The Webrepublican Nr. 34, December 2016

04 Dec 2016 / by Simon Wüthrich / Webrepublic / Comments

The unstoppable rise of mobile, three heroes and a founder, record e-commerce sales, positive hype and five trends, as well as 1271 readers, a projected open rate of 43.7% and 3 minutes 25 seconds of reading time. That’s Webrepublican No. 34. Here is the multimedia edition.



Newsletter Teaser Image - The Webrepublican 34



Webrepublic: Welcome to the team


What can DoubleClick Search really do for you? Nicole Laine and Natalie Schönbächler sum up the results of a practical test in a blogpost. One of the advantages: DoubleClick allows you to efficiently play off campaigns on several platforms. Why diversification on several search engines makes a lot of sense; Janine Lüchinger uses Bing as an example.


You can’t talk about programmatic advertising without bringing up tracking. Yet the topic still gets a surprisingly raw deal in the advertising industry. Nevertheless, it is clear that if you know and understand your data, you’ll get more bang for your advertising bucks.

Speech: Tobias Zehnder, Programmatic Advertising Day 2016, 9.11.2016 in Zurich


After all the sales records were smashed in China on Singles’ Day, Black Friday also made e-commerce history. Particularly impressive was the fact that sales made via mobile devices grew disproportionately in comparison to the total turnover of 2015, by 33% to USD 1.2 billion! E-commerce operators that have still not developed their mobile platforms really have a serious problem.


Facebook Messenger now also permits ads. Importantly, ads can be shown only to customers that have an ”open, existing conversation” with a brand in Messenger. This is exciting news for brands looking for ways to stimulate existing customer relationships with promotions or publicize new services. One tiny detail: advertisers are charged for the ad impression even if it isn’t clicked!


Has the battlecry "mobile first!" been worn out? Don’t worry. Ben Evans, mobile jack of all trades at Andreessen Horrowitz, has another one in mind: mobile native. The idea behind it? As a result of the broad distribution of smartphones and enhanced performance, we can confidently create business models that exclusively target smartphone users. Food for thought.


Facebook shuts down its Atlas ad server and now wants to focus on developing tracking technology. While this step comes as no surprise, it does spark new potential. Meanwhile, social media hipster Snap has gotten Spectacles – glasses with an integrated camera, an obvious (spectacular?) branding coup. The launch drew long queues in front of pop-up vending machines. Google Glass never got to enjoy this kind of positive hype, quite the contrary – #glasshole, #SegwayForYourFace ... Is it Spectacles’ hip design or the cool brand?


Apropos Snap: Thanks to a partnership with Foursquare, Snap brands that operate location-dependent or event-specific marketing can now provide significantly better location targeting for the popular geofilters.


What will be bigger – AR or VR? The question remains open. While Apple sees more potential in AR, Facebook is famously betting on VR – and Zurich has played an important role in this preference. The company took over a team at ETH and now seems to be developing a research site for virtual reality. That’s good news for the city, which hopes to be at the forefront of the digitalization movement.


What innovations will keep the industry busy in 2017? Tobias Zehnder has highlighted the most important digital marketing trends in five blogposts: page speed, programmatic advertising, B2C China, bots and language search. If you want to look at the social media marketing situation in greater detail, read Buffer’s trend report. Spoiler: you need to stay on Facebook.

NL 34_Social Media Trends


After the presidential election in the US, it quickly became all too clear to many observers that The Donald was able to make it into the White House only with the help of fake news and the filter bubble – too quickly. Now people are finally qualifying their claims about the impact and novelty of fake news and the filter bubble. Required reading:


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