Is uniform poster research coming?
Affichage and Plakanda want to come to an agreement this year
Affichage and Plakanda want to come to an agreement this yearAffichage S.A. (APG) and the Plakanda Group, Switzerland's two largest poster providers, have "decided to jointly carry out new poster research," the Swiss Advertising Contractors Association (SWA) announced in a note, while congratulating "the two managements on this important, desired step into the future. "But the SWA rejoiced too soon. According to Affichage CEO Christian Kauter, the breakthrough in this matter has not yet been achieved. At the annual press conference (see WW 17/00), he announced the prospect of a new basic study and confirmed to WerbeWoche that talks were underway with Plakanda.
At the same time, he emphasized that no decision had yet been taken because of differences of opinion. Differences of opinion existed above all about which methodological approach should be chosen for the research.
Previously, both companies collected their own data, but it was not possible to compare them. The SWA therefore pressed for a uniform method. Kauter expressed confidence that APG and Plakanda could reach an agreement - "in the interest of the poster medium. In any case, the decision would have to be made this year. Peter Gmür, CEO of Plakanda, expressed a similar opinion.
Unlike Plakanda, which set foot in radio advertising for the first time at the beginning of the year, no such step is planned at APG. However, it is open to cooperations with radio stations, said Kauter. More important at the moment, however, is the investment in the Big Screen project, around 80 square meters of screens that can be controlled online and updated quickly.
APG will establish another subsidiary for the new business. The holding structure is predestined for this, and new people are also needed for such a medium, said Kauter. Markus Knöpfli
At the same time, he emphasized that no decision had yet been taken because of differences of opinion. Differences of opinion existed above all about which methodological approach should be chosen for the research.
Previously, both companies collected their own data, but it was not possible to compare them. The SWA therefore pressed for a uniform method. Kauter expressed confidence that APG and Plakanda could reach an agreement - "in the interest of the poster medium. In any case, the decision would have to be made this year. Peter Gmür, CEO of Plakanda, expressed a similar opinion.
Unlike Plakanda, which set foot in radio advertising for the first time at the beginning of the year, no such step is planned at APG. However, it is open to cooperations with radio stations, said Kauter. More important at the moment, however, is the investment in the Big Screen project, around 80 square meters of screens that can be controlled online and updated quickly.
APG will establish another subsidiary for the new business. The holding structure is predestined for this, and new people are also needed for such a medium, said Kauter. Markus Knöpfli
