A media cooperation with Ringier already caused a stir in the past few days: The checkout slip adorned various front pages and was thus able to establish itself throughout Switzerland overnight. And just as unusually, it is now entering the second phase of the launch, as the agency announced on Sunday.

Since Saturday, there have been checkout slips on other people's billboard campaigns in various Swiss cities. For example, there are carrots for the Fielmann model, the right car care for Opel and body care advice for the Hornbach man. In total, the sales slips can be found on six different campaigns.

Responsible at Migros: Marc Engelhard (Head of Marketing Communications), Roman Reichelt (Head of Umbrella Brand), Chris Steinacker (Project Manager Market Development). Responsible at Jung von Matt/Limmat: Alexander Jaggy (Executive Creative Director), Samuel Christ (Creative Direction), Mateo Sacchetti (Text), Daniel Serrano (Art Direction), Lukas Frischknecht (Graphics), Fabian Röthlisberger, Christian Brütsch (Consulting), Roland Thomann, Philipp Bühler (Public Relations), Pepe Kägi, Barbara Häne (Production).

On the subject: Editorial Advertising Week Pierre C. Meier: Beware of black ice
 

"I'd like to recycle my empty PET bottle correctly when I'm out and about. But whenever I finish a PET bottle, once again there's no PET box in sight." According to the statement, the campaign no longer allows this to happen. The slightly provocative tone in the speech creates the necessary attention: "No Pet Box? Doesn't exist". The picture motif gives the hint to the To-Do: Turn your bag into a mobile PET Box! Finally, the resolution in the short text box makes it clear: There is always a way to recycle correctly - if you only want to. For example, 20,000 companies in Switzerland collect PET bottles. So it's easy to simply plug in your empty PET bottle and take it with you to the office.

The five subjects take up further case studies: On the way to school/university, on the road in leisure time. And finally, two motifs focus on the PET box (at train stations and gas stations). After all, there are actually enough PET boxes if you only pay attention to them. The campaign will run for two weeks from May 27, 2013, on posters and in print ads in German-speaking Switzerland.

Responsible at PET-Recycling Switzerland: Jean-Claude Würmli (Deputy Managing Director); Lukas Schumacher (Head of Marketing); Stefanie Brauchli (Head of Communications). Responsible at Comqed/Metzgerlehner: Tomas Rozas (CD/text), Bettina Dührkoop (strategy), Roman Steinacher (consulting), Fabrizio Gianella (creation), Ursula Trottmann (DTP), Bruno Breitenmoser (production), image editing: Detail, Zurich.

 

Countless excursion destinations, tame marmots: Summer is also an experience in the Free Republic of Saas-Fee. Particularly impressive are the no less than 18 four-thousand-metre peaks that tower into the almost always blue sky. It is these stony giants that inspired the Matter & Gretener agency to create the latest motif for their campaign for the Free Republic of Saas-Fee, as stated in a press release: an enthusiastic citizen quickly enlarged the window of his vacation apartment to enjoy the panorama of the Mischabel Group in all its glory.

Responsible at the Free Holiday Republic Saas-Fee: Pascal Schär (Head of the Department of Recreation). Responsible at Matter & Gretener: Daniel Matter (Creative Direction), Dominik Imseng (Text), Caroline Jordan (Art Direction), Jessica Lorenz (Graphics), Marcus Gretener and Simone Frei (Consulting). Photography: Scheffold Vizner.

 

"I am determined to initiate proceedings against Facebook," Nause told Sonntagsblick. Reason: In his opinion, the social network offers a hand to illegal party calls. One had contacted Facebook by registered mail in the run-up to the unauthorized party event, but never received a response. "Tanz dich frei" was organized via the Facebook page of the anonymous organizers. Nause is receiving support from media law professor Urs Saxer, who would like to see a precedent set so that clarity can be achieved. After all, he says, it is disputed to what extent social media can be held jointly responsible for content disseminated via their platform. The conditions for taking legal action are not bad, he said, as ignoring Bern's contact could be presented as a breach of due diligence. Ireland, the headquarters of Facebook Europe, would have to provide legal assistance - this would be the case when it comes to actions that are also punishable in Ireland, Saxer told Sonntagsblick. (SoBli/hae)
 

 the Mirabell brand to attract a new target customer group - a younger one. After all, the round ball with a heart of marzipan, coated in nougat and a layer of chocolate, has so far been popular mainly with women between 40 and 59 (or even older, according to some of the participants). Now the "woman between 20 and 40" should also be inspired for the Austrian specialty from Mondelez (formerly Kraft Foods). The traditional product - the "Echten Salzburger Mozartkugeln," and incidentally the only perfectly round ones, as was revealed at the briefing - was to be advertised in a "fresh, urban style and with a wink.

