In my latest Digital Digest from May 19th, I explain how the "cookieless era" will work in the future of marketing. I also talk about the comeback of print in the German advertising market and the boom in social shopping.
Happy reading
Yours, Verena
😬 Advertising placement: YouTube relies on cliffhangers
In the next months, YouTube wants to play advertising clips after particularly exciting moments in videos. AI will analyze the content and place the ad accordingly. This should encourage viewers to continue watching – similar to a cliffhanger in a series or movie. Studies have shown that advertisements placed at "peak moments" are remembered for longer. >>> Techcrunch
🇨🇳 Disturbing book: China could kill the iPhone "overnight"
The new book "Apple in China" by Patrick McGee reveals Apple’s critical dependence on China. Based on 200 interviews, the author claims that the chinese regime could stop iPhone production at any time and "overnight". Despite enormous investments (275 billion dollars) and the training of 28 million people, Apple cannot produce such high quantities with the same quality anywhere else. China could pose a threat to Apple’s existence by blocking raw materials or electricity. The US company vehemently denies the accusations. >>> 9to5Mac
🧘 Protection of minors on TikTok: Meditations to help you fall asleep
TikTok introduces a new function: Guided meditations to help you fall asleep. The "wind down" content is automatically activated for young people from 10 p.m. and fills the entire screen. Through breathing exercises and calming meditations, users should be able to calm down and fall asleep more easily. Adults can activate the function manually. This is TikTok’s response to criticism of the platform’s addictive potential and an attempt to avoid stricter legal regulations. >>> CNBC
🏀 LA Clippers: How the world’s largest sports display is changing the game
The NBA club LA Clippers’ new Intuit Dome offers a completely new fan experience with the world’s largest 4K Halo Board and interactive seat controllers. Spectators can take part in live quizzes, predictions and mini-games on the 3,565 square meter screen via game controls on every seat. Decibel meters reward the loudest fans with discounts and fan experiences. Technology, games and emotion merge to create a stadium experience of the future. >>> Adweek
🇲🇨 OpenAI: New data center in Abu Dhabi is bigger than Monaco
OpenAI is planning a gigantic data center in Abu Dhabi that will be larger than Monaco at 10 square miles. The 5-gigawatt facility would consume electricity equivalent to five nuclear reactors and is part of the "Stargate" project. However, the cooperation between OpenAI and the UAE is under critical scrutiny from the USA, as previous links between local project partner G42 and China have raised security concerns. >>> MSN
🔭 The future of marketing: how the "cookieless era" works
The era of third-party cookies is coming to an end, despite Google’s temporary U-turn. Innovative alternatives have already been established – and DMEXCO looks ahead to the "cookieless era" in its blog: first-party data, contextual targeting and data clean rooms, i.e. protected environments for exchanging anonymized data, enable precise marketing while protecting privacy at the same time. >>> DMEXCO
🗞️ Print works – and pushes the German advertising market
Contrary to all doomsday scenarios, print media is experiencing a big comeback. In April, the German advertising market recorded an increase of 1.7 percent compared to the previous year with gross expenditure of EUR 2.7 billion. While TV advertising shrank by 2.1 percent and consumer magazines lost 4.2 percent, newspaper advertising increased spectacularly by 19 percent. The main reason for this is the late Easter business, which shifted offer advertising into April. The 4-month balance sheet shows an overall increase of 3.9 percent for print ads, while outdoor advertising (+8 percent) and cinema advertising (+28 percent) also increased. >>> Horizont (€)
👏 Good news for DOOH providers: "Hamburg ad-free" fails
Good news for DOOH providers: The referendum "Hamburg advertising-free" failed with 50,796 signatures instead of the required 65,652. The aim was to ban digital and large-scale outdoor advertising. A counter-campaign by the Outdoor Advertising Association ran in parallel. The initiative has announced that it will take legal action, but for the time being Hamburg’s advertising space market remains stable. >>> NDR
🎧 Major podcast deal: Seven.One Audio takes over Studio Bummens
Seven.One Audio (ProSiebenSat.1) acquires Berlin-based podcast producer Studio Bummens, considered the "crème de la crème" of German podcast production. This strategic move strengthens Seven.One’s position in the German podcast market and creates a "podcast powerhouse". The deal includes Studio Bummens’ talent network with podcasters such as Micky Beisenherz, Joko Winterscheidt and soccer world champion Toni Kroos. >>> Meedia
🛍️ New figures: How social shopping is booming
Social shopping is on the rise in Germany: according to the GroupM study, 61 percent of users buy products directly via social networks. Users have already ordered particularly often on Twitch (60 percent), Snapchat (49 percent) and TikTok (48 percent). Platforms such as Instagram, TikTok and YouTube are recording strong growth in direct purchases. This opens up new opportunities for advertisers to seamlessly shape the customer journey from inspiration to purchase. >>> Campaign Germany (€)
