Admeira

Admeira AG
legal form	Corporation
founding	2016
Seat	Bern
management	Frank Zelger; Marc Walder (Chairman of the Board of Directors)
Number of employees	around 250 (2020)
Branch	media
Website	www.admeira.ch

Admeira is a Swiss marketing company founded in 2016.

Name meaning

The name Admeira is an English-Rhaeto-Romanic word creation. It is made up of the terms «advertising» and «meira». The latter means "goal" in Romansh .

history

The company was created in 2016 as a joint venture between Ringier , SRG SSR and Swisscom . Publisuisse , SRG SSR's previous marketer, was completely absorbed by Admeira. However, SRG is leaving the marketing of its commercials to Admeira.

On April 1, 2017, Swisscom began delivering anonymised customer data to Admeira. Usage data is obtained from SRG via channels such as Mediapulse and Netmetrix.

On November 22, 2017, it was announced that Admeira would take a 15% stake in the digital marketing company of the NZZ media group , Audienzz. The development of the young joint venture until the end of 2017 was described in detail.

On June 28, 2018, SRG announced that it had sold its entire 33.3% stake in Admeira to the two shareholders Swisscom and Ringier.

On February 13, 2020, Ringier announced that the 50% stake would be taken over by Swisscom and that Admeira would become a 100% subsidiary of Ringier. At the same time, Admeira is focusing on the marketing of television advertising.

criticism

Admeira was criticized from the start: the parastate companies Swisscom and SRG would not treat all market participants equally. For the time being, the authorities banned the SRG from TV spots targeting certain target groups. Media companies not involved in the marketing platform and the Swiss Media Association (VSM) tried to take legal action against the merger, which led to lengthy legal proceedings. The Federal Administrative Court granted the VSM and nine co-suing media companies such as Tamedia AG and AZ Medien AG party status and access to files in the proceedings at the Federal Department of Environment, Transport, Energy and Communication (Uvek) , against which the SRG lodged an appeal. On February 23, 2018, the Federal Supreme Court dismissed this complaint. Thus, these nine media companies now have a party position in the proceedings by Uvek to clarify the question of whether Admeira affects the room for maneuver of other media.

The President of the Association of Swiss Media , Pietro Supino from Tamedia, negotiated with Gilles Marchand as General Director of the SRG about the association's position on the No-Billag popular initiative . One of Supino's claims was SRG's withdrawal from the Admeira joint venture. Because of this point of controversy, Ringier resigned from this association. After Marchand was initially ready to negotiate, Tamedia's acquisition of Admeira competitor Goldbach Group fundamentally changed the situation.

Activity from 2020

Admeira's services are open to all television broadcasters. In 2020, this includes SRG SSR, the TF1 Group, Tele Regio Combi (TRC) , MySports and the WetterTV channel .

Individual evidence

1. ↑ Admeira AG in the Zefix
2. ↑ ^{a b c} Ringier: Swisscom gets out of Admeira. archyde.com, February 13, 2020, accessed on February 18, 2020
3. ↑ Admeira: Swisscom user data for advertising marketing . In: Neue Zürcher Zeitung . March 8, 2017, ISSN  0376-6829 ( nzz.ch [accessed June 4, 2017]).
4. ↑ Chronology of Admeira in the NZZ from June 7, 2017
5. ↑ Admeira buys part of the NZZ marketing company Audienzz. In: Neue Zürcher Zeitung . 22nd November 2017.
6. ↑ Jan Jirát and Kaspar Surber: Duel on the village square. In: Die Wochenzeitung , January 11, 2018, accessed on January 6, 2018.
7. ↑ Savings, partnerships and new priorities at SRG SSR . ( srgssr.ch [accessed on June 28, 2018]).
8. ↑ SRG's participation in Admeira - OFCOM writes off proceedings. In: Federal Office of Communication . Accessed January 2, 2020 . 
9. ↑ Admeira or the hollow alley of the advertising industry. In: Die MEDIENWOCHE - The digital media magazine. March 31, 2016, accessed June 5, 2017 . 
10. ^ Rainer Stadler: Requirements for SRG: Orange light for the advertising alliance . In: Neue Zürcher Zeitung . February 29, 2016, ISSN  0376-6829 ( nzz.ch [accessed June 4, 2017]).
11. ↑ Admeira advertising alliance: For the time being no access to files for opponents . In: Neue Zürcher Zeitung . January 5, 2017, ISSN  0376-6829 ( nzz.ch [accessed June 4, 2017]).
12. ↑ Kathrin Alder: Media companies have a say. In: NZZ , March 15, 2018, p. 18
13. ↑ Francesco Benini: SRG deal with private individuals on the brink. In: NZZ on Sunday , January 13, 2018, accessed on January 14, 2018
14. ↑ Francesco Benini: Ringier boss: Our 140 media brands have to reach people where they are. Interview with Marc Walder, NZZ on Sunday , February 15, 2020, accessed on February 18, 2020