Melanie Schlegel

Are you ready for #GoogleIO? 🎉 Watch it on May 14 at 7pm CET for our latest launches, news and AI updates.

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The #viewability of an #ad is still considered an indicator of the success of an online campaign 🥱🥴🤦🏻‍♀️ My colleague Svenja Damzog, Global Publisher Director at Adnami, explains why the actual #attention to an advertising medium is much more important than pure viewability. 💡 Read why attention is the superior metric and how you can leverage attention to increase campaign #performance with her three power tips. Read here 👉🏽

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Integral Ad Science Country Manager Patrick Stoltze is joining leaders from absatzwirtschaft, GroupM, Index Exchange, and Outbrain at #DMEXCO2024 to discuss the rise and fall of cookie deprecation. Tap below to learn more and meet our team on the ground. #Cookies #Advertising

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Chinese e-commerce platforms like Temu and Shein want to conquer the European market. In an interview with absatzwirtschaft, Publicis Sapient's expert Agnes Bührmann discusses how German retailers can compete. Read the full article here: https://lnkd.in/e8ksx9TZ #PublicisSapient #DigitalCommerce #DigitalBusinessTransformation

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In July, the Amazon Online Germany GmbH, so Amazon Ads in Germany, released its annual report 2023. What are the key findings? Revenue grew in 2023 by 20.6% YoY to 2.9B. To put this into perspective: The global Amazon Ads revenue in 2023 was 46.9B. So the share of Amazon Ads Germany was 6.2%. At this point it’s important to understand that 100% of Sponsored Ads revenues are attributed to the Amazon Online Germany GmbH while for DSP revenues, it’s not so sharp. We can for example run Prime Video in the UK via our DSP console in Germany. For Twitch it’s even more complicated as you need to additionally distinguish between Twitch Ads bought via the Amazon DSP vs. Twitch Ads bought directly from the Twitch Interactive Germany GmbH. In comparison to global, Amazon Ads Germany might look small. But when comparing it to other industries, it gives you a better picture of the size: … Amazon Ads Germany is almost as big as the entire German CRM market (3.4B in 2023). This includes Salesforce revenue. … Amazon’s retail media revenues in Germany are >26x retail media revenues of Otto - in whole Europe (~110MM EUR according to Statista). Which I considered when I left Amazon as their biggest competitor, back then. … The complete online revenue of the Schwarz Group, so the corporate behind Lidl and Kaufland, is with 1.7B, 58% of Amazon’s retail media revenue. So I am comparing Amazon retail media against Schwarz group ecommerce revenue which is almost half of it. … The market for traditional TV advertising in Germany is according to Statista at 4.99B. My prediction beginning of the year in my wieCommerce? Podcast was that Amazon Ads will exceed that. It looks like that this won’t happen yet but they will definitely do this soon. So even though Amazon Ads Germany is in comparison to global just a one-digit fraction, the scale of the business is still massive. It’s an industry of its own. Now comparing with Amazon’s general business: Germany was in 2023 for Amazon the 2nd biggest market with net sales of 37.6B, followed by the UK with 33.59B and Japan with 26B. And US? They had in 2023 net sales of 395B, over 10x Germany. Crazy... What else can we read from the annual report? To be honest: Not much as the level of detail is limited. To understand better the strategy etc., it’s worth looking at the reports from Amazon, inc… #amazon #amazonads #amazonadsgermany #retailmedia

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✨ Here’s what you Need to Know from Yesterday’s Snap Partner Summit! 🚀 📱 A New and Simplified Snapchat: With the redesigned Snapchat, users will find it even easier to connect, create, and consume content. This streamlined experience unifies Stories and Spotlight, means more opportunities for brands to engage with users with more personalized, relevant content. 🤖 New AI-Powered Features: AI is now at the core of everything we do, from AI Lenses to AI Memories that breathe new life into your favorite moments. Our AI tools, like My AI, now help solve everyday challenges—from reading signs to translating menus to ensure personalized, dynamic experiences that drive even deeper engagement. 🎨 Empowering Creators—Your Brand’s New Best Friends: With updates to public profiles and the Snap Star Collab Studio, we’re making it easier for creators to grow and partner with brands. Advertisers can now more easily tap into creators' communities to extend their reach and build authentic connections. 🔮 Advanced AR for Immersive Experiences: We’ve rolled out new AI-powered tools in Lens Studio, making AR creation faster and more accessible. For advertisers, this means it’s never been easier to integrate cutting-edge AR into your campaigns, offering immersive and interactive experiences that capture attention and drive results. Exciting times ahead! Learn more: https://lnkd.in/efMEAt6V

