Advertising on time-shifted TV:
Replay Ads new in the TV portfolio of Goldbach Media Switzerland
As of now, advertisers in Switzerland can also place ads on time-shifted TV, so-called catch-up TV. This means that, for the first time, it is now possible to reach TV audiences who do not watch live shows and programs. TV marketer Goldbach Media (Switzerland) is now offering Replay Ads in its portfolio. The first Replay Ad campaigns will be broadcast from October 4, 2022.
New target groups and additional reach
The newly created option of also being able to advertise on catch-up TV opens up a new attractive target group for the advertising industry and thus additional reach for TV campaigns. Alex Duphorn, CEO Goldbach Media (Switzerland), comments: "With Replay Ads, our customers gain access to a globally unique and innovative opportunity for TV advertising. The first inquiries from advertisers and the results of our recent acceptance study make us confident that the new form of advertising will be well received throughout the market."
Replay Ads with three action-based and user-friendly formats
Advertisers have three formats at their disposal at Goldbach in Switzerland, suitable for the respective usage situation or viewer action in time-shifted television. For example, the advertising message can be played as a Start Ad (short commercial on startup), Pause Ad (static display ad on pause) or Fast Forward Ad (commercial break on rewind). Due to the relatively short duration of the ad insertion, the replay ads each benefit from an exclusive placement and thus generate attention among the TV audience. In addition, the innovative formats enable viewers to (re)enter the TV program with pinpoint accuracy.
Replay ads become the standard throughout Switzerland
The new Replay Ads were developed as part of an industry agreement between TV broadcasters, distributors and advertising marketers in response to the growing importance of time-shifted television. With the launch of the new hybrid TV research by Mediapulse in July 2022, the research basis was also created to also measure time-shifted TV usage and thus establish Replay Ads as part of the official Swiss TV currency in the future.
Nadia Vitale, Senior Content Marketing Manager, Goldbach Group
+41 76 280 46 28, [email protected]
About Goldbach Media (Switzerland) AG
Goldbach Media markets TV and video in Switzerland. Our services include media planning, marketing, booking, processing and controlling. With our diverse TV station portfolio from Switzerland and abroad, we offer high-reach and target group-specific advertising playout. Goldbach Media (Switzerland) AG is a subsidiary of Goldbach Group AG based in Küsnacht. Goldbach Group AG operates mainly in Switzerland, Austria and Germany and is a TX Group company.