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11 Der Podcast-Markt Wächst Und Gedeiht 29 Endgültig Da: Der Avatar 45 Mit KI Gegen Den Kaufabbruch

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11 Der Podcast-Markt Wächst Und Gedeiht 29 Endgültig Da: Der Avatar 45 Mit KI Gegen Den Kaufabbruch 19. September 2019 – 59. Jahrgang 11 Der Podcast-Markt wächst und gedeiht 19 2019 KONTAKTER 29 Endgültig da: der Avatar 45 Mit KI gegen den Kaufabbruch Kontakter 19.19 1 Programmatic Advertising Heroes Passgenaues und 2019 strategisches Targeting Storytelling auf allen Kanälen Fraud Traffic und Brand Safety Lösungen für einen automatisierten Media- einkauf München, 17. Oktober 2019 Die Top Five der Stolperfallen EFFIZIENT. INDIVIDUELL. Automatisiert DYNAMISCH. in die Zukunft. Partner: Jetzt anmelden: shop.wuv.de/heroes Kontakter 19.19 2 INHALT KONTAKTER 19.19 KONTAKTER 116 Der Podcast-Markt wächst und gedeiht In Agenturen wird fieberhaft überlegt, ob es sich lohnt, in das Geschäft mit Audio einzusteigen. Der Zeitpunkt ist günstig. RESSOURCEN 1734 2449 3264 Etatwechsel Branchenzahlen Schreibtischwechsel Glücksspiele 2041 2653 3875 Kampagnenstarts Kennzahlen Produktspendings INSIGHTSKontakter 19.19 3 INSIGHTS INSIGHTS 14 Jetzt kommen sie zu uns, um zu bleiben 3D-Avatare vor dem 29Durchbruch14 im Marketing? JetztSchon kommen wieder? Diesmalsie zu uns, könnte um es zu stimmen. bleiben 3D-Avatare vor dem Durchbruch im Marketing? Schon wieder? Diesmal22 könnte es stimmen. „Der User wird inspiriert und motiviert“ Akanoo will Käufer davon4522 abbringen, den Kaufakt „Derabzubrechen. User wird Und inspiriert sie in den und Laden motiviert“ locken. Akanoo will Käufer davon abbringen, den Kaufakt abzubrechen. Und 30sie in den Laden locken. Agenturporträt: Palmer Hargreaves Klare Positionierung, breites6030 Leistungsangebot und das T.Agenturporträt: Alles Kennzeichen Palmer der Kölner Hargreaves PR-Agentur. Klare Positionierung, breites Leistungsangebot und das T. Alles Kennzeichen der Kölner PR-Agentur. 36 Die Agentur als Marke (Teil 2) Purpose ist ein Dauerthema.7136 Heute schon profitieren AnbieterDie Agenturvom gesellschaftspolitischen als Marke (Teil Klima.2) Purpose ist ein Dauerthema. Heute schon profitieren Anbieter vom gesellschaftspolitischen41 Klima. Kurz & Knapp Cure Media; Luxnet;41 Gessulat + Gessulat. KurzKontakter & Knapp 19.19 4 Cure Media; Luxnet; Gessulat + Gessulat. Anbieter vom gesellschaftspolitischen Klima. 4181 Kurz & Knapp Cure Media; Luxnet; Gessulat + Gessulat. RUBRIKEN 46 Erstkontakt 1021 Zahlen & Fakten 4590 Ausblick Dachterrasse mit Seilbahngondel und Blick auf den Kölner Dom? Oliver Schrott Kommunikation hat das. 92/9346 Kontaktabschluss/Impressum KONTAKT Fragen an die Redaktion Tel. 0 89/21 83-7009 [email protected] Abonnenten-Service Tel. 0 61 23/92 38-2 03 [email protected] Titelfoto/Inhalt: Getty Images/iStockphoto/Bulgnn; Fotos: ddp images/Timm Schamberger; Unternehmen Kontakter 19.19 35 RUBRIKERSTKONTAKT KONTAKTER 19.19 Weltverbesserer – kein einfaches Thema für Agenturen Diese Woche Freitag ruft Fridays for Future zum dritten weltweiten Klima- streik auf. Die Bewegung richtet sich mit dem Aufruf an jede Generation und an jede Profession. Mancher Chef gibt seinen Mitarbeitern für den Zeitraum frei, damit sie an der Demonstration teilnehmen