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Did you know that every month, people use Google Lens for nearly 20 billion visual searches, and 20% of those searches are shopping-related? If you think Image Search isn't making an impact on your eCommerce strategy, it’s time to reconsider. Consumers are increasingly relying on visual search to discover products and make purchasing decisions. Learn more about how Google Lens is reshaping the world of eCommerce and advertising: https://lnkd.in/efPE4q6s

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What gets Gen Z going? It's the age old question that everybody marketer asks about youth culture. We just released the sixth edition of our Spotify Advertising Culture Next Report to offer advertisers a window into Gen Z and how this generation shows up on Spotify. Whether it’s streaming TV, social media, live events, or OOH, we’re all trying to capture Gen Z’s attention. Our study shows that they’re looking for an escape from doomscrolling and Spotify offers them respite — whether it’s solo self-care or with their community. You can dive into the report over at https://lnkd.in/ecRg2iME — be sure to log into your Spotify account for a personalized experience. How is your brand connecting with Gen Z? #GenZ #CultureNext #SpotifyAds 

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Results from the German market just in: 22% growth YOY for DOOH for the first quarter of 2024, driven by a few key factors: - the impact of large screens combined with the flexibility of digital - increasing amounts of inventory being made available via programmatic trading - the low carbon emission nature of DOOH compared with other media Exciting times ahead for the German market: https://lnkd.in/gG7XmQQJ

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In May, Mara Dettmann and I had a lively discussion with Jordan W. and Rafaela Bresolin at Advertising Week Europe on how the next generation of advertisers/marketers approach and use AI in their campaigns. It was enlightening and based on this discussion, we summarized our findings in the article below. A big thanks to Paul Caplan for the support (as always), and to the Advertising Week team for the platform to share our thoughts! #AImarketing #thefutureofmarketing

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When you are systematically scaling through Amazon Advertising, there will always be the concern that it will cannibalize organic sales. How do you focus on driving incremental sales first? And what data can you leverage to optimize your strategy? Benjamin will walk you through:

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Wanted: German Marketing Leader for help with content 🇩🇪 We are running an online event in December on Cracking International - one of the panels we are running is "Cracking Germany" We have speakers from Zalando and Klar and would love to find a brand side ecommerce marketing leader to join the panel. Please make recommendations in comments below #ecommerce #germany

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Kraftism of the Week: My career didn't follow the traditional path. Instead of climbing the corporate ladder, I focused on empowering leaders and adapting to new challenges. Every six months, I pick three new tools (skills/experiences) to master, celebrating progress along the way. Applying the Kraftism: Similarly, Retail Media Networks are hiring top leaders with toolbelts built up over years running publisher and ad network businesses - and arming them with the opportunity to learn a new tool: launching a media business at a company whose primary business is not media. More on the RMN phenomenon (and how they’re using established tools in new ways) at https://lnkd.in/ez_DbNJi #kraftisms #retailmedia #rmn #retailmedianetwork #leadership #careergrowth

