THREE INNOVATIVE ADVERTISING FORMATS
In order to strengthen TV advertising and thus maintain the financing, relevance and diversity of this media genre, TV broadcasters, distributors and advertising marketers have concluded an industry agreement on new forms of advertising for time-shifted TV and have developed the replay ads which were launched in September 2022.
These innovative advertising solutions will be used for time-shifted TV and delivered in the appropriate usage situation. There are three different formats:
Short ad at the start of time-shifted TV use
Just one ad of max. seven seconds / impossible to skip / charged at 100% completed view
Ad shown when pausing a live program or time-shifted TV
Static display ad / displayed throughout the pause / charged when displayed for 10 seconds or more
Replay Ads as part of the TV currency
The launch of new hybrid TV research in July 2022 by Mediapulse created the technical basis for measuring time-shifted TV usage, thereby forming a more realistic picture of fragmented moving image usage in Switzerland.
Previous panel research has now been supplemented with data from the set-top boxes of TV distributors, thereby providing a much more accurate picture of total TV usage, both linear and time-shifted − an initial step towards convergence, with the aim of establishing replay ads as part of a sustainable TV currency, thereby reflecting the development of TV and its usage.