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 [...]
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95 percent of all Facebook fans inactive
TLDR: Brands can activate only five percent of their fans to like or post within half a year. This was the finding of a study for which Web Excellence Forum (WebXF) analyzed Facebook presences of German companies.