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German luxury skin-care brand BABOR has found success with AI-backed personalization efforts. In 2021, BABOR BEAUTY GROUP launched its first online #chatbot, called the Skin Advisor, which offers personalized product recommendations and routines for first-time customers. In early 2022, the brand followed up with a Skin Coach for additional customer service post-purchase. Both are free to use. The personalized Skin Advisor marked the first time Babor used analytical technology on its #ecommerce site. The tool asks customers for information including their age and skin type, but it also considers geolocation impacts on the skin and can perform a skin analysis using a picture provided by the user. Customers can access the Skin Advisor through a prominent menu bar option on Babor’s homepage and can access the Skin Coach for the first time after completing the Skin Advisor program and creating an account. The Skin Coach allows people to save their routines and progress based on their #skincare goals like hydration, and is meant for frequent use. During 2023, Babor customers who used the Skin Advisor converted to sales at an 82% higher rate than customers who did not use the tool. Furthermore, those customers had a 19% higher average order value. Babor customers who continued past the Skin Advisor to use the post-purchase Skin Coach converted 442% higher than those who did not use either tool. Compared to the Skin Advisor, specifically, Skin Coach saw an approximate 102% higher conversion. The average order value was 47% higher than for customers who did not use either tool and nearly 13% higher than Skin Advisor users. In each Skin Coach session, Babor also captures 146 #data points on a customer, such as their pore size and any presence of fine lines. It’s collected 1.3 million quarterly Skin Advisor data points, on average, since its launch. zero-party data, which is information customers willingly share, has quickly become more important for consumer brands to capture, not only because of growing regulation but also due to their importance in powering personalization and improving conversion. Babor is also analyzing macro trends from the data its team collects through the chatbot to fuel segmented #marketing email campaigns based on customer interest and needs. Some of that data is general, like which products customers gravitate toward most. Some is very specific and can help in the innovation process. Interested to learn more about the benefits of technology and data to power your marketing? Our experts at TERRITORY are happy to support your journey.

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We just shared results from Q2 2024 and as Mark said “this was a strong quarter for our community and business.” Here are the top 5 highlights: 💡 AI is maximising ad performance! European advertisers saw a 25% boost in Return on Ad Spend (ROAS) by integrating our Advantage+ Shopping Campaigns, according to a recent study. 🎨 Our new Generative AI ad tools, including image expansion, background generation, and text generation, have been used by over one million advertisers in the past month - reshaping creative possibilities and efficiency. 🧵Threads is about to hit 200 million monthly actives! We're seeing deeper engagement and are making steady progress towards building another major social app.  🌎 An estimated 3.2 billion people use at least one of our apps each day and we’re showing strong growth across Facebook, Instagram, and Threads. 📊 With AI advancements, such as our Meta Lattice ads ranking architecture, we continue to enhance ad delivery and performance. These developments are pivotal as AI transforms how advertisers leverage our platforms to creatively engage with consumers at scale. The future is promising, and I am immensely proud of our teams and thankful for our global partners and clients who trust our platforms to achieve their business objectives.

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Brand of the Week -#Amazon DE v #Otto v #Kaufland DE - Insight 4 Brand Equity Given Amazon's status as a major global player, it's expected that they would have a high Brand Equity Score. With their recent "Big Deal Days," in Germany one might assume their brand equity would only continue to rise there. But what about their local competitors? Would Amazon's Big Deal Days impact the brand equity of #Otto and #Kaufland.de, or could these brands benefit from Amazon’s event alongside their own initiatives? Using QuestBrand’s always-on Brand Tracking feature, we can see that all three brands have increased their equity scores since April 1st within the GenZ audience. However, #Kaufland.de saw the most significant growth, with a notable 8.5% increase, with 3 of the 4 component parts of Brand Equity —Familiarity, Quality, and Consideration showing statistically significant increases over the previous six months. This boost has allowed #Kaufland.de to narrow the gap with Amazon and increase the gap to #Otto in brand equity The data suggests a dynamic shift in the competitive landscape, highlighting the importance of continuous brand monitoring and strategic adaptation. #BrandEquity #CompetitiveAnalysis #MarketingInsights

