GreenWorks has been in the field advertising for over 20 years. During this time, the platform has always evolved. Platform sizes range from 1000 to over 100,000 square feet.

Field advertising is especially suitable for image and brand advertising and has a very broad and lasting effect due to its uniqueness, naturalness and huge dimensions.

The new website is more comprehensive and clearly arranged and now also offers information on the topics corn maze and crop circle.

Nevertheless, there is some uncertainty regarding KPIs and standards in the area of digital video ads. The moving image focus group of the industry association IAB Switzerland has taken this as an opportunity to provide a framework and background information in two publications.

The "Guide to Measuring the Advertising Impact and Success of Online Video Ads" provides background information and is intended to serve as a tool that takes into account the specific requirements of online video advertising and identifies possible methods and approaches to measurement. As a second publication, the focus group issues an overview explaining the "Digital Video Ad-Serving Standards VAST & VPAID" for the Swiss market. The head of the focus group Patrik Hämmerli emphasizes that these two topics in particular are a constant source of discussion and debate, which is why the industry association wants to demonstrate the need for a uniform approach.

Next, the IAB focus group will address the topic of DAI (dynamic ad insertion) and also explain the findings for the Swiss market. Other topics on the agenda include viewability measurement, video ad experience and pricing. The guide can be obtained at [email protected]. Non-members of IAB-Switzerland pay a nominal fee of 35 Swiss francs. The Digital Video Ad Serving Standards are here retrievable.

The concept of branding zones was applied for the first time at Zurich Central Station. In addition to providing a powerful advertising presence, the project planning also focused on enabling effective branding effects. Various internal and external specialists were involved in the implementation, including experts in security, customer flows, architecture, urban planning and logistics.

160 analog billboards were scaled back in favor of 77 ePanels and digital cubes in high-traffic malls. As a result, advertising customers are to benefit from an exclusive, impactful presence. A total of six zones can be used individually or in any combination - resulting in up to 2.8 million contact opportunities per week. Further implementations will soon follow in Bern and Lucerne.

Kick-off of the digital expansion 

More than 120 advertising customers, partners and project participants attended the event to kick off the digital rollout at Zurich's main train station. "What I enjoy is that the branding zones look fresh and modern. What is also casual is that the 77 screens create new creative potential for the presence of brands. The color intensity and size of the digital advertising media enhance the attention of dynamic image worlds," comments Matthias Kiess, CEO of TBWA\Zurich, on the implementation of the branding zones.

"If you want to achieve high reach in a short time with digital campaigns, the branding zones in Zurich HB are an exciting option. The 77 ePanels in the busy passages offer consistently high frequencies. APG|SGA and SBB have thus created an attractive basis for digital advertising campaigns. Now it's up to the advertisers to create the right content," said Philip Honegger, Head of Marketing & Communications at Zweifel Pomy-Chips, who was also present.

Most have the goods delivered to their home. Two-thirds of Swiss e-shoppers think that companies should pay more attention to the environment, and half of them would be willing to pay more for it. An above-average number of Swiss shoppers also return goods, like to shop in foreign e-shops and are guided by influencers.

A representative study by DPDgroup shows that 13.5 percent of Swiss purchases are now made online, which is exactly the same as the European average. 83 percent of all Swiss e-shoppers regularly store online, 44 percent buy online every month. This puts Switzerland in the European midfield. Ahead of it are countries such as Poland (1st place), Austria, Ireland, the UK, the Netherlands, Germany, Romania, Lithuania and Belgium. Spain and Portugal bring up the rear.

87 percent have the goods delivered to their home, 12 percent pick them up at a post office, 11 percent at work and 9 percent from a parcel service.

The experience of e-shopping is positive for Swiss e-shoppers, albeit slightly below the European average (for 70 percent of them, their last shopping experience was good compared to the European average of 78 percent).

Half of e-shoppers would pay more for environmental protection

69% of regular e-shoppers believe that brands and companies should take responsibility for the environment. However, only 51 percent buy environmentally friendly products and 52 percent would be prepared to pay more.

