Frequently asked questions about Advertising
Your questions, our answers
Do you have questions about the diverse Advertising opportunities at Goldbach, our products, or specific processes? We understand that well. The media landscape is complex and constantly raises new questions.
That’s precisely why we’ve compiled the most common concerns and our answers for you here. Our goal is to provide you with the information you’re looking for quickly, clearly, and easily. Whether you’re already an Advertising professional or new to the field, you’ll find what you need to know here.
Goldbach regularly provides you with current market and impact studies to give you deep insights into Swiss media usage and the effectiveness of your campaigns. You can find an excerpt of the current reports, which strategically support you as advertisers, collected on our website under the “News” section under the “Studies” category. If you require specific studies or further analyses, you can request them from our team of experts at any time.
You can sponsor a wide range of formats, including attractive broadcasts from the entertainment, sports, news, kids, or fiction sectors. As the available environments vary depending on the season, Goldbach will be happy to advise you personally in order to find the best and most effective sponsorship environment for your brand. Discover a current selection of our formats here.
TV sponsorship is the effective presentation of your brand immediately before, after, or even within a TV broadcast, creating a close connection to the program environment and increasing your visibility.
Yes, Goldbach actively supports you in the conception and production of your CutIns. Alternatively, we recommend suitable partner companies to ensure that your special advertising format meets all technical requirements and your communication goals are optimally achieved. See presentation “Productions by Goldbach”.
Of course, you can optimally combine special forms of advertising such as pre/post-splits, sponsorships or ReplayAds etc. with classic TV advertising. This combination ensures that your brand is present on different advertising formats and your campaign goals are achieved to the maximum thanks to the increased impact. You can find an overview of all special forms of advertising here.
Special forms of advertising offer you the great advantage of staging your brand in an attention-grabbing and unforgettable way by deviating from classic advertising blocks. Goldbach Special forms of advertising stand for high attention, exclusive placement, strong brand association and often lower advertising wear-out.
Goldbach offers a range of special forms of advertising in the TV sector: CutIns, Split-Screens, Sponsorings, Branded Content, Special placements, Replay Ads, Influencer Spot and other innovative advertising formats.
The billing of your TV campaign via Goldbach is transparent and comprehensible and is based on the services booked, the spots actually broadcast, and the prices agreed in advance. This ensures that you always retain full control over your budget and can clearly understand your investment.
Goldbach handles the entire TV Advertising process for you: from well-founded advice and target group analysis to media planning, offer and campaign creation, and continuous optimisation and reporting. We also support you in integrating special forms of advertising to maximise your campaign success and increase brand performance.
Yes, Goldbach can actively support you in spot production by recommending professional production companies. We help you ensure that your spot is not only creatively convincing, but also meets all the technical requirements for broadcasting in order to guarantee your campaign’s success.
A convincing creative concept is essential for the success of your TV advertising campaign. Therefore, we recommend close cooperation with a professional production company to optimally stage your message. Also, note that your spot must meet specific technical requirements so that it can be broadcast smoothly on our TV channels.
Absolutely, TV Advertising is also suitable for smaller companies thanks to new technologies such as ReplayAds. The spot length also plays an important role for smaller, but still efficient campaigns. Goldbach will help you plan a campaign that saves your budget and at the same time ensures measurable success.
With TV Advertising, you can reach almost all demographic and geographic target groups in Switzerland, as television as a mass medium has a very high Reach. Depending on the broadcasting environment and programme, Goldbach can help you deliver your message precisely to specific consumer groups and thus minimise wastage.
The success of TV Advertising is classically measured by Reach, the increase in brand awareness, and the frequency of broadcast. Through modern and holistic approaches such as the Swiss Ad Impact study, Goldbach can demonstrate the Advertising impact at a glance and across multiple channels. Would you like to know if your campaigns are achieving the desired effect? We have developed Swiss Ad Impact for this purpose.
The best broadcast time for your TV Advertising strongly depends on the specific Target group and their viewing habits, with prime time often generating the highest Reach. Goldbach helps you identify the optimal time slots in our diverse environments to efficiently reach your Target group at the right time.
The standard lengths for a TV commercial in Switzerland are between 10 and 30 seconds, although the maximum length for special formats such as long spots can be up to 60 seconds. Goldbach can advise you on the optimal spot length for your message and budget to achieve maximum impact.
To book a TV commercial with Goldbach, simply contact our team of advertising experts, who will provide you with comprehensive advice from media planning to implementation. Together, we will develop the optimal advertising campaign that ideally combines your budget and goals for maximum visibility.
You can find all the important information about booking a TV commercial here.
A successful commercial is characterized by a clear, emotional message that your target group immediately understands, thus increasing brand awareness and making the brand unmistakable. It is also important that the commercial is professionally produced and played out in the optimal environment to achieve maximum impact.
TV Advertising is extremely effective, as it offers the greatest Reach in Switzerland and optimally builds emotions and brand awareness. With targeted, multiscreen-compatible campaigns offered by Goldbach, you can impressively stage your Advertising message and achieve measurable brand performance successes.
The costs for TV advertising in Switzerland are individual and depend heavily on factors such as the broadcasting environment, the reach of the target group, or the length of the spot. Goldbach offers you tailor-made and transparent solutions to achieve the greatest possible advertising success for your specific budget. Contact our experts so that we can plan your optimal TV strategy together and achieve your communication goals.