können. Der Bürgermeister von Düsseldorf, Thomas Geisel, ist einer davon. Insgesamt, EDITORIAL Peter Hammer so die Schätzung, wird eine mittlere dreistellige Zahl an diversen Firmen den Streik unterstützen. Darunter auch Agenturen wie Dot y in Köln und Grey in Düsseldorf. Es sind Ausnahmen in der doch recht breit gefächerten Agenturwelt. Ob- gleich die Branche spätestens seit Cannes den „Purpose“ als elementare Triebfeder für jegliches unternehmerische Tun entdeckt hat. Auch fürs eigene. Doch was damit tatsächlich gemeint ist, bleibt oft unklar. Oder, schlimmer noch, hat bisweilen den Schein versuchten Greenwashings. Allerdings gibt es sehr wohl Agenturen, die sich gezielt für gesellschaftsrelevante Themen interessieren und für eine entsprechende Klientel arbeiten wollen. Einige davon stellen wir in Teil 2 unserer Serie „Agentur als Marke“ vor. Eine interessante Lektüre wünscht Wiedervorlage Ex-C3-Manager Benjamin Baumann startet mit Fraser Kontakter 19.19 6 wuv.de 10.09.18 Der Ex-C3-Standortleiter Benjamin Baumann startet mit seiner Agentur Fraser in Berlin. Unterstützt wird er vom Start weg von 15 Mitarbeitern aus sieben Nationen. Es gehe um „vertrauensvolle, transparente und nachhaltige Kundennähe. Dazu braucht es ein starkes, strategisches und kreatives Team auf Senior-Level, das mit Kunden auf Augenhöhe kommuniziert und gleichzeitig in der Lage ist, deren Bedürfnisse zu antizipieren“, sagt Baumann, der vor C3 als Client Service Director bei der Mercedes-Agentur Antoni arbeitete. Die Agentur hat sich vorgenommen, klassische Kommu- nikation mit Editorial-Content zusammenzubringen und dort mit digitalen Produkten und Services anzusetzen, wo „Kommunikation allein nicht stark genug ist“. Der erste Blue-Chip-Kunde kommt laut Baumann aus der Automobilindustrie. Zudem ist geplant, einen zusätzlichen Standort im Süden Deutschlands zu eröffnen. Vor der nächsten Wachstumsphase Auch heute stehen 15 Mitarbeiter auf der Payroll. Allerdings dürf- ten es bald mehr werden. Noch in diesem Jahr wird das Büro in München eröffnet. Die Agentur schreibt schwarze Zahlen, sagt Baumann – dank Kunden wie AMG, Heidelberg, Bosch oder auch die Messe München. Einfach sei es nicht, bei den großen Brands den Fuß in die Türe zu bekommen, räumt der Manager ein. Nicht zuletzt wegen der strikten Vorgaben des Procurements. Aber das Agenturangebot passe. Fraser offeriert End-to-end-Kommunika- tion, setzt stark auf datengetriebene Strategie und Content, auf Transparenz und Messbarkeit. Gerade die letztgenannten Punkte kämen gut an, heißt es. Gleichzeitig hat Fraser bei der Kreation nachjustiert. Seit einigen Wochen ist Fernando Barbella als ECD an Bord. Der ArgentinierKontakter 19.19 hat bei diversen Kreativ-Wettbewerben, 7 darunter in Cannes und bei den Clios, Preise eingeheimst._ph nachjustiert. Seit einigen Wochen ist Fernando Barbella als ECD an Bord. Der Argentinier hat bei diversen Kreativ-Wettbewerben, darunter in Cannes und bei den Clios, Preise eingeheimst._ph International iOS13 für iPhones ist erschienen, iPadOS13 folgt zeitnah Es ist soweit: Der 19. September war der Stichtag für die neue Version des iPhone- Betriebssystems iOS13, die Variante für iPads soll am 30. September folgen. Wie im- mer wird für Apple-Nutzer vieles besser, schöner und einfacher. Unter anderem hebt der