an invoice from us for the ad impressions received.

What is programmatic indirect?
Programmatic Indirect is implemented with classic RTB. But here, too, we determine who we want to work with and at what CPM the DSP and ad networks can purchase our ad impressions. We have defined parts of the inventory for this type of marketing. These are not in the 100 percent visible area or in channels that we do not otherwise only offer directly via analog sales. For example, this could be in subcategories of a site that has a lot of traffic but only allows advertising placement at the end of the site. Here, too, we have full control in our system and can block the URL except for individual customers to ensure that no unwanted advertising appears on our sites. This is because many publishers want to exclude advertising for erotic products, political campaigns and, of course, advertising from competitors. We have tested this over the last 12 months and can now ensure that 95.5 percent of these campaigns are excluded.

What are the advantages?
We are convinced that with these marketing variants we have found a new way to monetize the inventory on all placements and sites even more optimally. In addition, and this is even more important for the future, we have succeeded in finding an automated booking process with our premium customers that benefits all parties. These premium customers will also have an advantage over their competitors if they work with us in this way.

Interview: Pierre C. Meier

The interview was conducted in writing.

 

Within the framework of the Cadrage 2013 the film won first place on Tuesday evening as the most successful Zurich short film of the year. Director Mauro Mueller received a grant of CHF 20,000 from the Zurich Film Foundation. At the same time, the Swiss short film won the Golden Sun Award (1st jury prize) at the Best of International Short Films Festival in La Ciotat, France, and was unanimously voted best film among 57 of the world's most successful short films of the past year. With these latest successes, the Palmarès This film has won 20 awards and over 40 festivals. Among them is the Student Oscar of the Academy of Motion Pictures Arts and Sciences, which was won in Los Angeles in June (Werbewoche.ch reported).

In his 15-minute drama, Zurich-based Mauro Mueller shows the great dilemma of social class differences in Latin America using the example of an intimate story of abuse. When the Mexican farmer's son Raúl is asked to look after the rich offspring of the local landowner, a game of power and pride flares up between the two boys.

 

Similar to teletext, SRF+ displays additional information about the television program. SRF displays an icon, text, image or banner in the current program to draw attention to the SmartTV offering. This can then be opened using the red button on the TV remote control, as detailed in a press release. SRF+ will be broadcast on SRF 1 HD and SRF zwei HD from December 4.

News, sport, weather, SRF Player and "Zambo"

Previous teletext services can be accessed with page numbers on SRF+. The news (news and sport) is partly illustrated and enhanced with sports results from selected leagues and sports. The weather forecasts also appear in graphic form. The range of information is supplemented with lottery numbers from Swiss Lotto and EuroMillions. For those with a broadband Internet connection, SRF+ also offers access to the SRF Player and special content from the children's program "Zambo".

Via satellite and cable

The most important requirement for using SRF+ is a SmartTV with an internet connection. Older flat-screen TVs with an HDMI connection can be retrofitted with an HbbTV set-top box. However, SRF+ can also be used via compatible digital receivers connected to the TV. HbbTV can be easily received via satellite (DVB-S), but not via antenna (DVB-T). Reception via cable (DVB-C) depends on the respective provider. UPC Cablecom and QuickLine, for example, currently support the new technology. All major device manufacturers support HbbTV. More and more television channels across Europe are offering this new additional service. In addition to SRF, these are in German-speaking countries (selection): 3sat, ARD, Arte, BR, Kabel eins, KiKa, MDR, NDR, n-tv, ORF, Pro Sieben, RTL, Sat.1, SWR, Vox, ZDF as well as theme channels such as Eurosport, Euronews or KinoweltTV.

In front of an audience of over 300 people at the Aura, the best app and mobile projects were honored in ten specialized categories, and the overall winner, the «Master of Swiss Apps,» was crowned. At the inaugural «Best of Swiss Apps Award,» Swiss companies—and primarily mobile and advertising agencies—submitted a total of 130 projects across the ten categories. After an intensive evaluation by the 41 jury members, 69 projects made it to the Shortlist. At the Awards Night, a total of ten gold winners and an additional 34 silver and bronze winners were honored.

Master of Swiss Apps 2013: Liquidsketch Named App of the Year

The audience voted Liquidsketch as this year’s Master of Swiss Apps—and thus the best app of the year. Liquidsketch is an amazing puzzle game for the iPad. Water that looks almost unbelievably realistic can be set in motion with a finger or by tilting the iPad. The game features nearly a hundred mostly original challenges that must be solved by moving and mixing colored water. The various puzzles are based on an understanding of the physical properties of water. An extremely successful and innovative concept that has been executed brilliantly. In addition to its excellent usability, the game also impresses with its superb level design and clear objectives. A «dry» topic (fluid dynamics) is brought to life in an extremely «splashy» way.

The gold winners in the ten specialist categories

In each of the ten categories, the jury—composed entirely of experts in their respective fields—selected the medal winners. A total of ten gold, 14 silver, and 20 bronze awards were presented.

2013 Winners Overview
 

Category	Winning project	Client	Contractor
«Best of Swiss Apps 2013» Award»	Liquidsketch	Private	Tobias Neukom
Enterprise	Partners Group iPad Information Platform	Partners Group	MP Technology
Business	Comparis Real Estate Windows Store App	Comparis.ch	Zühlke Engineering
Productivity	Sennheiser LSP-500 Pro App	Sennheiser	Nose Design
News	Night shifts	Zurich University of the Arts	Zurich University of the Arts
Travel	Uepaa!	Uepaa	Uepaa
Lifestyle	Bern Grand Prix	approppo	Approppo
Entertainment	Swisscom TV App	Swisscom	Youngculture
Knowledge	Appolino Plus & Minus + Appolino Letter	Teaching materials publisher St. Gallen	Learning Network
Games	Liquid Sketch	Private	Tobias Neukom
Public Affairs	Meteo Swiss	Meteo Switzerland	Ubique Engineering

You can find a list of all gold, silver, and bronze medalists at Bosw.ch

The way information is consumed on the Internet has changed significantly in recent years. According to the NZZ, three developments in particular can be increasingly observed:

- an increasing spread of the layout metaphor of the "stream", which is familiar from social media offerings such as Twitter and Facebook and which has recently also been adopted by several news sites (for example Reuters or Quartz)

- a need for information offerings that are more tailored to one's own interests - also a pattern that is strongly influenced by Facebook and Twitter, but a desire that is also regularly expressed by our readership

- an increase in display diversity, which is often met with a responsive design that adapts to the respective device and thus also meets mobile and touch-based forms of use in particular.

According to the NZZ, these developments are not yet reflected in the layout of many news sites: As a rule, all readers see the same, static entry page, regardless of their personal topic preferences. Responsive design that adapts to the access device used is still the exception rather than the rule. Against this background, the NZZ Lab We have been thinking about how NZZ content can be played out in line with new user habits. The first result of these considerations is NZZ Stream. NZZ Stream is an alternative view of the content on Nzz.ch, which displays an overview of all articles chronologically, updates itself automatically and can be personalized with a department filter. The present version 1.0, available at Stream.nzz.ch, was implemented in the sense of a "minimum viable product" with the aim of testing the concept under real conditions and thus gaining insights into the acceptance, benefits and use of such a presentation. In addition, the NZZ is interested in the direction in which this offer could develop further from the readers' point of view.

The findings from the experiment will help us to tailor current and future information offerings more precisely to the needs of our readers. Via a Form feedback is collected via the stream.

Screenshot stream.nzz.ch