What are social media leads and why are they so valuable?

A lead is a potential customer who has signaled interest in your products or services – for example by filling out a form, requesting a quote or subscribing to your newsletter. Social media leads are generated directly on the platforms without the user having to visit your website.

This is the decisive advantage over classic landing pages: no media discontinuity, no loss due to slow loading times, no abandonment. The forms are pre-filled with the profile data – name, e-mail, company, position. The hurdle is dramatically lowered.

The difference is even clearer for B2B companies. LinkedIn users are in work mode, they are thinking about business. A relevant ad at the right moment reaches decision-makers exactly when they are open to solutions. This is the core of modern social media strategy for B2B companies.

At the same time, we have to be honest: social media leads are not always cheaper or of higher quality than other channels. It depends on the platform, the industry and the quality of the campaign. If you blindly optimize for volume, you collect leads that never convert.

A direct comparison of the most important lead gen channels

Not every platform is equally suitable for lead generation. The choice depends on who you want to reach, how high your budget is and what quality you need. Here is an honest overview of the five most important channels:

Agency tip: A high CPL is not a problem if the customer lifetime value is right. LinkedIn leads from the C-level can easily justify a CPL of €150 – but an Instagram lead in the B2B sector with a CPL of €8 often doesn’t if it never converts.

The figures in the table are indicative. In highly competitive industries such as SaaS, financial services or real estate, the actual CPLs are often 2-3x higher. In niches with a clear target group, you can stay well below this. If you want to know more about funnel marketing and lead generation, you can find a deeper introduction here.

LinkedIn Lead Gen Forms: The B2B standard

LinkedIn Lead Gen Forms are the most effective tool for B2B lead generation in the social media sector. The forms open directly in the app, are pre-filled with the user’s profile data and can be sent in seconds. Conversion rates of 10-15% on form views are realistic – on landing pages it is often 2-5%.

The setup is straightforward: In the LinkedIn Campaign Manager, you create a campaign with the goal of “lead generation”, select your ad format (single image, carousel, video or document ad) and link a lead form. You can customize the form with standard LinkedIn fields or your own questions.

Which fields really make sense:

• First name and surname (always)
• Business email (crucial for B2B qualification)
• Company and company size (for segmentation)
• Job title (for relevance check in CRM)
• A qualifying question (e.g. “When are you planning the next step?”)

The more fields, the more friction, the fewer leads – but the better quality. Start with 4-5 fields and optimize based on the actual conversion rate to customers.

Targeting on LinkedIn is more precise than on any other platform: job title, company sector, company size, seniority level, skills, university, groups. This is a dream constellation for B2B companies. In combination with a strong social media agency, the ROAS of these campaigns can be significantly increased.

Instagram and Facebook Lead Ads: fast, affordable, scalable

Meta’s Lead Ads work on the same principle as LinkedIn – form opens directly in the app, data pre-filled. The difference: significantly cheaper CPL, much broader targeting, but the quality of the leads also tends to be lower.

This does not mean that meta lead ads are bad. They are often the first choice for B2C companies, for local service providers, for e-commerce players and for low-commitment offers (e.g. newsletters, webinars, free trials).

What really works on Meta:

1. Creative-first approach: The video or image decides the CPL – not the form. Test at least 3-5 creative variants in parallel.
2. Select Instant Forms with types: “More volume” vs. “Higher intent” – the latter adds a confirmation page, the CPL increases, quality too.
3. Set up CRM integration directly: Leads that are not contacted within 5 minutes dramatically lose their willingness to buy. Zapier, Make or direct API connection are mandatory.
4. Lookalike audiences: Your existing customers as a basis for new target groups – often the cheapest and qualitatively strongest entry point.

Instagram and Facebook share the same ad system, but the placements deliver different results. Instagram Stories and Reels often perform better for visual products than the Facebook feed. Test placements separately and don’t let the algorithm optimize automatically until you have your own data.

For those who want to delve deeper: email marketing and newsletter automation is the natural next step once you have collected leads.

TikTok Lead Gen: Reach for new target groups

TikTok Lead Generation is the youngest format in the comparison – and the one with the biggest question marks. The CPL is often favorable, the organic reach for lead gen creatives can be enormous. But: the target group is younger, buying behavior is different, and building trust requires more touchpoints.

TikTok Lead Gen works best for:

• B2C offers with a low entry price
• Products that are easy to demonstrate visually
• Vouchers, promos, event registrations
• Brands that want to tap into a younger target group

TikTok is not yet a primary channel for classic B2B lead gen. There are exceptions – recruiting, creator economy, certain SaaS products – but LinkedIn is still clearly superior as a standard channel for enterprise sales.

The content effort on TikTok is the biggest difference to Meta: If you want to place lead ads on TikTok, you need creatives that work organically. Static images are ineffective. Authentic, short videos with real added value – that is the basic requirement.

Organic lead funnels: the strongest channel in the long term

Paid ads deliver immediate results, but as soon as the budget stops, the leads stop. Organic funnels via social media build a channel that gets stronger over time – not weaker.

An organic social media lead funnel typically consists of several layers:

• Awareness content: Posts that address problems and build trust (no sales messages)
• Value content: guides, checklists, how-to videos – content that is so useful that users share it
• CTA content: subtle calls to action – download, webinar registration, contact form
• Community development: answering comments, managing DMs, moderating groups

The organic CPL cannot be measured directly as with paid ads, but the quality of the leads is often significantly higher. Someone who has engaged with your LinkedIn posts for 6 weeks before writing to you is a warm lead – not a cold contact from a form.

Agency tip: Treat your social media feed like an editorial plan, not an ad space. The best leads come from the trust you build up over months – not from the ad someone happened to see.

For companies that are just starting out: Take a look at how to schedule an initial meeting with our agency – we analyze free of charge which channels have the most potential for your industry.

Measure and optimize lead quality

Many companies measure lead gen success by CPL. This is wrong. The only value that counts is the proportion of leads that become customers – and the customer lifetime value of these customers.

What you need to track specifically:

• Lead-to-MQL rate: How many leads meet your marketing qualification criteria?
• MQL-to-SQL rate: How many of these are classified as relevant by the sales team?
• SQL-to-customer rate: How many actually buy?
• Channel attribution: Which social media channel delivers the best end customers, not just the most leads?

Without CRM integration, it’s all guesswork. Salesforce, HubSpot, Pipedrive – it doesn’t matter which CRM, but it must be seamlessly connected to your lead gen forms. Only then can you calculate the true ROAS of your social media channels.

An important detail: The speed of lead processing has a dramatic influence on the conversion rate. Leads that are contacted within 5 minutes convert up to 9 times more frequently than leads that are called after 10 minutes. Automation is not a luxury here – it is the decisive competitive advantage.

