ADVERTISING.Tell your story.

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When we, as an agency, today speak of digital advertising, we refer to much more than the conventional production and delivery of banner campaigns. That was back in 2007 and is now outdated. Thanks to the ad server environment, native storytelling (content marketing) and endless volumes, digital advertising has become broader than many marketing experts expected. This is wonderful, if one considers how extensively we need to advertise nowadays in order to succeed.


We begin with technological foundations, which have only one goal: traceability. Without this common basis, meaningful optimisation steps can hardly be made. A suitable campaign management always requires a solid technological setup, a well-organised media plan and a common denominator to observe all channels and movements.

Good digital advertising is not annoying. On the contrary, more precisely, it provides a basic understanding of customer wishes and user behaviour. This development is further accelerated by the split screen theme. If you do not do it, your competitors will.

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Many have it, but hardly anybody can make use of its full potential. A good ad server, combined with a centralised data management platform (DMP), provides the foundations to understand and analyse target groups in depth. Each contact class requires the right marketing message at the right time, in the right place and in the right environment. Real-time bidding campaigns also allow you to buy a good inventory with smaller budgets and to find the right target group within markets with a fierce competition.


There is a thin line between the two. Everyone talks about “native” and refers – under certain circumstances – to the same concept. Native ads refer to the adaptation of advertising to the end device, this includes the adaptation of text depending on the format of the ad. However, with native advertising the message appears in a specific editorial space. If such space is not labelled as advertising, the message could also be described as surreptitious. Then, there is the topic of “sponsored content”, which in turn is often referred to as advertorial. However, in this context, good advertising content is above all an added value for individual user themes, which are depicted through advertising. Complex matter.


We both know the issue: unfortunately, there was a technical problem and we have only half of the report’s results available. It follows that, only half of the optimisations can be made and, unfortunately, we are also a week too late. In our view, these results are negligent. For this reason, before we start, the technology is thoroughly tested. Without a positive technological check, there is no campaign and no multi-channel advertising. As simple as that.


It has been predicted long ago, and meanwhile consumers have long since reached the multi-dimensional media usage. Thanks to the connection of all electronic devices and means of transport, the interaction with split screens can also be cleverly taken into account when delivering a campaign. Smartphones, tablets and the intelligent supporter (e.g. Alexa, Siri, etc.) show this already in the everyday use. The growing digitalisation of the so-called “Internet of things” products, at home and on the road, complements the future requirements for an all-round advertising management. Here, due to the complexity, many companies have strategic requirements to catch up with.