Social media and influencers influence purchasing behavior

59 percent of all Swiss e-shoppers are influenced by social media and influencers when choosing the websites on which they shop - this is not far off the European average (60 percent).

Time and money play a role - mainly clothes are bought

74% of Swiss e-shoppers are convinced that online shopping saves time, while 53% want to save money. Clothes (63%), shoes (48%) and books (42%) were the most popular items shopped online in 2019. Fashion is above the European average of 58%.

86 percent of Swiss online shoppers have already purchased goods from foreign e-shops. This figure exceeds the European average by a full 24%. 88 percent of them bought goods in Europe, 46 percent in China.

However, the Swiss are top of the class when it comes to returning goods - 14 percent of respondents have returned their last order. Across Europe, the figure is 9 percent.

Shopping in advance on the smartphone - loyalty programs still rarely used 

Most purchases are made on the smartphone. 62 percent use their cell phone to place orders. This puts Switzerland in line with the European average. Only 15 percent use loyalty programs.

Different profiles, different expectations

Some e-shoppers can be divided into three different profiles: Routinier, connoisseur and ecology-savvy.

Routinier are experienced and very frequent e-shoppers. They like the convenience of e-shopping and believe that they can buy almost all the products they need online. They buy many things online, including fresh food. Above all, they expect visibility (real-time information), flexibility and precise deliveries. They make up 8 percent of all Swiss e-shoppers.

Connoisseurs tend to be young online shoppers. They are very active and are looking for ways to make their lives easier. Online shopping is a means to this end, but they still buy less frequently and more selectively than the Routiniers. They are very demanding in terms of delivery, which they consider less easy than Routiners. They make up 9 percent of all Swiss e-shoppers.

The eco-savvy e-shoppers are more likely to be occasional shoppers, with a more limited number of products they buy online. They are willing to pay a premium for greener products and services, but remain receptive to good deals. Visibility, flexibility and accurate delivery are important. Above all, they prefer home deliveries. They make up 20% of all Swiss e-shoppers.

"With the campaign, we want to inspire our target group to confidently stand by their preferences - specifically, their favorite songs. No matter which song it is, every individual (music) preference has its justification! It's precisely these positive vibes that are also at stake in the choice of Stimorol's favorite flavor," says Saara Gerber of Mondelez Switzerland.

The core of the multimedia campaign is a 20-second spot, accompanied by online banners and social media assets. The campaign will run throughout this year's season of "The Voice of Switzerland.

The next round of Swiss Print Awards will be presented on September 24, 2020 at 6 p.m. in the Papiersaal Zurich. Anyone who wants to be there can now submit their print work online. The submitted print products must have been published and/or actively used as advertising or image promotion, for marketing or as sales support in the period from January 1, 2019 to January 31, 2020. Form, scope, size, production technique, etc. do not matter. The only important thing is that the print products must have been designed and realized in Switzerland.

For the Swiss Print Award, too, the early bird catches the fattest worm: those who submit their work by February 29, 2020, will pay 200 Swiss francs per submission; from March 1, 2020, each submission will cost 250 Swiss francs. The closing date for entries is April 24, 2020. Further information and the entry form can be found at on the new website of the Swiss Print Award.

The Advertising Week is a media partner of the Swiss Print Award and will provide editorial support for the competition.

The year 2020: A new year with the same challenges - this is true at least when it comes to the correct and timely submission of tax returns in the canton of St. Gallen.

Across all age groups, around 8,000 people in the canton fail to file their tax returns every year. In order to counter this trend, the project "Mach's eifach!" was launched by the cantonal tax administration of St. Gallen.

The St. Gallen brand agency Kernbrand was commissioned for the conception, realization and parts of the marketing. In close cooperation with a small team from the St. Gallen Cantonal Tax Office, an innovative concept was developed that appeals in particular to teenagers and young adults and picks them up on a common linguistic level.

