Frequently Asked Questions about Online Advertising
FAQ
Ready to make your brand heard? Whether you are planning to start with Ibku advertising or want to deepen your knowledge: We answer all questions – from ad production and costs to impact analysis.
Digital audio advertising includes commercials delivered via digital audio channels such as streaming services (e.g., Soundcloud), podcasts, and online radio. This form of advertising enables targeted and personalized engagement with listeners.
Audio advertising works in its own dimension. It is personal, emotional and accompanies your target group throughout the day. Discover the unique advantages that will help you not only achieve your marketing goals, but exceed them.
- Enormous reach and rapid presence: Audio media, especially Radio, are an integral part of the daily lives of millions of people. This is how you can build an impressive reach in a very short time and anchor your brand in the awareness of your target group.
- High credibility and strong trust: Radio and podcasts enjoy an exceptionally high level of trust among their listeners. If your message is placed in this environment, it benefits from this credibility and is perceived as particularly authentic.
- Emotional connection that stays in your mind: The human voice and music convey emotions like no other medium. Well-made audio advertising awakens images in the mind, creates a personal connection and ensures that your message is not only heard, but also felt.
- Attention in exclusive moments: Whether in the car, during sports or cooking – audio reaches people in situations where visual media do not play a role. You get undivided attention and place your Advertising without being distracted by other screens.
- Efficient and measurably successful: Compared to other media genres, the production of audio spots is often less expensive and quicker to implement. At the same time, the success of your campaigns can be measured precisely, and thanks to precise targeting options, you can address exactly the people who are relevant to you.
Audio advertising relies exclusively on the sense of hearing and can therefore be consumed in situations where visual Advertising is not possible, e.g. while driving. It enables a direct and personal approach and can evoke strong emotional reactions through voice and music.
The placement influences the perception and effectiveness of the Advertising. On the Radio, broadcasting time and environment are crucial. For podcasts, the Advertising can be placed at the beginning (pre-roll), in the middle (mid-roll), or at the end (post-roll). Streaming services often offer personalized placements based on listening behavior.
- Clear message: The advertising message should be concise and easy to understand.
- Appealing voice: A professional speaker’s voice can enhance the impact.
- Suitable music/sound effects: Support the mood and remain in the memory.
- Call-to-Action: A clear call to action motivates the listener to take action.
All audience targeting deals sold are based on proprietary first-party data. The data is collected anonymously on the websites of the TX Group (20min.ch, car4you.ch, homegate.ch, ricardo.ch, etc.) and compiled into a data pool.
In this case, please contact [email protected].
- Were the deals created on the correct seat?
- What is our bid amount? Are we bidding above the floor price of the deal?
- Do the formats used correspond to the formats specified in the deal?
- Are special advertising material being used that cannot be played out or need to be approved?
In addition to Wideboard and Halfpage Ad, large-format formats such as Poster Ad, Sitebar Ad, Wideboard XL, Ricchi Ad, or Videhead are also available programmatically.
- Seat names and ID of the DSP used in Google AdExchange and Xandr
- The desired formats
- The desired placements (websites/sections/targetings)
- The languages of the deals
Please contact our sales unit or send us an email to [email protected].
Via the open marketplace (OpenRTB), advertisers have the option of booking individual pages (Run of Site) as well as the Goldbach Network (Run of Network) programmatically.
Further placements, such as individual categories of the pages “News”, “Sport”, “Business” etc. or the high-quality 1st Party Audience Targetings can be obtained via a private marketplace (PMP/ Deal-IDs).
Further placements, such as individual categories of the pages, e.g. “News”, “Sport”, “Business” or the high-quality 1st Party Audience Targetings can be obtained via a private marketplace (PMP/ Deal-IDs).
Goldbach’s digital inventory is available via Google Ad Exchange and Xandr for all programmatic buyers who make purchases through a Demand Side Platform (DSP).
Transparency is central to us. We offer you clear and informative reports for every channel, demonstrating the success of your campaign. From classic metrics such as Reach and contact frequency to digital metrics such as click-through and conversion rates. For a comprehensive insight into brand perception, we also offer special analysis tools such as the Brandtracker. This allows you to see exactly what your investment is achieving, and we can work together to optimise future campaigns.
Both. Our premium environments offer you a high reach among the entire Swiss population. At the same time, they also enable you to address specific target groups very precisely. Thanks to advanced targeting options – be it according to demographic characteristics, interests or user behavior – we ensure that you reach exactly the people who are relevant to your brand. This minimizes wastage and allows you to invest your budget with maximum efficiency.