Frequently asked questions about lead generation via social media

More on the topic: Funnel Marketing – B2B Social Media – Performance Marketing

Why social media is indispensable in recruiting

Recruiting marketing on social media is no longer a nice-to-have, but a strategic necessity. The classic approach – post a job ad, wait, sift – no longer works for many positions. Especially in the tech, marketing and creative sectors, passive candidates are the most valuable target group: people who are not actively looking, but would be willing to change if the right offer came along.

Social media channels allow precise targeting according to professional field, interests, region and career level. You don’t just reach anyone – you reach exactly the person you need. And you reach them where they spend their time anyway: in the feed, in the story, in the video.

In addition, social media offers something that job boards can never provide: Insights into the corporate culture. Showing behind the scenes, letting employees have their say and sharing real everyday moments creates trust – long before a candidate even clicks on “Apply”.

A comparison of the most important recruiting channels

Not every platform is equally suitable for every target group. Choosing the right channel determines efficiency and reach. Here is an overview of the most important platforms for your recruitment marketing:

The cost-per-hire varies greatly depending on the industry, job profile and target region. These costs can be significantly reduced with targeted campaigns and strong employer branding. The key is to choose the platform where your target group really is – not where you are used to searching.

LinkedIn: The standard for B2B and specialist recruiting

LinkedIn is the most important social media channel for recruiting for most companies. With over 21 million users in the DACH region, the platform offers direct access to specialists, managers and experts from all sectors. The targeting is precise: job title, industry, company size, career level, university, knowledge – all of this can be addressed directly.

For sustainable LinkedIn recruiting, you need three pillars: a strong company page, active employees as brand ambassadors and paid campaigns. The company page is your shop window – this is where candidates land before they decide whether to apply. LinkedIn algorithms prefer pages with regular content, high interaction and personal contributions from employees.

LinkedIn Job Ads are more expensive than Facebook or Instagram, but the quality of applications is demonstrably higher. For positions with an annual salary of 40,000 euros or more, the investment is generally worthwhile. InMail campaigns for passive candidates achieve open rates of 50-70 percent – far higher than traditional email outreach.

Important: Your employer branding strategy must be visible on LinkedIn. Life-at-company posts, employee testimonials, behind-the-scenes and insights into everyday working life perform strongly organically and create trust among passive candidates.

Agency tip: Don’t just let HR post on LinkedIn. If team leaders, developers and marketing employees report authentically about their day-to-day work, the organic reach increases three to fivefold. Employee posts are more favored in the algorithm than company posts – that’s cash in the recruiting budget.

Instagram and TikTok: Employer branding for the next generation

If you want to address trainees, young professionals or candidates under 30, Instagram and TikTok are a must. Both platforms are less suitable for direct job advertisements, but are excellent for building employer branding and reach.

Reels with insights into everyday working life work particularly well on Instagram: a day as a software developer, the office from the inside, employee interviews, team events. This content is recommended and shared by the right users. Stories are suitable for quick updates, job advertisements and interactive formats such as surveys (“Which job would you be?”).

TikTok has established itself surprisingly quickly as a recruiting channel. TikTok reaches target groups that are never found on LinkedIn, particularly in the skilled trades, nursing, retail and apprenticeships. Short, authentic videos from the company – without gloss, without a script – perform best. Hashtags such as #Ausbildung2026, #JobTok or #Berufsleben generate organic reach.

A corporate influencer program can multiply the reach on both platforms. Employees who voluntarily report on their job are more credible than any advertising campaign – and their posts have a lasting effect as recruiting content online.

Social recruiting ads: targeting, budgets and formats

Organic content alone is rarely enough to reach qualified candidates quickly enough. Paid social recruiting ads speed up the process – and allow precise control over reach, target group and budget.

With LinkedIn Ads, the most common formats for recruiting are: Single Image Ads with job offers, Document Ads with insights into the company, Message Ads (InMail) for direct contact and Conversation Ads for multi-stage candidate journeys. The minimum budget is around 10 euros per day – for serious recruiting you should plan at least 300-500 euros per month.

On Meta (Facebook/Instagram), recruitment ads also offer strong targeting options: by interests, job title (via partner data), region and demographic characteristics. Facebook is often more efficient than LinkedIn, especially for local or regional jobs. Lead forms directly in the ad significantly lower the hurdle for applicants.

On TikTok, in-feed ads and spark ads (boosting organic posts) are the most sensible formats for recruiting. The costs are comparatively low, the reach high – but the content must fit the platform: authentic, entertaining, direct. Showing “Become part of our team” as a stiff corporate film doesn’t work here.

An effective social media strategy in recruiting combines organic content for employer branding with paid campaigns for direct recruitment. Both measures reinforce each other: those who build trust organically reduce the costs of their paid campaigns.

Employer branding as the foundation of recruiting marketing

No recruitment campaign can compensate for a weak employer brand. Employer branding on social media means consistently and authentically showing what it’s like to work for you – before someone advertises a position, not just when a chair becomes vacant.

The most important content for employer branding on social media:

• Employee testimonials: Short video or text statements about why someone likes working here
• Behind the Scenes: Office, work processes, team meetings, company events
• Milestones & successes: product launches, growth figures, awards
• Benefits in action: Don’t just list them, show them – home office, company sports, further training
• Cultural moments: Humor, tradition, team character – what makes you unique?

Authenticity beats perfection. Candidates trust real insights more than polished, glossy productions. A shaky cell phone video from everyday office life often achieves more interaction than an expensive recruiting video.

A structured employer branding program defines: Which values do we communicate? Which formats on which channel? Who creates content? How do we measure success? This strategic basis prevents employer branding from degenerating into a spontaneous individual action.

Measure, optimize, scale: KPIs in recruitment marketing

Recruiting marketing without measurement is a waste of money. Only those who know which channel, which format and which message brings the best candidates can use and scale their budget in a targeted manner.

The most relevant KPIs in social recruiting:

• Cost-per-click (CPC): Cost per click on your job ad or career page
• Cost-per-applicant (CPA): Costs per application received – the key efficiency indicator
• Cost-per-hire (CPH): total costs per filled position (incl. screening, interviews)
• Application rate: How many clicks lead to an application?
• Time-to-hire: How quickly is a position filled?
• Quality of applications: Percentage of qualified candidates per channel
• Employer brand awareness: follower growth, reach, engagement rate

Set up UTM parameters and conversion tracking for each recruiting campaign. This allows you to see exactly which post, which ad and which channel led to which application. LinkedIn, Meta and TikTok each offer their own analytics dashboards – a central dashboard (e.g. Looker Studio with GA4 integration) is recommended for a comprehensive evaluation.

If a campaign is working, scale the budget gradually: +20-30% per week is ideal so as not to destabilize the algorithm. If something is not working, analyze whether it is due to the targeting, the message, the channel or the offer – before you increase the budget.

For more ideas on how to systematically build up your entire social media strategy, please write to us via our contact page.

