In February, a total of 1ʼ256 people aged between 15 and 64 from German-speaking and French-speaking Switzerland provided information about their usage behavior on various video platforms as part of a representative online survey.

Study results at a glance

Stable high usage in monthly and daily comparison

• With a monthly net reach of 94%, GVN once again achieved the highest value in the comparison of the providers examined this year.
• YouTube follows in second place by a clear margin with 74% .
• In terms of daily usage, GVN is also in first place with 50%, ahead of Instagram, which has 36%.
• Strong performance in younger target groups In the target group of 15 to 29-year-olds, GVN reaches 93% per month. This puts the network well ahead of YouTube with 84%.

The data shows that the GVN also has a consistently high level of use among younger target groups. Sub-networks with strong individual performance

The current study provides exciting insights into GVN's sub-networks. For example, the Digital TV Network, which combines all digital TV platforms from Goldbach's portfolio, achieves a monthly net reach of 54%. The weekly reach is a high 35%.

The CTV Network is reported separately for the first time this year, with an impressive monthly net reach of 27% and a weekly reach of 18%. The topic-specific environment networks within the GVN are also performing strongly. They have particularly high affinity values with different target groups, such as users with an affinity for travel in the sports environment or those interested in business in the Best of Technology.

Strong addition to the media mix The Goldbach Video Network GVN achieves considerable incremental reach in combination with other media channels. Due to its high number of exclusive users, the GVN delivers a strong increase in reach of 24% in combination with YouTube. The additional reach through the GVN with classic TV is 12% and in combination with the Goldbach TV channels even 16%.

The GVN is therefore ideally suited as a supplementary channel within cross-media media planning. Positive perception and high attributed content quality The network is also convincing in terms of quality: in the perception of the respondents, GVN performs significantly better than YouTube. GVN content is rated as 32% more informative, 30% more useful, 40% more credible and overall 32% of higher quality than YouTube.

These results speak for a strong acceptance of content and a trustworthy media and advertising environment. "The current study confirms the relevance of the Goldbach Video Network for effective campaigns and shows that it is a useful addition to the respective media mix. The combination of high reach, broad target group appeal and a positively perceived user experience makes the network particularly attractive for advertising clients," says Sanja Ruggiero, Sales Director and Deputy Managing Director of Goldbach Audience.

The advertising marketer Goldbach and the AdTech company GoWit, which specializes in commerce and retail media, are entering into a pioneering partnership and combining Goldbach's established local advertising network with GoWit's retail media advertising technology.

The partnership gives retailers and advertisers access to an omnichannel self-service advertising platform that allows them to integrate retail media solutions faster than ever before. Retailers can monetize their digital advertising inventory while maintaining full control over their media assets.

Advertisers, in turn, come into contact with customers where they are most likely to make a purchase. The partnership is an important step for the advertising marketer: "Retail Media is representative of the rapid change in digital advertising as a whole and the increased demands of our clients," says Stefan Wagner, Managing Director of Goldbach Audience. "And so I am all the more pleased that we have found the ideal partner in this area with GoWit and its globally proven advertising technology."

He is convinced that GoWit's technology will enable even more effective use of data and therefore more efficient campaigns for advertisers. Emrah Adsan, CEO of GoWit, sees it the same way: "With the enormous dynamics in the Swiss advertising market, Goldbach is the perfect partner and offers our advertising technology a huge network". This will enable them to create a complete retail media advertising solution that will benefit retailers, advertisers and agencies alike. "After working together over the last few months, we are convinced of the added value we can offer retailers and advertisers in Switzerland". The next step is to attract more retailers and brands to the platform in order to continuously expand the inventory and reach.

The Goldbach Group companies market and broker advertising in the TV, radio, print, online, outdoor advertising and performance marketing sectors. The focus is on simple information, consulting and booking processes. In order to reach end consumers at the right time, in the right place and in the right context, Goldbach pursues a consistent multi-channel approach. The Goldbach Group is based in Küsnacht and is a TX Group company. 

GoWit is a leading AdTech company on a mission to democratize retail media advertising and make it accessible to retailers and marketplaces of all sizes. With a 15-minute self-service integration, the GoWit platform enables clients such as Carrefour, Heureka Group, Kingfisher, Toters Delivery, Mumzworld and Teknosa to build and scale their high-margin advertising business without complex technical hurdles or additional fees. With omnichannel ad formats, contextual targeting, an automated bidding algorithm and real-time analytics, GoWit provides effective advertising solutions and campaign management tools to deliver impressive results and maximize revenue. 

Various forms of advertising are available - from contextual in-game advertising, where advertising is placed within a video game and blends seamlessly into the game environment without interrupting the game (e.g. billboards, banners, etc.), rewarded in-game video advertising, where gamers are rewarded for watching spots, and display and video ads in game-related environments.