In Goldbach’s diverse TV Portfolio, you are guaranteed to find the right channel in Switzerland and neighboring countries. Use our wide selection to effectively place your Advertising message and achieve your marketing goals. You can find the current channel overview on our website.
- Planning based on net Reach for any Target group is possible
- Replay Ads campaigns can be planned directly in EvoAd
- Advertising formats, channels, duration, Target group, frequency capping per day, children’s genre
- Linear and Replay Ads campaigns can be planned in one tool (linear and Replay Ads individually or combined)
To unlock the full potential of Advanced TV, we recommend that you consider the following:
- Define clear goals: What do you want to achieve? Brand awareness, leads, or direct sales? Your goals determine the strategy, targeting, and measurement of success.
- Optimize your creatives: Create high-quality spots that are optimized for the streaming environment. A strong visual Botschaft in the first few seconds is crucial, and a clear call-to-action (CTA) encourages interaction.
- Use data intelligently: Rely on a well-thought-out targeting mix. Use existing data and test different target audience segments to achieve the greatest efficiency.
- Think holistically: Do not view Advanced TV in isolation, but as an integral part of your overall marketing strategy. Coordinate the messages across all channels.
- Test and learn: Take advantage of the measurability of Advanced TV. Run A/B tests with different creatives or target audiences and continuously optimize your campaign based on the insights gained.
- Rely on expertise: Work with experienced partners such as Goldbach. We support you from strategic planning and precise implementation to detailed reporting to ensure the success of your campaign.
The Advanced TV market is on an unstoppable growth path. The use of streaming services and Internet-enabled devices will continue to increase, and with it the relevance of Advertising in this environment.
- Programmatic Everywhere: The Programmatic, i.e. automated, buying and selling of Advertising is becoming the standard and enables even more efficient and data-driven campaigns in real time.
- Shoppable TV: The direct linking of Advertising and e-commerce will increase. Imagine a viewer being able to place the product shown in the spot directly into their shopping cart using the remote control.
- Artificial Intelligence (AI): AI will revolutionize campaign optimization by predicting in real time which advertising material will have the greatest impact on which Target group.
- Convergence of Linear and Digital: The boundaries between classic and digital TV will continue to blur. Future measurement standards will enable a holistic view across all channels.
Despite the clear advantages, the market still faces some prejudices:
- “This is too complicated.” Incorrect. Booking Advanced TV campaigns is now standardised and is implemented simply and efficiently by experts such as Goldbach.
- “The Reach is too low.” Myth. The use of CTV is growing rapidly. According to the Goldbach Advanced TV study, CTV is already firmly established in households and achieves significant Reach, especially in attractive target groups.
- “This is only for large budgets.” Not applicable. Thanks to precise targeting and the avoidance of wastage, Advanced TV campaigns are often more efficient and also suitable for smaller budgets.
Audience targeting on Connected TV (CTV) is improved through continuous refinement of the database and the use of intelligent technologies. Automated Content Recognition (ACR) on Smart TVs, for example, provides valuable, anonymized insights into viewing behavior that can be used for even more accurate targeting.
- Video Completion Rate (VCR): What percentage of viewers watched your Video ad to the end?
- Click-Through-Rate (CTR): How many users interacted with an interactive element in the Video ad?
- Website/App Visits: How many people visited your website or app after seeing the Video ad?
- Conversion Rate: How many of the target actions (purchases, registrations) can be directly attributed to the campaign?
The true strength of Advanced TV lies in its data-driven targeting capabilities. We go far beyond simply selecting a broadcasting environment and ensure that your Advertising is seen by the people who are most important to your brand.
- Demographic and geographic targeting: Target your campaign specifically by age, gender, or to households in specific postal code areas.
- Interest-based targeting: Reach users based on their interests, which are derived from their anonymized viewing and surfing behavior. Whether car enthusiasts, travel fans, or tech enthusiasts – we will find them for you.
- First-Party Data Integration: Use your own customer data (e.g., from your CRM system) to specifically target existing customers or create statistical twins (“lookalike audiences”) to find new potential customers.
- Contextual Targeting: Place your Advertising in thematically relevant content, such as a spot for sporting goods in the context of live sports broadcasts.
Advanced TV is the future of TV, which is already happening today. It essentially describes any form of TV content that reaches the TV screen via the Internet, rather than via the classic cable, satellite or antenna connection. Think of it as the perfect combination of the emotional power of the big screen with the data-driven possibilities of the digital world.
The crucial difference to traditional, linear TV lies in the digitization of the transmission. While with classic TV all viewers see the same Advertising spot at the same time, Advanced TV enables an Advertising delivery that is as individual and measurable as Online marketing. This includes various technologies such as Connected TV (CTV) – i.e. Internet-enabled TVs or devices such as Apple TV – and Addressable TV (ATV), where personalized Advertising can be delivered even in linear programming.
In short, Advanced TV transforms the TV experience from a “one-to-many” to a “one-to-one” communication.
Replay Ads can be combined with classic TV spots, sponsoring or Special forms of advertising to create a consistent brand presence in the TV environment.
With EvoAd, the market-compliant analysis tool for Replay Ads.
These KPIs can be evaluated:
- GRP, net reach, OTS, etc.
- Aggregation to hourly reach
- Accumulations within Replay Ads
- Accumulations of linear TV and Replay Ads
- Any TV target groups can be evaluated
- Short lead times: The campaign can start in just a few days.
