The bulk of spending today goes into digital advertising, and for good reason: it supports companies in critical business challenges such as customer acquisition. At the same time, consumers are now in charge: their expectations of outstanding digital experiences are constantly increasing. Marketers need to get to know their customers better and address them individually. The solution: target group–specific advertising based on data analysis and optimization. Our Masterclass shows how this is possible, so you know what your budget is doing (and where your money is not contributing to company growth) and can quickly optimize campaigns with the user as the focus.

Successful advertising happens on the platforms where consumers use content. The use of digital audio content has increased dynamically with the use of streams, smart speakers and podcasts. That's why, as an advertiser, it's worth using these channels for brand communication and having a media strategy that follows the "audio first" motto. Matthias Schenk, Head of Publisher Management at RMS, shows us how to speak to audio listeners programmatically and how you can establish yourself communicatively for the medium of the future.

Digitalization of TV makes more focused targeting possible, more exact reporting and thus significant optimization to the customer journey. What is already technically possible, what will be possible tomorrow? As a "first mover" on the topic of "moving stringently from TV, to digital, to the goal", Hermes will present a successful real-life case as well as the associated challenges for the company and its creative processes.