The invitation text to today's Mediapulse media conference was still promising:

"Switzerland has had a new, modern television measurement panel since this year. After initial difficulties in data preparation, the first data from the new Mediapulse TV panel are now available. How does the medium of TV present itself in the light of the new measurement? We present the first results from the new TV panel and look back at the setup and the reasons for the delays in January. For the first time, we will present figures on consumption of time-shifted TV and TV consumption via computer."

But things turned out quite differently. Chairman Marco de Stoppani had to announce today that certain customers (broadcasters and marketers) had major concerns about the plausibility of the results. The differences to the 2012 data were considerable. The customers therefore demanded an external expertise. Until this new expertise is available, which should be the case at the beginning of March, Mediapulse is not allowed to publish any figures. For understandable reasons, de Stoppani did not want to say who had exerted pressure. He only said that it had come "from various sources, verbally and in writing, and also from lawyers. Legal steps had not yet been initiated, but were in prospect. The Board of Directors buckled and unanimously decided that no figures could be published before the new expert report was available. However, it is interesting to note that both broadcasters and marketers have the current figures at their disposal and will continue to be supplied with them. So it shouldn't be long before they are published somewhere. All the more so since no contractual penalty has been agreed. So the tragedy continues.

Pierre C. Meier, Editor-in-Chief Werbewoche

Quota debacle - new measurement system under review (February 19, 2013)

Teaser image: Keystone

According to statistics from the market researchers at Media Focus, the online advertising market grew from CHF 520.8 million in the previous year to CHF 674.4 million. A good CHF 100 million of this is attributable to paid listings on directory search platforms (online directories), which Media Focus is listing for the first time.

In classic online advertising, such as banners on websites, the volume fell from CHF 175.5 million to CHF 170.0 million, according to the figures presented on Monday. According to Media Focus, this is not a trend: In 2013, the division should grow again by 13.8 percent, according to experts' forecasts.

Advertising on search engines recorded a jump from CHF 158.6 million to CHF 210.5 million. This form of customer acquisition now accounts for the largest share of the online advertising pie, at 31 percent of the total volume. Classic online advertising still accounted for exactly a quarter of the total volume in 2012. (SDA)

The Media Focus Online Advertising Statistics Report 2012/2 in PDF format
 

The Zurich agency has been the lead agency for Mini Switzerland since January 1, 2013. On the occasion of the beef scandal, Rod has now developed a subject for the Mini John Cooper Works that puts the engine performance in the limelight with a wink: "With the power of 218 lasagnes" is the headline. The subject will be on display on Monday, February 18.

The aim of the initiative is to ensure that Swiss financial players such as banks, insurance companies and pension funds no longer invest in financial instruments relating to agricultural commodities and food. This is because this type of profiteering drives up food prices. According to the press release, the main victims are the poorest people in the world, who have to spend up to 80 percent of their income on food. Particularly piquant: around a third of global food trade is handled via the commodities hub of Switzerland.

On the campaign website, also designed by Spina's Civil Voices. Solidar.ch/speculation you can join the demand and support the initiative.

Responsible at Solidar Suisse: Christian Engeli (Campaign Manager), Andrea Arezina (Campaigner). Responsible at Spina's Civil Voices: Matthias Freuler, Stephan Huwiler (creation) Sarah Wenger, Reinhard Kronenberg (consulting), Alexander Meier (direction).

The TV data from Kantar Media's new Mediapulse measurement system was already delivered to the TV stations at the end of last week. With the new Infosys+ evaluation tool also provided by Kantar Media, the stations were finally able to evaluate the concentrated load of six weeks of data over the weekend.

The data had also been promised to the media agencies for yesterday, Monday at 12 noon. But this did not work out. Fifteen minutes before the official publication date, Mediapulse subsidiary Publica Data backed out. "We would like to inform you that we will not be able to deliver the TV usage data at noon today as announced," said the e-mail, which was sent to the agencies at 11:44 a.m. and marked "High urgency.

Corinna Schneider from Publica Data, who had sent the mail, did not want to give reasons for the short-term postponement and referred to Mediapulse spokesperson Nico Gurtner. He had also received the mail, but was not informed and could not provide a reason for the whole afternoon.

The agencies suspected that the new data had not yet been tested on the new Mediawizard planning and optimization tool from Publisuisse and Goldbach Media. But that would be important, because it must be ensured that Infosys+ and MediaWizard show the same data in an identical way in any case.

Whatever the reason, agencies and their customers will have to wait longer for figures and evaluations - until Wednesday, according to reports.

Markus Knöpfli

Werbewoche.ch/tv-broadcasters-value-new-tv-data-ready-off
 

The fact that the company, which was founded last year, was able to win Bratschi for its ambitious project is a stroke of luck for CEO Martin Glauser, according to the statement. "Raphael Bratschi brings a large network of agencies and direct customers, but also profound experience in the conceptual field. This is very valuable, especially in the start-up phase."

Raphael Bratschi has been working in marketing since 2002. Initially, he looked after clients at Goldbach Media TV; later he was Key Account Manager at APG and at 20 Minuten. Since 2010, he has been a board member of IAA Swiss Young Professionals. At Filmwords, he will be responsible for key account management, product development and, in particular, for setting up the TV Adtracks marketing platform.

Bratschi is looking forward to the new challenges: "With social TV, we are breaking new ground. Marketing is being reinvented in the border area of TV, digital and social media. The potential is enormous. Here, Filmwords' cross-platform system offers a very exciting solution that has a very good chance of establishing itself, especially in Switzerland, but also internationally."

