dentsu vs pilot

L'Oréal's Baryshkov: Start with the decision, not dashboard

Kirill Baryshkov, Global Media and Measurement Manager for L'Oréal's Consumer Products Division, argues that media teams should focus on decision-making rather than dashboard metrics. He leads media effectiveness across 38 markets representing over 60% of global ad spend. Baryshkov emphasizes that many metrics fail to show incremental value, and he advocates for a combination of methods, including marketing mix modeling, rather than a single master metric. He cautions against over-reliance on platform-reported outcomes and last-click attribution. While AI helps in pattern detection and forecasting, human judgment remains crucial for defining business questions and trade-offs. He also reframes the brand vs. performance budget debate, noting both serve different purposes and time horizons. For 2026, he prioritizes building measurement capability and a connected view of spend and results to enable faster, better decisions.

• L'Oréal's global media and measurement manager Kirill Baryshkov advocates for decision-first approach over dashboard metrics.
• Baryshkov leads media effectiveness across 38 markets representing over 60% of global advertising investment.
• He criticizes platform metrics and last-click attribution for overstating incremental value.

ChatGPT Ads Expands to Southeast Asia and Taiwan

OpenAI has expanded its ChatGPT Ads service to over 60 countries, with the latest additions in Asia (Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and Taiwan) and Europe (including Germany, part of 31 markets). The platform is accessible via agency partners (dentsu, Havas Media, Omnicom Media, Publicis Groupe, WPP) and a self-serve Ads Manager. Ads only appear to Free and Go plan users, keeping paid tiers ad-free. Since launch, tens of thousands of advertisers have driven an annualized revenue run rate of $1 billion in less than 200 days. Future plans include new formats like Sponsored Agents and integrations with HubSpot and Shopify, with a long-term goal of $100 billion by 2030, though analysts express skepticism.

• ChatGPT Ads is available in over 60 countries, with the latest expansion adding Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and Taiwan, plus Germany and 30 other European markets.
• Ads are shown only to users on Free and Go plans; Plus, Pro, and Enterprise subscriptions remain ad-free.
• The expansion includes access via agency partners (dentsu, Havas Media, Omnicom Media, Publicis Groupe, WPP) and a self-serve Ads Manager.

Marketers Bet on Microdramas Despite ROI Concerns

Marketers are increasingly investing in microdramas and microseries—short-form vertical video content originating from China—to capture consumer attention. Brands like Crocs, Nuuly, and P&G's Native have created branded microdramas, with early results showing strong engagement and some sales impact, such as Bob's Discount Furniture's series generating over 152 million views and $9 million in attributable sales. However, direct ROI remains unproven, and marketers face a KPI conundrum, weighing metrics like earned media value and cultural credibility. Research from Snap and Ipsos shows 42% of daily social media users watch microdramas, and apps like ReelShort and DramaBox are challenging established streaming services, with in-app ad revenues growing 31% and 29% in Q1 2025. Despite capturing audience attention, the lack of clear ROI may threaten the channel's sustainability.

• 42% of daily social media users watch microdramas daily, per Snap and Ipsos research.
• Microdrama apps ReelShort and DramaBox saw in-app ad revenue growth of 31% and 29% in Q1 2025, reaching $130 million and $120 million respectively.
• Bob's Discount Furniture's microseries 'Till Decor Do Us Part' generated over 152 million video views and $9 million in attributable sales.

pilot bei der DMEXCO 2026

pilot announces participation in DMEXCO 2026, a major digital marketing expo, indicating strategic industry engagement.

Omnicom Media Leads Germany New Business Ranking in H1 2026

COMvergence's New Business Barometer for Germany recorded 77 pitches with a net volume of USD 844 million in the first half of 2026. Omnicom Media led the agency group ranking with a net gain of USD 188 million, including USD 148 million from eleven new clients and retained accounts for Dyson and IBM. The Pilot Group, an independent agency, achieved the highest retention rate of 80% with a net volume of USD 126 million, securing second place. Mediaplus of the Serviceplan Group followed in third with nine client wins and a net volume of USD 37 million. The three largest pitches were for Jaguar Land Rover, Deutsche Postcode Lotterie, and Dyson, totaling USD 230 million. Following the acquisition of IPG Mediabrands, Omnicom consolidated its new business figures from Q1 2026.

• COMvergence recorded 77 pitches with a net volume of USD 844 million in Germany for H1 2026.
• Omnicom Media led the ranking with a net gain of USD 188 million.
• Pilot Group achieved 80% retention rate and second place with USD 126 million net volume.

clever fit vergibt Media-Etat an pilot Nürnberg

clever fit hat seinen Media-Etat an pilot Nürnberg vergeben. Dies ist ein neuer Kunden- und Etatgewinn für die Agenturgruppe.