Igem presents "Moving image beyond TV"

Alexander Duphorn from Goldbach Media opened the fully booked event as a member of the Igem board and emphasized the growing importance of "moving images beyond TV". Four experts then presented key findings and concrete implementations.

Michel Alraun from Maybaum Film spoke about creative principles for developing and producing content. His central message was that the best content is worth nothing if it is not seen. It is therefore crucial in future that the media world works even more closely with the creative industry to get the best out of campaigns.

Nico Keramaris from Wirz used the example of Graubünden's "Naturmetropole" location promotion campaign to show how ambitious customer goals can be achieved with a limited media budget and a clever combination of different moving image channels.

Sandra Fehr from Nova Impact emphasized the importance of an all-screen strategy for video advertising. Big screens such as TV and connected TV (CTV) ensure a high level of attention. But if you want to be successful in moving image planning, you have to take all devices, target groups and campaign objectives into account from the outset. A consistent all-screen strategy is the key to exploiting the full potential of TV, CTV, streaming & co. and thus achieving successful campaigns in the long term.

In addition, Sanja Ruggiero from Goldbach explained how Connected TV (CTV) has developed from a niche offering to a significant medium on a par with TV. CTV offers numerous advantages from the viewer's perspective. It also addresses the needs of the young streaming generation. As a result, CTV is becoming a relevant channel for generating purchasing impulses.

On the panel chaired by Alexander Duphorn, Andrea Haemmerli from Seven.One Entertainment Group Switzerland, Scott Little from Google Switzerland, Thomas Rajman from Blue Entertainment and Ute von Moers from CH Media discussed Swiss streaming platforms. The focus was on the different strategies and business models of Oneplus, Joyn, Blue and YouTube on the viewer and advertising market. In addition to paid subscriptions, all of these streaming providers also offer free, ad-financed streaming options. While Joyn and YouTube primarily rely on advertising financing, Blue and Oneplus focus on paying subscribers.

Igem board member Sandra Fehr, who co-organized the event, draws a positive conclusion: "The well-attended event underlines the growing importance of moving image advertising, especially on the big screen. Uniform standards and further research are crucial in order to exploit the full potential. Igem will continue to make its contribution to this by prominently including moving images in all their forms in the Digimonitor study."

Alexander Duphorn is also pleased about the lively interest in the fully booked event: "This underlines the great importance of moving images for our members. Hardly any other form of advertising is developing as dynamically as video advertising. We will meet this demand with further events and training courses."