The Webrepublican Nr. 41, July 2017

02 Jul 2017 / by Natalie Schönbächler and Simon Wüthrich / Webrepublic / Comments

A new certification, a programmatic advertising glossary, a mobile index, AR masks for soccer fans, a marketoon, 1386 readers, an open rate of 42.9% and 5 minutes 30 seconds of reading time. That’s The Webrepublican no. 41.



The Webrepublican 41


  • Webrepublic has been certified as a DoubleClick Certified Marketing Partner (DCMP), meaning we can provide advertisers and agencies that want to take advantage of programmatic advertising with access to the DoubleClick platform and its tools. Horizont covered the story.
  • Gergely Kalmár, Senior Consultant Digital Analytics, will provide some insights into programmatic advertising from the perspective of data analysts at the Online Marketing Konferenz on August 17. The first 10 The Webrepublican readers to reserve a ticket here will receive a CHF 100 discount. Simply enter the code OMK 33951 when ordering – first come, first served.
  • «Technology meets inspiration, information meets exchange» – the second Digital Festival will take place in Zurich this September. We are once again supporting the event as an official partner.  Anyone looking for an intense punch of digital inspiration and networking opportunities should book their tickets now.
  • Welcome aboard: Damian (Display), Pascal (SEA), Veerle (Digital Analytics) and Jennifer (HR).

Newbies Webrepublic

  • We currently have seven vacancies, including positions in the areas of SEO, SEA and project management.
  • Speaking of careers, are you close to finishing your degree and interested in launching a career in digital marketing? Then get to know us on July 13 at the Webrepublic Student Day. Registration deadline: July 7.
  • Borrowing from Wilhelm Busch, we believe that marketers should at least be able to make fun of themselves! That’s why we are going to include a marketoon in each issue of The Webrepublican.


Programmatic advertising continues to transform the advertising industry. So it’s essential that advertisers familiarize themselves with central programmatic concepts. We have published a glossary that provides an overview of the most important terms. Speaking of which, this year we are organizing Programmatic Shift in Zurich for the second time. On August 22, the event will again focus on the opportunities and challenges of programmatic advertising – the «future of digital advertising». Get your early bird ticket now for just CHF 100.

Programmatic Shift 2017


Google keeps launching new initiatives aimed at improving user experience on the web – but not all of them manage to avoid controversy, such as the loved-and-hated AMP project. With various rumors flying around for some time, Google has now officially announced another measure: It wants to integrate an ad blocker in its browser Chrome. This would block all ads that do not comply with the Coalition for Better Ads guidelines. Marketers would do well to ensure the user-friendliness of their ads; for example, by allowing only fast-loading ads to play on relevant advertising platforms.

Google could become the largest job portal in the world. This news is spreading like wildfire through SEA and SEO circles. According to Google, the search engine will in future display specific job listings in the results for unique search queries. If you want your job vacancies to show up in Google search results, you need to ensure that your listings are distinguished by structured data and that an XML sitemap is available for job listings.

Google Job Platform


Google plans on rolling out the announced Mobile Index in 2018. This will give greater weight to responsive pages in Google search. Given that mobile has been outranking desktop user figures for a while now, this development makes a lot of sense. So if you still rely on mobile subdomains with reduced content instead of responsive pages, you are guaranteed to run into a problem in six months at the latest.


Mobile users are moving away from watching only short videos and increasingly viewing longer videos, according to the Global Video Index 2017. This naturally is a boon for the video ad business. Of course, sheer reach is not the only thing that counts here. Google has announced that it will attempt to counteract the distribution of extremist content on the web using artificial intelligence. It is taking four specific steps to increase brand safety.


Integrated digital marketing has established itself as a concept. An effective approach that sees astonishingly limited use is the integration of social media channels with paid search. Nicole Laine, our search specialist, explained the necessary steps at Ladies in e-Commerce 2017: the right remarketing strategy, a solid tracking set-up and consistent user language.


Facebook relies increasingly on augmented reality (AR). A fun campaign will demonstrate what is possible today with this technology: during the FIFA Confederation Cup 2017, fans and soccer players will be able to celebrate their success with augmented reality masks. The virtual masks were implemented with the developer platform AR Studio, which was introduced at the F8 conference.

E-commerce is also getting a boost from AR: together with Apple, Ikea is launching an app that allows users to virtually position furniture in their living rooms on an iPad or iPhone, and then purchase pieces with a single click. The app is expected to come on the market in the autumn and is one of the first platforms built on Apple’s new ARKit.


Amazon surprised the business world by purchasing the premium organic chain Whole Foods for USD 13.7 billion. Does Amazon want to expand the AI-based shopping platform Amazon Go? Or will Whole Foods become a pilot for Amazon’s online food strategy? The industry is speculating. One thing’s for sure, Amazon is acting quickly (think of how fast the group took a leading role in the area of voice search) and is gaining a lot of significance as a trading platform – a development to which marketers should also pay attention.


Mary Meeker published her annual Internet Trends Report for the 22nd time. Three highlights: 1. Google and Facebook dominate the advertising market in the US and siphon off 85% of growth in the digital advertising industry. 2. China’s e-commerce sector is rapidly growing – 71% of purchases are made via mobile. 3. Internet advertising will generate more revenue than TV advertising worldwide for the first time this year, with mobile acting as the main growth driver. A notable detail: Meeker devotes 70 pages to gaming!


The new Volvo video Momentsdemonstrates how a brand can make a central brand promise emotional and believable. The video was watched more than 1.5 million times in two weeks on the Volvo Cars and Volvo Car Sverige YouTube channels – not a blockbuster, but a formidable number for a three-minute video. Trade media outlets like Adweek and FastCompany agree: Volvo is doing everything right in terms of storytelling, production and brand development – but we think it could get even more out of the spot when it comes to reach...


Marketoon Annoying Ads


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