Web pathfinder
Online Until now, Internet advertising was more or less a matter of luck. Now there is finally a guide for media planners.
Online Until now, Internet advertising was more or less a matter of luck. Now there is finally a guide for media planners.the Internet has no table of contents. It has no publication rhythm, no circulation and no program grid. But it does have masses of users - the basic prerequisite for an advertising channel. There are already numerous success stories of online marketing. But so far, the web has only managed to secure just under one percent of the Swiss advertising pie. One of the reasons: Advertising clients and media planners lack clear, relevant data on the online market. With currently 69,600 registered .ch domain names, the Swiss network alone is already unmanageable.
Handy reference book
Publicitas webservices and Publimedia webadvertising are addressing this handicap with the Online Media Planner 2005. The pocket-sized handbook is based on the print media planner that Publicitas has been publishing for print media for years. "We thought it was time to provide a handy reference work for the Internet as well," says Ueli Weber, Managing Director of Publicitas webservices.
The core of the online media planner is the media data of 130 Swiss websites relevant to advertising. Three quarters of these come from German-speaking Switzerland, 20 percent from French-speaking Switzerland and 5 percent from Ticino. For each site, socio-demographic data of the users (gender, age, education, income), narrower user group and page impressions as well as the prices of various booking variants for full banners and skyscrapers are provided. Controversial forms of advertising such as pop-ups are missing, as are more innovative formats (expandables, overpage). "We concentrate on the two forms of advertising that can be placed on 99 percent of all sites," explains Weber. Space is limited by the small format.
The online media guide provides an overview of standard and special forms of advertising and shows what is possible in addition to the banner. The media data is probably the heart of the brochure, but only makes up a quarter of the 76 pages. Users also receive background information on Swiss demographics in general, on the advertising market (including a comparison of intermedia) and on Internet use in Switzerland. It also presents the most important market research studies and explains how ad management technology works. To round things off, the planner also provides an overview of e-mail marketing, mobile marketing and cross-media.
Neutral selection "There is no way around cross-media," begins the corresponding chapter. So why wasn't the online media planner merged with the print media planner? "We considered this option for a long time," explains Ueli Weber. In the end, the size of the book spoke against it: at around 170 pages, it would have been a rather thick book and not the handy tool that the creators had in mind.
"We are excited to see how the online media planner is received on the market," says Weber. Although the brochure cannot be used to create a professional plan, it does provide initial basic information for selecting suitable websites for planning. Weber emphasizes that the aim is not to push certain offers, but to make a neutral selection. For the German-language sites, the creators drew on data from MA Comis. The most representative sites were selected for French-speaking Switzerland and Ticino.
The online media planner can be obtained from Publicitas webservices and Publimedia webadvertising. It is available at schools and will also be distributed free of charge at the Orbit-iEx IT trade fair from May 24 to 27.
Data from 130 advertising-relevant sites in paperback format.
Handy reference book
Publicitas webservices and Publimedia webadvertising are addressing this handicap with the Online Media Planner 2005. The pocket-sized handbook is based on the print media planner that Publicitas has been publishing for print media for years. "We thought it was time to provide a handy reference work for the Internet as well," says Ueli Weber, Managing Director of Publicitas webservices.
The core of the online media planner is the media data of 130 Swiss websites relevant to advertising. Three quarters of these come from German-speaking Switzerland, 20 percent from French-speaking Switzerland and 5 percent from Ticino. For each site, socio-demographic data of the users (gender, age, education, income), narrower user group and page impressions as well as the prices of various booking variants for full banners and skyscrapers are provided. Controversial forms of advertising such as pop-ups are missing, as are more innovative formats (expandables, overpage). "We concentrate on the two forms of advertising that can be placed on 99 percent of all sites," explains Weber. Space is limited by the small format.
The online media guide provides an overview of standard and special forms of advertising and shows what is possible in addition to the banner. The media data is probably the heart of the brochure, but only makes up a quarter of the 76 pages. Users also receive background information on Swiss demographics in general, on the advertising market (including a comparison of intermedia) and on Internet use in Switzerland. It also presents the most important market research studies and explains how ad management technology works. To round things off, the planner also provides an overview of e-mail marketing, mobile marketing and cross-media.
Neutral selection "There is no way around cross-media," begins the corresponding chapter. So why wasn't the online media planner merged with the print media planner? "We considered this option for a long time," explains Ueli Weber. In the end, the size of the book spoke against it: at around 170 pages, it would have been a rather thick book and not the handy tool that the creators had in mind.
"We are excited to see how the online media planner is received on the market," says Weber. Although the brochure cannot be used to create a professional plan, it does provide initial basic information for selecting suitable websites for planning. Weber emphasizes that the aim is not to push certain offers, but to make a neutral selection. For the German-language sites, the creators drew on data from MA Comis. The most representative sites were selected for French-speaking Switzerland and Ticino.
The online media planner can be obtained from Publicitas webservices and Publimedia webadvertising. It is available at schools and will also be distributed free of charge at the Orbit-iEx IT trade fair from May 24 to 27.
Data from 130 advertising-relevant sites in paperback format.
Stefano Monachesi
