Swiss Ad Impact has now been around for 18 months, how satisfied are advertisers?

To date, 42 advertisers have ordered a study, a third of which have already ordered several. We see this as a very good sign. We know from discussions with customers that Swiss Ad Impact is highly valued as a tool for campaign analysis and optimization. Feldschlösschen, for example, says that key figures such as the Ad Impact Rate are extremely valuable in evaluating the campaign and assessing its success. The benchmarks* are also perceived as very helpful.

Were there any critical voices or requests for improvements?

Of course there was - fortunately. Swiss Ad Impact arose from a customer need and thanks to such feedback we were and are able to further develop the offering in line with customer needs. This resulted in Swiss Ad Impact Regio for regional campaigns, the filter option "Brand Familiarity" and the additional KPI "Brand Fitting" or "The advertisement fits well with the advertised brand". Customer input therefore flows directly into the further development of the study design.

What customer needs will be addressed next?

There will be further benchmarks, including on product groups, the campaign objective, the campaign type and more. We also want to integrate a pre-testing option for digital campaigns so that the ad impact can be predicted before the campaign is launched and optimized if necessary. These innovations should be available next year at the latest. The launch of the Swiss Ad Impact Recommender is also planned. This is a tool that is based on empirical values from previous Swiss Ad Impact studies and is intended to offer a targeted recommendation for optimizing the media mix.

For all those who would now like to book Swiss Ad Impact: What does the study cost and how do you go about it?

Thanks to the high demand, we can benefit from economies of scale with our suppliers and keep the costs very attractive. A Swiss Ad Impact study still costs CHF 8200. We are now offering attractive packages with a significant price advantage for advertisers who book several studies at once. The offer and prices can be found on our website.

To book a study, please get in touch with your usual Goldbach contact person or with Sanja Ruggiero (contact details below).

*Comparative values from the following sectors: construction, industry & furnishings, retail, vehicles, finance, beverages, fashion & sports, food, telecommunications and transportation. Further sectors will follow shortly.