- Regional targeting in national TV, soon also possible with Video Ads.
- Your message gets across – completely!
Only a 100% Completed View is charged - High attention: Replay TV users actively select a program. They are focused and attentive, which contributes to the advertising impact.
- Familiar TV standard: Replay Ads can be planned and evaluated on net reach for any target group in EvoAd.
- A frequency capping can be deposited on request.
Replay Ads are played out on high-reach TV channels that offer time-shifted viewing via set-top boxes, media libraries, or streaming platforms. You can find an up-to-date overview of the participating channels here.
All Replay Ads campaigns are booked exclusively through the Agency Management / Direct Customer Planning Team. We advise on target groups, placement and budget, coordinate the playout with the broadcasters and take over the complete campaign management.
Goldbach offers flexible entry packages tailored to the target group, region and campaign scope – ideal for beginners and smaller budgets.
Replay Ads are particularly suitable for reaching younger target groups or household managers, as their affinity for these advertising formats is particularly high.
Targeted delivery: fewer scattering losses.
Less advertising blindness, as the user actively starts the playback.
Strong placement: directly at the beginning of the desired program, or when an action is taken by the viewer.
Plannability: Part of modern, data-based TV campaigns.
In classic Advertising Formats on linear TV, the same advertising block is played out to all viewers. Replay Ads, on the other hand, are user-based: The moving image formats Start Ad and Fast Forward Ad cannot be skipped. The Pause Ad makes it possible for the first time to play out TV Advertising regionally and to measure the interaction of the viewers – for example via a QR code.
Start Ad: Displayed directly at the start of a broadcast – ideal for strong brand messages and high attention.
Fast Forward Ad: Appears when fast-forwarding – perfect for short promotions or product-related information, as they cannot be skipped.
Pause Ad: Displayed when viewers pause – ideal for effective visualization in combination with an interactive element such as a QR code. Also possible for regional campaigns in the SME sector as well as for regionalized content of campaigns throughout German-speaking Switzerland.
Start Ad – Short commercial at the start of time-shifted TV viewing.
Pause Ad – Advertising when pausing live programming, time-shifted TV viewing and recorded content.
Fast Forward Ad – Short advertising block when skipping or fast-forwarding the linear advertising block in time-shifted TV viewing.
- Time-shifted viewing is very popular in Switzerland, as viewers can consume content flexibly.
- Thanks to Replay Ads, additional Reach can be generated.
- For the first time, there is the possibility of regional broadcasting on television.
- Interaction with viewers thanks to the possibility of integrating a QR code with the Pause Ad.
Replay Ads are advertising formats that are displayed within time-shifted television usage (e.g. via set-top boxes, streaming services or media libraries). They enable advertisers to reach households that consume programs time-shifted rather than live.
- Data quality: Success depends on the availability and accuracy of the data.
- Creative adaptation: Content must be optimized for different screen sizes and contexts.
- Technical compatibility: Platforms and screens must be compatible.
- Large brands: For data-driven campaigns with high Reach.
- Local businesses: For the targeted approach of target groups in certain regions.
- E-commerce and Retail: To strengthen actions that take place online or in stores.
Payment is often based on:
- CPM (Cost per Mille): Cost per 1000 impressions.
- Spot Duration: Depending on the number and length of spots played.
- Demographic data: Age groups, gender, interests.
- Location data: Traffic data, pedestrian frequencies.
- Real-time data: Weather, events, time of day, news.
- Advertisers use a Demand Side Platform (DSP) to select advertising spaces.
- The platform displays available digital screens and locations.
- Content is played out automatically based on predefined rules, such as time, weather, or target group data.
- Splicky, a 100% subsidiary of Goldbach, is the leading DooH DSP in Switzerland. We would be happy to advise you.
- Automation: Bookings are made via a platform, not manually.
- Flexibility: Campaigns can be adjusted in real time.
- Data-driven delivery: Advertising is delivered based on target audience data, weather conditions, or events.
Programmatic DOOH is the automated booking, planning, and delivery of digital out-of-home advertising via a platform. Content is targeted based on data such as location, time, or target group characteristics.
The production costs for videos or animations depend on the complexity. Simple animations start at a few hundred Swiss francs, while complex productions can cost several thousand Swiss francs.
- QR codes: Direct tracking of interactions.
- Discount codes or special landing pages: Customers can take advantage of targeted promotions.
- Brand awareness: Measurable via surveys or social media.
- Individual market research: Tailored surveys on selected campaigns
- Combination with online advertising: Analyze the increase in website traffic during the campaign.
- Large brands: For image campaigns or new products.
- Regional companies: Reach local target groups.
- Event organizers: To promote events in specific areas.
Digital out-of-home advertising (DOOH) is extremely flexible:
- Content can be adapted to specific times of day or weather conditions.
- Short-term changes or additions (e.g., promotions) are possible.
- Targeted placement in defined geographic zones.
The costs vary depending on the location, duration, screen size, and frequency of the ad. Local displays are cheaper, while premium locations such as shopping streets are significantly more expensive.
DOOH stands for “Digital Out-of-Home” and refers to screens and displays that are used for advertising purposes in public spaces. These include locations such as shopping centres, busy streets and airports.
Yes, especially for local businesses! Billboards are a cost-effective way to gain targeted regional exposure. They are excellent for highlighting offers, openings, or events, and can have a direct impact on the local clientele.
