Expertise
Digital advertising: capturing attention, intent and conversion.
Digital covers very different uses: searching, watching, scrolling, buying. We plan each digital channel according to its role in the plan, from awareness support through to conversion, and connect it with traditional media.
What digital adds to a media plan.
A variety of targeting options, geographical, contextual or interest-based, in compliance with user consent. Search reaches people at the precise moment they are searching. Online video complements TV reach among audiences less exposed to it. Budgets, messages and targeting remain adjustable during the campaign. According to the latest IGEM-Digimonitor barometer (2026), 96% of the Swiss population uses a smartphone at least occasionally and 67% consult at least one social network daily, which indicates the scale of the audiences reachable in digital, independently of the results specific to each campaign.
The channels we plan.
- Search
- Ads on search engines, triggered by users' queries: their main role is to capture an intent already formed.
- Social
- Campaigns on social platforms, including Meta, deployed according to the reach, consideration or conversion objective pursued.
- Online video
- Formats delivered around video content or embedded in pages, on YouTube and on video networks, for reach and recall.
- Display and programmatic
- Banners and rich formats, bought case by case or automatically across many sites, according to audience and context criteria.
What we plan and decide.
The allocation of the budget between channels and platforms, targeting and exclusions, the formats and messages specific to each channel, the schedule and its synchronisation with traditional media, as well as the tagging plan required for reporting.
How digital combines with the rest of the plan.
Search captures the searches prompted by a TV campaign, online video complements its reach, a mobile campaign targets the areas where an out-of-home campaign is visible, and a presence on press titles' platforms extends an editorial campaign, as for Sygnum.
What digital measurement allows, and what it does not.
Exposure indicators (impressions, reach), interaction indicators (clicks, visits) and outcome indicators (enquiries, online purchases) give a fine-grained reading of digital campaigns. Each platform, however, attributes conversions under its own rules, which prevents the results of several platforms from simply being added together. Cookie refusals and technical restrictions also reduce the share of observable journeys, and a click measures an interaction, not necessarily the real contribution of a campaign.
References
CarPostal chose video on Meta and YouTube to address young people. SAWI used Google Ads and Facebook to capture intent at the moment of choosing a training course. Sygnum extended its presence in the financial press through specialist digital platforms.
FAQ
The question rarely arises in those terms: TV quickly builds broad reach, digital targets and converts. The right balance depends on the target, the objective and the available budget.
The useful budget depends on the search volume for your queries, the competition in the auctions, the size of the target and the time needed to obtain legible results.
Through exclusion lists, contextual criteria and, depending on the tools available, brand safety verification tools.