Teads, the inventor of outstream video advertising and a global monetization platform for publishers, published a new eye-tracking study on Tuesday. According to the study, advertising placed within premium editorial content leads to a 27 percent increase in consumer purchase intent. In addition, the scroll rate on premium websites slows down, allowing users to perceive more concentrated content. This also increases the chance of attracting users' attention with attractive advertising formats.

This insight comes at a time when advertisers are questioning the quality of attention that can be expected from advertising in social media and video environments.

Teads showed 115 participants different commercials on a range of different mobile websites on their smartphones. Mobile HD eye-trackers were used to determine user perception and reaction as well as engagement with the advertising material in the different content environments. Following the eye-tracking phase, a survey was conducted to obtain relevant information on the effectiveness of the advertising. You can see the eye-tracking session in action here.

Tead's eye-tracking study shows that premium editorial environments and the context of an ad are decisive for the success of a campaign.

Other noteworthy findings:

Scroll speed is decisive: Users scroll 50 percent more in social feeds, which leads to a higher speed and therefore less attention for advertising. On premium editorial sites, users act slower, scroll less and read significantly more than on social media. As a result, video campaigns have a greater chance of being noticed in a slower, more focused environment than when embedded in fast-paced social media environments.

The content environment influences the advertising view: Almost nine out of ten users watch video ads within articles, while six out of ten users watch video ads in social feeds.

Dwell time on the video: Promotional videos in articles are viewed 24 percent longer than those in social feeds.

Longer reading time increases engagement: Consumers spend 80 percent of their time reading on publisher sites, compared to 65 percent on social media. Users are 23 percent more likely to read content in high-quality articles than in social feeds.

Millennials have a higher recall of native advertising: As young people have grown up with digital media, they are less surprised by native advertising and have a greater cognitive capacity to absorb rapidly changing content in parallel. Millennials are twice as likely to remember native video advertising than those over 40.

"With the rise of mobile, advertisers have an endless, vast choice of content environments to reach their target audience, which inevitably leads to the question of which are the best to engage the user," says Bertrand Quesada, CEO of Teads. "This study proves that premium editorial sites are the most effective place for brands to advertise and promises a relaxed, engaged user who is guaranteed to bring greater focus and attention to advertising."

Further information on the Teads eye-tracking study and graphics can be found at here (PDF).
 

Insider is the lifestyle magazine of Central Switzerland with a focus on regional news and events from the areas of gastronomy, shopping, people and nightlife. It is published bi-weekly and distributed via gastro establishments, well-frequented business premises in the region and cinemas, as well as via boxes on public property. Caroline Thoma, Managing Director of Reach Media, is pleased with the new product in the portfolio in a statement: "Insider is a great addition to our existing publications in the Central Switzerland region. The integration into a larger media company makes it possible to expand the product digitally and also strengthen the brand by means of radio and TV." The NZZ Media Group is taking over all employees of Insider and integrates it into the existing structures of the Reach Media and NZZ Media Solutions business units.

To mark this year's European Championship, McDonald's is giving its customers one of three new Coke glasses with every medium and salad menu. The cult glasses are in the official EURO 2016 design and are only available during the European Championship. TBWA\Zurich realized a poster campaign for McDonald's under the motto "This doesn't happen every day". The two subjects dramatize the limited-time offer and focus on the attractiveness of the glasses. The two eye-catchers were created in collaboration with Garrigosa Studios Barcelona and will be in use until the end of June.

Responsible at McDonald's Switzerland: Thomas Truttmann (VP Marketing, Communications, Public Affairs, Supply Chain), Thomas Frésard (Food & Family Manager), Sébastien Dubey (Senior Marketing Consultant), Agathe Saeckinger (Marketing Trainee). Responsible at TBWA\Zurich: Bruce Roberts, Angelo Sciullo, Sabine Grossmann, David Voges (creation), Stephan Lanz, Anna Magnaguagno (consulting), Tobias Jean (digital), Agnes Meier (production). Photo production: Ilonka Galliard (Art Buying), Garrigosa Studio (Photography). Responsible at OMD Switzerland / Media: Adrian Thomann (Account Director), Michael Zaugg (Digital Lead).
 