The font size should be chosen so that the text is legible even from a greater distance (3 to 10 meters or more). As a rule of thumb, important messages or titles should be at least 10 cm high so that they stand out from afar.
Success can be measured through several methods:
- QR codes: Direct tracking of interactions.
- Discount codes or special landing pages: Customers can take advantage of targeted promotions.
- Brand awareness: Measurable via surveys or social media.
- Individual market research: Tailored surveys on selected campaigns
- Combination with online advertising: Analyze the increase in website traffic during the campaign.
Posters are particularly effective for mobile target groups, such as commuters, travelers, or customers in shopping areas. They primarily appeal to people in a specific geographic area and are ideal for local, regional, or national campaigns.
Posters can be placed in public spaces, bus and tram stops, streets, parking garages, or in shopping centers. The exact selection depends on where your target group is located. Transportation hubs, downtown areas, and busy shopping streets are particularly popular.
Most campaigns run for one to four weeks, as this is sufficient to generate attention and anchor the message. For long-term goals or permanent Advertising, posters can also be placed for months, depending on the budget and strategy.
The costs depend on various factors, such as location, size, campaign duration, and the number of billboards. A single billboard in a local environment is much cheaper than in high-traffic areas such as city centers.
Yes, outdoor advertising is possible even with small budgets. Local poster campaigns or selected DOOH screens in the area can achieve a high impact cost-effectively. Providers often offer flexible packages that are specifically tailored to small businesses.
The location depends on the target group:
- City centers: For high reach and brand awareness.
- Commuter zones: Train stations or bus stops reach working professionals.
- Shopping centers: Ideal for consumers with purchasing intent.
- Special zones: Near points of interest such as gyms or universities
Typical durations are one to four weeks, depending on the campaign’s objective. Digital OOH Advertising allows for more flexible timeframes, such as daily or hourly placements.
Success can be measured using the following methods:
QR codes: Direct tracking of interactions.
Discount codes or special landing pages: Customers can specifically perceive promotions.
Brand awareness: Measurable via surveys or social media.
Individual market research: Tailored surveys on selected campaigns
Combination with online advertising: Analyze the increase in website traffic during the campaign.
Outdoor advertising is used by companies of all sizes:
Large brands: For image campaigns or new products.
Medium-sized companies: For local awareness and regional campaigns.
Small businesses: To draw attention to offers, new openings or events.
- Classic poster advertising: On streets, bus stops or buildings.
- Screens (DOOH): Animated displays at highly frequented locations in cities, in shopping centers or at airports.
- Transit advertising: On buses and trains
Out of Home Advertising (OOH) or outdoor Advertising includes all Advertising formats that are placed outside of living spaces. These include classic posters, displays, transport Advertising (e.g. on buses), Advertising at the POS and at airports.
- Impressions: Number of people who saw the ad.
- Engagement: Interactions such as QR code scans or app downloads.
- Online Integration: Increase in website traffic or sales during the campaign.
Digital audio advertising includes commercials delivered via digital audio channels such as streaming services (e.g., Soundcloud), podcasts, and online radio. This form of advertising enables targeted and personalized engagement with listeners.
The costs for Radio advertising are transparent and depend on various factors. Contrary to popular belief, Radio advertising is also very efficient for smaller budgets.
The two main cost blocks:
- Production costs: For the creation of a professional Radio spot (incl. concept, speaker, music and production) you should expect costs from approx. EUR 450.
- Switching costs: These costs are incurred for the broadcast of your spot. They are calculated per second and depend on the following factors:
Broadcaster and Reach: National broadcasters are more expensive than regional or local broadcasters.
Broadcasting time: The morning hours (approx. 6-10 a.m.), when most people listen to Radio, are the most expensive (“Drive-Time”). Prices are lower in the evenings and at night.
Booking volume: The more spots you book, the cheaper the price per second usually becomes due to discounts.
The cost per mille (CPM):
In order to compare the costs of different media fairly, the CPM is used. It indicates how much it costs to reach 1,000 people. Radio advertising often has a very advantageous, i.e. lower, CPM compared to TV or Print. The prices per second can vary greatly, from less than one euro for small local broadcasters to almost 200 euros for national broadcasters during prime time.
Classic commercials:
- The classic: A commercial lasting 15-30 seconds, which is broadcast in the advertising block together with others. Ideal for advertising promotions and quickly building a high reach.
- Tandem spot: Two related, shorter spots within an advertising block, separated by another spot. This increases the recall of your message.
- Single spot / Corner placement in the advertising block: Your spot is placed exclusively at the beginning or end of an advertising block – directly next to the editorial program. This guarantees maximum attention.
Special forms of advertising:
- Sponsorship: Present the weather, traffic reports or a popular program. This is how you positively connect your brand with a useful service for the listeners.
- Competitions and promotions: Interact directly with the target group. A well-made competition emotionally binds listeners to your brand and can significantly increase awareness.
- Themed weeks and advertorials: Here you have the opportunity to present your company or product in detail and in an editorial environment, in order to provide deeper insights and build trust.
Audio advertising works in its own dimension. It is personal, emotional and accompanies your target group throughout the day. Discover the unique advantages that will help you not only achieve your marketing goals, but exceed them.
- Enormous reach and rapid presence: Audio media, especially Radio, are an integral part of the daily lives of millions of people. This is how you can build an impressive reach in a very short time and anchor your brand in the awareness of your target group.