Frequently asked questions about recruiting marketing on social media

More on this topic: Employer branding guide – Social media recruiting – B2B social media – LinkedIn thought leadership – Building a social media team

Related articles

• Employer branding agency
• LinkedIn Agency
• Set up a corporate influencer program
• B2B social media strategy
• Contact us

Why Integrated Campaigns Win in 2026

The days of siloed marketing channels are over. A campaign that combines TV advertising with streaming ads and Out-of-Home (OOH) placements creates a multi-touchpoint experience that is almost impossible to ignore. Research consistently shows that cross-channel campaigns generate significantly higher brand recall and purchase intent than single-channel approaches.

The concept is simple: a viewer sees a cinematic TV commercial during a live sports event, then encounters the same creative on a digital billboard during their commute, and finally gets a personalized version while watching their favorite series on a streaming platform. Each touchpoint reinforces the message, and the cumulative effect is far greater than the sum of its parts.

TV Advertising: Still the Reach Champion

Despite the rise of digital media, linear television remains the fastest way to build massive reach. A 30-second spot during a major event can reach tens of millions of viewers simultaneously — something no digital platform can match at the same speed. The emotional impact of a well-produced TV commercial, viewed on a large screen in a relaxed environment, creates deep brand associations that last.

Modern TV advertising goes beyond just booking a slot. It includes data-driven audience targeting, addressable TV (showing different ads to different households), and rigorous performance measurement. Combined with a solid media strategy, TV becomes a precision instrument rather than a blunt force tool.

Streaming and Connected TV (CTV): The Personal Touch

Streaming advertising is the natural evolution of TV marketing. Platforms like Netflix, Amazon Prime Video, Disney+, and Spotify now offer ad-supported tiers that reach millions of engaged viewers. The key advantage: granular targeting. You can serve ads based on viewing behavior, demographics, location, and even time of day — something linear TV simply cannot offer.

CTV ads benefit from what marketers call the “lean-back experience.” Viewers are relaxed, attentive, and typically watching on a large screen. Completion rates for CTV ads regularly exceed 90%, making them one of the most effective formats in the digital advertising landscape. An experienced performance marketing agency can measure these results down to the individual impression level.

OOH and DOOH: Impossible to Skip

Out-of-Home advertising — from classic billboards to digital screens in shopping malls, airports, and transit stations — offers something that no other medium can: you cannot skip it, block it, or scroll past it. Digital Out-of-Home (DOOH) takes this further with dynamic content, real-time updates, and programmatic buying that allows brands to adjust their messaging based on weather, traffic, or local events.

Sport marketing represents another dimension of this space. Arena advertising, LED perimeter boards during live matches, and event sponsorships create brand exposure in emotionally charged environments where attention is naturally high. These placements become part of the event experience itself.

The Full-Service Advantage

Planning and executing an integrated campaign across TV, streaming, OOH, and digital requires deep expertise in media planning, creative production, data analytics, and performance optimization. Working with a full-service marketing agency that handles all channels under one roof eliminates the coordination overhead and ensures a consistent brand message across every touchpoint.

The best campaigns in 2026 will not come from brands that choose between TV or digital, online or offline. They will come from brands that combine them into seamless, data-driven experiences that meet consumers wherever they are — on the couch, on the street, and on the screen. That is the power of integrated performance marketing at its finest.

What is funnel marketing and why does it work?

Funnel marketing describes the structured process you use to guide potential customers through the various phases of their purchase decision. The term “funnel” reflects the fact that there are many people at the entrance, but only some of them end up buying – and that is completely normal. The key is to optimize this funnel so that as many potential customers as possible are guided through it and the abandonment rate drops at every stage.

The classic marketing funnel consists of six phases that build on each other. Each phase requires different content, different channels and different key performance indicators. If you use all six phases consistently, you create a system that generates new leads around the clock and develops existing customers into regular customers.

The six funnel phases at a glance

From initial awareness to long-term customer loyalty, potential customers go through clearly defined phases. The following table shows which measures and KPIs are decisive in each phase:

Awareness: visibility as the foundation of every funnel

Without awareness, there is no funnel. This phase is about getting people to find out about your brand, product or service in the first place. The goal is not immediate sales, but the first point of contact – and that has to be right.

Effective awareness measures vary depending on budget and target group. For B2B companies, LinkedIn thought leadership posts, SEO-optimized specialist articles and targeted Google Ads campaigns are particularly effective. In the B2C sector, Instagram Reels, TikTok videos and influencer collaborations dominate the awareness phase. It is crucial that you are present where your target group spends their time – with content that offers real added value, not flat advertising messages.

A common mistake: companies invest too much in awareness and too little in the downstream funnel phases. Visibility alone does not generate sales. Only when the entire chain works does every euro in the awareness phase pay off. Therefore, set clear KPIs: reach, impressions and cost-per-thousand-impressions (CPM) are the most important key figures in this phase.

Agency tip: Always start awareness campaigns with a clear landing page at the end – even if the traffic is still small. This allows you to collect data, fire pixels and build retargeting audiences from day one. If you only set this up later, you will lose valuable signals.

Lead generation: from anonymous visitor to qualified lead

The Interest and Consideration phases are the actual home of lead generation. This is where anonymous visitors are converted into known contacts – through newsletter registrations, download magnets, webinar registrations or contact forms. This phase determines whether your funnel works at all, because without qualified leads there are no conversions.

A lead magnet must offer concrete, immediately noticeable added value. Checklists, templates, calculators or mini-courses perform much better than general “subscribe to newsletter” appeals. The key lies in specificity: the more precisely you address the problem of your target group, the higher the opt-in rate.

The nurturing phase begins after registration. Using automated email sequences, you guide new leads through relevant content – from problem orientation and solution approaches to specific offers. Marketing automation tools such as HubSpot, ActiveCampaign or Klaviyo make it possible to fully automate these sequences and personalize them at the same time. Email marketing and automation are indispensable tools for systematically developing leads.

Retargeting is also key in the consideration phase: Anyone who visits your website but has not downloaded a lead magnet is shown relevant content again via paid ads on Facebook, Instagram or Google – until contact is established or the prospect clearly signals that they are not interested.

Conversion: Bringing about the moment of purchase in a targeted manner

In the Intent and Purchase phases, everything revolves around making the purchase decision easier. Every detail counts here: page load time, number of form fields, trust through testimonials and the clarity of your value proposition. Conversion rate optimization (CRO) is the most powerful lever in these phases, because increasing the conversion rate from 2 % to 3 % means 50 % more sales – without an additional advertising budget.

Concrete measures for conversion optimization include A/B tests on landing pages, social proof through real customer reviews, urgency through time-limited offers (without false scarcity) and simplification of the checkout process. Studies show that each additional mandatory field in the form increases the abandonment rate by an average of 5-10%. Reduce friction wherever possible.

The performance marketing ROAS and conversion strategy is also closely linked to this phase: Paid channels should only be used in the purchase phase if the organic conversion rate is already optimized. Otherwise, you are simply reinforcing an inefficient system.

Live chat and chatbots can be crucial in the intent phase: Anyone who has a question shortly before making a purchase often abandons without a quick answer. Responsive support – whether human or automated – can significantly improve the conversion rate.