You don’t have to be an expert in all channels – that’s what we’re here for. In a personal consultation, we will jointly analyze your campaign goals, your target group, and your message. Based on this, we will develop a customized, cross-media strategy for you. Our goal is to find the optimal mix from our diverse environments so that you can reach your target group as effectively and efficiently as possible. We see ourselves as your partners, accompanying you from planning to implementation.
The environment in which your advertising appears directly affects the perception of your brand and your message. Placement in a high-quality and trustworthy environment – such as that offered by our portfolio of established Swiss premium publishers – not only increases the credibility of your campaign, but also ensures greater acceptance among your target group. This ensures that your message is received positively and can have its full effect. We call this: maximum brand safety for maximum advertising impact.
That’s exactly what we’re here for. The perfect strategy depends on many factors: your brand, your message, and the goals you want to achieve. Our experts will advise you personally and analyze with you which targeting mix best suits your project. Our goal is to find the most efficient and effective solution for you.
Not only that, we even recommend it! An intelligent combination of different methods is often the key to success. For example, you can combine the precision of data-driven targeting with the Reach of contextual targeting. Together, we can develop a tailor-made strategy that combines the strengths of the respective approaches and takes the impact of your campaign to a new level.
Yes, absolutely! The future of advertising is “cookieless,” and we have the right solutions for it. One of the most effective methods is contextual targeting. This involves placing your advertising in a thematically relevant environment. For example, your advertising for hiking boots appears directly next to an online article about the most beautiful mountain routes in Switzerland. This way, you reach an interested target group without having to rely on user data.
The protection of data is our top priority. We strictly adhere to all applicable data protection laws such as the GDPR and the Swiss DSG. Our processes are designed to ensure maximum transparency and security for users. We rely on data protection-compliant methods such as contextual Targeting and always use data responsibly to create trust and enable effective Advertising for you at the same time.
In simple terms, first-party data is information that we collect directly from our own high-quality network of websites and platforms. They are particularly valuable because they are based on real interactions with your potential customers and therefore guarantee the highest quality and relevance. Third-party data, on the other hand, is collected by external providers across various websites. At Goldbach, we rely on the precision and reliability of first-party data to make your campaigns as effective as possible.
Yes, this product can also be booked programmatically!
As with other products, a frequency cap can also be used for Gaming Ads to prevent the same person from being addressed multiple times on individual platforms within a short period of time.
The product content reaches the classic Swiss gamer. The target group is therefore already limited to the users relevant to the product (environment targeting). Other targetings such as age targeting are in development and a long-term goal pursued by the GBA.
All Ads in the product are clickable. For Advertising within the games, the click is enabled by 3D Touch.
Due to the diversity of publishers and platforms, the ads are served on smartphones, desktops, and also on game consoles.
The advertising material can be found in a variety of gaming apps, in which the Ads are cleverly integrated into the context of the games (Contextual In-Game Advertising) or with the user’s consent as a spot, which grants the player a benefit within the game (Rewarded Video). The advertising material can also be found in various game-related environments with classic Display and video formats.
Yes, they are! In-game advertisements are primarily perceived subconsciously and are therefore particularly impactful in creating a positive brand perception. In addition, your Advertising can be thematically tailored to the game. For example, advertisements for energy drinks can be placed in games that are related to sports.
No, gaming affects a very broad age group, from young to old. With Gaming Ads, you can reach all types of players, from soft players to heavy gamers.
The assumption that gaming only reaches men is long outdated. In relative terms, more women use their mobile or iPad/tablet to play, while men tend to use stationary devices such as PCs or consoles. The difference, therefore, lies primarily in the fact that gaming may be more of a pastime for women, while men are more likely to “game.”
To unlock the full potential of Advanced TV, we recommend that you consider the following:
- Define clear goals: What do you want to achieve? Brand awareness, leads, or direct sales? Your goals determine the strategy, targeting, and measurement of success.
- Optimize your creatives: Create high-quality spots that are optimized for the streaming environment. A strong visual Botschaft in the first few seconds is crucial, and a clear call-to-action (CTA) encourages interaction.
- Use data intelligently: Rely on a well-thought-out targeting mix. Use existing data and test different target audience segments to achieve the greatest efficiency.
- Think holistically: Do not view Advanced TV in isolation, but as an integral part of your overall marketing strategy. Coordinate the messages across all channels.
