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.
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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.
Recommendation: A digital media framework for all.
TLDR: You remember? On June 3, Forrester showed us that measuring success is the biggest challenge in digital marketing. And we promised a recommendation to all who know/fear that tools are not the solution. Here it is. How nice that Facebook already implemented it last week.
Social media: Hello mediamix, goodbye illusion.
TLDR: Social Media Demystified. .companion's presentation on the role of social media in the overall mix was THE top topic at TV Effect Day. Take 25 strategic minutes for an unbiased look at the impact potential for advertisers.