Filmwords' social TV solution is already available to TV consumers on the Teleboy platform. Filmwords will also launch the second screen app Zwap.TV in the coming weeks. Three more platforms will be added to the Filmwords network over the course of the year. According to its own statements, Filmwords is thus realizing the world's first cross-platform social TV community, in which users of different services can exchange ideas while watching TV.

Russian rail operator Aeroexpress has awarded Swiss rail vehicle manufacturer Stadler Rail the contract to build 24 double-deck trains worth 350 million euros. Stadler thus prevails over Skoda and Alstom. 24 double-deck trains will connect Moscow with its surrounding airports starting in 2015 and increase the transport capacity of the Moscow network by 30 to 40 percent, according to a statement. Aeroexpress passengers will then be transported in a rolling brand experience "engineered and designed in Switzerland."

Nose designed the exterior shell and interiors of the large-volume airport feeder. The exterior design is adapted to the meteorologically demanding operating conditions in Russia. Inside, passengers can expect a high-quality interior design with leather seats, customized entertainment system and a sophisticated lighting concept.

"Through the strategic partnership with Adcom, we ensure excellent implementation of our marketing mandates," Armin Meier, managing director of Infront Ringier, said in a statement. "Particularly in the areas of football, ice hockey and cycling, Adcom has years of experience and specialist knowledge, which we can thus also make available to our partners."

Daniel Dysli, Managing Director Adcom Event: "We are extremely pleased about the cooperation with Infront Ringier. By being involved in the conception and planning of these projects at an early stage, we can contribute our knowledge in an even more targeted manner and further expand our strong position in the field of 'Brand Activation'."
 

The newly opened tattoo studio Berrge from Istanbul was recently looking for talented employees. It's good to be able to count on the help of an imaginative agency when recruiting. The viral, worldwide dissemination of your own name comes free of charge. (hae)

The CAS (Certificate of Advanced Studies) in Corporate Communications is one of the oldest and most popular continuing education programs in corporate communications and PR at university level in Switzerland. It was launched in 1999 by the Swiss PR Institute Spri, which ceased its teaching activities last summer and transferred the university part to the HWZ as its long-standing partner. The 22-day course teaches students the systematics and operational practice of modern corporate communication in a concentrated form in one semester while working.

Urs Rellstab is a trained economist and has many years of experience as a journalist, campaigner, lobbyist, head of communications and consultant. He was Deputy Director of Economiesuisse and most recently CEO of Burson Marsteller Switzerland; he has been running his own consulting firm "Rellstab Strategie und Kommunikation" since 2013. "It is a pleasure and an obligation for me to support our demanding professional field with this high-quality program and to develop it dynamically," says Rellstab about his new commitment.

Rellstab is taking over from Stefan Eggenberger, who was interim head of continuing education in communications at the HWZ. Further information on this course can be found at: Fh-hwz.ch/corpcom.

Teaser image: Twitter.com/rellstab
 

In his new role, Beat Lerch will be responsible for Trade Marketing, Sports Marketing and Brand Marketing/PR, as detailed in a press release. Beat Lerch has been with the Adidas Group since October 2009 in the role of Sales Director Reebok Switzerland. Prior to that, he worked for over 15 years at the former Reebok Switzerland distributor in various sales and marketing positions. Thanks to his previous experience, he has in-depth knowledge of the Swiss sports market and its customers. Lerch replaces Lukas Troxler, who left the company last fall.

Eric Amstein started as Sports Marketing Manager Football at Adidas on January 1, 2013. In this role, he is responsible for Adidas' football marketing activities in Switzerland. Amstein was previously Project Manager at TSE Consulting, Product Manager at Ringier and responsible for the FIFA account in the global sports marketing department at Adidas. In this role, he was the direct contact person for Fifa and was responsible for fulfilling contractual obligations such as value-in-kind and event support.

Adwebster has built up a basic digital network (display, branding, video) over three years and has a lot of mobile traffic on iPhones, iPads, Windows devices, Android phones or Blackberry devices, according to the statement. "However, this traffic has not been served until now, as the advertising market in Switzerland is only just emerging in this area," Patrick Stüssi, Head of Products at Adwebster, explained in a statement.

All-screen network - on all mobile devices

The company deliberately took its time to launch the Adwebster Mobile Network, as it was important for Adwebster to build the entire network on the same tech stack in order to take full advantage of the major benefits of an associated "All ScreenPlanning" approach. This network architecture allows mobile advertising to be viewed not in isolation, but in context to other online marketing efforts such as stationary display advertising or video advertising. "In such a context, campaigns can be optimized very efficiently, which means the highest possible ROI for the advertiser."

Branding, targeting and video campaigns

In addition to the classic mobile branding campaign within premium themed channels, cross-channel reach campaigns can also be booked. The entire network is also video-enabled (VAST 2.0), and the delivery of TV spots can be coordinated with associated branding and/or reach campaigns. At the same time, Adwebster introduces Switzerland's first integrated ROPO tool, a GPS marketing tool called Smart Sale. Smart Sale originates from the in-house "Adwebster Lab", uses state-of-the-art GPS tracking technology and offers advertisers the possibility to track the success of the campaign on their own offline POS systems by means of real barcodes. Retailers and companies with chain stores can define individual promotions, discounts or coupons per store via XML feeds. Delivery takes place on all mobile devices and can be precisely narrowed down per store with a radius. The deviations in GPS tracking are only a few meters.

"With Smart Sale, we can measure how many offers have been redeemed at a store using a checkout scan."

An interview with Adwebster founder and CEO Andi Nigg can be found in the current Print edition 03/2013 of Werbewoche.