What the video is talking about:
The APG SGA Hoffest highlights the work of the afficheurs, who work in all weather conditions. The idea was born in 2003 during the renovation of the current APG building. Originally planned as a customer event inside the building, the festival met with so much interest that it was quickly moved outside.
Memories of the first edition are characterized by icy temperatures of minus 20 to minus 25 degrees, with glasses even shattering as they were filled with hot punch. In the meantime, the Hoffest has become a permanent fixture despite the mostly chilly and nasty weather, and the number of participants is impressive.
The guests' clothing reveals who already has experience with the Hoffest - well-packaged people have often already taken part in previous editions.
The positive atmosphere at the Hoffest helps to strengthen customer relationships. Visitors not only enjoy the festive atmosphere, but also the delicious doughnuts, which have become an integral part of the event, just like "Wiediker" and raclette. This year, Sandra is also being honored for her impressive 20th anniversary with the company, which provides another reason to celebrate.
]]>
There are around 280 advertising media on public land in the city of Thun. These are currently managed by APGǀSGA. As the existing contract expires at the end of 2023, the city of Thun put the contract for commercial billposting on public land out to public tender this year for 2024. APGǀSGA was once again awarded the contract: the new contract comes into force on January 1, 2024 and will run for a further five years.
Billposting concept defines framework conditions
The billposting concept, which sets out the framework conditions, serves as the basis for billposting on public land. In this concept, the city is generally open to additional digital advertising media. As in the past, 30 free F4-format posters are available for cultural events. The City of Thun's culture department coordinates the posters.
In the interests of equal treatment, the city will continue to offer all Thun event organizers advertising in the F4 format at a 50% discount. APGǀSGA guarantees these discounted conditions in the new contract. It maintains 20 free poster sites in F4 format distributed across the entire city area for association poster advertising.
]]>
Goldbach Neo is introducing new, more transparent pricing to kick off the 2024 booking opening. As is the case with Digital Out of Home and many other genres, the classic poster can now also be booked according to contacts. Depending on the quality, there are different price categories ranging from CHF 4 to CHF 9 (per 1,000 contacts).
Along with the new pricing, there is another premiere for the opening of bookings. Feldschlösschen realized the first programmatic, analog campaign in cooperation with the media agency Mediaschneider. The 14 subjects were present in all three language regions and were bought according to contacts. This was made possible on the one hand via One Tech Group's supply-side platform SSP1, on which the analog spaces are now integrated alongside the digital out-of-home inventories, and on the other hand via the demand-side platform Splicky, via which the campaign was booked by the customer. The programmatic booking channel thus also opens up an approach for classic posters that is based on contacts and combines the management and reporting of the campaign in one place.
This is what Moritz Schneider, CEO of Mediaschneider and Hoy says about the new campaign form in a video talk!
Following the completion of the integration of Neo Advertising into Goldbach Neo, the entire inventory of Goldbach Neo can now be booked across all segments according to CPM. This includes advertising spaces in all major cities in Switzerland such as Zurich, Geneva, Bern, Basel, Lausanne and Winterthur. Included are highlights such as Geneva Airport, VBZ and Bahnhofstrasse in Zurich, and the lake basin in Lucerne. The city contract with Lucerne was extended for a further seven years in the summer.
Diego Quintarelli, Chief Sales & Marketing Officer: "The bundled inventory of the new Goldbach Neo offers countless communication opportunities for Out of Home. Together with the new pricing, we offer the market more transparency for campaign planning and greater comparability with other media genres."
Diego Quintarelli provides more in-depth information in a talk with Werbewoche editor Beat Hürlimann:
The interview with Diego Quintarelli in written form:
Werbeoche.ch: The 2024 booking opening is just around the corner. When will it be ready?
Diego Quintarelli: The booking opening starts regularly on October 16. Of course, we are already in full operation today, because we also have a pre-coordination phase. This means that this is interesting especially for the companies that have a fixed starting point in the year.
Do you have an example of this?
Let's say a flagship store opens on Bahnhofstrasse. Then the client agency or the advertiser has to make sure that the space is available on that date. We do that very much in the pre-coordination. Then we start the normal coordination phase on October 16, so that the spaces are not available during those periods and we can plan the rest of the volume.
Is it advisable to book as soon as possible? Do you expect a high demand?
