TLDR: In an interview with HORIZONT, Willibald Müller advises advertisers to take back their planning and purchasing sovereignty. Ad server technology lowers the hurdles for strategy changes. More flexibility through own technical infrastructure. Horizon: .companion advises customers to review their media strategy. "The discussion about the role of media agencies has been reignited. .companion partner Willibald Müller sees their future as anything but rosy: Since targeting is not like [...]
Month: August 2014
"What's happening at Facebook is sobering".
TLDR: In an interview, .companion takes a clear position. For most brands, Facebook is not a dialog medium. Our own data and experience show: the 90/10/1 rule also and especially applies to social media. "Social" becomes Paid. The response from interested parties was corresponding.