That was the information from the briefing. Within 24 hours, the creatives, who had traveled to the Austrian capital from ten countries, came up with an idea for an ad campaign. For Switzerland, the Winners of the "Only an advertisement can do that" competition an.

From left to right: Team 1: Sebastian Eppler (Y&R Group Switzerland) and Luca Schneider (Havas Worldwide Zurich); Team 2: Dominic Beyeler (Maxomedia), who was joined by Marietta Mügge (Wirz Werbung).

Switzerland on the shortlist 

Marietta Mügge and Dominic Beyeler made it onto the shortlist with their playful "authenticity test". The idea: To test the authenticity of the Mozartkugel, the praline is placed on paper and must roll along a recorded figure as the reader takes the display in his hands and steers it in one direction by tilting it. A feat that can of course only be achieved with the "real", since round, balls. 

Sebastian Eppler and Luca Schneider shifted the appearance of the Mozartkugel into the present and replaced the composer without further ado by modern stars: Marilyn Manson, Kanye West and Pink.

 

 

The winners

The Irish team of Donal O'Higgins and Patrick Thunder topped the podium. They also set the stage for the round - with phrases that repeat themselves endlessly by turning the display: "I'll just have one more, I'll just have one more..." or "I love you. - Bitch! - I'm sorry. - I love you... "

Info about the best Yet

The best Yet creative competition organized by the European Newspaper Publishers Association takes place annually. Last year, it was held in Oslo promoted Norwegian cheese, with the Swiss climbing the podium. In the previous year, advertising for ties in the Croatian city of Zadar was on the agenda, and in 2010 Belgian beer in Leuven. The winners receive the title of "best Young European Team" and two tickets to the international advertising festival in Cannes.

Who is allowed to participate in the best Yet is determined beforehand in country-specific creative competitions. In Switzerland, it is the competition "Only an advertisement can do that" of the Swiss Media Association.

Werbewoche accompanied the Swiss teams to Vienna as a media partner. The four creatives traveled to the award together with Toni Vetterli (Head of Marketing, Swiss Media Association) and Andreas Prokesch (juror, concept designer/copywriter, former ADC President).

You can read more about the competition and the four Swiss creatives in the next print edition of Werbewoche, which will be published on June 7.

Isabel Imper
 

Of the 110 web offerings whose target groups and reach are surveyed as part of the Net-Metrix-Profile currency study, a good 70 offerings are growing significantly. The offerings are reaching more and more users every month, with growth of between 10 and 400 percent for the individual offerings over the last five years. The reach of around 20 offerings has remained constant for some time, while a negative trend in monthly reach can be observed for just as many web offerings, according to a press release.

For the past two years, the Net-Metrix-Profile study has also included the daily reach "Unique User per Day" for offerings with a weekly reach of 30,000 users or more. A similar pattern can be seen with daily users as with monthly reach: Over the last two years, two thirds of the offerings have been able to gain between 20 and 70 percent more daily users, the so-called heavy users, while the daily reach of the remaining third of the web offerings has stagnated or declined slightly.

The ten websites with the highest reach in the current Net-Metrix Profile 2013-1 study also continue to show an upward trend. Compared to the market situation five years ago, it is clear that the offerings have moved closer together. The composition of this top group has remained fairly constant for years in terms of monthly reach. Only the ranking varies, as a few market leaders have also lost some of their reach in recent years.

Monthly reach: Top 10 web offers in NET-Metrix profiles 2013-1

	Monthly reach (Q4/2012)	Unique users per month (in thousands)	Change compared to the previous year*
Search.ch	41.5 %	2220	+5 %
Local.ch	40.6 %	2171	+ 10 %
Bluewin	35.6 %	1905	-2 %
Srf.ch (incl.Drs.ch & Sf.tv)	33.5 %	1792	-
20min.ch - D-CH	32.3 %	1727	-
Microsoft Advertising	32.1 %	1716	- 11 %
View Online	31.8 %	1703	+ 12 %
Tagesanzeiger.ch	18.2 %	976	+ 10 %
Doodle.ch	18.0 %	962	+ 11 %
Moneyhouse	17.2 %	918	-

 
 