Loyalty and retention: the underestimated funnel section

Retaining existing customers is five times cheaper than acquiring new ones – yet many companies neglect the loyalty phase. Yet this is where the greatest leverage for profitable growth lies: those who build up regular customers increase customer lifetime value (CLV), generate organic recommendations and reduce their average acquisition costs in the long term.

Effective loyalty measures start right after the first purchase: structured onboarding that helps customers achieve their first success quickly lays the foundation for a long-term relationship. Regular, relevant emails – not weekly floods of advertising, but genuine value-added communication – maintain the connection.

Loyalty programs, exclusive content for existing customers and proactive customer service are further building blocks. Upselling and cross-selling work best when they are based on real usage data: Those who consistently fill and evaluate their CRM know exactly when which customer is ready for an upgrade. Social media ROI is also significantly influenced by how well you develop existing customers into brand ambassadors.

Funnel optimization: use data, eliminate weak points

A funnel is not a static construct, but a dynamic system that needs to be continuously optimized. The most important basis for this is proper tracking: Google Analytics 4, a CRM system and platform-specific dashboards provide the data you need to make informed decisions.

The first step towards optimization is to identify drop-off points: Where do most people leave your funnel? In which phase is the bounce rate disproportionately high? This point deserves your full attention before you invest additional budget. The causes often lie in unclear messages, poor usability or a lack of trust – all factors that can be remedied without additional budget.

Attribution is another key issue: which channel contributed to which purchase? First-touch attribution overestimates awareness channels, last-touch attribution overestimates conversion channels. Multi-touch attribution provides a much more realistic picture and helps you to allocate budget in a more targeted way. Professional social media agencies rely on data-driven attribution models as standard to justify and optimize funnel investments.

Regular funnel reviews – at least monthly, weekly for active campaigns – ensure that you quickly recognize and react to changes in user behaviour. A/B tests at each funnel stage continuously provide new insights: What works better on the landing page? Which email subject line leads to more opens? Which offer in the intent phase increases the conversion rate? Direct contact with our agency can also help if you need an individual funnel analysis and optimization strategy.

Frequently asked questions about funnel marketing

More on the topic: Email marketing automation – Generate leads – B2B social media – Performance marketing – Conversion optimization

Related articles

• Social media agency: services and collaboration
• Performance marketing: ROAS and conversion strategy
• Email marketing and newsletter automation for companies
• Calculating social media ROI: Formula and examples
• Contact: Funnel consulting with Social Media One

Why email marketing is indispensable for companies

Email is the only digital channel you have complete control over. Your list is yours – no social media algorithm can separate you from your target group. At the same time, email marketing allows for personalization and segmentation that is not possible on any other platform with such precision. You address people directly, at the right time, with the right content.

The basis for successful email marketing is a clear strategy: define goals, segment target groups, develop relevant content and use the right tools. If you implement this consistently, you have a sales channel that is continuously optimized and scales with the company.

For companies that want to structure their digital sales, it is advisable to take a look at the agency’s services – especially if email is to be embedded in a holistic marketing system.

Building a newsletter: From the list to the community

A newsletter is more than just a monthly newsletter. When implemented professionally, it becomes the central means of communication between the brand and the target group. The structure starts with the right lead generation: opt-in forms, lead magnets, content upgrades and landing pages that promise real added value.

The most important elements in the newsletter structure:

• Double opt-in: mandatory from a legal perspective (GDPR), but also crucial for list quality – only genuine prospects get through
• Welcome sequence: The first three to five emails after registration determine open rates and engagement over the next few months
• Segmentation right from the start: Differentiate by source (where did the lead come from?), interest (what topic attracted them?) and behavior (did they buy, click, open?)
• Content calendar: Regularity beats frequency – better every other Tuesday than irregular and hectic
• Test subject lines: A/B tests on subject, sender name and pre-header can improve the open rate by 20-40%

Anyone who brings performance marketing experience to the email strategy immediately understands that the newsletter is not an end in itself, but a conversion channel. Every email must have a clear goal, a clear call to action and a measurable success factor. You can find out more about how channels interact under Performance marketing: ROAS, conversion and strategy.

Agency tip: Don’t start with the perfect template, start with a strong welcome sequence. The first five emails after registration are by far the most frequently opened. Use this time window for onboarding, brand positioning and the first conversion attempt. An average newsletter later in the funnel rarely performs better than the initial phase.

Email automation: trigger emails and workflows

Email automation is the turbo in email marketing. Instead of sending emails manually, companies set up workflows that react automatically to user behavior. The result: higher relevance, better open rates and more conversions – with less manual effort.

The most important automation workflows for companies:

1. Welcome Series: 3-7 emails after registration – brand presentation, added value demonstration, first conversion
2. Abandoned Cart: User has added product to cart but not purchased – reminder after 1h, 24h, 72h
3. Post-purchase sequence: thank you mail, cross-sell, review request, loyalty offer
4. Re-Engagement Campaign: Reactivate inactive subscribers (no opening for 90+ days) or remove them from the list
5. Lead nurturing: guiding B2B leads through the sales funnel – white papers, webinars, case studies, demo requests
6. Birthday/Anniversary: Using personal occasions for highly relevant communication
7. Browse Abandonment: User has visited certain product page but not purchased – targeted follow-up email

The basic rule of automation: every trigger workflow is built once, then optimized. Split tests for timing (immediately vs. after 2 hours), subject and CTA gradually lead to better performance. Automation is not a set-and-forget, but a system that is continuously improved.

The article on social media marketing for SMEs describes how automation fits into an overarching social media strategy.

Email funnels: from lead to customer

An email funnel is a sequential series of emails that guides a contact through a purchase decision. In contrast to a newsletter, which provides content for existing customers, the funnel is aimed at new contacts and has a clear conversion target.

The typical funnel structure for companies:

• Top of Funnel (Awareness): Valuable content, no direct sales message – build trust
• Middle of Funnel (Consideration): Case studies, testimonials, product presentations, FAQs – offer decision support
• Bottom of Funnel (Decision): Concrete offers, discounts, time pressure, guarantees – trigger purchase
• Post-purchase (retention): Onboarding, upsell, cross-sell, loyalty program – ensure customer retention

An effective funnel works with segmentation: someone who goes through stage 1 without clicking gets a different sequence than someone who has clicked on links several times but has not yet bought. This behavior-based segmentation is the key difference between an average and a high-performing funnel.

The next step is to make the ROI of such funnels measurable. We explain how this works in Calculating social media ROI: Formula and examples.

A comparison of email marketing tools

Choosing the right tool determines how far you can get in email marketing. The following five platforms cover different requirements:

The decision for a tool depends less on the price and more on the use case: e-commerce stores are best served by Klaviyo, B2B companies with long sales cycles benefit from ActiveCampaign or HubSpot, and those who want GDPR compliance without effort are well served by Brevo. Mailchimp is the classic entry-level solution – solid, but quickly reaches its limits with complex requirements.