- Test and learn: Take advantage of the measurability of Advanced TV. Run A/B tests with different creatives or target audiences and continuously optimize your campaign based on the insights gained.
- Rely on expertise: Work with experienced partners such as Goldbach. We support you from strategic planning and precise implementation to detailed reporting to ensure the success of your campaign.
The Advanced TV market is on an unstoppable growth path. The use of streaming services and Internet-enabled devices will continue to increase, and with it the relevance of Advertising in this environment.
- Programmatic Everywhere: The Programmatic, i.e. automated, buying and selling of Advertising is becoming the standard and enables even more efficient and data-driven campaigns in real time.
- Shoppable TV: The direct linking of Advertising and e-commerce will increase. Imagine a viewer being able to place the product shown in the spot directly into their shopping cart using the remote control.
- Artificial Intelligence (AI): AI will revolutionize campaign optimization by predicting in real time which advertising material will have the greatest impact on which Target group.
- Convergence of Linear and Digital: The boundaries between classic and digital TV will continue to blur. Future measurement standards will enable a holistic view across all channels.
Despite the clear advantages, the market still faces some prejudices:
- “This is too complicated.” Incorrect. Booking Advanced TV campaigns is now standardised and is implemented simply and efficiently by experts such as Goldbach.
- “The Reach is too low.” Myth. The use of CTV is growing rapidly. According to the Goldbach Advanced TV study, CTV is already firmly established in households and achieves significant Reach, especially in attractive target groups.
- “This is only for large budgets.” Not applicable. Thanks to precise targeting and the avoidance of wastage, Advanced TV campaigns are often more efficient and also suitable for smaller budgets.
Audience targeting on Connected TV (CTV) is improved through continuous refinement of the database and the use of intelligent technologies. Automated Content Recognition (ACR) on Smart TVs, for example, provides valuable, anonymized insights into viewing behavior that can be used for even more accurate targeting.
- Video Completion Rate (VCR): What percentage of viewers watched your Video ad to the end?
- Click-Through-Rate (CTR): How many users interacted with an interactive element in the Video ad?
- Website/App Visits: How many people visited your website or app after seeing the Video ad?
- Conversion Rate: How many of the target actions (purchases, registrations) can be directly attributed to the campaign?
The true strength of Advanced TV lies in its data-driven targeting capabilities. We go far beyond simply selecting a broadcasting environment and ensure that your Advertising is seen by the people who are most important to your brand.
- Demographic and geographic targeting: Target your campaign specifically by age, gender, or to households in specific postal code areas.
- Interest-based targeting: Reach users based on their interests, which are derived from their anonymized viewing and surfing behavior. Whether car enthusiasts, travel fans, or tech enthusiasts – we will find them for you.
- First-Party Data Integration: Use your own customer data (e.g., from your CRM system) to specifically target existing customers or create statistical twins (“lookalike audiences”) to find new potential customers.
- Contextual Targeting: Place your Advertising in thematically relevant content, such as a spot for sporting goods in the context of live sports broadcasts.
Advanced TV is the future of TV, which is already happening today. It essentially describes any form of TV content that reaches the TV screen via the Internet, rather than via the classic cable, satellite or antenna connection. Think of it as the perfect combination of the emotional power of the big screen with the data-driven possibilities of the digital world.
The crucial difference to traditional, linear TV lies in the digitization of the transmission. While with classic TV all viewers see the same Advertising spot at the same time, Advanced TV enables an Advertising delivery that is as individual and measurable as Online marketing. This includes various technologies such as Connected TV (CTV) – i.e. Internet-enabled TVs or devices such as Apple TV – and Addressable TV (ATV), where personalized Advertising can be delivered even in linear programming.
In short, Advanced TV transforms the TV experience from a “one-to-many” to a “one-to-one” communication.
A good display campaign becomes a great one through continuous optimization. With a few targeted measures, you can significantly increase the effectiveness of your advertising and exceed your marketing goals.
- Creative Excellence: Design advertising material that immediately catches the eye. Clear messages, high-quality images, and a design that suits your brand are crucial.
- Concise Messages: Keep it brief. Your core message and your value proposition must be understandable at first glance.
- Strong Call-to-Action (CTA): Clearly and explicitly prompt users to take action. An activating CTA such as “Discover now” or “Secure offer” makes all the difference.
