PubliGroupe makes posters film-ready
Outdoor advertising V The PubliGroup subsidiary Cinecom equips cinemas with F12 and F200 illuminated posters and also markets them itself.
Outdoor advertising V The PubliGroup subsidiary Cinecom equips cinemas with F12 and F200 illuminated posters and also markets them itself.
In 1999, PubliGroupe sold its 25 percent stake in the out-of-home advertiser Affichage to the French poster company JCDecaux and exited the poster business completely. Now Switzerland's largest advertising intermediary is returning to the poster medium via its wholly owned subsidiary Cinecom. In October, the cinema marketer installed F12 and F200 illuminated posters (City Light Posters) in the Flon multiplex in Lausanne, the first cinema to do so. Specifically, one F12 and three F200 posters were installed in the cinema foyer. Cinecom also worked on the exterior façade of the building: It has placed four F12 posters on the north wall along the street.The Flon is only the first cinema to be equipped with posters; a second poster site is already being planned, at the Balexert multiplex in Geneva. There, an F12 is planned for the entrance area and four F200s in the foyer.
This is only a tentative entry into the poster medium. In addition, not all cinemas can be equipped with poster displays inside and even fewer outside. But with a total of 484 cinemas throughout Switzerland, the potential is huge. However, Roger Baur, who heads the Plasmedia (Screens) division at Cinecom and is also responsible for the expansion of the poster network, cannot say when Cinecom will have a (Switzerland-wide) poster network. "How quickly we make progress depends on the agreement of the cinema owners and the official building permits," he says.
The posters can be booked as a complete package or individually from Cinecom in Zurich. One day, however, the marketer wants to offer them primarily cross-media - in combination with cinema spots, advertising on tickets, popcorn bags or screens. And, of course, in addition to Sat 1 or the cinema magazine Close-up, which Cinecom also markets. "The posters are simply the next step in the well-rounded marketing of cinema as a medium," says Baur.
What Cinecom still lacks with posters - a nationwide network - it now has with screens (excluding Ticino). Three to 24 screens are currently installed in 36 cinemas, each of which can be fed with advertising. As each screen can be controlled individually, they can also be booked separately. A 30-second spot for one week on the entire network costs CHF 16250, with a weekly reach of 14.8 percent in the 14 to 34 age group. Unlike the poster sites, which Cinecom is promoting and financing, the individual cinema owners have to invest in screens themselves. Cinecom only markets them.
IP Multimedia has screens in nine casinosThe marketer IP Multimedia (IPM) is also launching a new screen offering in the Swiss advertising market: In addition to its existing networks at Tamoil petrol stations, in Swisscom and Manor stores, on buses and in bars, it will now have screens in nine Swiss casinos.
Eighteen 37- to 42-inch screens broadcast advertising there for 12 to 18 hours a day. "Your message reaches more per month
more than 26,000 people throughout Switzerland," writes IPM. A 20-second spot on the entire casino network costs CHF 13015 per month. (mk)
Cross-media in the cinema - with posters, screens, commercials and perhaps soon also popcorn bag advertising.
Markus Knöpfli
In 1999, PubliGroupe sold its 25 percent stake in the out-of-home advertiser Affichage to the French poster company JCDecaux and exited the poster business completely. Now Switzerland's largest advertising intermediary is returning to the poster medium via its wholly owned subsidiary Cinecom. In October, the cinema marketer installed F12 and F200 illuminated posters (City Light Posters) in the Flon multiplex in Lausanne, the first cinema to do so. Specifically, one F12 and three F200 posters were installed in the cinema foyer. Cinecom also worked on the exterior façade of the building: It has placed four F12 posters on the north wall along the street.The Flon is only the first cinema to be equipped with posters; a second poster site is already being planned, at the Balexert multiplex in Geneva. There, an F12 is planned for the entrance area and four F200s in the foyer.
This is only a tentative entry into the poster medium. In addition, not all cinemas can be equipped with poster displays inside and even fewer outside. But with a total of 484 cinemas throughout Switzerland, the potential is huge. However, Roger Baur, who heads the Plasmedia (Screens) division at Cinecom and is also responsible for the expansion of the poster network, cannot say when Cinecom will have a (Switzerland-wide) poster network. "How quickly we make progress depends on the agreement of the cinema owners and the official building permits," he says.
The posters can be booked as a complete package or individually from Cinecom in Zurich. One day, however, the marketer wants to offer them primarily cross-media - in combination with cinema spots, advertising on tickets, popcorn bags or screens. And, of course, in addition to Sat 1 or the cinema magazine Close-up, which Cinecom also markets. "The posters are simply the next step in the well-rounded marketing of cinema as a medium," says Baur.
What Cinecom still lacks with posters - a nationwide network - it now has with screens (excluding Ticino). Three to 24 screens are currently installed in 36 cinemas, each of which can be fed with advertising. As each screen can be controlled individually, they can also be booked separately. A 30-second spot for one week on the entire network costs CHF 16250, with a weekly reach of 14.8 percent in the 14 to 34 age group. Unlike the poster sites, which Cinecom is promoting and financing, the individual cinema owners have to invest in screens themselves. Cinecom only markets them.
IP Multimedia has screens in nine casinosThe marketer IP Multimedia (IPM) is also launching a new screen offering in the Swiss advertising market: In addition to its existing networks at Tamoil petrol stations, in Swisscom and Manor stores, on buses and in bars, it will now have screens in nine Swiss casinos.
Eighteen 37- to 42-inch screens broadcast advertising there for 12 to 18 hours a day. "Your message reaches more per month
more than 26,000 people throughout Switzerland," writes IPM. A 20-second spot on the entire casino network costs CHF 13015 per month. (mk)
Cross-media in the cinema - with posters, screens, commercials and perhaps soon also popcorn bag advertising.
Markus Knöpfli
