The commercial and therefore the product appear as a reminder in the store and are intended to provide the decisive impulse to buy before the consumer decides on a product. Thanks to digitalization, the commercials are played out along the entire customer journey, maximizing brand reach and advertising impact while at the same time making success directly measurable in the form of sales. Initial empirical values (according to the Excom Media effectiveness study) show that the addition of digital out of home (DOOH) significantly increases sales by up to 20 percent. This is no coincidence: the HSG's Swiss Pharmacy and Drugstore Market Study shows that 86% of consumers buy over-the-counter medicines directly in the pharmacy and that one in three make a spontaneous decision on the spot. Consumers very often (71 percent) make their choice based on the recommendation of specialist staff.

Admeira's partnership with Excom Media opens up a new, high-reach channel in the pharmaceutical sector: with around 500 screens in pharmacies and drugstores nationwide and a reach of over three million target group contacts per month, Excom Media operates the largest digital advertising platform in the healthcare sector. The spots are broadcast over 130 times a day directly at the point of sale and are viewed by waiting consumers during the average waiting time of four minutes. "A strategically effective way to combine reach and target group advertising simply and sensibly", said Marc Goetti, CEO of Excom Media, in a press release.

Perhaps the POS reach extension will not stop at the healthcare sector, as Margarethe Dopf, Director Business Development Digital Admeira, explains: "We will draw further conclusions from this first DOOH solution. Our aim is to offer the moving image bundle to other sectors too."

As in the previous survey, it is clear that trade and industry magazines are very important. For around 40 percent, they are the most important source of information. The news feeds of the business networks Xing and LinkedIn (37%) follow in second place among the most important channels for preparing decisions. A further 35% also read newsletters or attend events and presentations (26%).

Leading media and business magazines are also becoming increasingly important for digital managers: one in four respondents regularly read the business press. In 2017, it was only 18 percent. "Digital technologies are finding their way into almost all industries and have become an important success factor for companies. Business magazines are adapting their content accordingly and reporting more and more frequently on the digital economy," analyzes Andrea Buzzi, owner and CEO of Frau Wenk.

A trend from last year is continuing: personal conversations and recommendations provided the decisive impetus for their last business decision, say 45 percent. Xing and LinkedIn are also gaining in importance. "Both networks are ideal tools, especially in the B2B sector, for generating more visibility, building up experts and giving technical products a face. It is therefore becoming mandatory for companies to maintain and professionalize their business profiles on Xing and LinkedIn," explains Andrea Buzzi.

Twitter is also becoming more important for digital decision-makers: a quarter (26%) currently use the microblogging service to stay up to date. By comparison, this figure was only 15% in 2017. Facebook, on the other hand, has lost around seven percentage points and is barely noticed (2%).

The increasing use of Twitter as an information channel coincides with the time component - probably the most valuable commodity for most decision-makers. When asked how and when they find out about business topics, one in two (52%) said they do this every now and then. In addition, mornings and evenings are popular times to scroll through magazines and news feeds. "Especially on Twitter, content is scattered in small portions. This allows you to absorb a lot of information in a short space of time. Companies should make targeted use of these time slots to disseminate their news," advises Andrea Buzzi.

The threats are a consequence of research on Andriy Pavelko, the president of the Ukrainian Football Federation, which Bédat recently published. They are unacceptable and must be strictly condemned, ROG said in a statement Thursday. The organization calls on the relevant judicial and police authorities to "react with great determination and ensure the absolute protection of the journalist."

In his articles for L'Illustré highlighted Arnaud Bédat a loan of 4 million euros received by the president of the Football Federation of Ukraine (FFU), Andriy Pavelko, on behalf of the Ukrainian Football Association from the Union of European Football Associations (UEFA), based in Nyon (VD). Last November, the journalist was called by a stranger with a Ukrainian phone number; the caller made explicit death threats against Bédat.

Alarmed by these threats, Bédat filed a criminal complaint with the Swiss Attorney General's Office. The latter forwarded it to the Jura authorities, who were responsible for the matter. According to Bédat, the telephone number on which the threats were made corresponds to one of the numbers of Andriy Pavelko - who was recently elected as a member of the UEFA Executive Committee.

Despite his very long experience as an investigative journalist, Bédat admits that such threats are "more difficult to bear than one might imagine." He has formally asked the Swiss authorities to protect him.

