There are always technological developments that massively influence our daily behavior and media use and change them in the long term. Smartphones have had such an impact and smart TVs are also about to fundamentally change our media habits.
Regardless of whether they are start-ups, medium-sized companies and globally active companies — whether B2B, B2C or D2C: Companies of all sizes and from almost every industry are now using branding measures to build brands.
“You are more honest with anyone than with Google's search field,” says data protection expert Constanze Kurz, addressing a fact that is well-known today: The fulfillment of wishes and needs starts today in the search field - although no longer necessarily in that of Google.
Both classic TV and now programmatic advertising have become an integral part of the advertising world as marketing channels. In doing so, advertisers are giving away potential when they manage their campaigns in isolation across the channels and do not interlock them in the media mix. Linear TV in particular — although declining among the young target group — still has high coverage, but is only coordinated with digital channels to a limited extent in media planning.
d3con Video RecapCurrent opportunities and challenges in digital advertising, the role of trading desks and what advertisers should pay attention to in programmatic advertising.
