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And TV Is Still the Biggest Screen in the Room. by Eric Vissers The VAUNET just dropped their 2025 media usage analysis (here in German). The headline everyone will run with: “TV is losing.” The number nobody will talk about: 10 hours and 53 minutes. That’s how much time the average German spent consuming media every…

Last year, we analysed how seven brands used Q5’s unique opportunity. This year, six new advertisers entered the same waters — and the results confirm what we’ve been saying: linear TV, when used strategically, remains one of the most effective tools for building brand awareness.

We analyzed a two-wave Connected TV (CTV) campaign in Germany using multiple measurement approaches to understand brand impact. While performance metrics (clicks, conversions) were available, we focused on measuring brand strength through search volume analysis.

Let’s be honest—2025 flew by. One minute we were arguing about AI regulation, and the next, we were busy trying to figure out why our CPMs were skyrocketing while our attention spans hit rock bottom.

In early 2025, we published a trends piece outlining key shifts in advertising and media. Now that we’re at the end of the year, let’s have a look at what the data and industry signals showed and where reality diverged from our forecast.

In an age of infinite scrolling and shortened attention spans, marketers often fall into the trap of treating their audience as targets to be hit rather than people to be understood. But the most effective marketing doesn’t interrupt—it educates. It doesn’t shout—it informs. At its core, great marketing is teaching.

Recently, we received candid feedback from a potential client who ultimately chose to work with a network agency. Their decision came down to one core issue: they perceived us as lacking the structure and clarity that larger agencies provide.

The Growth Truth by Eric Vissers When “No” Means Growing Together My 9th grade math teacher had this habit of ending every class with the same phrase: “Remember, honesty is the best policy.” Back then, with my mind on anything but quadratic equations, I dismissed it as another adult platitude. Three decades later, running a media

Sales are flat. The board wants results. And there, sitting in front of you, is this big red lever labeled “DISCOUNT” that promises instant gratification.

Billboards. CLPs. Wild Posters. Digital OOH… OOH is hard to miss. But measuring its impact? That’s a different story.