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Abbreviation for “advertisement” and name for an advertisement or advertising medium in digital and classic media and advertising contexts.

An advertiser is an advertiser who books advertising space to promote products, services or brands. He is the client of advertising campaigns and provides the financial resources for their display.

The survey, carried out by WEMF on behalf of the Swiss Advertising Statistics Foundation, provides information on the net amounts that advertising clients have invested in the most important advertising media over the course of a …

Term for the type or genre of advertising, e.g. B. a poster, advertisement, commercial, etc. Not to be confused with “advertising media”.

Medium through which an advertisement is distributed, e.g. B. a newspaper for an advertisement, a TV or radio station for a commercial, the advertising column for the poster, etc. Not to be confused with the “advertising …

Refers to the intensity of the advertising presence of a brand, product or campaign within a defined period of time. Advertising pressure can be expressed either financially (as gross advertising spend in CHF) or physically (by …

The advisory commission (BK) is a discount granted by media providers to advertising or media agencies because their advisory work involves less effort. Basically it is 5% for online, 10% for radio and 15% for magazines and TV, …

Measure of how strongly a target group is represented in a medium compared to the general population. It is given as an index value that relates the reach or rating of the target group to the total population. Values ​​above 100 …

The term audience refers to the total number of people who consume a particular medium, program, advertising campaign or content. In the media and advertising context, this describes the target or actual reach of an offer, i.e. …

In the media and advertising industry, an audit refers to an independent review of performance data, billing or measurement methods. This involves checking whether reach, usage or advertising data is correctly collected, evaluated …

Awareness refers to how well known a brand, product or campaign is within the target group. It describes the extent to which people remember or recognise a brand. In marketing, awareness is a key objective, especially in the early …

A reference value or benchmark used to measure one's own performance (e.g. a click rate) against the market average or competitors.

Describes business relationships and transactions between at least two companies (e.g. a software manufacturer sells to an agency).

Refers to the business relationship between a company and private individuals as end consumers.

A targeted call to action for the user, such as: B. “Buy now” or “Register here”, usually in the form of a button or link.

The total period during which a product or company is advertised.

A commercial is a short audiovisual advertising message played on television, online video, DOOH or radio and used to promote products, services or brands.

Term from media research: contact with a medium such as a website, a TV channel or a magazine is referred to as a media vehicle contact. A person’s contact with ads, commercials or online advertising media is referred to as an …

The cost of reaching a single person in a defined target group once with an advertising message. In media planning, it serves as a measure of efficiency that makes the prices of different media vehicles (e.g. TV channels vs. …

A value used to assess the cost efficiency of an advertising placement. It indicates how much it cost to achieve 1,000 contacts in the target group. Calculation: CPM = cost / gross reach × 1,000

The content, creative and formal networking of different media channels and advertising media relevant to the target group with the aim of achieving maximum advertising success via multi-channel targeting.

The F12 format is a widely used poster format in the outdoor advertising sector and has a significant influence on the poster landscape. It is used in highly frequented locations, including busy streets, arterial routes, train …

The F12D format is a digital further development of the classic F12 poster in outdoor advertising. It is used in highly frequented locations such as busy streets, access axes, train stations or parking lots and is characterized by …

The F200D format is the digital version of the F200 portrait format in outdoor advertising. It is used in comparable, highly frequented locations such as urban areas, squares, waiting areas, along larger streets, in train stations …

The F200 format is a common portrait format in outdoor advertising and is used in a variety of locations, including urban areas, squares, waiting areas, along larger streets, in train stations and in alpine regions. It is …

The F24 format is a large format for outdoor advertising and is only used in highly frequented top locations. These include, in particular, busy traffic axes, central inner-city locations and heavily frequented junctions. Due to …

The F4 format is a classic poster format in outdoor advertising and is often used in particular for cultural and event campaigns. It is mainly found in pedestrian zones and urban areas, where its placement in the direct field of …

The F400 LT format is a very large special area in the 400 format with long-term orientation in the outdoor advertising area. It is used in selected premium locations and is used in particular for eye-catching branding and lead …

Flighting describes the phases of a campaign and the timing of the measures. Flighting enables targeted budget stretching over a longer period of time. The advertising pressure and the number of flights are used flexibly in line …

People who are grouped together according to how often they have come into contact with an advertisement.