Cooperation with gaming providers

In-game advertising should be displayed without interfering with the game, which should increase acceptance and thus encourage player engagement. According to Statista, more than 65% of the Swiss population play video games, on average six hours per week. Goldbach Audience is working with leading gaming providers such as Gadsme, Activision Blizzard (e.g. Candy Crush) and others on the gaming ads. The ads are played on desktop and mobile and can be booked via the classic booking channel (IO) as well as programmatically.

Goldbach Audience and Goldbach Media have been commissioned by the Seven.One Entertainment Group to exclusively market the Joyn streaming platform in Switzerland. This will provide advertisers with a new environment for video ads from mid-June 2024.

Joyn will be available via app stores on smart TV, mobile, tablet and desktop and offers live TV streaming with over 50 channels, media libraries for films, series and shows as well as in-house productions from a single source. This will replace the previous offering from the streaming platform Zappn.

Joyn's advertising inventory is offered as part of the Goldbach networks. The Goldbach Audience and Goldbach Media units are already marketing partners of the Seven.One Entertainment Group in Switzerland.

According to current figures from the statistics portal Statista advertising spending on video advertising has risen sharply worldwide in recent years. This makes video advertising an increasingly relevant form of advertising. Now the Digital Ad Trust association also offers video certification of Swiss publishers. 

Goldbach is the first company to be awarded the newly launched certificate in the area of video advertising since October 2023. This means that the video inventories of Goldbach Audience and 20 Minuten meet the requirements of the cross-association Digital Ad Trust initiative in the areas of brand safety, ad fraud, visibility and user experience. The current certification is valid from October 1, 2023 to September 30, 2024. 

As a seal of quality in the Swiss advertising industry, the digital ad trust label aims to strengthen trust in digital advertising. "We know how important advertising security and brand reputation are for advertising companies these days. The Digital Ad Trust certification underlines our continuous efforts to offer our customers a safe and high-quality advertising environment and to set high industry standards together with our publishers," says Stefan Wagner, Managing Director of Goldbach Audience.

Founded in 2021, the Digital Ad Trust is an initiative of the IAB Switzerland Association, Leading Swiss Agencies LSA and Swiss Advertisers Association SWA and is committed to greater transparency in digital advertising. In June 2021, the first participating companies were awarded the Digital Ad Trust certificate for display inventories.

Thanks to the collection and use of first-party data from its own networks (20 Minuten, Tages-Anzeiger, SMG, etc.), has Goldbach the ability to create data targeting products and precise predictive models. This allows advertisers to book campaigns including audience targeting, such as car enthusiasts or users of a certain age group. The predictive models make it possible to predict the behavior, age group and gender of users for whom Goldbach has no first-party data.

To check the accuracy and reliability of the forecasts, Goldbach validated them in cooperation with the market research institute Intervista. The result: The target groups based on first-party data and the Goldbach forecast models for the gender of a:r Goldbach network user matched up to 90 percent, those for age groups up to 88 percent.

Data protection at the forefront of validation

During validation, Goldbach's data was compared and checked against panel data from the market research institute. For this purpose, Intervista used panel data from more than 120,000 people in Switzerland. This validation was carried out with the help of a Data Clean Room from the software company Decentriq. This is a neutral platform that enables data to be processed jointly without being disclosed. This enabled any data protection and compliance requirements to be met during validation.

The Goldbach study on the subject from 2022 already showed that advanced TV has arrived in living rooms in the DACH region. (Werbewoche.ch reported). Further insights into the living room and which devices are used how were provided by Aurelie Brunet de Courssou with the pan-European study "The New Life of the Living Room" by RTL AdAlliance. The study showed what opportunities brands have when they position themselves via advanced TV.

Because Dr. Bernd Riefler, founder and CEO of Veed Analytics, was unable to attend for family reasons, Goldbach CTO Jochen Witte presented the users' perspective. He showed how they use the media offering and how content providers can manage this diversity.

And finally, Johannes Paysen, Managing Director of the sell-side advertising platform Magnite, focused on Connected TV in his presentation. He compared the adaptation in different countries, viewing habits and brand perception on Connected TV.

At the subsequent aperitif riche, the guests were able to exchange ideas and network about what they had heard.

"Until now, Online Advertising Day has always taken place at the end of the year. By holding it in February, we now want to mark the start of the digital event year. With today's Online Advertising Day, we have succeeded very well," sums up Stefan Wagner, Managing Director of Goldbach Audience.

The SMG Swissmarketplace Group is entering into an advertising marketing partnership with the two marketers Goldbach Audience (Switzerland) AG and Ringier Advertising. In the future, SMG will offer its advertising services directly to its customers and agencies, while the two partners will also market the entire SMG inventory via their respective networks.

