Observed Signal · Jun 4, 2024 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Rediscovery of Print Media: Strategic Advantages in Digital Marketing
Print media is experiencing a renaissance as advertisers seek alternatives to digital channels facing GDPR concerns and the end of Third-Party Cookies. The article highlights pryntad GmbH, which integrates print advertising into the digital workflow, enabling keyword targeting and TKP-based bidding for print placements. The platform covers over 13,000 titles: about 7,500 consumer magazines, 5,700 trade magazines, and 300 regional newspapers, and offers more than 3,500 audience segments with guaranteed reach across print titles and the associated e-paper. Print is presented as a cookie-free, contextually targeted supplement to digital campaigns, delivering brand safety and precise audience reach. A study by b4t Brands and GiK cites print ads boosting brand recall by up to 165% and purchase readiness by 93%. The system supports online booking, dynamic pricing, and Lookalike Audiences generated from digital placements, positioning print as a cost-effective enhancer of digital KPIs such as conversions.
Highlights cookie-free targeting and integration of print into digital campaigns, signaling a potential shift in AdTech strategies.
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Key Takeaways & Evidence Grounding
- Pryntad GmbH integrates print advertising into the digital workflow using keyword targeting and TKP bidding.
- The platform lists over 13,000 titles: 7,500 consumer magazines, 5,700 trade magazines, and 300 regional newspapers.
- It offers more than 3,500 target audiences with guaranteed reach across print titles and the accompanying e-paper.
- Pricing uses TKP bids for print with cookie-free contextual targeting and Lookalike Audiences in Print.
- A study by b4t Brands and GiK reports print ads can boost brand recall by up to 165% and purchase readiness by 93%.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Bonial, Marktguru, Shopfully CEOs Discuss Digital Retail Ad Shift
In a Meedia interview, the CEOs of German digital retail media platforms Bonial, Marktguru, and Shopfully discuss the shift from print to digital circulars. They highlight that digital circulars now surpass print in relevance, driven by consumer price sensitivity and retailer demand for performance-based advertising. The platforms differentiate themselves through pull-based, high-intent audiences and cost-per-click pricing. They address competition from retailer apps, positioning themselves as cross-retailer aggregators that aid shopping planning. Measurement is a key focus, including store-visit tracking and sales data analysis. While acknowledging dependence on major US platforms, they argue their regional targeting and performance are superior. They also note slower print-to-digital transitions in Germany compared to other markets and discuss opportunities in retail media.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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