Yes, I think Out of Home is trending per se. That also means that we have been able to attract a lot of new customers in the past. I think it pays to start early and get in early, who is interested in great spaces that you can reserve fix. But at the end of the day, you also have to say that business has become more short-term. I think that balance is critical in the end. But I would book the great inventory more in the pre-coordinations.
Now the recession is in the bones of all of us. How much is your new pricing affected by this?
I think the recession per se or inflation, which interestingly, if you look across our borders, is much more accentuated. I'm still in contact with colleagues in England, where they're talking between 7 and 10 percent. I think Switzerland has a very robust and solid environment. That's why the new pricing has come about regardless of the economic situation.
Another first, in addition to pricing, is a programmatic, analog campaign. How do I have to imagine this?
We could not have imagined this 3-4 years ago. It has a lot to do with the fact that we have made our processes more efficient. Today, we are able to hang out analog campaigns at short notice, even for shorter periods. That's what led us to pursue the approach further. Now it's ultimately about being able to buy inventory at short notice, with a pure performance approach, i.e. contact quantities.
How is business in general?
We are very satisfied. This is not only due to the election year, but shows that outdoor advertising is still in strong demand. At a time when it is becoming increasingly difficult to address fragmented target groups, outdoor advertising remains relevant as the "last mass medium". It does not require any special usage behavior or devices, but is an integral part of public life, reaching people in different life situations.
Is there a poster or campaign that you particularly like?
My favorite poster changes depending on the season. Currently, I'm impressed by our mega-poster on Sechseläutenplatz, which also has a connection to the Zurich Film Festival. I would say it's the biggest screen in Zurich.
When it comes to campaigns, I'm perhaps a bit conservative. Denner's "Reduce to the max" campaign, which this year won the Woohw Award has won particularly impresses me. It wonderfully combines the poster medium with awareness of classic brands like Maggi and Aromat.
Is good creation the secret of successful out-of-home advertising?
Absolutely. At the end of the day, reducing the message with a strong visual impact is still the formula for engaging target audiences in out-of-home.
Then let's hope for continued strong creations and highly visible poster sites!
We are working on building up further inventory. We have a very great passion for this medium and we are looking forward to the future.
In Lucerne, the number of digital poster pillars is to be increased from seven today to 15. In addition, the number of poster sites is to be reduced by ten to around 550. This is what the city envisages in the tender for poster sites for the years 2024 to 2032, as it announced on Monday.
In Lucerne, the billboards on public land and on municipal properties are managed by Clear Channel Schweiz AG. The contracts expire on June 30, 2024, which is why a call for tenders is necessary.
The first digital billboards went into operation in Lucerne in 2016. They are not only used for advertising, but the city also publishes public information on them. According to the city, these pillars have created added value. Eight more digital poster pillars will therefore be created in the next few years.
High power consumption
However, the city is also aware that the moving advertising of the digital posters can also create hectic. The new contracts therefore contain strict specifications, the statement said. Because the power consumption of digital billboards is higher than that of analog billboards, the city removed about 60 billboards to compensate. Around ten more are to be removed from 2024. This will also create space in public areas and increase traffic safety, the city said. (sda)
]]>
As of now, the planning for 2023 is accessible and every advertiser has the opportunity to secure their desired advertising spaces and thus ensure effective and coherent communication for their brand.
Advantages of communication with Horizon
The company attaches great importance to serving local communities. Its employees live in the heart of the region and know the travel and consumption habits of the population. In addition to efficient and consistent coverage, Horizon offers needs-based consulting and comprehensive communications solutions. Horizon is dedicated to a new vision of outdoor advertising that is local, efficient, balanced and accessible to all.
Horizon advertising space is marketed by Impactmedias.
More info:
Laurent Claron, Director Impactmedias: [email protected]
Etienne Reignoux, Horizon Director: [email protected]
]]>
In view of the steadily growing advertising revenues in electronic media, the association AWS Aussenwerbung Schweiz asked itself how high the acceptance of various competing media is compared to outdoor advertising.
To get to the bottom of this question, a study was commissioned from the Link market research institute. This study was used to find out which advertising media are perceived as particularly appealing or annoying and what value is attached to poster advertising by SMEs. In view of the fact that billboard advertising is to be banned in the city of Geneva, attitudes toward bans on billboard advertising were also surveyed.
Advertising sympathy high at OOH
According to the study, while advertising on billboards was rated as likable by 72 percent of respondents, advertising on websites or in apps and advertising on social media achieved only 23 and 22 percent likability, respectively.