Tech-Gigant aus Cupertino die „neuen Möglichkeiten zum Schutz deiner Privat- sphäre“ heraus. Was Apple damit meint, ist Folgendes: Über die Einstellungen kann der Nutzer künftig detaillierter bestimmen, was die diversen Apps auf dem Smart- phone tun dürfen und was nicht. Dazu gehört beispielsweise auch, wie oft Apps den Standort abrufen und ob sie zur Standortbestimmung Bluetooth verwenden dürfen. Was bedeutet das für … … die Apple-Nutzer in Deutschland? Wer Apps von Facebook, Google, Youtube oder Spotify auf seinem iPhone installiert hat, und das dürfte hierzulande die überwältigende Mehrheit sein, der könnte unter iOS13 eine unangenehme Überraschung erleben. Bei all diesen und weiteren Apps fragt iOS13 freundlich an, ob die Erlaubnis zur Nutzung von Bluetooth auf dem iPhone erteilt wird. Neu ist die Nutzung nicht, aber bisher wurden die Anwender einfach nicht gefragt. Ob das iPhone sich per Bluetooth mit dem Smartphone eines anderen Nut- zers verbindet oder den Standort teilt, interessiert Datensammler wie Facebook und Google brennend. Da hilft nur eins: iOS-Anfragen lesen und abschalten, was geht._st 4 Kontakter 19.19 8 KONTAKTERKONTAKTER 19.19 18.19 BlickkontaktBlickkontakt Oliven auf der Pizza? Gurkenscheiben auf einem Hamburger? Viele finden das ausgesprochen lecker. Manch anderer jedoch entfernt diese oder andere für ihn eher ungeliebten Zutaten in mühsamer Kleinarbeit von seinem Mittagessen. Bei Subway wäre das nicht passiert, sagt McCann Istanbul in einer KampagneKontakter 19.19 für den türkischen Ableger der amerikanische9 Sandwich-Kette. Denn Oliven auf der Pizza? Gurkenscheiben auf einem Hamburger? Viele finden das ausgesprochen lecker. Manch anderer jedoch entfernt diese oder andere für ihn eher ungeliebten Zutaten in mühsamer Kleinarbeit von seinem Mittagessen. Bei Subway wäre das nicht passiert, sagt McCann Istanbul in einer Kampagne für den türkischen Ableger der amerikanische Sandwich-Kette. Denn schließlich stellen Subway-Kunden ihre Brote selbst zusammen. Oliven, Gurken und anderes landen nur darauf, wenn der Kunde es wirklich wünscht._st Fotos: W&V/Thomas Dashuber; Unternehmen Kontakter 19.19 10 TITEL KONTAKTER 19.19 Alle Ohren voll zu tun 6 Kontakter 19.19 11 KONTAKTERKONTAKTER 18.19 19.19 Im Zuge des Niedergangs der Marke Pleon hat sich auch ein Umbruch auf dem Public-Affairs-Markt vollzogen. Neue Player machen sich breit. Doch Namen bleiben das wichtigste Kapital. TEXT: Ulrich Förster it 66 Jahren ist bekanntermaßen noch lange nicht Schluss. Mit 65 will es auch Günther Oettinger noch mal wissen. Der EU-Kommissar hat mit Blick auf das Der Markt für nahende Podcasts Ende seinerboomt. Amtszeit In Oettinger Der Markt fürConsulting Podcasts gegründet. boomt. Namen In und Agenturen wird fieberhaft überlegt, NetzwerkeMAgenturen zählen nun wird mal in fieberhaft der Politikberatung, überlegt, und auf diesem Feldob hätte es der sich ehemalige lohnt, baden-württembergische in das Geschäft Ministerpräsident mit mitob einer es kleinen, sich aberlohnt, gediegenen in das Spezial-Boutique-Beratung Geschäft mit Audio-Formaten einzusteigen. Für derzeitAudio-Formaten gute Chancen. Denn der einzusteigen. Markt für Politikberatung Für und -kommunikation Kunden istwie im Umbruch.fürs Eigenmarketing. KundenDer
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