KPIs and measuring success in email marketing

You can’t improve what you don’t measure. The most important KPIs in email marketing are:

• Open rate: Industry average 18-22 %; below 15 % = need for action on subject, sender or sending time
• Click-through rate (CTR): 2-5% is good; 8-12% is also possible with segmented automation emails
• Click-to-open rate (CTOR): Ratio of clicks to opens – shows whether the content is relevant
• Conversion rate: percentage of recipients who perform the desired action after clicking (purchase, registration, download)
• Unsubscribe rate: Below 0.5% is normal; above indicates too high frequency or irrelevant content
• Bounce rate (hard + soft): Hard bounces (invalid addresses) must be removed immediately – they damage the sender’s reputation
• Spam complaint rate: Over 0.1% leads to delivery problems with Gmail and Outlook
• List build rate: New subscribers per month minus unsubscribes – shows whether the list is growing or shrinking

Each of these metrics is a lever. A low open rate indicates problems with the subject or sender. A low CTR shows that the content is not relevant enough. A high unsubscribe rate signals frequency or relevance problems. The interaction of all KPIs provides the complete picture of the email strategy.

If you want to delve deeper into the topic of reach measurement across all channels, you can find the direct route to us under Contact and advice.

Legal requirements: GDPR and email marketing

Email marketing is strictly regulated in Germany and the EU. The GDPR requires clear, documented consent before sending commercial emails. This means in practice:

• Double opt-in (DOI) is mandatory: A simple registration is not enough – consent must be verified via a confirmation link
• Documentation of the consent: IP address, timestamp and source of registration must be saved
• Clear unsubscribe right: every email must contain a functioning unsubscribe link
• No purchasing of email lists: Sending to purchased lists is illegal in the EU and severely damages the sender’s reputation
• Data processing agreement (DPA): Must be concluded with the email tool provider (Brevo and Mailchimp EU offer this as standard)
• Transparency about data processing: privacy policy must explain newsletter operation

Violations of the GDPR in email marketing can result in fines of up to 20 million euros or 4% of annual global turnover. Choosing an EU-based email provider (e.g. Brevo with a server in Germany/Belgium) simplifies compliance considerably.

More on the topic: Funnel marketing – Newsletter marketing – Generating leads – Performance marketing – Webpush notifications

Related articles

• Social media agency – services and contact
• Performance marketing: ROAS, conversion and strategy for companies
• Social media marketing for SMEs: strategy and budget
• Calculate social media ROI: Formula and examples
• Contact us: Request a free initial consultation

TV advertising: How does it work?

Was willst du kommunizieren und wie?

Do you want to book advertising on television? The process is more complex than with digital ads, but it is manageable thanks to a clear structure. It starts with strategic media planning, continues with the creative production of the spot and ends with the booking of the broadcasting slots and the subsequent performance analysis. In contrast to online performance marketing, the focus here is often on branding, with modern tracking methods now also making direct sales impulses measurable.

How to switch on TV advertising:

• Definition of the target group and selection of suitable channels
• Conception and storyboarding of the commercial
• Production in high-end quality (4K/Cinema standard)
• Media buying and negotiating discounts
• Monitoring the impact and measuring the effect

From TV commercial to scatter effect!

From TV commercial to scatter effect (free of charge), like here from our cases:

Agency: Production & Media Buy

A full-service agency takes the complexity off your hands. While photo and video production creates the creative basis, media buying takes care of the best broadcasting times at the best price. We see ourselves as a bridge between your brand and the major marketers. The process is divided into clear phases:

1. Planning the TV commercial: Strategic orientation and objectives.
2. Creative phase: Creation of script and storyboard.
3. Production: Shooting, editing, voice-over and color grading.
4. Media planning: Selection of broadcasting environments and time slots.
5. Radiance: Technical handling and reporting.

These are the typical 5 steps to a TV commercial.

Planning the TV commercial – Step 1

During planning, we determine who we want to reach. Is it the broad masses on RTL or ProSieben, or are we looking for the niche on channels such as n-tv or Welt? We analyze the viewing habits of your target group and often combine these findings with data from your marketing consultancy in order to exploit synergies. The goal: a commercial that is not only seen, but stays in the mind.

Weeks before, the planning:

Spot production

A TV commercial has to be technically perfect. There is no second chance for a first impression. We rely on professional equipment and experienced teams. We often integrate UGC elements or influencer scenes to make the commercial more approachable for younger target groups. Today, a good TV commercial is usually the basis for “snackable content” on social media channels.

Booking and playout

At Media Buy, we negotiate for you. Thanks to our network and many cases, we have access to attractive conditions. We make sure that your spot runs in environments that strengthen your brand. We also consider “prime-time” vs. “off-prime” slots in order to achieve the maximum frequency for your budget. Coupling with Google Ads (search triggers during the broadcast) is also essential here.

Analysis and optimization

After the campaign is before the campaign. We use direct response tracking to analyze how many users visited your website after the broadcast. We compare the cost per contact (CPM) with other channels such as YouTube Ads in order to evaluate the efficiency of TV advertising in the overall structure. This is the only way to clearly illustrate the ROI (return on investment).

Working with prominent faces?

Sometimes a celebrity or influencer can help to build instant trust. Well-known faces act as “testimonials” and can convey the advertising message more credibly. Especially for new brands on the market, a prominent face provides the necessary “social proof” that would otherwise take years to build up. We support you in selecting and contracting the right personalities.

Prices: What does TV advertising cost?

The question that interests everyone: How much does it cost to run TV advertising? Prices vary enormously and depend on the audience, the time of day and the channel. While a slot during a World Cup final costs millions, regional stations or niche channels are surprisingly affordable. We calculate transparently for you so that you don’t get any surprises.

Example small TV station ~ 2.500 € – 5.000 € / day

Niche channels (e.g. special interest, regional or news) offer a favorable entry point to reach a top target group without high wastage.

• Lower production costs possible
• Very targeted approach (e.g. business context for news channels)
• High repetition rate of the spots
• Ideal for regional test campaigns

Example large TV station ~ 50,000 € – 250,000 € / day

Investing in the top 5 channels (RTL, ProSieben, etc.) buys massive attention. This is about national awareness in the shortest possible time.

• Maximum reach (millions of contacts per spot)
• High branding effect and prestige
• Perfect for product launches
• Strong synergy effects with e-commerce campaigns

The goal: more sales and deliveries:

Campaign broadcasting: From TV to social media

A modern TV commercial is just the beginning. We extend the campaign from “out of home” or the TV screen directly to the home on the smartphone. With TikTok ads, Instagram ads and suitable content, we create a seamless customer journey. If the user sees the ad on TV and finds the matching ad in their feed shortly afterwards, the likelihood of purchase increases massively.

Your TV agency & contact

As a holistic marketing and advertising agency, we are always “cutting edge” thanks to our numerous cases. We know what works in practice because we manage major brands ourselves. Why hire an agency? Because it saves time, nerves and money. We know the pitfalls in planning and production and ensure that your budget is used optimally.

