Observed Signal · Oct 16, 2026 · Partnership · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
Arosa Comedy Festival Adopts Demand-Driven Media Planning
Agency Morning is managing the media strategy, planning, buying, and ongoing management for the 35th Arosa Humorfestival, which takes place from December 3-13. Arosa Tourismus and Morning are using a multi-stage, data-driven media strategy based on analysis of previous festival years, examining ticket sales and campaign performance by artist, day, location, target group, and media. Instead of a fixed media plan, Morning dynamically adjusts channels, placements, target groups, creatives, and budgets throughout the campaign. If an event sells well, ad pressure is reduced; if another needs support, budget and communication are shifted accordingly. This 'Dynamic Planning' approach is channel-agnostic, using (D)OOH, display, social media, search, and cross-channel retargeting. Creative is also dynamic, ranging from general festival communication to specific artists, locations, and event days.
This is a minor partnership announcement about an agency managing media for a festival, demonstrating a dynamic planning approach but not introducing industry-shifting technology or major market changes.
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Key Takeaways & Evidence Grounding
- Agency Morning manages media strategy, planning, buying, and management for the 35th Arosa Humorfestival.
- The festival runs from December 3-13, 2026.
- The 'Dynamic Planning' approach adapts budgets, channels, and creatives based on ticket demand.
- Media channels include (D)OOH, display, social media, search, and cross-channel retargeting.
- The strategy is based on analysis of previous festival campaigns and ticket sales.
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Programmatic OOH: From Analog Posters to Digital Performance
An ADZINE interview with Martin Hubert examines how programmatic methods are applied to Out‑of‑Home (OOH) advertising. Hubert argues the bridge between programmatic planning and analog OOH is becoming stable: programmatic in OOH is best understood as a data‑driven steering model (planning, booking, reporting) rather than millisecond real‑time swaps. A cited case for Accountable combined audience studies, spatial modelling by Planus Media, geo‑fencing, modelled audiences (“statistical twins”) and POI mapping to select target‑affine areas. Creatives were designed to work in social channels and amplified via paid social on Meta. Measurement included ~74 million gross contacts, a 22% higher activation rate in cities with OOH presence and a 4.1 percentage‑point lift in registration completion. Hubert identifies creative quality — heroic, shareable motifs — as the main barrier to scaling, while positioning OOH as a physical omnichannel anchor compatible with digital activation and measurable planning.
Marketers Must Shift Focus from Channels to Audiences
As marketers build 2027 media plans, a common pitfall is structuring budgets around channels rather than customers. This article argues for an audience-first approach, where strategy begins with identifying business goals like acquiring new customers, increasing purchase frequency among occasional buyers, or retaining loyal ones. For each audience segment, KPIs differ, and media mixes should be tailored accordingly. The author cautions against relying solely on channel-level ROAS, which may over-credit search without revealing true incrementality. Instead, marketers should use attribution, modeling, and incrementality testing to evaluate performance. The article recommends planning analyses before launch, defining consistent audience segments, and considering cross-segment overlap to avoid double-counting. Ultimately, shifting budget between audience strategies may yield more profitable growth than reallocating within a single channel, and decisions should be based on audience value, not just channel reports.
ARD Media and RMS Launch 'Compass' Assistant for audioXpert
German audio sales houses ARD Media and RMS have upgraded their audio planning tool audioXpert with a new media planning assistant called 'Compass'. The tool computes multiple mathematically optimized scenarios for audio campaigns based on user-defined parameters such as stations, target group, campaign period, and budget or GRP targets. The aim is to reduce manual optimization steps, allowing media planners to focus more on strategic tasks and client-specific requirements. Compass deliberately does not use artificial intelligence, but relies on rule-based algorithms to ensure transparency and reproducibility of results. The final evaluation and selection of the proposed scenarios remains with the media planners. The tool is available as a browser-based application and integrates with the audio booking platform audioXchange. ARD Media and RMS will accompany the launch with information, presentations, and training sessions for existing users.
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