- High credibility and strong trust: Radio and podcasts enjoy an exceptionally high level of trust among their listeners. If your message is placed in this environment, it benefits from this credibility and is perceived as particularly authentic.
- Emotional connection that stays in your mind: The human voice and music convey emotions like no other medium. Well-made audio advertising awakens images in the mind, creates a personal connection and ensures that your message is not only heard, but also felt.
- Attention in exclusive moments: Whether in the car, during sports or cooking – audio reaches people in situations where visual media do not play a role. You get undivided attention and place your Advertising without being distracted by other screens.
- Efficient and measurably successful: Compared to other media genres, the production of audio spots is often less expensive and quicker to implement. At the same time, the success of your campaigns can be measured precisely, and thanks to precise targeting options, you can address exactly the people who are relevant to you.
Audio advertising relies exclusively on the sense of hearing and can therefore be consumed in situations where visual Advertising is not possible, e.g. while driving. It enables a direct and personal approach and can evoke strong emotional reactions through voice and music.
The placement influences the perception and effectiveness of the Advertising. On the Radio, broadcasting time and environment are crucial. For podcasts, the Advertising can be placed at the beginning (pre-roll), in the middle (mid-roll), or at the end (post-roll). Streaming services often offer personalized placements based on listening behavior.
- Clear message: The advertising message should be concise and easy to understand.
- Appealing voice: A professional speaker’s voice can enhance the impact.
- Suitable music/sound effects: Support the mood and remain in the memory.
- Call-to-Action: A clear call to action motivates the listener to take action.
All audience targeting deals sold are based on proprietary first-party data. The data is collected anonymously on the websites of the TX Group (20min.ch, car4you.ch, homegate.ch, ricardo.ch, etc.) and compiled into a data pool.
In this case, please contact [email protected].
- Were the deals created on the correct seat?
- What is our bid amount? Are we bidding above the floor price of the deal?
- Do the formats used correspond to the formats specified in the deal?
- Are special advertising material being used that cannot be played out or need to be approved?
In addition to Wideboard and Halfpage Ad, large-format formats such as Poster Ad, Sitebar Ad, Wideboard XL, Ricchi Ad, or Videhead are also available programmatically.
- Seat names and ID of the DSP used in Google AdExchange and Xandr
- The desired formats
- The desired placements (websites/sections/targetings)
- The languages of the deals
Please contact our sales unit or send us an email to [email protected].
Via the open marketplace (OpenRTB), advertisers have the option of booking individual pages (Run of Site) as well as the Goldbach Network (Run of Network) programmatically.
Further placements, such as individual categories of the pages “News”, “Sport”, “Business” etc. or the high-quality 1st Party Audience Targetings can be obtained via a private marketplace (PMP/ Deal-IDs).
Further placements, such as individual categories of the pages, e.g. “News”, “Sport”, “Business” or the high-quality 1st Party Audience Targetings can be obtained via a private marketplace (PMP/ Deal-IDs).
Goldbach’s digital inventory is available via Google Ad Exchange and Xandr for all programmatic buyers who make purchases through a Demand Side Platform (DSP).
Transparency is central to us. We offer you clear and informative reports for every channel, demonstrating the success of your campaign. From classic metrics such as Reach and contact frequency to digital metrics such as click-through and conversion rates. For a comprehensive insight into brand perception, we also offer special analysis tools such as the Brandtracker. This allows you to see exactly what your investment is achieving, and we can work together to optimise future campaigns.
Both. Our premium environments offer you a high reach among the entire Swiss population. At the same time, they also enable you to address specific target groups very precisely. Thanks to advanced targeting options – be it according to demographic characteristics, interests or user behavior – we ensure that you reach exactly the people who are relevant to your brand. This minimizes wastage and allows you to invest your budget with maximum efficiency.
You don’t have to be an expert in all channels – that’s what we’re here for. In a personal consultation, we will jointly analyze your campaign goals, your target group, and your message. Based on this, we will develop a customized, cross-media strategy for you. Our goal is to find the optimal mix from our diverse environments so that you can reach your target group as effectively and efficiently as possible. We see ourselves as your partners, accompanying you from planning to implementation.
The environment in which your advertising appears directly affects the perception of your brand and your message. Placement in a high-quality and trustworthy environment – such as that offered by our portfolio of established Swiss premium publishers – not only increases the credibility of your campaign, but also ensures greater acceptance among your target group. This ensures that your message is received positively and can have its full effect. We call this: maximum brand safety for maximum advertising impact.
Yes, this product can also be booked programmatically!
As with other products, a frequency cap can also be used for Gaming Ads to prevent the same person from being addressed multiple times on individual platforms within a short period of time.
The product content reaches the classic Swiss gamer. The target group is therefore already limited to the users relevant to the product (environment targeting). Other targetings such as age targeting are in development and a long-term goal pursued by the GBA.
All Ads in the product are clickable. For Advertising within the games, the click is enabled by 3D Touch.
Due to the diversity of publishers and platforms, the ads are served on smartphones, desktops, and also on game consoles.
The advertising material can be found in a variety of gaming apps, in which the Ads are cleverly integrated into the context of the games (Contextual In-Game Advertising) or with the user’s consent as a spot, which grants the player a benefit within the game (Rewarded Video). The advertising material can also be found in various game-related environments with classic Display and video formats.
