This was the Screenforce Day 2021
On Thursday, the Screenforce Day took place for the sixth time. After the corona-related cancellation in 2020, the event was held this year for the first time as a compact video stream. The six speakers provided the more than 500 participants with insights into the Swiss TV landscape.
After last year's Screenforce Day couldn't take place, Screenforce Switzerland held this year's Screenforce Day not on site, but as a video stream. The more than 500 connected participants learned from the six speakers how TV helped brands through the crisis, even in the challenging last year, and gained insights into the future of Swiss TV. German TV presenter Wolfram Kons led the event in his usual relaxed style.
TV strong even in uncertain times
The Screenforce Day 2021 kicked off with a presentation by Prof. Dr. Clemens Koob, Chief Scientist Science & Professor at KSH Munich. He presented the current Screenforce study "Safely through the crisis thanks to advertising"The central question is: What role do advertising investments play in uncertain times for brand success? The central question here was: What role do advertising investments play in uncertain times for brand success? It was clear from Koob's explanations that bold advertising investments are the key to brand success, even in difficult times, and that TV plays an important role.
Localsearch CMO Vanessa Marr showed that this is the case in practice with a customer example. She presented why TV - paired with online marketing - is recommended for the new launch of a Swiss online store solution for SMEs and how TV can activate the target group directly for product engagement and purchase.
A look into the future
In another presentation, Dr. Tanja Hackenbruch, CEO of Mediapulse, and Roman Reichelt, Global CMO of Credit Suisse, member of the extended executive board of Credit Suisse Switzerland and member of the SWA board, talked about the media research of the future. Hackenbruch represented the research perspective and Roman Reichelt that of the advertising client. Both emphasized the importance of TV research.
Roger Elsener, Managing Director Entertainment & Member of the CH Media Executive Board, also looked to the future when he spoke about the new Replay Ads in a dialog with Wolfram Kons. The participants learned what exactly Replay Ads are and why new forms of advertising are emerging as a result.
In the final talk on artificial creativity, Dr. Martin Andree, founder of AMP Digital Ventures, spoke about a future in which machines can not only calculate or play chess, but also compose music or write novels - a future in which human creativity is no longer needed.
After this presentation, Wolfram Kons closed the event by pointing out upcoming events: the Expert Forum on June 29, 2021, the Screen-up on September 15, 2021, and the next Screenforce Day on May 24, 2022.
If you missed Screenforce Day 2021, you can watch the event at Screenforce.ch track.
