Mediapulse and Goldbach launch convergent video ad measurement

Mediapulse is pushing ahead with the expansion of cross-platform video research in Switzerland. The aim is to provide the advertising market with convergent, comparable and as complete as possible performance data not only for TV advertising and replay ads, but now also for online video campaigns. This project has now reached a significant milestone: Goldbach has become the first market partner for the continuous measurement of online video ads in the industry standard of TV research.

Convergent campaigns require a common database

In view of the growing diversity of video inventory, advertisers are faced with the challenge of evaluating campaign platforms in a comparable manner. Although numerous performance data are available, there is still no standardized currency accepted by the industry to consistently measure reach and contact frequency across platforms. Since 2021, Mediapulse has therefore been pursuing the goal of providing the market with convergent performance values across TV, replay ads and online video ads.

In recent years, the foundations for convergent measurement have been laid step by step: the hybridization of TV research in 2022, the introduction of replay ad measurement in the following year and a successful pilot project with Goldbach and the measurement service provider Fifty5Blue (formerly Kantar) in autumn 2024, which confirmed the technical feasibility and market relevance of video ad measurement. Building on this, Mediapulse designed an open market solution for video ad measurement, defined responsibilities, calculated the necessary research costs and looked for market partners.

Goldbach enables next development step

With Goldbach, a first mover has been acquired. As such, Goldbach will co-finance the introduction of the new measurement solution and have the performance values of its TV-related premium online video inventory recorded via the extended Mediapulse measurement in future. These will be reported together with the key figures for TV and replay ads. Thanks to this commitment, Mediapulse is now beginning preparations for the launch of the new measurement solution, which is scheduled for later this year.

"This step towards convergent and transparent campaign measurement in the Swiss video market is key for us as a marketer of high-quality video products - and we are delighted to be taking it together with Mediapulse," says Alexander Duphorn, CEO of Goldbach Media. Especially in the premium video and CTV environment, a comparable database is becoming increasingly important in order to make the value of high-quality inventory visible. "With the new measurement solution, we will be reporting moving image campaigns in the usual TV standard in future - a real added value for our advertising customers." At the same time, Goldbach is continuing to expand its own video products for TV-related premium environments.

Open to further market partners

The measurement of online video campaigns is designed as an industry solution and is therefore open to all providers of video inventory. The prerequisite is participation in the costs, implementation of the necessary infrastructure and connection to the standards associated with measurement. Mediapulse is now available for information, presentations or discussions.

Dr. Mirko Marr, Head of Research at Mediapulse: "Through the continuous expansion of campaign-oriented research, Mediapulse can now provide all national and international providers of video advertising with a measurement infrastructure to record their advertising performance as part of an industry solution and make it transparent and comparable with the advertising market. We are delighted to demonstrate the potential of convergent campaign measurement thanks to Goldbach's initial support."

As an independent industry organization, Mediapulse is responsible for collecting data on the use of radio and TV programming in Switzerland. This data is regarded as official currency and is used by broadcasters and program creators, the advertising industry, authorities and researchers. As a practice-oriented company, Mediapulse aims to advance the Swiss electronic media and advertising market with research services and data products.