The centerpiece is the website Machs-eifach.chwhich addresses the topic of taxes with an uncomplicated appearance and attempts to answer questions about it in simple and easy-to-understand explanatory videos. For individual questions and special cases, a live chat is also available as a pilot test, which is staffed from 8:00 a.m. to 10:00 p.m. on weekdays and from 2:00 p.m. to 8:00 p.m. on weekends.

Mia does it

As part of the marketing of the website, but also to attract the attention of the desired target group in a sympathetic way, a five-minute image film was produced with "Mia" in the leading role*. In it, she faces various challenges in everyday life and overcomes herself time and again. The message conveyed is clear: "Overcome yourself and just fill out your tax return."

*in the leading role: "Wendy Güntensperger", shooting star from Rapperswil SG, known from the ARD pre-evening show "WaPo Bodensee".

The new leisure and sales campaign will also be developed and realized by the Bern-based creative agency. In both cases, Bold prevailed in the pitch process against renowned competitors, and the first implementations are expected from spring, according to the statement.

According to the company, the user behavior of smartphone owners has changed fundamentally over the past four years: The smartphone boom is over and sales are in sharp decline. "Consumers demand sustainability and return their mobile devices for repair. Measures to protect and insure devices are also increasing significantly," says Oliver Buhl, CEO of Mobile Klinik. "Today, expensive smartphones must last longer and repairs must be possible immediately and everywhere."

As part of an extensive rebranding, the Mobile Klinik branches are to be gradually adapted to the changing demands of customers. There are now more specific offers in the areas of repair and protection measures, modern design and accessories from manufacturers such as Hama and Cellular Line. "With our newly opened locations, we are meeting the tastes of our customers. We attribute this to the appealing design of our store and our new product range. We will now gradually adopt this at our other locations throughout Switzerland," says Oliver Buhl. In recent weeks, the company has already opened two stores at Zurich main station and at Shoppi Tivoli with a new concept.

The Creative Director has a strong digital background and was most recently Co-Head of Creation at Contexta. "At In Flagranti, I can work with an interdisciplinary team that aligns with my idea of multi-layered advertising and communication," Kägi says, explaining the motivation behind his move.

In keeping with the spirit of a continuous generational change that has now been initiated, Luigi Del Medico will remain with the company as Creative Director. "Thanks to the new solution, I can focus entirely on my strengths," says Del Medico.

The 32-year-old has been working as a reporter at SRF Data since 2014, where he has received awards for several data journalism publications. Most recently, he received the German Surveillance Studies Award in 2019 for his article "'Predictive Policing' - Police Software Falsely Suspects Two Out of Three People". Before joining SRF, Grossenbacher, who also teaches at the University of Zurich and the Zurich University of the Arts, had already worked for Tamedia in 2014.

Tamedia has already been experimenting with automated texts for two years, particularly in the areas of sport and politics. "In recent years, we have gained initial experience with computer-assisted journalism," says Christoph Zimmer, CPO at Tamedia. "Titus Plattner's team, for example, succeeded in publishing an article on voting results for every Swiss municipality for the first time. We want to build on this and develop new content with Timo Grossenbacher for areas that we cannot cover in the conventional way."

"There are different types of Adblock users. There are those who fundamentally hate advertising and whose blockers run on the scorched earth principle. Then there are those who don't mind ads as long as they're done right. And then, of course, there are those who just don't care," says Blockthrough CEO Marty Katz.

The analysts at Blockthrough have examined the download figures of major adblocker providers. About 69 percent of adblockers worldwide are on smartphones. According to Blockthrough, mobile users with adblockers consume more content than those who allow advertising. According to Katz, the number of adblocker users is expected to double by 2022. On computers, by contrast, the number of adblocker users has dropped 16 percent since 2016.

"Acceptable Ads" at US companies

Companies are trying to counter the trend toward adblockers. In the U.S., so-called "Acceptable Ads" are particularly popular, i.e. non-intrusive ads that some blockers let through. About half of U.S. companies rely on such ads. Google tries to stop its users from using adblockers, but it is often not possible to stop them on mobile browsers, he said. (pte)