Technology is our friend: 2015
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November 12, 2015

"The target group" of 14-49 on TV

I receive a daily email with German TV ratings every morning (newsletter and all screenshots are from meedia). The ratings show "market share" and overall audience. To get the "advertising relevant" target group of 14 to 49 yo, you have to go to the website and dig a little deeper. Seeing these numbers every day, besides getting the feeling that the overall audience has been decreasing very slowly, but steadily over the last decade, the impression grew that a) 14-49 year olds (what an oddly big target group) don't watch a lot of TV anymore and b) they watch different things from "the overall audience".
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July 24, 2015

Warum Facebooks "Identity Management" mit Social Logins noch immer unterschätzt ist

Mittlerweile haben wir alle verstanden, dass der "mobile shift" viel mehr ändert als nur die Darstellungsform von Inhalten oder die Verkrüppelung von Display Advertising, und das habe ich in diesem Blog auch an diversen Stellen zu beschreiben versucht (10/2012, 6/2013, 9/2013, 4/2014, 11/2014, 12/2014, 2/2015).

Dabei bedeutet dieser mobile Shift ja nicht die Bewegung in eine reine "mobile" (Touchscreen-)Welt, sondern dass wir digitale Angebote und Produkte in einer zunehmend fragmentierten Umgebung gestalten und konsumieren, bei der mobile bzw. Touch-Geräte immer mehr an Wichtigkeit gewinnen: diverse Plattformen und Netzwerke (etwa Facebook und andere), Betriebssysteme und Endgeräte bilden eine kaum überschaubare Vielfalt an Möglichkeiten der "letzten Meile" zum Konsumenten.
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Mobile changes everything

Benedict Evans from Andreessen Horowitz offers a nice talk and kind of an update to their infamous "Mobile is eating the world" presentation.

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June 15, 2015

8 Steps to Retargeting Hell

I find myself avoiding sites like Zalando because that retargeting stuff gets out of hand. It often serves the most useless, low relevance ads ever.
click to read .-)

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June 1, 2015

First Look: Tinder Advertising

Tinder and its radically easy UI have shaken up the industry. Hardly any meeting or slide deck where Tinder is not mentioned for breaking into an existing, saturated market by fully leveraging mobile and social (it only works with a Facebook login, you can add Instagram to your profile), The desktop site is nothing but an advertisement to download the app and the place where blog, support and contact are stored.

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May 8, 2015

My take on Google's new publisher initiative

Last week, Google announced a new activity called the "Digital News Initiative". The key headlines were that a fund of 150 million Euros was set up to support product development, foster innovation and conduct training and research. Why would someone spend 150 million Euros - even for Google a considerable amount of money - to fund innovation that, let's be honest, could probably be invested more effectively in their own resources?
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March 12, 2015

Theory: Why the Apple Watch may be evidence that we will see Apple Car

[quicker read of this post in my microblog]

I have speculated before about the impact of the Apple Watch on the Swiss luxury watch market (here, and a German post about luxury here). Little did I know. Like many others, I did not expect that Apple would define a price range with a  +16k USD price spread. Unlike normal technology pricing, the range is not defined by ability, processor, apps, functions, hardware specs, but by material alone. This is a completely new logic to technology product sales and marketing - if it is a logic at all. I believe it is borderline insane and very risky. But there may be a good reason to take that risk.

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February 12, 2015

UnderArmour buys MyFitnessPal

US sportswear company UnderArmour just bought MyFitnessPal and Endomondo - two software companies. In my understanding, this may be a turning point for the whole industry when we look back at it in 5 or more years: The moment where the sportswear industry understood that market mechanics may change dramatically, due to digitization.

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February 3, 2015

Why managers need a new CMS more than their editors

Everyone who publishes digital content for a business purpose is currently struggling with the high fragmentation of audiences on a big variety of hardware and software platforms. You can reach a user via Facebook on his smartwatch or with your email on an iPad, with your app on an Xbox or your content integrated in another app on a Television, via Twitter on a desktop or welcome a user on your web destination in a browser. This last case used to be the main case in the past, with Google typically delivering the largest part of your audience, then direct traffic, then social – one of those “software platforms” like Facebook being present on a variety of hardware platforms with different operating systems; when we have presences there, we can call them “managed platforms”, in distinction from “owned platforms” like our websites and apps.
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