Hopp Schwiiz!!! 🇨🇭🏒
Admittedly, when we designed the image for this post, we were probably a little caught up in Swiss Ice Hockey World Championship fever.
But somehow it fits the topic pretty well too.
Because one of the learnings from yesterday’s Screenforce Day at the Kongresshaus was:
100% of the top advertisers in Switzerland still rely on TV.
Media Focus Switzerland showed:
For the top 20 advertisers, TV still accounts for around 50% of the media mix on average.
YouTube is present for all of them, but on average it only gets 4% of the budget.
Another exciting topic: attention instead of mere viewability.
Using Lumen data, Lindt & Sprüngli impressively demonstrated what many people know from everyday programmatic work: viewability is far from the same as attention.
On the big screen, ads are actively watched for 16 to 17 seconds on average.
concept m also showed how strongly brands influence our perception.
Test participants suddenly rated their own favourite products negatively, simply because they were presented in neutral packaging.
A powerful example of how relevant brand building still is.
And that’s exactly why TV remains a central part of the media mix for many big brands.
#TVAdvertising #BrandBuilding #AttentionMarketing #VideoAdvertising
