Observed Signal · Oct 20, 2026 · Market Signal · Source: Ad Alliance · Impact: 3/5
CampaignImpact: Ein eingespieltes Team
Seit mehreren Jahren ist toom Baumarkt mit aufmerksamkeitsstarken Kampagnen im NFL-Umfeld präsent. Die aktuelle CampaignImpact-Studie zeigt, ob diese langfristige Präsenz auch in der Saison 2025/2026 ihre Werbewirkung entfaltet hat.
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Top 20 German Advertisers September: Rewe, Kaufland Outspend Edeka
In September 2026, German TV advertisers saw a recovery after months of decline, with gross ad spending reaching nearly €3.4 billion across TV, cinema, print, OOH, and radio. The top 20 advertiser ranking reveals that retail chains Rewe and Kaufland significantly increased their advertising budgets, outpacing competitor Edeka, which reduced its spending. Major advertisers like Procter & Gamble, Deutsche Telekom, and Volkswagen also boosted their ad investments, contributing to the overall market growth. The data, compiled by the TV marketing alliances Seven.One Media and Ad Alliance, underscores a rebound in traditional media advertising, although the full article with detailed rankings is behind a paywall.
OpenAI Senior Citizens Lead German ChatGPT Voice Campaign
OpenAI launches a new German campaign, 'Say Hello to the New ChatGPT Voice,' featuring three senior women, Gabi, Bärbel, and Pham, to showcase the versatility of its voice feature in everyday life. The campaign highlights recent improvements, including more natural German pronunciation and optimized accents, aiming to make the voice function more popular and establish ChatGPT as an everyday AI assistant. The initiative contrasts with typical tech advertising by featuring non-tech-savvy protagonists, potentially reducing fears about AI among older demographics. The campaign is distributed across streaming and social platforms in Germany, with media planning by PHD and involvement of German marketing partners.
Frank Vogel on Next Level of Targeting at Ad Alliance
The article is an interview with Frank Vogel, CEO of Ad Alliance, about the company's future targeting strategies. Ad Alliance plans to use AI to enable emotional targeting, serving ads based on viewers' emotional states. Additionally, a convergent ad server is being developed to jointly deliver linear TV and Connected TV ads in real time. Following the acquisition of Sky Deutschland, Ad Alliance aims to leverage increased reach and technology to compete with global platforms like Google and Meta. The German TV advertising market is under pressure, and Ad Alliance's revenues have declined recently, so data, technology, and integration are key focuses.
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