However, the Federal Administrative Court considered them not entitled to appeal. The minors announced the referral to the Federal Supreme Court on Tuesday. The group of four- to 17-year-olds and their parents are supported by the Christian-oriented foundation Zukunft Schweiz. They assume that the sexual acts of homosexual and heterosexual couples shown in the TV commercial of the "Love Life" campaign of the Federal Office of Public Health (FOPH) can endanger the development of children and adolescents. In the summer of 2014, they therefore filed a complaint against the campaign with the FOPH and demanded that it be stopped. The FOPH did not act on this, whereupon the group took the case to the Federal Administrative Court in St. Gallen.

Not affected

The judges ruled that the children and young people, or their legal representatives, were not entitled to lodge a complaint. For this to be the case, they would have to be more affected by the campaign than the general public. They would therefore have to suffer a special disadvantage for there to be any interest worthy of protection at all. According to the Federal Administrative Court, this is not the case. For this reason, the FOPH was right not to hear the appeal. According to the communication of the children and adolescents, the lawyer of the complainants is convinced that the minors as a whole represent a clearly definable group. In the interest of a healthy development, they should be protected from sexualized images and video films more than the general public. (SDA)

If you try to find your destination without a sat nav, firstly you run the risk of getting lost and secondly of getting into an argument with your passenger about why you didn't ask someone for directions long ago. However, having a sat nav in your car always comes at an additional cost. To make it easier for its customers to find their way, Ford is giving away the sat nav with the purchase of a new Kuga. Ogilvy & Mather Zurich has created a campaign based on the cliché that men in particular refuse to ask for directions when driving.

This has resulted in an end-to-end sales communication campaign that will be used across the relevant channels and media in June. This includes print ads, a radio spot, online banners, a social media presence and a special landing page on Ford.ch.

Responsible at Ford Motor Company Switzerland: Marc Brunner (Director Marketing), Stefanie Schär (Communication & Event Supervisor). Responsible at Ogilvy & Mather: Thomas Bolliger (CD); Mark Levay (AD); Marcel Elsener (text); Max Brunner (consulting); Jonathan Schipper (overall responsibility).
 

In this role, he manages the digital newsroom and has operational responsibility for the daily creation of online products. He leads the online daily managers as well as the web, news, and picture editorial teams. Anita Zielina, Editor-in-Chief New Products: "Thomas Stamm is the ideal person for this position and we are very pleased to be able to fill this position internally. He is an experienced journalist with digital expertise who knows our company very well. Together we can take our newsroom to the next level of digital transformation."

Thomas Stamm has worked for the Neue Zürcher Zeitung for a total of 16 years. First he was a staff editor in the business department, then visual-technical editor at NZZ Online, news editor and finally team leader of the online and print production area of the business department. Since 2014, Thomas Stamm has been a senior editor responsible for journalistic matters in the areas of mobile and apps and works as a daily manager.

Thomas Stamm was born in 1972 and grew up in Eglisau. He studied history, political science and social and economic history at the University of Zurich. In addition to various positions at the Neue Zürcher Zeitung, he made a detour into PR consulting and private equity from 2004 to 2007. Stamm is married, father of three sons and lives with his family in Eglisau.

Zurich Insurance is committed to making (high) culture accessible to the general public. The House was commissioned to draw public attention to this commitment. Broadcasting elitist forms of culture such as opera live on Zurich's Sechseläutenplatz is already very popular. However, The House's storytelling brings opera even closer to the people with numerous measures and also creates surprising moments and experiences.

The teaser phase: all of Zurich puzzles along

In a teaser phase, passers-by around Sechseläutenplatz were invited to take a ride in unbranded rickshaws and enjoyed the sounds of the opera. The campaign met with great interest and not only aroused the curiosity of the people of Zurich, but also sparked the interest of the media.

