Annual Report 2012 - APG|SGA

12 Business Development in SwitzerlandAPG|SGASuccessful bids, contract extensions, new products,intensified digitizationBeat HolensteinHead of Partner &Product Management“Out of Home hasbecome even moreattractive throughthe combinationof new digital advertisingmedia andinnovative analogproducts.”Partner ManagementIn 2012, APG|SGA was able to win numerous bids and advertisements. The companywas awarded acontract for the greater part of the billboards on public premises on thebasis of its compelling bids in an open bidding procedure conducted by the city ofZurich. As of July 1, 2013, APG|SGA will be responsible for marketing and managing90% of all commercially exploitable, fixed spaces on public property (1,255 of 1,400spaces) in the largest Swiss city for another five years. However, inthe city of Bern,approximately 200 F200 urban format backlit panels will no longer be on offer as ofJanuary 1, 2013. To compensate for that, APG|SGA was able to improve its rangeof backlit panels through the integration of 25 Rollingstars (F200 with multiple use),with which APG|SGA –owing to its franchise agreement –maintains its top rankingin the capital of Switzerland as well. In Lucerne, we completed our new poster plan.Numerous other municipal contracts were able to be renewed or confirmed either dueto successful partnerships or within the scope of public calls for bids –including, amongothers, APG|SGA‘s exclusive, long-standing cooperation with St. Moritz, an Engadinvacation destination, and with the municipality of Kriens, asuburb of Lucerne.In the mass transit advertising segment, the intensified partnership between APG|SGATraffic and PostAuto Schweiz AG deserves attention, for which advertising spaces attransit stops are now marketed in addition to advertising in and on the respective vehicles.APG|SGA Mountain renegotiated and successfully concluded various agreementswith mountain regions and railways, including Zermatt Bergbahnen AG, BettmeralpBahnen AG (both Valais), and Jungfraubahnen Management AG (Bernese Highlands).Product ManagementWith Startower, APG|SGA launched anew poster advertising medium: abacklit advertisingcolumn that revolves on its own axis and makes it possible to develop new toplocations. In Zurich, we continued to develop our successful premium offer with“Premium Branding waiting zone Zurich.” It includes 50 urban format F200L panels athighly frequented bus and tram stops and attractive squares. APG|SGA‘s budget offer,APG|SGA Profitline, was expanded on with the APG|SGA Carline product. Aimed at cardrivers as amobility target group, it includes 1,300 guaranteed frontal view panelsalong heavily traveled streets.Digital Competence CenterDigitization has found its way into every segment at APG|SGA –itrepresents agrowingfield that will undergo intensive development. Various projects designed to implementnew digital advertising forms are either in progress or are approaching completion.After anew digital format was successfully launched with the ePanel in largeSwiss train stations in the summer of 2011, six ePanels were also installed at Metro m2in Lausanne in March 2012. Ajoint pilot project was also started with the city of Zurichin order to evaluate the possibilities of digital advertising forms in public. The DigitalCompetence Center is responsible for developing auniform group strategy.APG|SGA Annual Report 2012