Cross-national cooperation: IVW, ÖAK and WEMF with joint logo
The national organizations of Germany, Austria and Switzerland for auditing and monitoring advertising media are uniting under a common logo. The logo stands for the synergy effects that have arisen from previous collaborations and are intended to bring direct benefits to the German-speaking advertising market in the future, increasingly with cross-border offerings.
"We have intensified our exchange in recent years and have thus been able to benefit from each other, especially in the area of operations. Now, through our cooperation, we want not only to optimize and further develop our national testing offerings, but also to standardize them to a greater extent so that we can provide summarized data on advertising media performance for the DACH region," says Kai Kuhlmann, IVW Managing Director, on the background to the introduction of the new logo.
Alexandra Beier-Cizek, Managing Director of ÖAK, emphasizes: "The demand is there. There are media offerings that are marketed as advertising media in all our countries and booked for advertising campaigns in the DACH region. Here, cross-national key figures and reports on the advertising media services provided are of great benefit to market players who are active in the entire German-speaking region. This is not even opposed by the differences and peculiarities that our media and advertising markets have."
There is already an offer for the press market in the DACH region: "If press products are distributed in Austria, Switzerland and Germany and are also subject to the three circulation control procedures, they can receive an additional, cross-national circulation certificate. This then certifies the total circulation figures for the distribution of the press titles in the DACH region," explains Roland Achermann, Director of Audit and Statistics at WEMF.
IVW, ÖAK and WEMF are currently exploring the requirements for a coordinated, uniform procedure for monitoring DOOH advertising campaigns. Further projects for offerings that combine advertising media data from the three countries into key figures for the DACH region will follow.
