Back door to tobacco advertising
Online advertising On www.telebasel.ch, the broadcast archive is accessible free of charge as it is financed by advertising. Alcohol, tobacco and political advertisements are also permitted.
Online advertising On www.telebasel.ch, the broadcast archive is accessible free of charge as it is financed by advertising. Alcohol, tobacco and political advertisements are also permitted. Previously, anyone accessing a program in the online archive at www.telebasel.ch had to twiddle their thumbs for around five to eight seconds until the huge amounts of data for streaming were loaded. Now resourceful online marketers at TeleBasel have shortened the waiting time: visitors are entertained with commercials lasting a maximum of eight seconds, and although the PC still needs the same amount of time as before to download programs lasting several minutes, a short clip is on the screen within a second. "Every program that goes into the archive is now preceded by a clip. This now contains self-promotion for TeleBasel, but in future we want to show third-party advertising," says Joel Jira from the Multimedia Marketing department at TeleBasel. The regional broadcaster wants to include the so-called preload as a new form of online advertising in its offering in order to cover the costs of the free archive one day with the revenue.
And this is what the offer looks like: The customer determines a channel category according to their target group that they want to clip - for example, news, the short interview Telebar or the youth program Mash. TeleBasel then adds the customer's clip to every new program of the selected type.
In addition, however, every archive program in the same category is provided with the clip. As the online archive goes back at least a year, this can be quite attractive. After all, the TeleBasel archive records around 34,000 downloads per month.
Jira has already set the rates. The minimum booking period is one month, which costs CHF 500 for the Telebar broadcast on weekdays, for example, CHF 1500 for the entire news program 7 vor 7 and CHF 1000 for individual reports. Another prerequisite is that the customer already has a TV commercial or at least a billboard. TeleBasel shortens these to the desired broadcast length of a maximum of 8 seconds and converts them to the required technical standard.
Apart from the target group selection, the new form of advertising has further advantages for the customer: the clip is placed exclusively per category and cannot be skipped by archive visitors. The customer can also provide up to four different clips, which are then played according to a random generator. And finally, TeleBasel is able to show the number of viewers for each individual clip. Theoretically possible, but not offered by TeleBasel, are interstitial advertising or the restriction of placement to certain times, conceivable for example for erotic advertising that should only appear at night. And even tobacco, alcohol or political advertising would be possible, even legally, as Jira has already clarified with the Federal Office of Communications.
So far, TeleBasel has not actively sold the new offer, but Jira has already launched a trial balloon with four customers. With success: two have already booked a clip.
34000 downloads per month: TeleBasel's popular broadcast archive.
Markus Knöpfli
And this is what the offer looks like: The customer determines a channel category according to their target group that they want to clip - for example, news, the short interview Telebar or the youth program Mash. TeleBasel then adds the customer's clip to every new program of the selected type.
In addition, however, every archive program in the same category is provided with the clip. As the online archive goes back at least a year, this can be quite attractive. After all, the TeleBasel archive records around 34,000 downloads per month.
Jira has already set the rates. The minimum booking period is one month, which costs CHF 500 for the Telebar broadcast on weekdays, for example, CHF 1500 for the entire news program 7 vor 7 and CHF 1000 for individual reports. Another prerequisite is that the customer already has a TV commercial or at least a billboard. TeleBasel shortens these to the desired broadcast length of a maximum of 8 seconds and converts them to the required technical standard.
Apart from the target group selection, the new form of advertising has further advantages for the customer: the clip is placed exclusively per category and cannot be skipped by archive visitors. The customer can also provide up to four different clips, which are then played according to a random generator. And finally, TeleBasel is able to show the number of viewers for each individual clip. Theoretically possible, but not offered by TeleBasel, are interstitial advertising or the restriction of placement to certain times, conceivable for example for erotic advertising that should only appear at night. And even tobacco, alcohol or political advertising would be possible, even legally, as Jira has already clarified with the Federal Office of Communications.
So far, TeleBasel has not actively sold the new offer, but Jira has already launched a trial balloon with four customers. With success: two have already booked a clip.
34000 downloads per month: TeleBasel's popular broadcast archive.
Markus Knöpfli
