Future of advertising: Digital target group approach redefined!

Future of advertising: Digital target group approach redefined!

On November 27, 2024, the Goldbach Round Table took place in Lighthouse10 at the Haus des Meeres in Vienna, where over 100 decision-makers from marketing, advertising and media gathered. The event, organized by Goldbach Austria, asked the central question: How can addressing specific target groups in the digital world be made more effective and measurable? This topic is becoming increasingly important as the challenges in digital marketing increase with the ever-growing technological possibilities APA OTS reported.

The focus of the discussion was the “One2SpecificMany” concept, which could establish new standards in addressing target groups. Josef Almer, Managing Director of Goldbach Austria, explained that the precise address in the right situation on the right screen is a key challenge. Experts such as Ruth Pauline Wachter and Christian Gstöttner offered valuable perspectives and creative solutions to increase the relevance of brands in their presentations. The innovative technology of Dynamic Creative Optimization (smartDCO) was also presented, which makes it possible to adapt advertising materials to situational conditions in real time, thereby maximizing the response, as in the report by Goldbach explained.

Change and innovation in marketing

The response to the event was overwhelming, which underlined the urgency of precisely addressing the target group. Almer pointed out that change and willingness to innovate are essential to remain successful in the digital age. The event concluded with an inspiring talk about creative implementation examples that demonstrated the synergy between technology and creation. The participants agreed that the combination of creative approaches and technological possibilities is essential to place relevant advertising and sustainably attract consumers' attention.