"For TV advertising to have a future, it has to be good".

TV-SPOT On February 1, 50 years ago, the first TV commercial flickered across Swiss screens. To mark the occasion, MK conducted an interview with Publisuisse Director Martin Schneider. He reveals what a successful commercial should look like today and how Publisuisse is equipped for the future.This article appeared in the January issue of Marketing & Communication. For more exciting info from the moving image sector and other topics, see here.MK The first TV commercial was broadcast in Switzerland on February 1, 1965. Since then, TV advertising has grown considerably in importance. What was crucial to the success of TV advertising?MARTIN SCHNEIDER One important factor was certainly the new possibility of addressing consumers multisensory by means of moving images in combination with sound. Audiovisual content is very emotional and quickly appeals to the subconscious. Among other things, this also facilitates uniform branding across national borders. In addition, the efficiency and impact of TV advertising could be demonstrated very quickly.The professionalization of audience and advertising impact research based on TV audience measurement systems, which provided internationally recognized and comparable currencies, strengthened and further expanded the confidence of advertisers in the effectiveness of TV advertising.In addition, the efficient planning and booking systems are certainly also responsible for the many years of success, because they ensured both security in processing and control over broadcasting.MK Is there one spot in particular that has burned itself into your memory over all these years?SCHNEIDER Funnily enough, the Palmolive commercial in which a hand was immersed in green washing-up liquid is particularly deeply etched in my memory. I don't know why I remember it so well, probably because the contradiction "washing-up liquid - manicure" impressed me (laughs).MK What should a successful TV commercial look like today?SCHNEIDER Due to the ever-increasing amount of media content, it takes more and more to reach the attention of one's target group - even with advertising content. The clear message and the sender - i.e. the product or the brand - must be able to be grasped in the shortest possible time. The creative idea and the professional implementation are crucial. Emotional stories, which are increasingly being told in longer, quieter spots, are becoming more and more popular. Since second-screen use during TV consumption is now part of everyday media life, the audio component of TV advertising is becoming increasingly important.MK Online video providers such as YouTube and Netflix are booming and are particularly in demand among the younger generation. Does classic TV advertising have a future at all?SCHNEIDER Of course, we are dealing intensively with this question. All study results and forecasts show that the largest share of TV consumption will continue to come from the traditional, linear channel in the future. As a result of the ever greater fragmentation on the supply side, media with a wide reach offer orientation and security, which is likely to become even more important in the longer term. And if you want to create "publicity," you won't be able to get around classic TV advertising in the future. But here, too, quality counts! For TV advertising to have a long-term future, it has to be good. That's where the creative people come in.MK The online advertising ban for public broadcasters is the subject of controversy. Is it still appropriate?SCHNEIDER I don't think so. SRG is based on a dual financing system. Practically in all small countries, public broadcasters are partly commercially financed. The fees alone are simply not enough to finance them in these countries. In addition, media consumption is in a state of flux, with usage becoming increasingly mobile, device-independent and also time-independent. Media consumption is thus becoming more and more online-based. If reach and use are now moving more and more in the direction of online, it would only be logical if SRG were also allowed to operate commercially in the online area - provided that the dual financing system is maintained within the current framework.MK What innovations do you have planned for TV advertising at Publisuisse in the future?SCHNEIDER Mobile media consumption and the parallel use of tablets while watching TV, for example, are part of everyday media life. So it's obvious that we want to develop our advertising offering further in the direction where these trends support us. For example, last year we launched various tests in the direction of interactive advertising offers. In various Internet TV applications such as Teleboy, Zattoo and Wilmaa, interested consumers can use additional functions, for example, to call up further information on products, take part in votes or competitions, or share them on social media platforms. Similar enhancements for traditional TV consumption (by pressing a button on the remote control) are currently being developed together with a partner. We also have the first successful pilot projects in the marketing of live web exclusive TV content, which we will expand further in the future. In addition, we are preparing for the future marketing of HbbTV, which is currently being implemented and will replace traditional teletext.Author: Simon Wolanin