Adlink supports new and old Internet research
The internet marketer Adlink has pledged financial support of CHF 150,000 to the new internet research conducted by Wemf and SRG. At the same time, Adlink will continue to obtain data from the MMXI Switzerland Internet Panel.
The internet marketer Adlink has pledged financial support of CHF 150,000 to the new internet research conducted by Wemf and SRG. At the same time, Adlink will continue to obtain data from MMXI Switzerland's Internet panel. To this end, the marketer, which belongs to Goldbach Media, has extended its contract with MMXI Switzerland by one year - as an "optimal interim solution", according to Adlink's press release. Adlink hopes that the online industry will follow suit.
However, Adlink is thus performing a balancing act between old and new internet research - which points to the dilemma currently facing the entire online industry. This is because the New Internet Research (NIS) of SRG and Wemf is only making slow progress. The offer for a slimmed-down NIS version announced for the end of March has still not been submitted. This is one of several reasons: The SRG Directorate General has not yet approved any start-up funding for the planned Internet panel. It is only prepared to do so if there is certainty that the panel will later have enough customers to reduce SRG's costs (see also article in today's Werbewoche).
But customers are hesitant. They want to see data first. Above all, however, they already have panel figures - those from MMXI. Although these do not fit into the overall concept of NIS, they are available, while the SRG panel is a long time coming. Adlink's commitment now bursts into this situation. If Adlink's example sets a precedent, the SRG panel - and thus probably also NIS - could be further delayed.
Adlink's commitment to MMXI's "current and methodologically reliable data" is also extremely controversial in another respect: five years ago, the MMXI panel was mainly initiated and financed by SRG, but the contract expired at the end of 2005. SRG hoped to be able to take over the panel seamlessly and integrate it into NIS - but Nielsen got in the way and has been running the panel on its own since the beginning of 2006. This is another reason why SRG now has to set up a new panel for NIS.
Markus Knöpfli
However, Adlink is thus performing a balancing act between old and new internet research - which points to the dilemma currently facing the entire online industry. This is because the New Internet Research (NIS) of SRG and Wemf is only making slow progress. The offer for a slimmed-down NIS version announced for the end of March has still not been submitted. This is one of several reasons: The SRG Directorate General has not yet approved any start-up funding for the planned Internet panel. It is only prepared to do so if there is certainty that the panel will later have enough customers to reduce SRG's costs (see also article in today's Werbewoche).
But customers are hesitant. They want to see data first. Above all, however, they already have panel figures - those from MMXI. Although these do not fit into the overall concept of NIS, they are available, while the SRG panel is a long time coming. Adlink's commitment now bursts into this situation. If Adlink's example sets a precedent, the SRG panel - and thus probably also NIS - could be further delayed.
Adlink's commitment to MMXI's "current and methodologically reliable data" is also extremely controversial in another respect: five years ago, the MMXI panel was mainly initiated and financed by SRG, but the contract expired at the end of 2005. SRG hoped to be able to take over the panel seamlessly and integrate it into NIS - but Nielsen got in the way and has been running the panel on its own since the beginning of 2006. This is another reason why SRG now has to set up a new panel for NIS.
Markus Knöpfli
