New managing director and new board members for IGEM
At the general meeting, IGEM elected Beatrice Kniel from Admeira and Christoph Kaufmann from Werbe Weischer to the board. The management of IGEM was handed over from Ueli Custer to Siri Fischer. In the subsequent guest presentation, Mediapulse presented its current projects.
Three quarters of the 44 member companies were represented at Tuesday's IGEM general meeting - a record in the 19-year history of the IG. All motions of the board were approved unanimously, IMEG writes in a release. Beatrice Kniel, CMO of Admeira, was elected to the IGEM board as Martin Schneider's successor. Likewise, Christoph Kaufmann, CEO of Werbe Weischer, was elected to succeed Nils Schilling. The rest of the board as well as Stephan Küng as president of IGEM were unanimously confirmed. The long-standing Managing Director Ueli Custer, who is stepping down due to age, will be succeeded by Siri Fischer.
Workshop report by Mediapulse
Following the general meeting, Tanja Hackenbruch and Mirko Marr from the Mediapulse management gave an overview of their current projects in TV, radio and online research. Online research is being re-launched together with WEMF under the name Swiss Media Data Hub, or SMDH for short.
The new online research is intended to measure both advertising media (websites, apps) and digital advertising campaigns and to be established as a market currency for online reach in Switzerland. In this context, Mediapulse believes that the new online research will serve in particular to close measurement gaps in TV and radio in the area of digital video and audio usage. Mediapulse expects the first data deliveries from the SMDH at the beginning of 2019.
The TV universes indicate how many people in the various target groups can be reached with TV advertising in Switzerland. For the first time, the TV universes will be published in August instead of December and can therefore already be used for forecasting advertising block performance in the first half of 2018. In addition, the calculation basis will be increased from 12,000 cases to 30,000 cases, which will result in a significant stabilization of the universes, especially for specific, smaller target groups.
For the first time, Mediapulse has TV usage data from set-top boxes. Initial evaluations show strong parallels with the existing measurement system, but also that many advertising blocks in the set-top boxes nevertheless have usage, even though they are shown with zero viewers in the conventional measurement system. Of about 1,700 advertising blocks examined, about 45 percent showed no usage with the existing measurement approach. In contrast, the data from the set-top boxes actually showed so-called "zeros" in only four advertising blocks, or about 0.02 percent. Mediapulse concludes from this that in TV research "zero usually means little, but it doesn't mean nothing either". For this reason, concepts for tapping the advertising block usage behind today's zero values are to be presented to the market by the end of 2017.
The new Swiss radio measurement system "Explorradio" will be launched at the beginning of 2018. To ensure a smooth transition, the new system will be operated in parallel with the previous Radiocontrol from July 1, 2017. The setup work has been completed and the parallel operation of the new radio research will start as planned. The advantages of the new radio research are a larger sample per day, better representativeness through the integration of people without a (registered) landline, faster data availability and the longer wearing time of the dial gauges, so that the reach of radio campaigns can be evaluated over longer periods.
In particular, the topic of SMDH and queries about the set-top box data formed part of the concluding discussion.