Billboard advertising perceived as least annoying
In addition, according to the study, billboard advertising is found to be the least annoying by 82 percent. Advertising on websites or in apps, on the other hand, is considered "very annoying" by more than half of respondents. 68 percent of respondents consider advertising on TV or via mailers to be "annoying" or even "very annoying."
Value of billboard advertising for SMEs
In general, regional billboard advertising is seen as very positive. The statement "I think it's good when regional companies/SMEs draw the public's attention to themselves with billboard advertising" was most frequently found to be true, at 76 percent.
Majority is against billboard ban
According to the respondents, a ban on billboard advertising is out of the question: at 63 percent, a clear majority considers it "not good at all" or "not good" if billboard advertising were to be banned.
Study shows good state of outdoor advertising
The new edition on the assessment of advertising media confirms the high likability and acceptance values of out-of-home advertising from studies conducted in recent years. According to the study authors, the "value of billboard advertising" in connection with advertising activities by SMEs, which was surveyed for the first time, also shows the high appeal of the Out of Home advertising channel among the general population.
The answers to the question on billboard bans would also support the previous thesis: The population appreciates the revitalization of public space through outdoor advertising and clearly opposes a poster advertising ban.
The AWS surveys the value of Out of Home in regular studies. The online survey is conducted in this form approximately every four years and was currently conducted by Link in the period from January 5 to 10, 2022 with a total of 1013 people aged 15-79 (D-CH 759 / W-CH 254).
]]>
The first CityBreeze screen is located in front of the headquarters of the advertising marketing company Goldbach in Küsnacht. The digital advertising space with the 75-inch screen may seem like an ordinary DOOH screen at first glance, but it has an interesting - and climate-friendly - feature: The CityBreeze combines the digital advertising space with living moss and a filter technology from the Brandenburg-based startup Green City Solutions.
OOH marketer Neo Advertising, majority owned by Goldbach, plans to market the CityBreeze screens in Switzerland. A CityBreeze can clean, cool and humidify up to 1,400 cubic meters of air per hour. This is equivalent to the air breathed by 2,800 people per hour. The active moss filters can remove up to 82 percent of fine dust from the air, improving the air in the immediate vicinity.
Moss has an enormous absorption area due to its many fine, thin leaflets. The approximately two square meters of moss that grow in a CityTree correspond to an active moss area of 60 square meters, through which fine dust from the air is bound and metabolized. Moss can also bind moisture and release it in the form of evaporative cooling. This creates a refreshing effect of around 4 degrees, which is generated by the evaporation of water. This natural wonder is actively ventilated and optimally supplied by smart technology. According to Neo Advertising, the CityBreeze is thus the first digital out-of-home solution that cools its surroundings instead of heating them up.
The combination of digital outdoor advertising and fine dust filters makes sense, Neo Advertising thinks. Both information and advertising, as well as the selective increase in air quality, are placed where as many people as possible react to and benefit from them. Existing advertising locations can thus be used and sustainably upgraded by the technology with smart multiple benefits.
With the current campaign, Easyjet wants to underline its priority for more sustainable flying: already today, the company offsets the CO2 emissions of the fuel of all flights and at the same time proactively works with industries to accelerate the development of emission-free technologies.
Easyjet also wants to demonstrate pioneering spirit in the media sector: With its current programmatic Digital Out-of-Home (DOOH) campaign, it is breaking new ground in Switzerland. Together with Drop8, OMD Switzerland bundles the screens of all major Swiss DOOH providers via a central DSP. Campaign playout is efficient across multiple provider inventories and can be optimized in a targeted manner. The result is the combined reach of multiple site networks.
Easyjet aims to target a diverse audience within the catchment area around Basel and Geneva with the campaign. With geo-targeting, DOOH screens will be played in Basel, Olten, Solothurn, Aarau, Bern, Geneva and Lausanne.
Targeting via a central platform in combination with the large DOOH inventory helps to increase efficiency. Suitable locations from the entire network can be played at the desired time. In this way, a high local reach is generated on qualitative screens in the urban areas.
If required, the entire campaign can be started, paused and stopped flexibly and in real time via the DSP without incurring additional costs. Overall reporting after the end of the campaign ensures transparency.
Easyjet's campaign will run until November 14, 2021 on DOOH screens in Basel, Olten, Solothurn, Aarau, Bern, Geneva and Lausanne. Drop8 is supporting the technical implementation.
