Goldbach Neo: All about the booking opening

 

Goldbach Neo is introducing new, more transparent pricing to kick off the 2024 booking opening. As is the case with Digital Out of Home and many other genres, the classic poster can now also be booked according to contacts. Depending on the quality, there are different price categories ranging from CHF 4 to CHF 9 (per 1,000 contacts).

Along with the new pricing, there is another premiere for the opening of bookings. Feldschlösschen realized the first programmatic, analog campaign in cooperation with the media agency Mediaschneider. The 14 subjects were present in all three language regions and were bought according to contacts. This was made possible on the one hand via One Tech Group's supply-side platform SSP1, on which the analog spaces are now integrated alongside the digital out-of-home inventories, and on the other hand via the demand-side platform Splicky, via which the campaign was booked by the customer. The programmatic booking channel thus also opens up an approach for classic posters that is based on contacts and combines the management and reporting of the campaign in one place.

This is what Moritz Schneider, CEO of Mediaschneider and Hoy says about the new campaign form in a video talk!

Following the completion of the integration of Neo Advertising into Goldbach Neo, the entire inventory of Goldbach Neo can now be booked across all segments according to CPM. This includes advertising spaces in all major cities in Switzerland such as Zurich, Geneva, Bern, Basel, Lausanne and Winterthur. Included are highlights such as Geneva Airport, VBZ and Bahnhofstrasse in Zurich, and the lake basin in Lucerne. The city contract with Lucerne was extended for a further seven years in the summer.

Diego Quintarelli, Chief Sales & Marketing Officer: "The bundled inventory of the new Goldbach Neo offers countless communication opportunities for Out of Home. Together with the new pricing, we offer the market more transparency for campaign planning and greater comparability with other media genres."

Diego Quintarelli provides more in-depth information in a talk with Werbewoche editor Beat Hürlimann:

The interview with Diego Quintarelli in written form:

Werbeoche.ch: The 2024 booking opening is just around the corner. When will it be ready?

Diego Quintarelli: The booking opening starts regularly on October 16. Of course, we are already in full operation today, because we also have a pre-coordination phase. This means that this is interesting especially for the companies that have a fixed starting point in the year.

Do you have an example of this?

Let's say a flagship store opens on Bahnhofstrasse. Then the client agency or the advertiser has to make sure that the space is available on that date. We do that very much in the pre-coordination. Then we start the normal coordination phase on October 16, so that the spaces are not available during those periods and we can plan the rest of the volume.

Is it advisable to book as soon as possible? Do you expect a high demand?

Yes, I think Out of Home is trending per se. That also means that we have been able to attract a lot of new customers in the past. I think it pays to start early and get in early, who is interested in great spaces that you can reserve fix. But at the end of the day, you also have to say that business has become more short-term. I think that balance is critical in the end. But I would book the great inventory more in the pre-coordinations.

Now the recession is in the bones of all of us. How much is your new pricing affected by this?

I think the recession per se or inflation, which interestingly, if you look across our borders, is much more accentuated. I'm still in contact with colleagues in England, where they're talking between 7 and 10 percent. I think Switzerland has a very robust and solid environment. That's why the new pricing has come about regardless of the economic situation.

Another first, in addition to pricing, is a programmatic, analog campaign. How do I have to imagine this?

We could not have imagined this 3-4 years ago. It has a lot to do with the fact that we have made our processes more efficient. Today, we are able to hang out analog campaigns at short notice, even for shorter periods. That's what led us to pursue the approach further. Now it's ultimately about being able to buy inventory at short notice, with a pure performance approach, i.e. contact quantities.

How is business in general?

We are very satisfied. This is not only due to the election year, but shows that outdoor advertising is still in strong demand. At a time when it is becoming increasingly difficult to address fragmented target groups, outdoor advertising remains relevant as the "last mass medium". It does not require any special usage behavior or devices, but is an integral part of public life, reaching people in different life situations.

Is there a poster or campaign that you particularly like?

My favorite poster changes depending on the season. Currently, I'm impressed by our mega-poster on Sechseläutenplatz, which also has a connection to the Zurich Film Festival. I would say it's the biggest screen in Zurich.

When it comes to campaigns, I'm perhaps a bit conservative. Denner's "Reduce to the max" campaign, which this year won the Woohw Award has won particularly impresses me. It wonderfully combines the poster medium with awareness of classic brands like Maggi and Aromat.

Is good creation the secret of successful out-of-home advertising?

Absolutely. At the end of the day, reducing the message with a strong visual impact is still the formula for engaging target audiences in out-of-home.

Then let's hope for continued strong creations and highly visible poster sites!

We are working on building up further inventory. We have a very great passion for this medium and we are looking forward to the future.