Currys vs MediaMarkt

Black Friday Ads Should Work Everywhere

A new study by Parallel, a digital-twin activation platform, reveals that a significant portion of YouTube content is a poor fit for major UK Black Friday ads. Testing seven ads from brands like Currys, O2, and Ralph Lauren against 300 pieces of content using simulated customer panels, the report found that one-third to half of the content failed to resonate. The study emphasizes that contextual categories are unreliable predictors of ad resonance, and that high-performing content is often shared among competing advertisers. Parallel recommends focusing on customer need states and identifying content where an ad has a competitive advantage to optimize media buying during peak shopping periods.

• Parallel's study tested seven UK Black Friday ads against 300 YouTube content pieces.
• A third to half of content scored below 5/10 for each ad.
• Contextual category was a poor predictor of ad resonance.

Currys appoints Caroline Hirst as Chief People Officer

Currys appoints Caroline Hirst as Chief People Officer. Also: Currys scales up digital inclusion programme in Portsmouth and Gosport; Currys AGM Trading Update 2026-27; Currys named an FT Climate Leader for the fourth year; Currys on the hunt for 300 delivery drivers and assistants as it triples number of apprenticeships.

Currys appoints Caroline Hirst as Chief People Officer

Currys appoints Caroline Hirst as Chief People Officer. Also: Currys scales up digital inclusion programme in Portsmouth and Gosport; AGM Trading Update 2026-27; named FT Climate Leader for fourth year; hiring 300 delivery drivers and tripling apprenticeships.

MediaMarkt banned from redirecting warranty claims to manufacturers

A German court (Landgericht Ingolstadt) has ruled that MediaMarkt's online subsidiary, MMS E-Commerce GmbH, cannot redirect customers with defective products to the manufacturer for statutory warranty claims. The court found this practice misleading, emphasizing that the seller remains the primary point of contact for such claims, although sellers may commission manufacturers for repairs. The case, involving a customer whose refrigerator alarm malfunctioned, was brought by the Federation of German Consumer Organisations. The ruling, dated July 24, 2026, is not yet legally binding. MediaMarkt respects the decision and is working on implementation, but its help page still recommends contacting manufacturers for large appliances, which may need adjustment. This decision clarifies the distinction between statutory warranty and voluntary manufacturer guarantees.

• Landgericht Ingolstadt ruled on July 24, 2026 (Az. 1 HK O 1352/25) that MediaMarkt (MMS E-Commerce GmbH) cannot redirect customers to manufacturers for statutory warranty claims.
• The case was brought by the Federation of German Consumer Organisations (vzbv).
• The court found the practice misleading and confirmed the seller is the primary contact for warranty claims, while sellers may commission repairs.

Google Raises Pixel 10a Price in Germany

Google has increased the price of its Pixel 10a smartphone in Germany by €100, from €549 to €649, citing a surge in memory chip costs. The 256GB variant now costs €749. The company had previously warned of price adjustments due to supply chain constraints. Google's Vice President of Devices and Services, Shakil Barkat, explained that memory prices have quadrupled, with a gigabyte of RAM rising from $2.80 in 2025 to $12 in 2026, according to Morgan Stanley. The price hike is part of a broader trend, with Apple and Samsung also raising prices for their flagship models. While Google's official store has implemented the increase, external retailers like Amazon and MediaMarkt have not yet followed suit, with the Pixel 10a still available for around €400 in some cases. This move affects Google's budget-friendly Pixel lineup and reflects wider industry challenges.

• Google erhöht den Preis für das Pixel 10a in Deutschland von 549 auf 649 Euro, ein Anstieg von 18 Prozent.
• Die 256-GB-Variante kostet nun 749 Euro.
• Google begründet die Preiserhöhung mit einem Vierfachanstieg der Speicherpreise, von 2,80 US-Dollar auf 12 US-Dollar pro Gigabyte.

Content's Role Grows in Affiliate Marketing Amid AI-Driven Discovery

The article discusses the expanding role of content publishers in affiliate marketing, driven by changes in consumer discovery influenced by generative AI. It argues that last-click attribution undervalues content's contribution to brand discovery, consideration, and confidence, and calls for evolving measurement models to recognize influence. It cites industry data showing content publishers account for about 21% of affiliate spend, and highlights examples from the Tradedoubler network, including MediaMarkt and Intermundial, where content strategies drove growth. The piece also touches on emerging measurement models like retrieval tracking and licensing, and references EMNA AI for improving AI visibility.

• Content publishers account for around 21% of affiliate spend, according to APMA's State of the Affiliate Nation.
• MediaMarkt's Spanish affiliate programme delivered 15% year-on-year growth in confirmed sales, 18% revenue growth, and an 11% uplift in conversion rate.
• Inter mundial's affiliate programme generated more than 20,000 confirmed sales, 9% revenue growth, and a 9% increase in affiliate ROI.