Yes, they are! In-game advertisements are primarily perceived subconsciously and are therefore particularly impactful in creating a positive brand perception. In addition, your Advertising can be thematically tailored to the game. For example, advertisements for energy drinks can be placed in games that are related to sports.
No, gaming affects a very broad age group, from young to old. With Gaming Ads, you can reach all types of players, from soft players to heavy gamers.
The assumption that gaming only reaches men is long outdated. In relative terms, more women use their mobile or iPad/tablet to play, while men tend to use stationary devices such as PCs or consoles. The difference, therefore, lies primarily in the fact that gaming may be more of a pastime for women, while men are more likely to “game.”
To unlock the full potential of Advanced TV, we recommend that you consider the following:
- Define clear goals: What do you want to achieve? Brand awareness, leads, or direct sales? Your goals determine the strategy, targeting, and measurement of success.
- Optimize your creatives: Create high-quality spots that are optimized for the streaming environment. A strong visual Botschaft in the first few seconds is crucial, and a clear call-to-action (CTA) encourages interaction.
- Use data intelligently: Rely on a well-thought-out targeting mix. Use existing data and test different target audience segments to achieve the greatest efficiency.
- Think holistically: Do not view Advanced TV in isolation, but as an integral part of your overall marketing strategy. Coordinate the messages across all channels.
- Test and learn: Take advantage of the measurability of Advanced TV. Run A/B tests with different creatives or target audiences and continuously optimize your campaign based on the insights gained.
- Rely on expertise: Work with experienced partners such as Goldbach. We support you from strategic planning and precise implementation to detailed reporting to ensure the success of your campaign.
The Advanced TV market is on an unstoppable growth path. The use of streaming services and Internet-enabled devices will continue to increase, and with it the relevance of Advertising in this environment.
- Programmatic Everywhere: The Programmatic, i.e. automated, buying and selling of Advertising is becoming the standard and enables even more efficient and data-driven campaigns in real time.
- Shoppable TV: The direct linking of Advertising and e-commerce will increase. Imagine a viewer being able to place the product shown in the spot directly into their shopping cart using the remote control.
- Artificial Intelligence (AI): AI will revolutionize campaign optimization by predicting in real time which advertising material will have the greatest impact on which Target group.
- Convergence of Linear and Digital: The boundaries between classic and digital TV will continue to blur. Future measurement standards will enable a holistic view across all channels.
Despite the clear advantages, the market still faces some prejudices:
- “This is too complicated.” Incorrect. Booking Advanced TV campaigns is now standardised and is implemented simply and efficiently by experts such as Goldbach.
- “The Reach is too low.” Myth. The use of CTV is growing rapidly. According to the Goldbach Advanced TV study, CTV is already firmly established in households and achieves significant Reach, especially in attractive target groups.
- “This is only for large budgets.” Not applicable. Thanks to precise targeting and the avoidance of wastage, Advanced TV campaigns are often more efficient and also suitable for smaller budgets.
Audience targeting on Connected TV (CTV) is improved through continuous refinement of the database and the use of intelligent technologies. Automated Content Recognition (ACR) on Smart TVs, for example, provides valuable, anonymized insights into viewing behavior that can be used for even more accurate targeting.
- Video Completion Rate (VCR): What percentage of viewers watched your Video ad to the end?
- Click-Through-Rate (CTR): How many users interacted with an interactive element in the Video ad?
- Website/App Visits: How many people visited your website or app after seeing the Video ad?
- Conversion Rate: How many of the target actions (purchases, registrations) can be directly attributed to the campaign?
The true strength of Advanced TV lies in its data-driven targeting capabilities. We go far beyond simply selecting a broadcasting environment and ensure that your Advertising is seen by the people who are most important to your brand.
- Demographic and geographic targeting: Target your campaign specifically by age, gender, or to households in specific postal code areas.
- Interest-based targeting: Reach users based on their interests, which are derived from their anonymized viewing and surfing behavior. Whether car enthusiasts, travel fans, or tech enthusiasts – we will find them for you.
- First-Party Data Integration: Use your own customer data (e.g., from your CRM system) to specifically target existing customers or create statistical twins (“lookalike audiences”) to find new potential customers.
- Contextual Targeting: Place your Advertising in thematically relevant content, such as a spot for sporting goods in the context of live sports broadcasts.
Advanced TV is the future of TV, which is already happening today. It essentially describes any form of TV content that reaches the TV screen via the Internet, rather than via the classic cable, satellite or antenna connection. Think of it as the perfect combination of the emotional power of the big screen with the data-driven possibilities of the digital world.
The crucial difference to traditional, linear TV lies in the digitization of the transmission. While with classic TV all viewers see the same Advertising spot at the same time, Advanced TV enables an Advertising delivery that is as individual and measurable as Online marketing. This includes various technologies such as Connected TV (CTV) – i.e. Internet-enabled TVs or devices such as Apple TV – and Addressable TV (ATV), where personalized Advertising can be delivered even in linear programming.
In short, Advanced TV transforms the TV experience from a “one-to-many” to a “one-to-one” communication.
A good display campaign becomes a great one through continuous optimization. With a few targeted measures, you can significantly increase the effectiveness of your advertising and exceed your marketing goals.
- Creative Excellence: Design advertising material that immediately catches the eye. Clear messages, high-quality images, and a design that suits your brand are crucial.
- Concise Messages: Keep it brief. Your core message and your value proposition must be understandable at first glance.
