"We want an industry solution"
Jürg Siegrist, Director of the Swiss Advertisers Association (SWA) on demands on MF and AIS.
Jürg Siegrist, Director of the Swiss Advertisers Association (SWA), on demands on MF and AIS.Werbewoche Two advertising statistics have been on the market for a year now. Jürg Siegrist The SWA originally formulated a catalog of requirements for the two providers. Eleven months later, we can see that they still do not meet all the requirements. One example: with AIS we have two currencies, which does not allow a clean media mix comparison. MF, on the other hand, does not provide any data on newspaper inserts, as only a few publishing houses provide MF with the data. On a positive note, the SWA has also made some progress.
For example? MF used to sell its data to the media agencies, who could then sell it on to their customers. That was not transparent. Now the clients buy the data directly from MF and then choose for themselves who they make the data available to. This makes MF cheaper and its prices more transparent, but the prices are still too high for the market.
Why does MF not receive any insert data from the publishers? This is where politics comes into play: the publishers support Wemf's AIS. It's as simple as that.
Conversely, MF also received backing: they recommended him as a preferred supplier.
I stand by this decision, it is backed up by facts. MF was the most responsive to our demands back in February 2004. However, some important issues are still unresolved.
Where is it still lacking?
The contracts with the data suppliers that we have requested are not progressing.
Is this due to MF and AIS? No, it's down to the data suppliers. I don't know why exactly they don't want to conclude any contracts. On the other hand, MF was able to launch the new Goldbach Electronic Media Index with Goldbach Media. However, this was done without the knowledge and consent of the other TV marketers. This just shows that priorities are being set differently.
What about the Advisory Board that MF promised you in the spring? this does not yet exist and the launch date is still undecided.
Is there a lack of suitable people? No, we haven't got that far yet.
But the board is already coming? It should. I am cautious.
Would you recommend MF as a preferred supplier again today?
We are not entirely happy with the current situation. But
Nevertheless, there is no question of correcting the decision made at the time.
What are you working towards now? Towards an industry solution with a standardized currency and international compatibility, so that advertising statistics do not degenerate into an isolated solution and do not fail due to the self-interest of the two providers. This requires a broad-based advisory board that provides input and requests to the statistics providers. Clean controlling, contracts with the data providers and a solution to the insert problem are also important.
Jürg Siegrist wants a broad-based advisory board that provides input to statistics providers.
For example? MF used to sell its data to the media agencies, who could then sell it on to their customers. That was not transparent. Now the clients buy the data directly from MF and then choose for themselves who they make the data available to. This makes MF cheaper and its prices more transparent, but the prices are still too high for the market.
Why does MF not receive any insert data from the publishers? This is where politics comes into play: the publishers support Wemf's AIS. It's as simple as that.
Conversely, MF also received backing: they recommended him as a preferred supplier.
I stand by this decision, it is backed up by facts. MF was the most responsive to our demands back in February 2004. However, some important issues are still unresolved.
Where is it still lacking?
The contracts with the data suppliers that we have requested are not progressing.
Is this due to MF and AIS? No, it's down to the data suppliers. I don't know why exactly they don't want to conclude any contracts. On the other hand, MF was able to launch the new Goldbach Electronic Media Index with Goldbach Media. However, this was done without the knowledge and consent of the other TV marketers. This just shows that priorities are being set differently.
What about the Advisory Board that MF promised you in the spring? this does not yet exist and the launch date is still undecided.
Is there a lack of suitable people? No, we haven't got that far yet.
But the board is already coming? It should. I am cautious.
Would you recommend MF as a preferred supplier again today?
We are not entirely happy with the current situation. But
Nevertheless, there is no question of correcting the decision made at the time.
What are you working towards now? Towards an industry solution with a standardized currency and international compatibility, so that advertising statistics do not degenerate into an isolated solution and do not fail due to the self-interest of the two providers. This requires a broad-based advisory board that provides input and requests to the statistics providers. Clean controlling, contracts with the data providers and a solution to the insert problem are also important.
Jürg Siegrist wants a broad-based advisory board that provides input to statistics providers.
Interview: Markus Knöpfli