- Mobile Optimization: A large proportion of internet usage takes place on mobile devices. Make sure that your advertising material is perfectly displayed and easily readable on smartphones and tablets.
- A/B Testing: Test different variations of your ads. Try different images, headlines, or CTAs to find out what works best for your target group.
The core of a successful Display campaign is precise targeting. Instead of spreading your message widely, intelligent targeting ensures that your Advertising is displayed to the users for whom it is relevant. This maximizes the impact and minimizes wastage.
- Contextual Targeting: Your Advertising appears on websites and in apps whose content is thematically related to your offering. This allows you to reach users at their moment of interest.
- Sociodemographic Targeting: Address your target group based on characteristics such as age, gender or region.
- Interest-Based Targeting: We display your Advertising to people who have shown certain interests and purchase intentions based on their previous surfing behavior.
- Remarketing: Reach users again who have already interacted with your brand – for example, visitors to your website. This way you stay present and accompany them on their way to a purchase decision.
- Reach and visibility: You reach a broad mass of potential customers in high-quality and relevant environments.
- Creative scope: Visual formats offer you countless opportunities to present your brand creatively and in a way that attracts attention.
- Increase brand awareness: Through the repeated presence of your advertising online, you sustainably anchor your brand in the awareness of the target group.
- Activation of your target group: With one click, you direct interested parties directly to your website, your online shop or a specific landing page.
Imagine the internet as a giant stage. Online Display Advertising is your spotlight, showcasing your brand and messages in a large-scale and visually appealing way. It involves graphic advertising material – such as banners, images, or animations – that are placed on websites, in apps, and on social media platforms.
Yes, absolutely. One of the biggest advantages of Online Video Advertising is the ability to precisely target your target group. Instead of advertising with a scattergun approach, you can show your videos exactly to the people who are interested in your products or services.
Goldbach offers you a variety of targeting options to precisely control your campaign. You can define your target group according to the following criteria:
- Demographic characteristics: Age, gender, place of residence and other socio-demographic data.
- Interests and behavior: Interests, purchasing intentions and Online behavior of the users.
- Contextual Targeting: Display of your Advertising in thematically relevant environments.
- Remarketing: Re-addressing people who have already interacted with your website or your content.
Continuous optimization is the key to the success of your Video campaigns. With the right adjustments, you can maximize the impact of your ads and achieve your marketing goals even more efficiently.
Continuous optimization is the key to the success of your Video campaigns. With the right adjustments, you can maximize the impact of your ads and achieve your marketing goals even more efficiently.
- Attention-grabbing start: The first few seconds are crucial. Captivate viewers from the start with a clear message or a surprising element.
- Mobile First: Remember that many Videos are viewed on mobile devices. Optimize your content for vertical viewing and make sure it is understandable even without sound (e.g. through subtitles).
- Clear Call-to-Action (CTA): Tell users what to do next. A clearly worded CTA at the end of your Video significantly increases the interaction rate.
- A/B Testing: Test different versions of your Videos to find out which messages, images and calls to action resonate best with your target group.
- Regular Analysis: Check the performance of your campaigns regularly and adjust your strategy based on the insights gained.
The advantages for you at a glance:
- High attention: Moving image content achieves significantly higher attention than static Advertising Formats.
- Strong storytelling: Videos allow you to tell stories and authentically convey your brand values.
- Precise targeting: You can precisely target your Video campaigns to the target groups relevant to you, thus minimizing wastage.
- Measurable success: The performance of your Video Ads is measurable in detail, which enables you to continuously optimize.
In a world dominated by visual stimuli, online videos are no longer just an option, but a crucial component of any successful advertising strategy. They offer you the unique opportunity to convey your message emotionally and memorably through the combination of image, sound, and motion. With video advertising, you capture the attention of your target group, awaken needs, and create a lasting connection to your brand.
The great advantage of digital advertising lies in its measurability. You don’t invest blindly, but can track and evaluate the success of your Display campaign based on clear key performance indicators (KPIs).
- Impressions (Ad Impressions): This number indicates how often your advertising material was displayed on the screens of the target group.
- Clicks: The number of users who actively clicked on your Advertising to learn more.
- Click-Through-Rate (CTR): The click-through rate shows the ratio between impressions and clicks. It is an important indicator of how appealing your Advertising is to the target group.
- Conversions: A conversion is a target action defined by you, for example a purchase, a subscription to the Newsletter or a download. It measures the direct contribution of your campaign to business success.
For a successful Online advertising campaign
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