Complete SMG inventory also at Goldbach Audience and Ringier Advertising

Through SMG Swiss Marketplace Group, targeted advertising can be placed on the entire marketplace portfolio with brands such as ImmoScout24, Homegate, AutoScout24, MotoScout24, Car For You, anibis.ch, Ricardo and tutti.ch. In addition, the complete inventory of all SMG marketplaces is now also available to Goldbach Audience and Ringier Advertising for their network marketing. Based on SMG's first-party data, this enables targeted campaign playout through precise targeting.

For the partners, the new collaboration is also an "important step in being able to offer targeted campaigns also in view of Cookieless Future," it said.

A central element of the association is the certification of publishers in the areas of brand safety, ad fraud, viewability, and user experience. These certifications were already very successful in the first year, and by the end of 2021 the following publishers and marketers - and thus already a large part of the Swiss market - were certified, namely 20 Minuten Advertising, Audienzz, Goldbach Audience, Ringier Advertising, Teads, and Watson.

One publisher lost certification

However, one publisher had to be stripped of its certification during the term of the certification because the 6-month check could not be successfully passed for one of the publisher's websites.

DAT is looking forward to certifying more publishers this year as well as re-certifying publishers that have already been certified.

In addition, DAT has published regular quarterly reports, thus creating a benchmark comparison for the Swiss market for the first time. Furthermore, a study on brand safety in the Swiss market was prepared and published in cooperation with Zulu5.

With the foundation and the various communication measures, it has already been possible to build up considerable awareness for DAT among advertisers, agencies and publishers. This must now be further increased, especially the demand for certified publishers by agencies and advertisers. A seamless continuation of all activities and even stricter certifications are planned for 2022.

Goldbach Audience markets various digital platforms for video, display, native and smart TV ads. Now the advertising marketer is adding Zappn, another streaming service for Switzerland, to its video-on-demand portfolio.

Advertisers will benefit from the bundling of well-known stations. For example, channels such as ProSieben, Sat. 1 and Kabel Eins and their program formats can be accessed on a single advertising platform via a single booking. The Zappn app thus offers a brand-safe environment for display and video campaigns.

Andrea Haemmerli, Managing Director of Seven.One Entertainment Group Switzerland, sees many advantages in the service: "With Zappn, we're able to offer news in addition to a broad entertainment offering - regardless of the TV platform used and of live TV. We're thus creating a comprehensive multimedia offering for Switzerland that's very attractive not only for users, but also for advertisers."

Zappn was launched in September 2021 as a new streaming service from Seven.One Entertainment Group in Switzerland. The app offers a selection of Swiss and international TV channels including ProSieben, Sat. 1, Kabel Eins, Sixx, ProSieben Maxx, Sat.1 Gold, Kabel Eins Doku and Puls 8. 

The Goldbach units Swiss Radioworld and Goldbach Audience win the pitch for the Spotify marketing contract. The partnership, which has already existed since 2014, thus goes into the next round.

Swiss advertisers can thus continue to book their ad placements on Spotify exclusively via Goldbach. The platform offers various online and audio advertising formats such as overlay, audio ad, video takeover, etc., as well as playout in a wide variety of advertising environments, for example depending on music genre, location or demographic data.

Ralf Brachat, Managing Director of Swiss Radioworld, comments: "In the increasingly fragmented audio world, Spotify's inventory is the perfect complement to classic radio campaigns. I look forward to further collaboration - a consistent step into the future."

Stefan Wagner, Managing Director Goldbach Audience, adds: "It is a great pleasure to be able to continue to carry Spotify's innovative and high-impact display and video formats in our portfolio. We will successfully shape the continuation of the long-standing partnership for classic and programmatic sales together."

Spotify is a digital music streaming service that offers on-demand access to more than 20 million songs, as well as to podcasts.

The new Swiss streaming service Oneplus has recently launched (Werbewoche.ch reported). CH Media's national TV stations, which previously had their own online offerings, will now be combined and offered centrally on Oneplus. The broadcast offering is to be consistently expanded in the process. The streaming service was launched as a so-called "freemium model," which means that both a paid subscription version and a free ad-financed version are available.

CH Media has chosen Goldbach Audience in a pitch for advertising sales of Oneplus. The streaming service is an optimal brand-safe premium environment for display or video placements, Goldbach Audience writes in a statement. The advertising formats would be selected in such a way that they would be perceived positively.

"With Oneplus, we offer advertisers the ideal opportunity to place their advertising message in high-quality environments with high advertising impact," explains Roger Elsener, Managing Director CH Media Entertainment and member of the company's Executive Board. "With Goldbach Audience, we have the perfect partner to successfully market Oneplus."