• Agency contact
• YouTube & Video Strategy
• Use UGC for TV commercials

Remarketing with direct messages: Webpushes

In times of declining organic reach on platforms such as Facebook or Instagram, Webpush offers a direct pipeline to customers. While with Instagram Ads you have to pay for every new click, with Webpush you build up your own pool of valuable contacts that you can reactivate “for free”. This makes this channel the ultimate lever for maximizing profits in e-commerce.

Webpush notifications: What is it?

Let’s start from the beginning: What is a web push? They are short click messages that appear directly in the browser (Chrome, Safari, Firefox) or on the desktop without the user having to actively surf your site. Once allowed with one click (“opt-in“), you have a direct line to the customer, which is technologically reminiscent of the classic SMS, but graphically much more appealing.

And how does that work?

Behind the facade, Webpush uses so-called service workers. These small scripts run in the background of the browser. For you as a store operator, this means that your message reaches the user even when the tab of your store is closed. This is a decisive advantage over conventional on-site marketing measures.

• No app installation necessary
• One-click subscription
• Works on mobile and desktop
• Highest priority in the field of vision
• Minimal technical overhead

The goal is always clearly defined: More reach, more qualified leads, more sales and a sustainable sales boost for your company. It’s about turning “lost traffic” into loyal customers.

More conversion: customers, sales, branding

This is exactly what makes it so magical for many marketers. Just like in newsletter marketing, or more precisely in email marketing, you collect more and more good contacts and can thus get more customers and generate sales. The big difference: the inhibition threshold is much lower with webpush, as the user does not have to type in an email address.

Using psychological triggers

Webpushes use the principle of exclusivity and urgency. When a message pops up directly on the screen, it generates an immediate reaction. In combination with sound marketing advice, campaigns can be developed that pick up the user at exactly the right moment in the customer journey.

• Reactivation of existing customers
• Increase brand awareness
• Direct sales impulse
• Automated shopping cart reminder
• Better click rates than social
• Higher transaction values
• Increased customer lifetime value

Set up Webpush and send messages

Notifications can be sent to everyone, but the real power lies in personalization. Segmentation can also be carried out here – in lists, tags and behavioral patterns, very similar to a professional email funnel structure. The more relevant the message, the higher the conversion.

Example setup furniture store

This is what a strategic example setup for an online store could look like, let’s say from the furniture and furnishings sector:

• Visit the category “Sofa” -> Automatic tag: Living room interest
• No purchase made -> Push after 24h with set-up tips
• Shopping cart abandonment -> Push after 30 min: “Your sofa is still there!”
• Purchase completed -> Tag: Buyer (exclusion of sale pushes)
• After-sales -> Push after 14 days: “Cushions to match your sofa?”

The visual design plays a key role here. The integration of UGC content (user-generated content) in the push images increases trust and the click rate enormously, as it appears more authentic than pure product photos.

Who are typical providers for Webpush?

• OneSignal
• Firebase Cloud Messaging
• PushEngage
• Pushwoosh
• Airship
• Webpushr
• SendPulse
• CleverPush

No matter where, it arrives.

Advantages over traditional channels

In direct comparison to measures such as TV, radio or print, you have virtually no wastage with Webpush. It is digital precision marketing. It’s more like remarketing: you only send your messages to people who have already shown an interest in your brand.

Reach customers directly on mobile & computer

Webpush works on Android devices like native system messages. With additional optimization for Google Ads traffic, you can immediately convert users who come via a search into push subscribers. For iOS users, it is often advisable to add your own store app in order to use native app pushes, which massively strengthens customer loyalty.

• Presence on the home screen
• Push despite lock screen
• Native system integration
• High user acceptance
• No wastage due to ad blockers
• Independence from postage costs

Strategic advantages at a glance

Let’s take a closer look at the strategic advantages to ensure long-term e-commerce success:

• Independence: You are not dependent on the goodwill of Facebook algorithms.
• Speed: A breaking news item reaches thousands of customers in milliseconds.
• Efficiency: The costs per conversion are often 70% lower than with Facebook Ads.
• Data protection: GDPR-compliant, as anonymous IDs can be used instead of real names.
• Synergy: The perfect complement to TikTok consulting to turn virality into sales.

Integration into the multi-channel strategy

A modern online store can no longer operate on a single track. Webpush acts as the golden bridge between high-traffic channels such as TikTok Ads or YouTube Ads and the final checkout. If users come to your store via a creative campaign but are not yet ready to buy, Webpush is your “safety net”.

Using push for content marketing

Not every push has to be a “buy me” offer. Use the channel for your content marketing. If you publish valuable guides, new video productions or lookbooks, a push provides an immediate traffic peak that can also have a positive impact on your SEO rankings.

• Lightning-fast indexing signals
• Immediate traffic peak for new posts
• Using social media synergies
• Send regular added-value impulses
• Strengthening community ties

Webpush in recruiting: finding new ways

An often underestimated field is the recruiting agency work. Potential applicants who are browsing your career site can also be informed about new job offers via Webpush. In combination with social recruiting on platforms such as LinkedIn, this creates a powerful tool to combat the shortage of skilled workers.

Automation and AI in Webpush

The future belongs to automation. Modern systems use artificial intelligence to determine the optimal delivery time for each individual user. If a customer is statistically most ready to buy at 8 p.m. in the evening, the push will be delivered at precisely that time. This is performance marketing at the next level.

• AI-controlled shipping times
• A/B testing of headlines
• Automated product recommendations
• Smart retargeting without cookies

Why Webpush is indispensable for online stores

My opinion: If you want to grow in e-commerce today, you cannot rely solely on the expensive acquisition of new customers.

“Profitability lies in the efficiency of reactivating existing customers.”

Webpush is the most direct, fastest and most cost-effective tool for this. It closes the gap that email marketing and social media often leave open.

As a specialized agency, we help you not only to implement Webpush technically, but also to develop a psychologically sound strategy that sustainably increases your conversion rate. From the initial welcome to the after-sales funnel.

• Agency contact
• Book an Instagram consultation
• Develop TikTok strategy

Trade fair marketing: more than just collecting business cards

The success of a trade fair is often decided months before the first day. Many companies rely on the organic flow of visitors to the exhibition hall – not us. We use targeted Google Ads targeting and social media campaigns to inform your target group in advance and arrange fixed appointments at your stand. This turns your trade fair stand into a highly efficient sales hub.

Digital storytelling before/during/after your trade fair stand

In a noisy exhibition hall, the winner is the one who tells the best story. We integrate professional video production for YouTube, TikTok and Instagram directly into your stand concept.

“Many trade fair appearances fizzle out, weeks of planning for a few hours. We use the full effect over weeks and months for marketing.”

Stephan M. Czaja, Social Media One

Live streams, interactive screens and exciting content ensure that the reach of your presentation does not end at the hall walls, but is scaled globally. A visit to the trade fair becomes a multimedia experience.