Such threats are extremely rare in Switzerland, unacceptable and constitute a serious violation of freedom of information, ROG Switzerland warns. In an environment marked by a rise in violence against journalists around the world - it reached unprecedented and worrying levels in 2018, according to ROG's latest annual report - Swiss media professionals work in a particularly favorable environment so far, the NGO writes: In ROG's latest freedom of information ranking, Switzerland ranks 5th out of 180 countries.

Influencers are polarizing - some don't understand the hype surrounding them, but for many representatives of Generation Y & Z, social media are already more a part of everyday life than traditional media. Fabian Plüss, jury member of the Swiss Influencer Award (SIA): "Influencer marketing has established itself as an integral part of marketing campaigns and many millennials listen to influencers like a best friend. That's why we believe the time has come for the first Swiss Influencer Award."

Established Swiss star influencers will be competing for the Swiss Influencer Award 2019 in these eight categories at the Award Night on June 20: "Fashion", "Beauty", "Sport", "Healthy Lifestyle", "Entertainment", "Music", "Family" and "Travel". An expert jury (see below for composition) nominates three influencers per category. In the end, the jury and audience will decide which influencer will take home the award in their respective category at the Award Night. The award ceremony will take place at the Volkshaus and will be broadcast live by Teleclub Zoom.

Not only well-known influencers have the opportunity to win an award. People who have talent in an area and would like to work as an influencer now also have the chance to apply for the title of "Swiss Influencer Talent 2019". Anyone who posts the specified campaign hashtag (e.g. #SIAtravel) under any post between February 10 and March 20, 2019 and mentions the account @swissinfluenceraward in the caption can take part. In the same eight categories as for the established influencers, a panel of experts and the public will then determine a shortlist of 20 talents per category who will have to complete two challenges. One winner per category will make it to the pre-shows, which will be broadcast weekly on Teleclub Zoom from April 25. In these, the talents have to solve further challenges. They will do so under the eyes of the nominated influencer stars, who will be announced during the pre-shows. The Talents are judged on various criteria, including engagement rate, creativity and authenticity. During the pre-shows, the number of talents will be further reduced until three will ultimately compete against each other for victory at the Award Night on June 20. At the final on the Award Night, the jury and the audience will then decide the winner.

Expert jury Swiss Influencer Award: Fabian Plüss (Co-Founder Kingfluencers), Felicitas Morhart (Professor of Marketing Université de Lausanne), Manuel P. Nappo (Head Institute of Digital Business HWZ Hochschule für Wirtschaft Zürich), Stanislava Zajc (Digital Teamleader Coca-Cola Switzerland) & Cyrill Hauser (Influencer Marketing Expert Jung von Matt/Limmat)

What should the new service be called? The agency's answer consisted of only two words, which, more accurately, are one: "nighTPF." The campaign was to be just as simple and recognizable. The photos were taken on the outskirts of Freiburg. In the glow of the neon lights of the bars and kebab stands open until late at night, passers-by immerse themselves in the nocturnal atmosphere. Posters and cinemagraphs will be present throughout the winter: OOH, DOOH, on public transport, in the press and social media, and flashing in the numerous bars throughout the canton - also thanks to the support of numerous players in Fribourg's nightlife.
 

Christoph Kull has more than 20 years of experience in the enterprise software industry. Prior to joining Adobe, Kull worked at finance and HR cloud software provider Workday, where he served as regional vice president responsible for the company's business and sales activities across the DACH market. Prior to that, Kull spent 15 years at SAP, the last two as vice president for Database & Technology for Germany, Austria and Switzerland.

"At a time when content production and consumption of digital content is growing unabated, brands need to deliver exceptional customer experiences. Adobe's mission is to help companies do that in the best way possible and change the world through digital experiences. I'm excited to work with our teams across Europe to provide our customers with best-in-class design tools and industry-leading solutions for digital experiences," said Christoph Kull.

Quickmail co-managing director Bernard Germanier confirmed to the HandelszeitungThe first parcels are to be delivered in the Zurich and Mittelland region as early as May. "Outside our current customer base, we assume that our offer will be of particular interest to electronics shippers," says Germanier.

Quickmail wants to deliver the packages in the evening. Goods that fit into the drop box or where the recipient expressly requests it will be handed over earlier. The transport is carried out exclusively by electric vehicles.

