As of March 2021, TopPharm, the largest group of independent pharmacies in German-speaking Switzerland, has chosen Advertima’s Smart Signage solution to roll out the first audience-and performance-based digital signage network in drugstores and pharmacies by June 2021. Advertima Smart Signage will allow TopPharm, who currently generates sales of over CHF 350 million with approximately 8 million customers per year, to offer offline media space with smart targeting capabilities and performance-based pricing models for their supplier brands and other advertisers. This will make their pharmacies a channel of choice for over-the-counter medicine and DOOH advertising, providing TopPharm with a new revenue stream, while also strengthening their media and data packages for their supplier brands.
TopPharm, who already has existing screens inside their stores and at their store windows, will be upgrading these screens, as well as implementing new screens equipped with Advertima Smart Signage.
Out of the original seven suppliers, the trio consisting of Cingerine, Adtrac and Advertima was able to offer by far the most innovative and effective product for TopPharm. This makes Advertima Smart Signage the only solution in the retail industry that brings together three unique partners for retailers to reap its full benefits.
Additionally, Advertima is collaborating with B+T Bild+Ton AG for smooth setup and installation, and Freaky Swep for ongoing project management.
Project Goals
Connecting media buyers to TopPharm’s visitors
Advertima Smart Signage will allow TopPharm to leverage their visitors by providing real-time data and automated ad booking capabilities with Adtrac to connect media buyers to TopPharm’s in-store visitors and passersby (for e.g., third-party advertisers will be able to reach and target real and verified audiences according to their age and gender in the physical world of TopPharm’s stores and get a measurable ROI).
Because Advertima Smart Signage enables TopPharm to act as their own digital signage media network, TopPharm will forego the expense of a third-party media owner, allowing them to retain the majority of the advertising budget that would have been allocated to a third-party media owner. This introduces a lucrative revenue stream to TopPharm.
On top of connecting media buyers to its visitors, TopPharm will also be able to strengthen its relationships with its supplier brands by providing them media packages. TopPharm’s supplier brands will be able to book ad space on the screens through Adtrac, a convenient online marketplace and ad booking tool, that allows automated real-time planning and performance monitoring. Kevin Eggli, Head of Marketing at TopPharm says:
“Advertima, Cingerine, and Adtrac enable us to maintain our position at the cutting edge of innovation and become a channel of choice for the over-the-counter medicine advertising industry.”
Project Partners
For the project, Advertima is working with industry-leading partners with proven experience for a smooth, light-touch implementation of Advertima Smart Signage.
Without Cingerine, an advanced CMS software that can process real-time data collected at the locations, Adtrac and Advertima’s 3D computer vision and cutting-edge AI technology, this solution would not be possible.
Advertima
Advertima’s retail solutions visually interpret human behavior in the physical world, enabling stores to become “smart” and interact with people in seamless and meaningful ways. The core of Advertima Smart Signage is our AI and computer vision technology that allows for accurate detection and data generation of people in the real world.
Cingerine
Cingerine’s innovative digital signage content management system is a fully integrated, flexible, highly scalable solution designed for large digital signage deployments. Cingerine serves multilingual and international audiences with highly complex and agile data-driven playout structures and requirements. Cingerine is used for hundreds of screens in DOOH, retail locations, cinemas and festivals throughout Switzerland and abroad.
Adtrac
Adtrac is an automated digital out-of-home campaign management platform and marketplace. Adtrac is the first web-based tool that allows advertisers and suppliers of TopPharm real-time planning, performance monitoring, and optimization of their campaigns. With Adtrac, TopPharm can now offer, manage and sell screen advertising space on their own private marketplace.
Freaky Swep
Freaky Swep is a Swiss advertising agency that helps clients navigate their DOOH project rollouts. From start to beginning, they provide independent project management of on-site implementations, system evaluations, invoicing, and more.
B+T Bild+Ton AG
B+T Bild+Ton AG, creators of audio-visual experiences, will be installing and providing ongoing support and maintenance of Advertima Smart Signage in TopPharm’s stores. Advertima’s work with B+T Bild+Ton AG in the past for previous clients has proven to bring to technical solutions the highest quality of implementation and service throughout Switzerland.
Rollout Plans
Advertima plans to rollout 240 Advertima Smart Signage screens in 120 TopPharm pharmacies across Switzerland by June 2021.
