The Webrepublican Nr. 29, July 2016

03 Jul 2016 / by Simon Wüthrich / Webrepublic / Comments

100 Webrepublicans, 1 event on programmatic advertising, 10,000 satisfied Migros customers, chatbots as sales staff, data without context, 4:06 reading time and an expected open rate of 46%. That’s The Webrepublican No. 29.





Normally, digital marketers do everything to increase click-through rates (CTR) for their customers. We organized a campaign for Migros, the success of which was instead gauged in terms of its lower CTR – and on tens of thousands of satisfied Migros customers each day.


55% of teenagers and 41% of adults use Google’s Voice Search on a daily basis. For instance, users access sites, check weather forecasts and search for nearby restaurants. It’s certainly conceivable that this search behavior will diminish the importance of websites, and it will also become apparent what (or who) will play a greater role as time goes on: intelligent personal assistants (IPAs).


Have you seen Honda’s “The Other Side” ad? It invites viewers to interact with it by switching back and forth between two different storylines. The band Kontra K used a similar concept with its clip and song “An Deiner Seite” – but Honda takes it one step further. To figure out what’s happening in the first storyline, the viewer has to switch to the second storyline at the right moment, turning them into a kind of sleuth.


Are chatbots better retailers and brand ambassadors than actual people? Perhaps. It’s certainly clear already that bots are able to complete transactions successfully. On the other hand, we’ve also seen how quickly they reach their limitations. Brands in particular that want to guarantee the highest level of quality at all touchpoints should monitor developments closely – and carefully.


What’s the secret behind campaigns that have a real impact? They convey a clear and credible position for the brand – and thus win over their target group on an emotional level. Unilever CMO Keith Weed was in Cannes to discuss his brand communications strategy: “We can create better advertising if we create advertising that is more progressive and challenges stereotypes.”


Programmatic advertising is on the rise. We conducted a campaign for SBB that shows clearly how effectively a target group can be spurred to action thanks to good targeting and continuous optimization – with a conversion rate of 75%!


Perfect timing. Shortly before Cannes, Snapchat launched an API that allows third parties to auction off video ads. A key detail is that each ad is reviewed manually by Snapchat and is approved only if it meets certain criteria. It would appear that Snapchat has learned from the mistakes of other networks, which scared off their users with bad ads during the early days of ad-based monetization. It also shows that quality is essential – particularly when it comes to mobile devices. Meanwhile, Facebook has begun advertising to non-users of its platform. The trick is that Facebook uses information about its users in order to guess the interests of non-users. Facebook is therefore likely to significantly expand its reach as an advertising platform.


Following the UK’s recent Brexit referendum, screenshots from Google Trends began surfacing on Twitter and Facebook showing that once the result was certain, Brits began googling things like: “What is the EU?” Vote now, think later…? Doubtful. What these screenshots don’t show is that these outliers popping up at the top of the autosuggest hits are statistically insignificant when put into context. Don’t forget that while data is important, context is essential!

The Webrepublican 29 Brexit.jpg


Why did Facebook purchase Occulus? Silicon Valley’s masterminds agree that virtual reality will completely redefine what we mean by ‘social media’. In other words, VR will allow people to share experiences in the digital realm in unprecedented ways.


Required reading for anyone who wants to know in which direction the internet is headed: Mary Meeker’s Internet Trends Report.