Indicates how many people in a defined target group come into contact how often with all the media vehicles selected in the media schedule. Unlike the OTS value (which shows the average number of contacts per target person …

The costs for advertising at the official list price. This value is before deducting discounts or agency commissions and does not include production costs for the advertising material. Its primary purpose is to make the …

In media research, the total number of contacts with target persons achieved by an advertising medium or media vehicle, expressed in absolute figures. Gross impressions also include multiple contacts. The figure therefore reflects …

A standard measure of advertising pressure (gross reach as a percentage). It relates gross impressions to the total population of the target group. One GRP corresponds to one percentage point of reach within the defined target …

Gross reach is the sum of all contacts that people have with a programme or within a time interval. Unlike net reach, it does not account for audience overlap. Gross reach therefore does not indicate the actual number of people …

Describes the difference between the formally stated list prices (gross) and the actually negotiated advertising prices (net) after deducting discounts and commissions.

The systematic comparison of different media types (e.g. TV, radio, online, poster) to determine the most efficient media mix for a campaign. Quantitative factors (reach, CPM) and qualitative aspects (advertising effect, image) …

The detailed comparison of different advertising media within the same media genre. The aim is to select the specific channels or platforms that best cover the target group. Performance values ​​such as range, affinity and …

A segmentation of the MACH Basic respondents results in six groups of people: Learners, Young Nokids, Young Withkids, Nokids, Withkids and Pensioners. Segmentation criteria: age, employment, household composition. These living …

The MACH study series is the standard research instrument of the WEMF (AG for Advertising Media Research) for measuring readership and media usage in Switzerland. It is the official currency for planning print media and provides …

Media Focus Schweiz GmbH is a company that specializes in the neutral and independent measurement and analysis of advertising, media presence and sponsorship. Among other things it is responsible for recording the gross …

The entirety of all media advertising media is divided into different genres. The most important media categories include radio, daily newspaper, magazine, TV, poster and online.

Media plan that weights and takes into account different media in order to achieve optimal reach cost-effectively.

Media objectives are derived from communication and marketing objectives. They are expressed through media metrics such as reach, average contacts, affinity and CPM. Since these objectives can rarely all be achieved optimally at …

Media performance describes the quantifiable success of an advertising campaign within a target group, expressed through metrics such as reach, contacts, GRPs or impressions. It serves as a currency that makes the effectiveness …

Planning the use of media taking qualitative and quantitative factors into account, tailored to the target group and advertising goals.

Net reach is a metric for analysing radio, online, OOH and TV usage. It refers to the number or share of people or households who come into contact with an offering at least once for a specified minimum duration within a given …

The final billing amount for a media placement after deducting all discounts, special conditions and the advisory commission (BK) from the gross amount. Net Net is the most effective metric for budget control because it reflects …

WEMF's own data analysis tool for access to WEMF's studies, statistics and databases as well as other third-party studies.

The number of cases refers to the number of people or households on which data collection or data analysis is based.

The OTS value (Opportunity To See) is a key media planning metric that describes the average number of contacts a person in the target group reached had with an advertising medium during a campaign. It serves as a measure of …

Person who is responsible for everyday shopping in a private household. The Mediapulse TV Data differentiates between a traditional and a modern definition of the person running the household. According to the traditional …

A business indicator that measures the relationship between the invested capital (advertising budget) and the resulting profit. In marketing, ROI indicates how many francs of profit were returned per advertising franc invested. It …

Share of Advertising (SoA) is a key figure that describes a brand's percentage share of total advertising expenditure within a market or industry. It is calculated almost exclusively on the basis of gross advertising expenditure.

A term from social and market research that is used to describe and categorize people or households based on objective characteristics. In media planning, sociodemographic information forms the basis for defining samples and …

A target group is the defined group of people who are to be specifically addressed with a communication or advertising measure and who have common characteristics such as demographic, geographical or behavioral characteristics.

The total number of all people or households to which the measurement results from a sample are extrapolated. Belonging to the universe is determined by defining characteristics (e.g. population of Switzerland aged 15 and over). …

The difference between the total reach of a medium and the target group actually reached. Wastage occurs when people come into contact with an advertising message for whom the advertised product or service is irrelevant (e.g. …

WEMF (based in Zurich) collects data on media usage in Switzerland and Liechtenstein in order to place advertising in newspapers and magazines in a way that is tailored to the target group. Its core tasks include national …