Highest DSM formal quality value achieved to date for Skoda Octavia RS Prague banner

100 percent target achievement in the measurement areas of story quality/flow and messages per frame - and no value below 93.26 percent: the banner developed and implemented by the DD Com agency for the client Skoda achieved the previous DSM top value for Swiss banner implementations and is clearly above the "90plus" orientation mark, which is important for web media, in all measurement dimensions.

Jeannine Micheli, Head of Marketing at Skoda, on this success: "Since we are constantly optimizing our media planning as well as our creation in terms of efficiency and effectiveness, we subjected our advertising media to an appropriate audit. We were somewhat surprised ourselves that the result was so good. However, this also confirms to us that we have the right partner for our advertising in DD Com and that our long-standing collaboration is proving its worth. Now the advertising materials just have to survive the practical test and trigger the desired actions."

A banner in IAB format 300×250 was measured in a pretesting. The DSM dialog structure measurement systematically analyzes the formal quality of advertising media using findings from neuroscience, tachistoscopic studies, design theory and other sources, which are depicted in formulas. It shows how well the potential of an advertising idea has been implemented so that it can objectively increase awareness and improve impact.

At the same time, DSM advertising media experts make clear which unused potential still exists and with which implementation optimizations this residual potential can be exploited. Due to the excellent starting position, the residual potential for this Skoda banner used in the current campaign was still 1 to 2 percent; on average of around 13,000 analyses to date, this value is 8 to 9 percent.

Since 2010, the IKAO Institute for Communication Analysis and Optimization, founded and managed by Wolfgang Hothum, has supported more than 500 companies and brands in objectively improving the implementation quality of advertising materials with its DSM Dialog Structure Measurement. The more than 10,000 DSM analyses carried out prove the effectiveness of the approach, which is unique at least in German-speaking countries.

In Switzerland, the company DSM-IKAO, founded by Guido Wietlisbach, is the exclusive DSM partner and enables Swiss companies for the first time to systematically and objectively check and optimize the implementation quality of their advertising media - and to do so within just a few working days and at significantly lower costs than is the case with conventional market research.

Responsible at AMAG Automobil- und Motoren AG: Jeannine Micheli (Head of Marketing SKODA), Tamara Werfeli (Head of Marketing Communication SKODA). Responsible at DD Com: Remo Christen, Dominik Woodtli (Consulting/Digital Strategy), Florian Brand, Olivier Kälin (Graphic Design/Programming). Responsible at DSM-IKAO Switzerland: Guido Wietlisbach