TLDR: This year's industry meeting makes it clear: The digital black box is huge and will not go away. An unmanageable technology cosmos is driving digital advertising to ever more possibilities - and advertisers to ever more questions.
"The ability to ...(combine and) interpret data... in a meaningful way is a key skill of digital work and is not substitutable"
TLDR: In the context of Industry 4.0, Holger Schmidt defines 25 theses on the future of (digital) work. Conclusion: Data interpretation is becoming a key skill. And our new Marketing Analysis Service (MAD) will have plenty of work to do.
"Programmatic": what advertisers should do, in one picture.
TLDR: The rapid development of digital media can certainly be described as a "technology war. Advertisers should not participate in it, but develop a strategy to use digital media for their own efficiency gains. Here is our advice - in one picture.
Advertising effectiveness comparisons: Not a gold standard, but a real step forward
TLDR: News on the cross-genre advertising initiative of companies, media and agencies. In the current interview with W&V, the vice president of the advertising industry sets the expectations for the implementation of the .companion concept straight. A good move before the pilot operation starts in the fall.
Content marketing in the company - the complete to-do list
TLDR: Many people sell content marketing concepts. In the end, it's always the companies that have to implement them. Our hype-free list shows what it means to embark on the march into digital day-to-day business. Conclusion: Content marketing is anything but a small matter internally.