- Strong Call-to-Action (CTA): Clearly and explicitly prompt users to take action. An activating CTA such as “Discover now” or “Secure offer” makes all the difference.
- Mobile Optimization: A large proportion of internet usage takes place on mobile devices. Make sure that your advertising material is perfectly displayed and easily readable on smartphones and tablets.
- A/B Testing: Test different variations of your ads. Try different images, headlines, or CTAs to find out what works best for your target group.
The core of a successful Display campaign is precise targeting. Instead of spreading your message widely, intelligent targeting ensures that your Advertising is displayed to the users for whom it is relevant. This maximizes the impact and minimizes wastage.
- Contextual Targeting: Your Advertising appears on websites and in apps whose content is thematically related to your offering. This allows you to reach users at their moment of interest.
- Sociodemographic Targeting: Address your target group based on characteristics such as age, gender or region.
- Interest-Based Targeting: We display your Advertising to people who have shown certain interests and purchase intentions based on their previous surfing behavior.
- Remarketing: Reach users again who have already interacted with your brand – for example, visitors to your website. This way you stay present and accompany them on their way to a purchase decision.
- Reach and visibility: You reach a broad mass of potential customers in high-quality and relevant environments.
- Creative scope: Visual formats offer you countless opportunities to present your brand creatively and in a way that attracts attention.
- Increase brand awareness: Through the repeated presence of your advertising online, you sustainably anchor your brand in the awareness of the target group.
- Activation of your target group: With one click, you direct interested parties directly to your website, your online shop or a specific landing page.
Imagine the internet as a giant stage. Online Display Advertising is your spotlight, showcasing your brand and messages in a large-scale and visually appealing way. It involves graphic advertising material – such as banners, images, or animations – that are placed on websites, in apps, and on social media platforms.
Yes, absolutely. One of the biggest advantages of Online Video Advertising is the ability to precisely target your target group. Instead of advertising with a scattergun approach, you can show your videos exactly to the people who are interested in your products or services.
Goldbach offers you a variety of targeting options to precisely control your campaign. You can define your target group according to the following criteria:
- Demographic characteristics: Age, gender, place of residence and other socio-demographic data.
- Interests and behavior: Interests, purchasing intentions and Online behavior of the users.
- Contextual Targeting: Display of your Advertising in thematically relevant environments.
- Remarketing: Re-addressing people who have already interacted with your website or your content.
Continuous optimization is the key to the success of your Video campaigns. With the right adjustments, you can maximize the impact of your ads and achieve your marketing goals even more efficiently.
Continuous optimization is the key to the success of your Video campaigns. With the right adjustments, you can maximize the impact of your ads and achieve your marketing goals even more efficiently.
- Attention-grabbing start: The first few seconds are crucial. Captivate viewers from the start with a clear message or a surprising element.
- Mobile First: Remember that many Videos are viewed on mobile devices. Optimize your content for vertical viewing and make sure it is understandable even without sound (e.g. through subtitles).
- Clear Call-to-Action (CTA): Tell users what to do next. A clearly worded CTA at the end of your Video significantly increases the interaction rate.
- A/B Testing: Test different versions of your Videos to find out which messages, images and calls to action resonate best with your target group.
- Regular Analysis: Check the performance of your campaigns regularly and adjust your strategy based on the insights gained.
The advantages for you at a glance:
- High attention: Moving image content achieves significantly higher attention than static Advertising Formats.
- Strong storytelling: Videos allow you to tell stories and authentically convey your brand values.
- Precise targeting: You can precisely target your Video campaigns to the target groups relevant to you, thus minimizing wastage.
- Measurable success: The performance of your Video Ads is measurable in detail, which enables you to continuously optimize.
In a world dominated by visual stimuli, online videos are no longer just an option, but a crucial component of any successful advertising strategy. They offer you the unique opportunity to convey your message emotionally and memorably through the combination of image, sound, and motion. With video advertising, you capture the attention of your target group, awaken needs, and create a lasting connection to your brand.
The great advantage of digital advertising lies in its measurability. You don’t invest blindly, but can track and evaluate the success of your Display campaign based on clear key performance indicators (KPIs).
- Impressions (Ad Impressions): This number indicates how often your advertising material was displayed on the screens of the target group.
- Clicks: The number of users who actively clicked on your Advertising to learn more.
- Click-Through-Rate (CTR): The click-through rate shows the ratio between impressions and clicks. It is an important indicator of how appealing your Advertising is to the target group.
- Conversions: A conversion is a target action defined by you, for example a purchase, a subscription to the Newsletter or a download. It measures the direct contribution of your campaign to business success.
Goldbach Commercial Content strives for a new approach with new possibilities in the area of content in connection with crossmedia and is therefore independent of classic media booking. Agreed targets and annual sales still only apply to bookings via the corresponding Goldbach Units.
Goldbach Commercial Content consists of the inventory of various media and publishers, all of whom have their own scope for action. As a result, overarching conditions cannot be specifically defined in that sense. Ultimately, the conditions depend on the booking volume and the integrated media.
While creative agencies provide the creative input and ideas, and media agencies define and book the media, Goldbach Commercial Content primarily acts as an intermediary for media and content opportunities. The content is created based on an idea and played out via the appropriate channels. If available, existing assets are incorporated into the campaign. This results in a comprehensive concept that can be optimised with the input of the media agency. Goldbach Commercial Content is an optimal extension to the creative and media agency. An overarching story is created from an idea, which comes from a single source, from realisation and optimisation to reporting.
