JOM Group vs OMD Germany

Whitepaper: Wie Sie Ad Fraud erkennen und Werbebudgets schützen

Neues Whitepaper der JOM Group zum Thema Ad Fraud: Hohe Reichweiten, starke Klickraten und gute Conversion-Werte sehen im Reporting überzeugend aus. Doch was, wenn ein Teil davon gar nicht von echten Nutzer:innen stammt?

Cheapest Media Contact Can Be Most Expensive

A Talking-Heads column by Katharina Wildau (JOM Group) published on Horizont argues that media planning's narrow focus on cost-per-contact and short-term efficiency can be counterproductive. Wildau, a member of JOM Group's management, explains why the cheapest audience contacts may deliver lower long-term value and higher overall costs, and urges media planners to adopt a broader definition of efficiency that accounts for reach quality, campaign effectiveness, and strategic goals.

• Article published on August 26, 2026.
• Author is Katharina Wildau, member of the management (Mitglied der Geschäftsleitung) at JOM Group.
• Column argues that the lowest-cost media contacts can be the most expensive when accounting for long-term effectiveness and quality.

Retail Media Is Not a New Channel

Katharina Wildau, Managing Director of the JOM Group, published a commentary on Horizont arguing that the industry debate around Retail Media is being framed incorrectly. In the column she contends the decisive strategic question — what role Retail Media should play — is often answered wrongly. The piece notes that a few years ago Retail Media was seen as the retail sector's big hope and that today it has become one of the fastest-growing advertising markets. The article is presented as a Talking-Heads column and reflects an industry perspective rather than new empirical research.

• Column titled 'Retail Media ist kein neuer Kanal - es ist ein neuer Denkfehler' published on Horizont on 2026-07-23.
• Authored by Katharina Wildau, who is identified as Geschäftsleiterin (Managing Director) of the JOM Group.
• Author argues the debate on Retail Media is misframed and that the strategic question of Retail Media's role is often answered incorrectly.

OMD adds FM radio to Landal programmatic campaign

OMD Germany, with OMG Outcomes, integrated programmatically bookable FM (UKW) radio into Landal’s cross-channel summer campaign “Sommerferien am Meer,” running 20 May–17 July 2026. The push targeted families aged 30–54 in regions near the Dutch North Sea (North Rhine-Westphalia, Lower Saxony including Bremen, and Rhineland-Palatinate) and combined Addressable TV (via Ad Alliance and Seven.One Media), Connected TV, online video, DOOH, digital audio and programmatic FM. Radio spots ran on stations/packages including NDR 2, Bremen Vier, WDR 2 and 1LIVE. Creative rotation comprised three 20-second spots and one 10-second spot. OMD and OMG Outcomes said integrating analog radio into programmatic infrastructure makes radio a full member of cross-media strategies and improves cross-channel audience logic, activation and unified reporting.

• OMD Germany and OMG Outcomes integrated programmatically bookable FM (UKW) radio into Landal’s "Sommerferien am Meer" campaign—the first time programmatic FM was included in this buy.
• Campaign ran 2026-05-20 to 2026-07-17 targeting families aged 30–54 in North Rhine-Westphalia, Lower Saxony (including Bremen) and Rhineland-Palatinate.
• Media mix combined Addressable TV (via Ad Alliance and Seven.One Media), Connected TV, online video, DOOH, digital audio and programmatic FM radio.

AI Competence Rising in B2B Marketing

A joint study by LinkedIn and OMD e2b finds that AI competence is becoming increasingly important in B2B marketing. The survey — the second run by the partners since 2024 — shows more B2B marketers using AI for strategy development, market analysis and campaign conception, while some established methods are losing relevance. The article was published on Horizont on 2026-07-13 and highlights the growing role of AI tools in B2B marketing practice.

• LinkedIn and OMD e2b conducted a survey on AI usage in B2B marketing.
• This is the second edition of the study since 2024.
• The survey finds more B2B marketers using AI for strategy development, market analysis and campaign conception.