Snap, Apache 207, and the (most) basic principles
#2 2025
Heavy on culture
Thank you so much for your subscription and your feedback. Motivated by your love we’re eager to keep up the pace. Hence issue #2 of the media x culture brief is here already.
This time we’ve included a proper culture part, focussing foremost on Germany, which makes it even more interesting for non-German readers (or rather listeners).
We wrap this issue up with a short German article on (the most basic) media basics.
Feel free to follow us on LinkedIn for more media insights and don’t hesitate to get in touch directly to send us your questions and feedback.
Enjoy the ride!
News: International (English & German)
Snap Inc went strong last quarter. The “anti-social” network positions itself as the antidote in a world in which social media makes people feel less connected and under pressure instead of self-contained amongst friends. TikTok’s uncertain future in the US market sure helps Snapchat thrive. Our take is, that we’re closing in on the tipping point of social media. New environments, that are not toxic (yet) like Substack, Bluesky and (yes) Snap will keep on growing over the next couple of months.
Congrats, Snappies! (Working with them always is a pleasure btw.)
Outbrain completes the acquisition of Teads
On Tuesday New York based Outbrain Inc. announced the Closing of the acquisition of French video advertising platform Teads. The brand Outbrain will disappear, the new company is said to operate under the name Teads in the future. As Outbrain were focussing primarily on performance campaigns, the merger with Teads completes the offering to a full funnel solution. The company claims it will offer “ one of the largest optimized supply paths on the premium open internet”. The wording hits the Zeitgeist, as supply path optimization is considered a probate means to fight the ongoing spreading of MFA websites.
Debunk MFA websites as budget eaters
Made for advertising websites are sites, that only exist to generate ad revenue for their operators. They use clickbait headlines and obscure ragebaity content to drive traffic and thus become relevant in makreting’s reach game. SPO (supply path optimization) strategies include limiting the number of intermediaries involved in campaigns in order to increase transparency and context quality. Working with only one vendor across the whole funnel (like Teads mentioned above) decreases the risk of an advertiser’s assets being deployed to MAF or ad clutter websites. Using AI routines to identify and exclude fraudulent websites before deploying a (programmatic) asset can further reduce this risk. To be on the safe side altogether we recommend to work directly with quality publishers only and go for PGA or PMP deals.
Culture Club
How David Lynch elevated advertising to an art form
You cannot praise the cinematic opus of David Lynch enough. At least I won't stop doing it. Twin Peaks, Wild at Heart and Mullholland Drive are firmly established in my perpetual screenplay top ten. Equally mesmerizing is his musical work with Christa Belle, who I had the honor to meet 12 years ago in an aircraft hangar in Santa Monica. That’s a different story though. What I did not know until today is, that David Lynch also directed commercials. Did you?
20year old Felix Dautzenberg (Berq) from Hamburg is on of the most exciting (if not THE most exciting) new artists in German pop music right now. There probably are critics out there, that are able to describe his art. I can’t. His form of musical and poetic expression is unique and unheard to me. But hear for yourself by clicking on ther above link. Berq will be awarded the “Deutsche MusikautorInnenpreis 2025” as best newcomer writer on February 27th - just two weeks after his 21st birthday.
Video: Apache 207, Luciano - Gesegnet
End of January two of the most successful German rap artists Luciano and Apache 207 surprised the scene with a collab EP called “Gesegnet”. The video makes street culture and fine arts meet. It was shot amongst other locations at the Dresdner Gemäldegalerie, which is definitely worth a visit even if you come by Tram and in your Lamborghini. Specter Berlin, the creative mastermind behind Aggro Berlin and many genre -defining music videos, directed the film. Have a look and enjoy!
How to media: Die grundlegenden Grundregeln
“Inspire people to discover and experience iconic comfort and style, wherever life takes them” - Strategen-Sprech für “Schuhe verkaufen”
Die Aufgabe von Media ist es, Menschen zu erreichen, um bei ihnen eine kognitive, emotionale oder transaktionale Reaktion auszulösen. Das kann man so schön ausdrücken, wie ich es oben getan habe. Unterm Strich geht es jedoch darum, Schuhe zu verkaufen, die Bekanntheit einer Marke oder eines Produktes zu erhöhen, die Einstellung von Menschen zu einer Marke oder einem Produkt zu verändern, Kaufinteresse oder -absicht herzustellen und so weiter. Die Anzahl der möglichen Ziele ist übersichtlich. Sie lassen sich nach wie vor recht zuverlässig mit dem guten alten AIDA-Funnel (Attention - Interest - Desire - Action) erschlagen.
Zwei essentielle Regeln gilt es bei Media stets zu beachten und nie zu vergessen:
Je weniger ich von Menschen auf einmal verlange, desto größer sind meine Aussichten auf Erfolg. “Nimm mich wahr und merke dir meinen Namen bis wir uns übermorgen wiedersehen” ist eine realistische Erwartungshaltung, mit der ich an das Werben um neue KundInnen herangehen kann. “Nimm mich wahr, merke dir meinen Namen, die Farbe meines Shirts, stalke mich auf Insta, starte eine Recherche zu meinen herausragenden Eigenschaften und gib mir Geld” ist beim ersten Aufeinandertreffen deutlich zu viel gewollt. Und auch noch beim zweiten und dritten.
Ich kann die Konversation direkt bei “gib mir Geld” anfangen. Das wird jedoch dazu führen, dass ich die erwünschte transaktionale Reaktion nur bei Menschen auslöse, die bereits Interesse an einem Produkt wie dem von mir angebotenen haben und keinen Wert auf Marke und Qualität legen. Der Kreis der Interessenten wird nicht wachsen, Bindung entsteht maximal im after sales, die Performance der Werbemittel lässt stetig nach, während ich versäume eine Marke aufzubauen, die stark genug ist, um Hypecycles und saisonale Sondereffekte zu überstehen oder gar line-extensions zur Kompensation von Umsatzrückgängen auf anderen Produktkategorien weg zu tragen. Kurz: Hinten anfangen funktioniert für Impulskäufe in Kategorien, in denen Marke und Qualität irrelevant sind. (Low interest)
Wenn man diese beiden Grundgrundregeln - also die Regeln, die allen anderen Mediaregeln zu Grunde liegen - beachtet, sollte man dazu in der Lage sein, die gröbsten Schnitzer zu vermeiden. Was es noch zu beachten gibt, bevor’s ans Eingemachte geht, erzählen wir dir hier in den kommenden Wochen.
Well, folks, all good things must end. And so does #2 of the media x culture brief. We hoped you enjoyed the read. Let us know if there are specific topics you like us to look into/ want to learn more about. We’re happy to cater to your wishes - at least when within our means. Have fun and see you next time around.