Swiss Post relies on YouTube bumper ads in new campaign

Swiss Post's private customer campaign is entering its third round this year. More than 100 different advertising materials were produced to meet the needs of customers in a customized manner. In the online campaign, each ad is appropriately targeted in terms of content. For example, there is a gaming spot that is shown before game play tutorials and thus appeals to users interested in gaming. "We have to find the right way to address customers, especially on mobile devices. To do this, the advertising message and format must be perfectly tailored to the user's usage situation. We can achieve this by adapting the message to contextual targeting and a format such as bumper ads," says Roger Renfer (Head of Marketing Communications at Swiss Post), adding that the new bumper ads offered by Google on YouTube, which are particularly tailored to the mobile usage behavior of users at six seconds, are ideal for this campaign logic. Swiss Post and Jung von Matt/impact are now using this form of snackable ad for the first time in Switzerland. The booking logic and content were designed for the new advertising format. Patrick Warnking, Country Director Google Switzerland, welcomes the intelligent use of the new YouTube advertising medium in the Swiss Post campaign: "We are delighted that Swiss Post and Jung von Matt/impact are using the new YouTube advertising format of 6-second bumper ads for their brand positioning on YouTube and that we are all very positive about its success." The success is also reflected in the branding metrics, which are evaluated in real time using online surveys. Advertising recall and brand likeability increase disproportionately compared to campaign benchmarks for these values.