Weekly reach: Top 10 web offers in NET-Metrix profiles 2013-1

	Weekly reach (Q4/2012)	Unique users per week (in thousands)	Change compared to the previous year*
Bluewin	24.5 %	1312	- 3 %
Microsoft Advertising	21.3 %	1139	- 14 %
Search.ch	20.3 %	1085	+ 6 %
View Online	20.0 %	1047	+ 18 %
Local.ch	19.2 %	1027	+ 10 %
20min.ch - D-CH	18.4 %	984	-
Srf.ch (incl.Drs.ch & sf.tv)	17.1 %	913	-
Tagesanzeiger.ch	9.2 %	490	+ 9 %
GMX.ch	8.6 %	458	- 1 %
Doodle.ch	7.3 %	391	+ 15 %

 
 
Daily reach: Top 10 websites in NET-Metrix profiles 2013-1

	Daily reach (Q4/2012)	Unique users per day (in thousands)	Change compared to the previous year*
Bluewin	12.8 %	684	- 4 %
Microsoft Advertising	9.8 %	525	- 18 %
View Online	9.6 %	511	+ 24 %
20min.ch - D-CH	8.0 %	427	-
Srf.ch (incl.Drs.ch & sf.tv)	5.7 %	306	-
Search.ch	5.4 %	289	+ 8 %
Local.ch	4.9 %	261	+ 8 %
GMX.ch	3.7 %	197	- 4 %
Tagesanzeiger.ch	3.5 %	187	+ 8 %
rts	2.3 %	124	-

Source: NET-Metrix Profiles 2013-1Population: 5,348,000
*Comparison 4th quarter 2012 (NET-Metrix profiles 2013-1) with 4th quarter 2011 (NET-Metrix profiles 2012-1)

 

The jury of the media award thus honored the cover story in Beobachter 2/2013 "Where have the millions gone?" which asked about the whereabouts of the 1.25 billion dollars from the settlement over the so-called Holocaust funds. In 1998, major Swiss banks had agreed to pay this sum to victims of the Nazi regime and their descendants. By the end of 2012, the money had been distributed and it was time to take stock, according to a statement.

The jury, chaired by Zurich journalism professor Otfried Jarren, praised the comprehensive research, which revealed how the relatively small problem of dormant assets could become a huge area of conflict. The article showed in an exemplary manner how those affected had been instrumentalized by lawyers. The jury praised the fact that the Observer had taken up a seemingly "old" story that still resonates today.

The prize for financial journalists was established in 2002 by Geld-Magazin Private. The prize money amounts to at least 20'000 Swiss francs in each case.
 

Daniel Steiner, SRG media spokesman, told the NZZ that there were journalistic reasons for terminating the agreement. When asked by SDA, Steiner said: "SRG wants to and must bear the journalistic responsibility for the selection alone." The contract had limited this responsibility. In the programme "Mitenand - Ensemble - Insieme", which is broadcast on SRF 1 every Sunday in the early evening programme, only charities that have the seal of approval of the Swiss Certification Body for Charitable Organizations (Zewo) have been presented to date.

The fact that SRG is primarily concerned with journalistic independence is also indicated by the fact that, with the termination of the contract, SRG is waiving the aid organizations' financial contribution to the production costs. Previously, the organizations presented had borne part of these costs.

The decision came as a surprise to Zewo

Zewo Managing Director Martina Ziegerer is not pleased and surprised by the termination of the contract. The agreement had been under review for some time. "SRG told us that they wanted more flexibility in terms of broadcasting time," Ziegerer explained to SDA. Because Zewo feared that the program would be marginalized and thus lose viewers, it opposed this. In the end, after lengthy negotiations, it was agreed that viewer numbers should be stabilized with reruns. "The SRG's sudden change of opinion was very unexpected for us."

Although Zewo is pleased that SRG is now saying that it wants to retain the broadcasting slot, it fears that this will not remain the case for long without a contractual basis - and that the channel will be further marginalized. The SRG cannot cite editorial reasons, said Ziegerer. Television already enjoys complete freedom in terms of content. Zewo is only responsible for the quality control of the organizations and for coordinating schedules in connection with the broadcast.

Quality control no longer guaranteed?

Ziegerer only fears negative effects for the aid organizations in the medium term. She wonders what selection criteria will be used to choose the works in future. "Will the discretion of a single editor decide? If non-transparent or dubious organizations are suddenly portrayed, this could damage the reputation of charitable organizations as a whole." The platform would then no longer be attractive for reputable organizations. (SDA)
 

According to the press release, the award is presented each year to a prominent person who has a significant influence on the development of the media industry and plays an important role in shaping the future of the sector.

Salar Kamangar has been CEO of the video portal YouTube since 2009, which was founded in 2005 and acquired by Google in 2009. Kamangar was responsible for the expansion of YouTube into a global broadcast platform, which today has a worldwide community of around 1 billion people per month. Under his leadership, the video portal also launched a new website and "TrueView", an advertising option where advertisers only pay for advertising that is actually viewed. Salar Kamangar will receive the "Media Person of the Year" award on June 19, 2013 at the Palais des Festivals in Cannes.