• Strategic advance communication (social ads & newsletter)
• Interactive stand concepts (AR/VR & touch screens)
• Live content production on site
• Lead tracking in real time
• Follow-up through automated e-mail funnels

Stand construction: architecture meets marketing psychology

Perfect for brand building, even in e-commerce, an exhibition stand has to do two things: it has to stand out and it has to work. Our team combines architectural expertise with sales psychology knowledge. Where do we place the eye-catchers? How do we guide the flow of visitors? How do we create zones for discreet consultations? Every square metre is optimized so that it contributes to your e-commerce goals or your brand awareness.

Sustainability and modularity

Modern trade fair concepts must be flexible. We develop modular systems that work both at a large leading trade fair and at smaller specialist conferences. This saves costs in the long term and conserves resources. In combination with a strong event sponsoring package, your stand becomes the central focal point of the entire event.

Influencers & VIPs at your trade fair stand

Nothing attracts more visitors than famous faces. Thanks to our deep network as an influencer agency, we bring the right creators directly to your stand. A selfie with a well-known face or an exclusive panel discussion on site ensures immediate attention on social media and physical queues in front of your display.

Content production for maximum extension

While the trade fair is running, we produce high-quality content. Short interviews, product presentations or customer testimonials are immediately prepared for TikTok Ads and Instagram Reels. This allows you to reach decision-makers who cannot be there in person this year but are watching digitally.

• Invitation of key opinion leaders
• Live interviews and podcasting at the stand
• Backstage insights for followers
• Coordination of press interviews

And / or directly with influencers, as here in the case with Toyota:

Trade fair trends: hybrid & digital first

The trade fair of the future is hybrid. We use technologies such as webpush notifications to address trade fair visitors within a certain radius directly on their smartphone (geo-fencing). In this way, we actively direct traffic to your location. Anyone still relying on the “hope” principle today will lose out to competitors who push their presence digitally.

Lead management 2.0

The biggest problem after a trade fair? The “dead leads”. Piles of business cards that are only processed weeks later. We implement digital capture systems that immediately send a personalized follow-up email via your email marketing funnel. While the visitor is still at the trade fair, they already have your digital lookbook in their inbox.

Costs and budget planning for trade fair appearances

A trade fair appearance is an investment. We ensure full cost transparency. Instead of hidden fees, we calculate fixed costs: stand construction, logistics, personnel, technical equipment and the accompanying online marketing. Our goal is a positive ROI. We compare the costs per trade fair lead with your Facebook Ads costs in order to constantly optimize the efficiency of your marketing mix.

5 pricing factors

1. Stand rental and location quality in the hall
2. Complexity of the stand design (individual vs. system)
3. Technology package (LED walls, sound, IT)
4. Accompanying marketing budget (pre- & post-fair)
5. Personnel and catering costs

It always starts with the concept:

Cross-media: From the trade fair to the online store

Trade fairs are branding, but in the end it’s sales that count. We use physical contact to draw users into your digital world in the long term. With exclusive trade fair discount codes that can only be scanned on site, we track exactly which trade fair visitors will later make purchases in your store. This is the perfect combination of the analog world and modern TikTok consulting for e-commerce success.

Our trade fair agency: Your advantage & contact

Why Social Media One as a trade fair partner? We are not just a trade fair construction company and not just an online agency – we are both. Thanks to our numerous cases in the field of brand building and millions in sales with private labels, we know how to inspire people and persuade them to buy. One agency for everything saves you time, minimizes frictional losses in communication and ensures an absolutely consistent brand image. We are “cutting edge” because we bring the latest trends from social media directly into the exhibition hall.

Ready for the perfect appearance? We plan, build and market your next trade fair success.

• Contact us directly
• Book a speaker for your trade fair event
• Develop UGC strategy for trade fairs

Streaming advertising: What is it actually?

The term streaming advertising (often also called connected TV or CTV) refers to the display of video ads within digital content that is streamed via the Internet. Streaming & Media Strategy

“The special feature: The advertising is not linked to a fixed broadcasting schedule, but to the individual user.”

Stephan M. Czaja, Social Media One

Thanks to state-of-the-art data analysis, we know who is sitting in front of the screen and can adapt the ad accordingly. This is performance marketing on the big screen.

Commercials without zapping away: The “lean-back” experience

One of the biggest advantages of streaming advertising is its high level of acceptance. As many ad-financed subscriptions are significantly cheaper, users accept short, relevant ad breaks. Unlike on the web, where ad blockers or fast scrolling make ads invisible, in streaming the ad is usually viewed in full. The completion rate here is often over 95%. In combination with marketing consulting, we develop concepts that utilize precisely this undivided attention.

• Pre-roll: Advertising before the start of the movie
• Mid-roll: Short interruptions in the middle
• Pause ads: still images when the user pauses the movie
• Interactive overlays: direct purchase via remote control
• Sponsorship of entire series marathons

Netflix, Disney+, Paramount+ & Co.

The presence on Netflix, Disney+, Paramount+ & Co. is a game changer for your branding. It is fundamentally different from traditional TV advertising, which is often only perceived as background noise. Compared to radio advertising or large-scale OOH (Out of Home) advertising, streaming offers the opportunity to place interactive and highly personalized video ads directly in the living room of your target group. As an agency, we control your campaigns with pinpoint accuracy to achieve maximum impact.

Targeted advertising instead of broadcasting schedules:

Sports events and live streaming

Live sport is the last great bonfire of media consumption. When millions of people watch a top game at the same time on platforms such as DAZN or Amazon Prime, enormous advertising opportunities arise. Here we combine streaming ads with advertising at sporting events. Whether through digital overlays during the live broadcast, classic spots during half-time breaks or stadium advertising captured by the cameras – the visibility is huge.

Event sponsoring in the digital age

Strategic event sponsorship in the streaming sector makes your brand the official partner of the fan experience. This creates an emotional bond that purely functional advertising cannot achieve. We coordinate the placement of your brand in an environment that breathes passion and loyalty. This can be perfectly flanked with UGC content on social media to extend the fan experience.

Targeting: Surgical precision

The biggest lever in streaming is targeting. We don’t just book “airtime”, we buy “audiences”. Do you want to reach young families who are interested in sustainable furniture? Or technology enthusiasts who are looking for a new smartphone? Linking first-party data from streaming services with your own store data (e.g. from the email funnel) creates a highly efficient approach.

TV streaming vs. traditional TV

While traditional TV often works according to the “watering can principle”, TV streaming allows granular targeting. We can target campaigns according to zip codes, household income, interests or even previous purchasing behavior in the e-commerce sector. This reduces wastage and massively increases the ROI of your advertising spend.

• Geo-targeting at neighborhood level
• Behavioral targeting (interests & hobbies)
• Contextual targeting (suitable for the movie genre)
• Retargeting of website visitors to the TV
• A/B testing of different spot versions

Streaming services & costs

The costs for streaming advertising are more flexible than many people think. Instead of rigid fixed prices, we often work with the CPM model (price per thousand contacts). This means that you only pay for actual impressions. Prices vary depending on the platform, exclusivity of the content and depth of targeting. As an agency, we negotiate with the major networks on your behalf and ensure the best prices.