Overall, GCC creates well-thought-out creative concepts that are optimally tailored to each individual brand, campaign, goal, and target group – all from a single source – and thus offers a much more efficient, goal-oriented, and broad-based approach.
Depending on the content, some of it can be readily used for other publishers/media. In some cases, a buy-out is required, which is usually calculated as a certain percentage of the production costs.
Goldbach Commercial Content offers an extensive portfolio of diverse content options across all media. In addition, there is the possibility of expanding created content, such as influencer content, to other media and thus creating an authentic story. The fact that Goldbach Commercial Content is not limited to a single publisher means that concepts can be flexibly adapted and optimised as required.
We understand that every company has individual budget requirements. That’s why we work closely with you to develop a campaign that is not only effective, but also cost-efficient. By flexibly adapting the media selection and optimising the campaign strategy, we ensure that you achieve the best results within your budget.
Yes, our platform enables you to track the impact of your campaign in real time. We provide access to detailed performance data and analytics, allowing you to make adjustments and continuously improve the effectiveness of your advertising efforts. This transparent reporting helps you make informed decisions and maximize the ROI of your campaigns.
The time it takes to see initial results can vary, but initial improvements are often visible within a few weeks of the campaign launch. The full effect of a comprehensively optimized campaign usually appears after a few months, depending on factors such as campaign scope and market conditions.
Analyzing your target group is crucial to effectively increase the willingness to buy. We use detailed data about the behavior and preferences of your potential customers to develop tailor-made advertising messages that resonate and encourage action. By understanding the specific needs and interests of your target group, we can create campaigns that not only attract attention, but also drive sales.
Goldbach Manufaktur uses advanced media strategies to increase your brand awareness. Through targeted placement of your advertising in high-quality media channels and campaign optimization, we achieve high visibility among your target group. We constantly analyze market trends and adapt our strategies to ensure that your brand is always at the forefront and perceived positively.
To keep our traffic-boosting strategies current and effective, we stay up to date with the latest media technologies and trends. We regularly evaluate new tools and methods to ensure that our campaigns achieve the best possible results and can respond quickly to changes in consumer behaviour.
An increase in website traffic can significantly impact your business by increasing the number of potential customers who become aware of your products or services. This typically leads to an increase in leads and sales, improves brand awareness, and strengthens your company’s overall presence in the market.
We use a number of metrics to measure the success of our traffic increase strategies, including click-through rate (CTR), visitor numbers, time spent on the page, and conversion rate. This data provides us with valuable insights into the effectiveness of the campaigns and enables us to make constant improvements.
Yes, our media strategies are flexible and adapted to seasonal fluctuations and specific market conditions. We optimize your campaigns accordingly to maximize visibility during peak periods and strengthen engagement during quieter times. This dynamic adjustment helps to optimize traffic all year round.
Goldbach Manufaktur ensures that sales increase campaigns are cost-effective by carefully selecting the media channels that offer the best value for money and have a high target group affinity. We are constantly optimising the campaigns to minimise the cost per conversion while maximising the Reach and effectiveness.
Content plays a crucial role in lead generation by providing valuable information that attracts and engages potential customers. At Goldbach Manufaktur, we create targeted content designed to generate interest and build trust, increasing the likelihood of visitors becoming leads.
The speed at which you see an increase in leads depends on various factors, including the type of campaign, the target market, and the specific strategies used. However, in many cases, our clients can observe a significant increase in lead activity within the first few weeks of launching a campaign.
Yes, with Goldbach Manufaktur, you can create targeted campaigns that are geared towards different segments of your target group. By using detailed data segmentation, we can develop tailor-made messages that are specifically tailored to the needs and interests of each segment in order to maximise the response rate and conversion.
The response to lead generation campaigns is measured through various metrics, including the number of responses, the quality of interactions, and the resulting conversion rates. We also use A/B testing and other comparative analyses to evaluate the effectiveness of different approaches and refine the campaigns accordingly.
At Goldbach Manufaktur, we qualify leads through a combination of lead scoring and advanced analysis methods. We evaluate leads based on their engagement and interaction with your Advertising, which helps us identify those who are most likely to convert. This targeted approach ensures that we deliver high-quality leads that show genuine interest in your offers.
Goldbach Manufaktur integrates cross-channel strategies by combining the strengths of various communication channels to create a coherent and comprehensive user experience. These approaches enable us to engage customers seamlessly across different platforms and increase conversion opportunities through consistent and targeted interactions.
Yes, our sales increase campaigns can be adjusted at short notice to react to changing market conditions. This includes adjusting advertising budgets, switching to more effective channels, and modifying the messaging to maintain relevance and resonance in a dynamic market environment.
You can maximise the ROI of your sales increase campaigns by regularly analysing performance and making quick adjustments to respond to market changes and customer feedback. We will help you increase the effectiveness of your campaigns through continuous analysis and fine-tuned adjustments.
To increase the conversion rate, we use a combination of targeted retargeting, personalized advertising messages, and continuous optimization strategies. These techniques are designed to encourage engagement and guide potential customers through the buying process, with a focus on supporting their purchasing decisions.
Goldbach Manufaktur ensures that sales increase campaigns are cost-effective by carefully selecting the media channels that offer the best value for money and have a high target group affinity. We are constantly optimising the campaigns to minimise the cost per conversion while maximising the Reach and effectiveness.
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