Previous winners of the award are Jack Dorsey, Creator, Co-Founder and Executive Chairman of Twitter; Eric Schmidt, Executive Chairman of Google; Mark Zuckerberg, Founder and CEO of Facebook; Steve Ballmer, CEO of Microsoft Corporation; Tsuneo Watanabe, Chairman and Editor-in-Chief of The Yomiuri Shimbun Holdings; Sumner Redstone, Chairman and CEO of Viacom; and Gerald Levin, CEO of AOL Time Warner.

Image: Google.com
 

It was therefore necessary to continue making savings in the future: "I believe this will continue," said Supino. At the same time, he was confident because "we have never been so well off overall." Tamedia's often criticized return target of 15 percent is correct, but not a dogma, said Supino. After all, 5 percent is needed for depreciation and amortization, leaving 7 to 8 percent of the remaining 10 percent after taxes. "And around two thirds of this is used for investments."

Subscriptions instead of cost-cutting measures

The Swiss Managing Director of Frankfurter Allgemeine Zeitung (FAZ), Tobias Trevisan, said that his company also had to make savings. However, Trevisan warned against touching the USP: quality, relevance and credibility. Trevisan: "I am amazed at the ease with which many media companies decide to make savings. And overlook the potential for additional income from subscriptions." The FAZ will continue to raise prices. "We have just created an extreme scenario at the FAZ: Can you create a newspaper without advertising revenue?" said Trevisan. "The result: you would have to increase sales revenue (subscriptions only) by 40 percent." This would not be done immediately, but the pricing strategy was "aggressive". The FAZ has already increased subscription revenues by 35 percent in the last six years.

Subscription prices cannot be increased forever

AZ publisher Peter Wanner also sees "upward potential", especially if subscribers can be offered a complete print/online package. Pure digital subscriptions should be considerably cheaper, "about half the price", according to Wanner. Tamedia publisher Pietro Supino was skeptical about price increases at the Swiss Media Forum: "I'm not sure whether you can simply raise prices all the time. That works in the short term, but is hardly the last word in wisdom in the long term. There is a connection between price and demand." Newspapers are mass products and must remain so. Supino: "I am convinced that advertising revenues will continue to account for the largest share of income in our company." Supino also assured Tages-Anzeiger that the paywall would "definitely be coming".

FAZ boss Trevisan is also working on introducing the paywall: "In consultation with other publishers. But we would also do it on our own - not because we expect to make big money from it, but because it's the right strategy." He has moved away from the "metered paywall" model - "it's moving in the direction of hybrid". Peter Wanner said of the paywall: "It will also come to us, but we shouldn't expect miracles from it. We can't compare ourselves with the New York Times. The regional newspapers should move towards freemium."

Wanner: fascinated by Voigt's project

AZ publisher Wanner also commented on Hansi Voigt's online project: "It's a pending investment, that's true," he confirmed on the podium. Hansi Voigt's project fascinates him. Voigt is the right person, and he is also convinced of the approach "that the project should be developed on a greenfield site and not in a corporation where controllers are everywhere." The project is national and enables his company, which is primarily regionally based, to position itself nationally online. Wanner: "We are in close talks with an investor. It looks very good. We will decide in the summer whether the green light has been given." (OTS)

 

Immo Hütte took over responsibility as Country Manager at Tradedoubler Switzerland as of January 2013. He succeeded Catrin Rubenson. The native German has been working for Tradedoubler in Zurich since 2004, until now as Deputy Managing Director. The 33-year-old has a degree in business administration and in-depth knowledge of the Swiss online industry. Hütte is a specialist in the areas of affiliate and display marketing.
 
WW: What do you hope to gain as new insights from the Affiliate Marketing Conference?
Immo Hütte: Tradedoubler has been in business in Switzerland for around nine years. So we know a lot about the market itself. Basically, I'm hoping for good discussions with existing advertising customers as well as potential new customers at the conference in Zurich's Volkshaus. And of course also with websites, in order to discuss the specific current needs in each case. After all, the market and needs are constantly evolving.
 
Where are the trends heading?
In Switzerland, one trend is basically the professionalization of websites, but also of the people in charge at the advertising customers. There is much more know-how in the market among website providers. There is increased use of product lists and entire store extracts from advertisers. A lot is being done with voucher codes, and many special content pages are being created. In addition, the whole thing is being marketed much better, and much more creative advertising media are being used than just the previous standards familiar from classic branding. In addition, topics such as re-targeting, mobile shopping and RTB continue to be among the trends in affiliate marketing.
 
