Successful launch for Swiss Ad Impact: First advertising impact study
Since the beginning of this year, Goldbach’s “Swiss Ad Impact” advertising impact study has been successfully in use. Thanks to the collected results from the various campaigns, advertisers can now benefit from the first industry benchmarks.
Goldbach has already supported over 30 campaigns from eleven industries with its “Swiss Ad Impact” advertising impact study. Based on the collected results, the advertising marketer can now provide advertisers with initial benchmarks for the various industries.
To this end, Goldbach investigated the impact of the individual campaigns in relation to the impact metrics “Information search”, “Recommendation” and “Purchase/intention to use”. The Ad Impact Overall, i.e. the total advertising impact, was calculated using this data. Goldbach found some significant differences between the individual campaigns (minimum value 27%, maximum value 82%). It is noticeable that the average values within an industry differ less than between industries (see Figure 1). Sanja Ruggiero, Director Sales Management at Goldbach, says: “We are delighted that we can now offer our customers an additional advantage with the industry benchmark from Swiss Ad Impact and thus initial comparison options for the advertising impact of their campaign.”
Figure 1: Difference in Ad Impact Overall within and between industries.
Further industries and benchmark options planned
The benchmarks show the advertising impact on the Online, TV including Replay Ads and CTV, (D)OOH, Audio and Print channels on the entire Goldbach and third-party inventory. At the current time, the data relates to the construction, industry & furnishing, retail, finance, beverage, fashion & sport, food and telecommunications sectors. Further industries are to follow shortly. To ensure that the results can be used as easily as possible, Goldbach has supplemented the Swiss Ad Impact reporting with an additional dashboard (see Figure 2). Goldbach is also planning further benchmarks. “Swiss Ad Impact is constantly being expanded,” says Ruggiero, “In addition to the industries, we would like to integrate further benchmark options such as ‘campaign goal’ or ‘advertising format’.”
Figure 2: Dashboard industry benchmarks.
Swiss Ad Impact – An offer that has an impact
Swiss Ad Impact is an offer from Goldbach that gives advertisers an advertising impact study for their campaign in addition to the usual media performance reporting. The study shows at a glance and across all channels how well a campaign has performed in terms of various advertising impact KPIs and within various target groups. The offer has been available since the beginning of 2024.
Published on 31.10.2024
