"Opportunity for innovative offerings in TV, digital and print"

ADVERTISING MARKET The Swiss Advertisers Association (SWA) is cautiously optimistic about the bundling of advertising marketing by Ringier, SRG and Swisscom. The Message, The news that Ringier, SRG, and Swisscom will join forces in the future to market their media offerings and advertising platforms is causing quite a stir. Nick Lüthi provides a good assessment of the situation and its potential consequences in his Post on the portal Mediaweek.ch. Innovation, Technology, and Product VarietyThe Swiss Advertisers Association (SWA) sees the merger as an opportunity: „With digitalization and changes in media usage, competition in the Swiss advertising market has intensified significantly in recent years,“ said SWA Director Roland Ehrler. „In addition, global players who pay little attention to country-specific conditions are increasingly dominating the advertising market. The merger of the three Swiss advertising sales organizations is therefore indeed an opportunity for innovative offerings in the TV, digital, and print sectors.“ However, the resulting new advertising sales agency will still have to prove that the promised benefits—such as innovation, technology, and a diverse range of offerings—will quickly become apparent to advertisers. sw