IP Multimedia is ahead
Marketing: With its online booking tool, IP Multimedia has gained an edge over some of its competitors.
Marketing IP Multimedia's online booking tool puts it ahead of some of its competitors Booking spots by phone, fax or e-mail will soon be a thing of the past, at least at IP Multimedia. The marketer of the Goldbach Media Group, whose portfolio includes the advertising windows of ProSieben, RTL, RTL2, M6 and MTV, has developed the new MediaPro booking tool, a web-based instrument which, according to media agency experts, is roughly on a par with the standard used by SRG marketer Publisuisse. In concrete terms: MediaPro gives agencies and clients online access to the IP database, where they can find the TV and radio advertising blocks or ad screen loops that can be booked and their performance values, and can make the desired bookings immediately, as project manager Fredy Grau explains. The booking is confirmed by the system shortly afterwards.
From 2007, MediaPro will replace the Adassist tool, which was developed for radio bookings and later adapted for TV and ad screen bookings. "Adassist is over ten years old and has reached the zenith of its capacities," says Grau. The system is also no longer up to date in terms of database structure and efficiency. Wherever Adassist is used today - and this is also the case for Radiotele in addition to IP - booking is relatively complicated. First, a list must be requested by fax or e-mail showing when advertising time is still available. Then you can send in the desired times. These are read into the system by the marketer and confirmed.
With the new MediaPro, IP could now put itself in pole position against its competitors and PubliGroup subsidiaries Radiotele and Cinecom, especially in the radio sector. Could. Because first the tool has to work perfectly. Although all bookings for 2007 have been processed via the new tool since November 13, for the time being they are still being handled as before - by fax, telephone and e-mail. An online pilot test with agencies will not take place until mid-December. If the tool passes its baptism of fire, the entire industry will have access from February 2007.
Markus Knöpfli
From 2007, MediaPro will replace the Adassist tool, which was developed for radio bookings and later adapted for TV and ad screen bookings. "Adassist is over ten years old and has reached the zenith of its capacities," says Grau. The system is also no longer up to date in terms of database structure and efficiency. Wherever Adassist is used today - and this is also the case for Radiotele in addition to IP - booking is relatively complicated. First, a list must be requested by fax or e-mail showing when advertising time is still available. Then you can send in the desired times. These are read into the system by the marketer and confirmed.
With the new MediaPro, IP could now put itself in pole position against its competitors and PubliGroup subsidiaries Radiotele and Cinecom, especially in the radio sector. Could. Because first the tool has to work perfectly. Although all bookings for 2007 have been processed via the new tool since November 13, for the time being they are still being handled as before - by fax, telephone and e-mail. An online pilot test with agencies will not take place until mid-December. If the tool passes its baptism of fire, the entire industry will have access from February 2007.
Markus Knöpfli