A movie resolves everything

The resolution came in the form of a film, which achieved over 750 shares in the first two days and around 183,500 views by the time of the event. In the video, unsuspecting rickshaw passengers were able to experience the "Opera for All" up close. Of course, the rickshaws were also used again on Sechseläutenplatz after the dissolution - this time with the branding of Zurich Insurance.

 

Presence in earned, paid, owned and shared media

The film about the resolution was played in all media - and once again also included in the coverage of 20 Minuten. In addition to distribution via earned media, the campaign and the accompanying opera competition were also disseminated via social channels, a landing page and various online advertising media such as pre-roll ads. Over 30,000 clicks were achieved after just three days. To remind the target groups of Zurich's commitment even after "Opera for All", the competition will continue until June 30.
 

Responsible at Zurich Insurance: Urs Schwegler (Head of Sponsoring & Live Marketing), Melanie Felder (Marketing Consultant Sponsoring & Events), Andreas Fleck Grubenmann (Senior Sponsoring Manager). Responsible at The House: Grischa Rubinick (Executive Creative Director), Patrick Meyer (Creative Director Copy), Manuel Steiner (Art Director), Esra Yigit (Consulting and Project Management), Stephan Suter (Media Director), Julia Gauch (Media Consultant), Verena Hofmann (Media Consultant), Luzian Storrer (Adoperation & Analytics), Production: Richy Hafner (Polymorph).

Orientation aids are provided by the three large menu items "Inform," "Invest," and "Discuss. In addition, the comprehensive contents of the respective topics are better linked. Visitors can still access their personalized area via their login, where they can access their portfolio, the watchlist, manage stock market subscriptions and exchange views in one of the largest Swiss stock market forums. And as usual, Cash readers can trade directly from the news and price details on the stock exchange.

The concept as well as the screen design the new website were created by the Bernese agency Designsensor. The technical implementation was carried out by SIX Financial Information and the Aarau agency Previon+.

The UBI therefore approved a complaint by the two Zurich SVP National Council members Natalie Rickli and Gregor Rutz against the broadcast by seven votes to two. The heightened duty of care in the run-up to elections had not been observed, the complaints office announced on Monday. The contribution "Parties in the consumer check: These fall through" had been broadcast on September 15, 2015 by the consumer magazine "Kassensturz". In the feature, reference was made to the upcoming federal elections on October 18, 2015, as part of a test of the consumer-friendliness of the parties. Election-related broadcasts must be fair, balanced and impartial in order to ensure equal opportunities for the parties and groups running for election, the UBI states in its decision. The program did not meet these requirements, which are derived from the diversity requirement under broadcasting law. The "Kassensturz" report focused in a one-sided negative way on the SVP, which was described as the "most anti-consumer party". The editorial comments were tantamount to a negative election recommendation against the SVP.

The contribution objected to by the UBI was reprimanded in October 2015 by the SRG Ombudsman in no uncertain terms (Werbewoche.ch reported). (SDA)

Image: SRF

With four goals, an experienced coach and twenty soccer-loving kids competing. For once, coach Murat Yakin didn't have to contend with seasoned professionals, but got to practice scoring goals with twenty enthusiastic mini-kickers from German and French-speaking Switzerland. For the children, who were selected from over 600 applications, Samsung and Equipe set up four goals facing each other on a soccer pitch in Zurich's Juchhof and positioned a 360-degree camera in the middle.

Within 45 seconds, the kids were allowed to randomly hit the balls that had been placed in front of them. It's not easy to keep an overview in this chaos, as you can see for yourself in the 360-degree video created from the action.

Until July 10, users can guess how many balls the children have put into the goal and, with a little luck, win a Samsung Galaxy S7 edge and a Gear VR. The campaign marks the end of the integrated launch campaign. "#GalaxyJourney"which Equipe designed and implemented for Samsung.

Responsible at Samsung: Anja Olsson (Head of Marcom), Jennifer Rimann (Marcom Specialist), Allan Haverman (Marcom Specialist).