]]>
The new chocolate bar is a response to the target group's demand for products without animal ingredients. Heimat Zürich created posters and a landing page for the new product for Minor. Since the advertising materials are also intended to appeal primarily to men, a male testimonial was staged in a warm, dark visual world. Like Minor Almond, the fine-tart newcomer is also advertised with the claim "My piece of happiness".
Minor is best known throughout Switzerland for its "cult stick" Minor Original. Alongside Munz, it is one of the two house brands of Flawil-based Maestrani, founded in 1852.
Responsible at Minor: Cordula Glasmacher (Lead Branding & Communications), Jasmine Rusch (Marketing Manager). Responsible agency: Home Zurich.
]]>
The campaign will be broadcast on all 532 Neo Advertising screens in the shopping centers and Coop Pronto points of sale in the cantons of Geneva and Vaud, as well as at Geneva Airport.
The added value of the programmatic campaign is that a contextualized and personalized advertising message is automatically triggered at the right time to the right person and in the right place. The Out of Home Media agency activates the targeting criteria on Jaduda's DSP platform Splicky, which then checks and plays out the SSP Broadsign Reach, the relevance and availability of Neo Advertising's DOOH inventory, in real time.
These new technological possibilities should offer many additional advantages and make out-of-home media even more attractive for the coming year.
"The campaign for our client TPG (Transports publics genevois), which covers the entire greater Geneva area, was realized by the agency Parenti Design. Programmatic DOOH offers a decisive advantage for optimizing our targeting and contact quality," says Gérald Le Meur, Director of Out of Home Media in French-speaking Switzerland.
Sven Ruppert, CEO of Jaduda: "Programmatic has already established itself as an integral part of the marketing repertoire of out-of-home advertisers in various countries and we expect this development to continue in Switzerland in the coming months and years."
"It's great that we were able to realize this campaign for the launch of the Leman Express. We are very proud to prove to the Swiss advertising market that forward-looking measures are also being driven forward in French-speaking Switzerland and that we have worked closely with our colleagues at Jaduda within the Goldbach Group. Programmatic buying is a revolution in the development of DOOH campaigns and will be one of our strategic priorities for 2020," says Florian Maas, COO of Neo Advertising.
BLS's Lezzgo app makes ticketing easy. Users check in with a swipe and travel throughout Switzerland at the lowest price until they check out again.
All advertising materials follow the same insight. Since ticketing is now so fast, even late risers can make it onto their train, bus or ship. Junghänis worked with director Jyri Pasanen and VideoBlink to realize the moving image measures. The photographic realization of the print motif was done by Fabian Hugo. Media planning was handled by Out of Home Media. The campaign will be present in German and French-speaking Switzerland in May. It will be visible in cinemas, print, and on various mobile, online, and social media channels.
Responsible at BLS: Aline Jossi, Campaign Manager; Anja Méroz, Team Leader Marketing Communications Planning; Julia Gamma, Head of Marketing Communications. Responsible at Junghänis: Julien Junghäni (AD), Roland Zenger (AD), Martin Arnold (Freelance CD). Responsible at Out of Home Media: Florian Walz (CEO). Film production: Videoblink; Producer: Reiner Roduner; Executive Producer: André Agustoni; Director: Jyri Pasanen; DoP: Alex Herzog; Casting: Sandra Vacic / André Agustoni; Make up & Styling Film: Helen Rinderknecht; Styling Photo: Annie Frey; Editing: Jyri Pasanen; Animation: Simon Hardegger / Pascal Holzer; Sound: Brauereisound.
Daniela Spadaro, Maria Kelava, Francesca Walz and Julia Hartung (from left).
The media agency with Out of Home Media as a consulting unit and the two autonomous implementation units Outdoor Media and Ace2Ace starts the new year stronger.
Out of Home Media was able to win over Daniela Spadaro, Francesca Walz and Julia Hartung. Daniela Spadaro previously worked for well-known agencies and headed the Out of Home division for several years at one of the largest media agencies. Francesca Walz worked for six years in DOOH and then for six years at the Swiss Research Institute for Out-of-Home Media and Mobility. Julia Hartung brings four years of experience as a project manager in an event agency and eight years as a senior consultant in advertising agencies.
The Outdoor Media team is strengthened by Maria Kelava with her many years of experience as a media planner in the key account at one of the largest marketers of Out of Home.
And in Cham, Dani Huwyler and the entire ACE2ACE Outdoor Media team are delighted to have the active support of Christine Gisler (pictured below).
