The Webrepublican Nr. 30, August 2016

07 Aug 2016 / by Simon Wüthrich / Webrepublic / Comments

Seven years of Webrepublic, three events, the first official Baidu-certified digital marketing specialist in Switzerland, an infographic, more hype and a trend, plus 1221 subscribers and an open rate of 46%. That’s Webrepublican no. 30. 




  • The Digital Festival will take place for the first time on September 15-18 at Kaufleuten and Technopark in Zurich. The four days are all about digital readiness, business models in transition, brand management in the digital age, user experience and design, robotics, Internet of Things, virtual reality and data analytics. As a proud partner of the festival, we are giving away two tickets worth CHF 1,450 each. Check out the competition here.


  • What makes a programmatic campaign a success? What does programmatic advertising mean for agencies? And what opportunities does it offer publishers? Sarah Stiefel, Head of Digital Communications at SBB, Sylvia Epaillard, Head of Digital Advertising Services at Tamedia, and Joël Meier, Senior Consultant Display Advertising at Webrepublic, will address these questions at the *Programmatic Shift* event on August 18. Tickets and more information about the event is available here.

  • A little over seven years ago on August 1, 2009, Tom and Tobias founded Webrepublic. We reached another milestone on June 1, 2016, when we welcomed the 100th Webrepublican to our team. And in August, the team grew yet again. Welcome aboard: Karin, Maria Teresa, Samira and Paco. By the way, we currently have 7 vacancies.


International search engine marketing shouldn’t be based solely on Google; in China, for example, Baidu dominates the search engine business. In our white paper, we summarize the opportunities offered by Baidu and the challenges marketers face with search engine marketing in China. Did you know that a Webrepublican is the first person in Switzerland to pass Baidu’s official certification exam in China?


What happens when Google AdWords ads are marked green instead of yellow? It makes marketers happy because the quantity and quality of clicks seem to have improved significantly since the switch. Proof positive that small design changes can have a major impact.


Video advertising is becoming increasingly popular. For example, our YouTube report shows that the impact of advertising on the landing page of Switzerland’s most popular video platform has increased significantly in the last 12 months; Swiss e-commerce businesses are responsible for much for this growth.

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Of course, this will be reflected in the rapid increase in the importance of programmatic booking of video advertising. Reports from the US and Germany show the direction that Switzerland is also heading in.


Wouldn’t it be great if marketers could show relevant ads for their business in Google Maps, such as coupons for a nearby store? Now, Google has updated its maps service and launched a new advertising format that makes this possible. Meanwhile, Facebook is working on a solution that enables marketers to track exactly how ads lead to brick and mortar store visits.


Content marketing is becoming increasingly important: in 2015, 25% of the average marketing budget was allocated to this area; in 2016, it will be 32%. This raises the question of what makes a successful content marketing campaign. We’ve summarized all the important points in an infographic.



Mobile users shouldn’t have to deal with slow load times and confusing websites. Which is why Google has launched AMP – and Facebook its Instant Articles – to improve the mobile experience. Now Google is following this by launching ads optimized for AMP. They seem to work: first tests have shown that the optimized ads have higher visibility and click-through rates compared with conventional mobile ads.


Just as the over 30s finally began Snapchatting, they have to catch up with the next ‘new big thing’, The app reportedly already has more than 100 million users that record and share 15-second lipsync videos. The platform has no clear business model, yet is already valued at USD 500 million – while influential marketers lure young stars with product placements.


How do journalists at the New York Times track how well their articles are doing online? They ask Stela, a dashboard that extracts and processes data from different sources. It’s digital analytics at its best: clearly define strategic targets, derive KPI cluster from these targets, collect and process the data, so that employees see exactly what they need to do in order to do their job better.


THE marketing question in July was: how can we jump on the Pokémon Go bandwagon? Although the game (still?) does not support advertising, resourceful marketers have found ways to exploit the (already declining) hype surrounding the Japanese mini monsters.

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Less hype, more trends: bots have appeared on messenger platforms and are showing their potential: General Electric, American Express and Whole Foods have launched compelling services.


Smart PR stunt or agile development strategy? Lufthansa offers Airbnb nights on its aircraft – including intercontinental flights!