The Webrepublican Nr. 42, August 2017

06 Aug 2017 / by Natalie Schönbächler / Webrepublic / Comments

A bike tour through the desert, a programmatic event, a news feed, an analytics study and artificial intelligence; 1,415 readers, an open rate of 42.5% and 4:56 minutes of reading time. That’s Webrepublican no. 42.



The Webrepublican 42


  • Doris Fiala and Tobias Zehnder will be joining the advisory board of the Center for Communications at the HWZ University of Applied Sciences in Business Administration Zurich, where they will be responsible for political and digital trends.
  • The Digital Festival will take place for the second time on September 13-17 in Zurich. The event explores the themes of digital readiness, user experience, virtual reality and data analytics. As a proud partner of the festival, we are giving away two one-day tickets worth CHF 340 each.
  • Five adventurous Web republicans – Katja, Tom, Chris, Beat and Sandro – recently journeyed to Namibia, where they took part in the Challenge4ACause event, cycling 400 km across the Damaraland desert. The challenge aims to aid conservation of the black rhino.

  • Welcome aboard: Serkan (DIS), Vanessa (SEA), Nadia (SEA), Lisa (Business Development), Lea (Social Media Marketing), Fiorella (SEO), and Tobias (Client Solutions).

  • We currently have five vacancies, including vacancies in the areas of SEO and SEA.


Webrepublicans Tobias Zehnder and Marcel Sprecher discuss the opportunities and challenges presented by programmatic advertising at the Programmatic Shift event on August 22. In the subsequent podium discussion, three experts (Christine Reichardt, Aduno Group, Roland Ehrler, SWA/ASA and Sylvia Epaillard, ‎Tamedia) will shed light on the perspective of customers and publishers.

Early bird tickets are already sold out and regular tickets will quickly disappear, so make a move now if you haven't already reserved a ticket!

Programmatic Shift 2017


“In June, the ROAS produced by adFeeder campaigns was twice as high as the ROAS for Shopping campaigns, with revenue increasing as well,” reports Angel Muñoz of Distrelec. He and his team benefit from adFeeder, a solution for automated AdWords campaign management specially developed by our software engineers.

ROAS and CTR Distrelec.png
Speaking of success stories: business is booming for Alphabet subsidiary Google, with revenue increasing by 18 percent to USD 22.7 billion in the second quarter. This means Alphabet has been able to post profits of USD 3.5 billion, exceeding analysts’ predictions, despite a steep cartel fine from the European Commission.


Google News is set to be replaced by a personalized, mobile and – at least for now – ad-free news feed. This will be similar to the Facebook feed, but lacks the social aspect: users are displayed information solely based on their own search history. Whether Google succeeds in creating an environment that lends itself to regular browsing rather than just searches remains to be seen. SEOs that work for publishers may well need to rethink their strategies.


According to Online Video Forecasts 2017, the average time users spend watching online videos on mobile devices is 35% longer than last year. Globally, users consume an average of 28.8 minutes of video per day on smartphones and tablets. In contrast, video consumption on desktops and smart TVs is predicted to increase by only two percent, to 18.6 minutes daily, in 2017. What does this mean for the advertising industry? Advertising spend for mobile video is set to overtake spending on non-mobile video for the first time in 2018. 

Important: companies that want to use video advertising in a mobile context need to be able to provide high-quality content. After all, mobile users have notoriously limited patience for poorly made, irrelevant ads. You can find more information on YouTube advertising in our infographic.


The Measurement and Analytics Report  eliminates any doubt: for 50% of the 900 companies surveyed, digital analytics play a very important role in the digital transformation – seven percentage points more than last year. Analytics has a particularly high impact in terms of conversion rate optimization. This makes it all the more surprising that 64% of companies still do not have a documented data analytics strategy.

Gergely Kalmár, our Senior Consultant Digital Analytics, will provide more insights into digital analytics, relevant metrics and programmatic advertising at the Online Marketing Konferenz in Bern. Speaking of which, we still have 10 discount codes for tickets to give away. Simply enter OMK 33951 when ordering and enjoy a CHF 100 discount.


1.2 billion users access Facebook Messenger every month. Now, advertisers can also benefit from the service: Facebook is making Messenger ads available worldwide. The ads appear in the chat's selection menu as well as between conversations. Will these generate the desired increases in CTR and reach compared to conventional advertising formats? Or will ads shown between chats have a negative impact on the user experience?

Whatever the case, it’s clear that Facebook’s business is doing well, with a net profit of USD 3.9 billion in its second quarter – the highest in Facebook’s history. The fact that this has taken place despite the stagnation of the much-hyped chatbots on platforms like Facebook Messenger makes it all the more impressive.


E-commerce giant Amazon is launching a new feature in its iOS app. Spark, which resembles Instagram, allows users to share images and product stories, receive comments and directly purchase products. The goal: interaction and engagement. An important detail: users are supposed to be able to discover products via pictures and recommendations independently from their search history – just as they would stumble across items by chance or browse the discount section in a real store. We expect the currently ad-free feed to soon be made available to influencers and other paid advertising formats.

Amazon Spark


A lot of people have high hopes for artificial intelligence (AI) – sometimes with good reason, sometimes not. But how does AI actually work – or learn, rather? As with schoolchildren, the quality of the learning material is of key importance. This is the core idea behind the spectacular story of the research project ImageNet. The controversy caused by Microsoft’s Twitter bot Tay demonstrates exactly how important learning context is for AI. Because self-learning algorithms are taking on ever more tasks, it should come as no surprise that people are now calling for regulations.


Food meets design: Ikea combined these two themes to promote their lesser-known food assortment. In Canada, the furniture giant replaced its famous assembly instructions with recipes printed on baking paper, allowing even frozen pizza addicts to easily concoct delicious homemade meals. This campaign solves a real problem plaguing stressed parents in a clever way – and as a result, won well-earned Gold and Bronze Lions at Cannes.


Marketoon NL 42


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