One presentation is entitled "Special case Switzerland": What is special about us?
The presentation will be given by Olaf Bertschinger from Tradedoubler Switzerland, and I don't want to get ahead of him. The background is that Switzerland is a very independent market and partly also lags behind in the development as far as online marketing is concerned. Much of what happened in other countries a few years ago is now coming to Switzerland. This does not only have disadvantages. You can and should also benefit from it, such as not having to make the early mistakes of other markets again.
 
What is the role of Tradedoubler in the development of affiliate marketing?
In Switzerland, we are clearly a pioneer. In 2005, we opened a local office in Zurich. Since then, we have been building up affiliate marketing here. In this phase, it was about explaining to publishers and advertisers how this business works in the first place. In this respect, we at Tradedoubler have very much shaped the market and marketing, developed it and also led it in a certain direction. I say that quite deliberately because we are an international company and we know what mistakes have been made in other countries - also by other networks. We have deliberately and successfully tried to avoid that here.
 
Where do problems need to be overcome, for example in data protection?
Actually, it is not a problem because all data in affiliate marketing is collected anonymously. However, there have been discussions about the setting of cookies on a European level for quite some time. There is more and more concrete talk of a ban, and that will have an impact on some providers. The most popular browsers will also place more restrictions on the setting of cookies. Tradedoubler has developed a lot in this area and is technically well equipped for this.
 
Do you fear that consumers will one day become oversaturated with advertising?
The danger exists when I am suddenly spammed by advertising after visiting a store. That's why you have to be careful to use affiliate marketing in a very regulated and conscious way. Then the user will not feel persecuted. He will rather perceive advertising as added value, which practically excludes the danger of oversaturation.
 
You've been with Tradedoubler since 2004. What has changed in the industry during these years?
At the very beginning, we stirred up the industry quite a bit, because the Swiss market was and is a classic CPM market. Performance marketing was still in its infancy. That has changed dramatically. In the meantime, it is impossible to imagine many marketing departments without the topic and it is an integral part of the marketing mix. The market has become much more professionalized. We no longer have to explain to a potential customer what affiliate marketing is. You can also see the development through the entry of more and more competitors and agencies. We are now at a stage of market maturity where it can already go to the next level.
 
What is the next level?
On the one hand, an even larger offer on the part of web publishers. That they make better use of advertising space and don't see performance marketing as cannibalizing display marketing, not least because it uses completely different placements. But also in the very banal area: There are many Swiss online stores that are not yet active at all for their marketing. And many big brands are just now developing an online store at all. We will then reach the next level by bringing together the larger offering and the increased know-how in the market.
 
Will traditional stores lose more and more customers to the Internet in the future?
It all depends on how you look at it. If you establish yourself online early on, you can also pick up new customers there for your traditional business. In many areas, however, there will certainly be a shift from offline to online.
 
You have been Managing Director of Tradedoubler Switzerland since January 2013. What are your goals?
We've seen continuous hefty growth rates over the last nine years, both in affiliate marketing and in display. Now I would like to encourage the market to make even more use of the opportunities offered by online marketing. For example, to really track every campaign completely and to get the maximum out of it; at best down to the shopping cart, so that you can draw conclusions and optimize for as many areas within a company as possible. With Tradedoubler we have everything from niche websites to premium sites in our portfolio and can therefore combine campaigns and affiliate marketing like no other and deliver optimized based on detailed user data.
 
Interview: Andreas Panzeri

With the participation of the four new partners, the company is confirming its strategy of offering formative employees a long-term and challenging perspective for future growth, according to the press release. The four new partners Martina Penz, Bernd Jansen, Patrick Rossbund and Michael Rottmann have already contributed to the success of the Swiss market leader in various roles, with their commitment and expertise. With the signing of the four new partners, the entire share capital is divided equally between 26 operating partners from Germany and Switzerland.

The 26 partners of Namics:
Marcel Albertin, Tim Dührkoop, Andreas Fischler, Patrick Frei, Marco Hassler, Cong Hoang Hoang, Lars Holthusen, Bernd Jansen, Markus Koller, Thomas König, Bernd Langkau, Thomas Link, Martina Penz, Michael Pertek, Patrick Rossbund, Michael Rottmann, Sandro Ruch, Adrian Scherrer, Roland Schönholzer, Bernd Schopp, André Schmid, Andreas Seonbuchner, Jürg Stuker, Markus Wagner, Christoph Walter and Markus Wirrer.