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Let’s talk about Retail media, advertisers’ new love child. Which is understandable: After all, advertising on retail sites promises entirely new possibilities in terms of targeting, tracking and reporting. Actually. If the new publishers provide the corresponding data. Because that's where opinions differ. Consider this: What data marketplaces are willing to provide, and which data brands and retailers need for their advertising are often very different things, as my co-founder Ingrid Lommer learned through an interview with Thomas Philip-Bashar, Product Manager at the E-Commerce platform Channable. Here are some excerpts from Thomas’ statements on the booming topic of Retail Media - do you agree with him? Retail media is currently the fastest growing advertising channel worldwide. Why is this type of advertising so attractive, especially on marketplaces? Thomas Philip-Bashar: This type of advertising is a new technology, but not a new advertising style. In a pedestrian zone products are better placed on shelves at eye level than with the competition (Sponsored Products and Brands), and billboards with eye-catching infographics (Sponsored Display) are present. So, marketing has not really changed. It has merely adapted to the new digital store. What do advertisers actually want from the marketplaces? Thomas: From an advertiser perspective, the trends we are seeing revolve around setting up and optimizing campaigns. Advertisers want to be able to set up campaigns for their products in bulk while minimizing the number of campaigns. After that, there is a need to optimize the performance review process. We are also seeing more use of dayparting in campaign setup to increase campaign budget efficiency. And in terms of KPIs? Thomas: We see that our customers focus most on the advertising costs of sales (ACoS) and the total advertising costs of sales (TACoS). However, there are differences between advertisers and agencies. For example, some also focus on ad spend, the ratio of clicks to orders, or click-through rate (CTR). The values of these metrics vary between advertisers, but some metrics like ACoS and ROAS have an industry average. Ultimately, advertisers want to focus on profit, but this is not always possible due to unavailable/missing cost data from marketplaces. You can read the full interview on our website: https://lnkd.in/dM3hKebi What do you think? How extensively do you use retail media? And which KPIs do you rely on when advertising on marketplaces?

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I'd love to speak at the 2025 E-Commerce Berlin Expo, but in order to do so – I need your help! Can you send me a vote? ➔https://lnkd.in/d9E2K2FE Here's the talk description: 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲 𝗮𝗴𝗲 𝗼𝗳 𝗔𝗜: 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗳𝗼𝗿 𝗴𝗿𝗲𝗮𝘁𝗲𝗿 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗶𝗻 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 In an era when ecommerce faces intense competition and high customer acquisition costs, getting performance marketing right has never been more crucial. However, due to the growing role of AI used by advertising platforms, advertisers feel like they are operating in a black box. This makes it difficult to gain control of campaigns and determine how they can be optimized to meet business objectives. My talk will shed light on leveraging AI to enhance profitability and ensure sustained growth in the digital marketplace. Join me as I explore the intersection of AI and performance marketing, and uncover how these technologies are reshaping e-commerce profitability. • Recognizing the strengths and limitations of AI-driven ad platforms • Learning techniques for steering AI towards achieving business goals • Understanding the role and challenges for PPC and e-commerce managers • Practical insights from case studies that resulted in higher profitability 𝗧𝗵𝗮𝗻𝗸𝘀 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝘃𝗼𝘁𝗲! And in case you need an emoji to melt your frozen, icy heart, here you go: 🥺

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I don't believe it's a problem limited to advertising, it's a broader service provider - client relationship problem in the Indian context across industries. Doesn't happen so much in the product biz context. A client side folk in India somehow believes that he or she is always right and the service provider's POV doesn't matter or they are just there for execution. Coming to marketing and advertising, I believe it is always the client side biz pressures that gets boarded onto the agency as the marketing team fights to get budgets internally. In this scenario, the pressure doubles if it's a loss making client. Additionally, the scenario further becomes more of a pressure cooker situation, if the POC on the client side has trust issues with the agency folks. Here's a quick point on trust: Trust takes time to build and relationships take time to nurture. Still haven't gotten to the underlying fundamental problem in the context of advertising (both creative and media), which is the constant undermining of the agency's expertise in solutioning to solve the brief in hand, that's when the client becomes dictative and tries to push half baked knowledge which is anyways a dangerous proposition. In contrast, the same clients have a different yardstick of engagement with a McKinsey or a BCG. I think it is high time for agencies to build some strategic equity with clients. Advertising is as much about the approach and the idea as it is about the execution.

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