Example: Campaign budgeting

Even with moderate budgets, impressive results can be achieved in streaming, as the quality of the contacts is significantly higher than with short social media clips. A well thought-out Google Ads strategy also catches the search queries that arise when users have seen your ad on TV.

• Exclusive access to premium inventory (Blockbuster)
• Transparent billing according to impressions
• Scalability from local to national
• Complete control over the frequency (frequency capping)

Spot production for the big stage

A streaming commercial must be of high quality. It runs between Hollywood productions and must not look like a cheap advertisement. Our photo and video production experts create spots that are visually impressive and at the same time use the sales psychology of modern marketing. We make sure that the content can also be adapted for YouTube Ads or TikTok Ads.

Synergy with social media & performance

Streaming advertising unfolds its greatest power in combination. A user sees your ad on Disney+ during a family evening. The next day, they are reminded of the product by Instagram ads on their smartphone. This multi-touchpoint approach ensures an enormous increase in the conversion rate. We link these channels to create a seamless customer journey.

Retargeting to the TV screen

Did you know that we can target users who have visited your store with a spot on their next streaming evening? This cross-device retargeting is one of the sharpest weapons in modern marketing. It strengthens branding and drives users back into your sales funnel.

Streaming Advertising Agency & Contact

Why choose Social Media One as a partner for your streaming campaigns? As an advertising agency, we are always “cutting edge” thanks to our numerous cases and own brands in the double-digit million range. We first test new formats ourselves before recommending them to our clients. An agency not only saves you time in the complex planning and booking process, but also optimizes your costs through professional media buying and technical expertise.

Ready for the big screen? Let’s bring your brand into the living rooms of your target group together.

• Contact agency
• TikTok strategy for video synergies
• Webpush as a supplement to the video impulse

Out Of Home: What is it actually?

Was willst du kommunzieren und wie?

Out of Home (OOH) encompasses all forms of advertising that reach consumers outside their own four walls. The spectrum ranges from traditional posters at bus stops to huge digital screens on highways and creative guerrilla campaigns in pedestrian zones.

“The decisive advantage: OOH cannot be ‘clicked away’ or suppressed by an ad blocker and you can reach many people across regions quickly.”

Stephan M. Czaja, Social Media One

It is a medium for the masses, but one that can be targeted more and more precisely thanks to modern data analysis.

The evolution of outdoor advertising

Outdoor advertising used to be static and cumbersome. Today we talk about DOOH (Digital Out of Home). This means that advertising spaces are networked, can be displayed in real time and even adapt their messages to the weather, time of day or current news. If you are an e-commerce agency, you can combine physical presence with digital agility.

• Classic billboards (large format, city light)
• Digital screens (DOOH) in city centers and train stations
• Transport advertising on buses and trains
• Ambient media in fitness studios or restaurants
• Large-format facade banners

Look away? Impossible.

Posters: the classic with oomph

Despite digitalization, the classic poster remains a giant. The “billboard” is the standard measure of outdoor advertising. With a clear message and a strong visual concept, you can dominate an entire city within a decade (10-day booking period). The interplay of image and short message is important here. As passers-by often only look for a few seconds, the design has to pop. A link to your marketing advice or a QR code can build the bridge to digital conversion here.

Screens: Digital outdoor advertising (DOOH)

The future belongs to screens. Outdoor advertising on screens is flexible, bright and extremely eye-catching. Movement in the motifs automatically attracts the human eye. This enables us to tell short stories or even integrate dynamic feeds (e.g. “Only 3 beds available”) directly into the cityscape.

Pillars and screens in the city

Today, modern City Light columns are often fully digital stand-alone screens. They are located at highly frequented intersections, in pedestrian zones or at central transfer points. Here we reach people in a waiting or strolling situation. The attention span here is higher than in flowing traffic, which offers space for more detailed messages or appealing photo and video productions.

Book screens in the kiosk: Hygh & Co.

An absolute insider tip for lifestyle brands and start-ups is booking screens in kiosks or late-night shops (e.g. via providers such as HYGH). The target group here is young, urban and affluent. The screens often hang directly in the shop window or behind the checkout – exactly where purchasing decisions are made. This is the perfect complement to an Instagram consultation, as the look of the ads can often be adopted one-to-one.

Where to book? How to book? That’s what we’re here for!

• Contact us

Events & Sponsoring

Outdoor advertising doesn’t just take place on streets, but where emotions are cooked up: At events. In the sports sector in particular, we achieve an enormous leverage effect through advertising at sporting events. People are in a positive mood, attentive and identify with the environment. This is transferred directly to your brand.

• Stadium advertising: Become part of the fan culture with perimeter advertising and video wall presence.
• Event sponsorship: Position your brand as an enabler of great experiences through targeted sponsorship.
• Promotional campaigns: Use OOH spaces as an anchor point for physical sampling campaigns.

BILD & Co.: The power of the big media

If you want maximum authority, combine OOH with a presence in the major leading media. A campaign that takes place on posters as well as in BILD or on its digital portals creates an “everywhere presence”. This is the gold standard, especially for national product launches or political campaigns. We coordinate these massive bookings and ensure consistent branding across all channels.

Campaign transfer: From OOH to social media

The most modern approach in the OOH sector is digital extension. We bring outdoor advertising directly to the home on the smartphone. Using geo-fencing, we can later target users who have walked past a particular poster with TikTok Ads, YouTube Ads or Instagram Ads.

The cross-channel funnel

A user sees your giant poster at Alexanderplatz (impulse). In the evening on the couch, they watch a UGC video about this very product (trust). The next day he searches Google and finds your store (purchase). This cycle is what we perfect for our customers. OOH is the igniter that massively increases awareness.

Planung ist die halbe Miete!

OOH Strategy: Planning & Prices

The costs for outdoor advertising depend heavily on the location and frequency (G-value). A large space in a small town is inexpensive, while a digital screen on Munich’s Stachus requires a high investment. As an agency, we analyze the heat maps of the cities and select precisely the locations that are relevant for your target group. In this way, we avoid wastage and maximize the impact per euro invested.

• Location analysis based on movement data
• Creative check: Does the design work at a distance?
• Bundling of bookings for better conditions
• Coupling with Google Ads for direct search catch

Your OOH agency & contact

As a holistic marketing and advertising agency, we are always “cutting edge” thanks to our numerous cases. We manage our own brands in the double-digit million range and therefore know exactly how outdoor advertising affects sales. Why commission a specialized agency? Because we take care of the planning, graphic handling and tough negotiations with the marketers (Ströer, Wall, etc.). This saves you time, nerves and ensures significantly better prices.

Let’s put your brand in the public eye together and connect the analog world with your digital success.

• Agency contact
• TikTok strategy for OOH support
• Route leads from OOH into the funnel