Quickmail is investing several million Swiss francs in the development of its services in the first few years and is thus creating new jobs - 60 jobs as of May and 1,200 by 2024. The newly created Quickpac division is expected to make its first profit in three to four years.

Last September, German competitor DHL already announced its entry into the Swiss market for domestic shipments (Werbewoche.ch reported), in October DPD held out the prospect of cooperation with the Deutsche Post subsidiary (Werbewoche.ch reported). So it seems that Swiss Post is facing further competition in the lucrative parcel business thanks to the booming online trade. (hae/pd)
 

MK and Rätsel Agentur AG present via our newsletter until the end of February 2019 different online puzzles, which can be played directly on the desktop or cell phone.

A free monthly subscription to our Marketing Power Package, which is now published as a double pack of MK and Werbewoche, will be raffled off. (can also be given away as a gift). On February 28, 2019, two winners of an attractive Apple device each (an Apple iPad 2018 and an Apple Watch Series 3) will also be drawn from all participants. The winners will be published in MK 3/2019.

Search picture puzzle

This form of hidden object puzzles is great for branding purposes or to support campaigns.
Here's how: Find the number of differences by comparing the two images.

The relevant places can be marked by clicking on the image on the right.

How many differences are hidden in the picture, 3, 5 or 7?

Please send solution number by mail.

No marketer likes to hear this, but: sometimes you have to save on budget, can no longer realize certain campaigns and have to severely limit the use of agencies and external service providers. But there are tricks and tips to realize good marketing even with limited resources - right? That's what we want to know from you!

>>> Click here for the survey! <<<

In MK Meinungsbild, the Marketing & Kommunikation community gives its opinion on trend topics every month. The results are published in the print magazine. 

In the Netherlands, the average age for skin care products from L'Oreal is around 50. With a recently launched campaign for L'Oréal Paris Sugar Scrubs, the company now addressed a younger target group - in the hope of retaining them in their later years. Google data was used to determine target group information, which was then used to analyze the behavior of potential customers. This gave the company data on interests and preferences in areas it had not previously considered, according to a blog post. These include comedy, food, gaming and movies.

Based on these characteristics, creative assets relevant to specific target groups were created. Starting with one video asset, the team created twelve additional versions with different texts and voiceovers. The respective advertising messages of the videos could be used to address specific target group segments that the team had identified via Google data. For example, the title of a creative for music lovers is "99 problems, and your skin is one?" - based on Jay-Z's song "99 Problems.

The campaign was run with TrueView video ads on YouTube. L'Oréal used affinity segments, categories, keywords, and custom shared interests for targeting.

According to Google, the campaign was a complete success. Studies of the ad's impact on brand awareness showed a 144 percent increase in product interest, a 109 percent increase in brand interest and a 30 percent increase in purchase intent. In total, the campaign reached over one million users. The view-through rate was 44 percent - in the Netherlands it averages 25 percent. (hae)

With prize money of 30,000 Swiss francs, the newly launched Fifa19 Championship offers an attractive challenge in the Swiss e-sports landscape. Coca-Cola, as sponsor and name giver of the "Coca-Cola eCup", wants to show that the soft drink multinational fully believes in the future of the booming e-sports market.

This has also been the case at Star TV for years. That's why CEO Paul Grau founded an offshoot, Game TV, back in 2002. Both stations are now also media partners of the "Coca-Cola eCup. The Pathé cinema chain has also been infected by the enthusiasm.

All offline qualifiers of the "1vs.1" tournament will take place in various locations of the cinema chain Pathé. In the "2vs.2" tournament, two offline qualifiers will be held at the Fifa Museum in Zurich.

Star TV and Game TV will accompany the tournament with various reports as well as reporting live from the decisive matches from the Pathé cinema in Dietlikon and the Fifa Museum in Zurich. The tournament starts on February 14.
 

Localsearch is the Swiss directory platform with the widest reach and offers above all medium-sized companies a wide variety of analog and digital platforms and services to be found by their potential customers.

The aim was to remind customers who had jumped ship and to win them back. In order to dramatize the fact of not being found, the agency created a letter mailing at the airport in the form of a supposedly real-looking "postal return of undeliverable items". The "return" made the bounced Localsearch customers aware that their potential customers could be in the same situation and that they too would not be found tomorrow - since they no longer had an entry in the Localsearch directories.