Goldbach Round Table is dedicated to addressing relevant, specific target groups

Vienna, November 27, 2024: Addressing selected target groups precisely with relevant messages is becoming increasingly important in the digital age. As technological possibilities continue to grow, so do the challenges: How can digital advertising be made specific, relevant and measurable at the same time? Is “One2SpecificMany” the new standard in targeting? And how can this be implemented on individual screens? What are the advantages for advertisers and consumers?

These and other questions were addressed at the most recent Goldbach Round Table under the motto “Specific. Relevant! Addressing target groups further. And implemented.”, which was organized by media marketer Goldbach Austria.  Over 100 invited industry representatives from marketing, advertising and media took part in the event, which was held on November 27 in the Lighthouse10 of the Haus des Meeres.

“Addressing relevant target groups in the right situation on the right screen is becoming a key challenge in digital marketing. With the round table, we want to offer a platform to shed light on this complex topic from different perspectives and find new solutions together,” explains host Josef Almer, Managing Director of Goldbach Austria.

Top-class impulses and practical insights

The highlights of the event were three varied keynotes and the presentation of practical cases by the Goldbach Sales Team.

Ruth Pauline Wachter, speaker and Transformation Catalyst Behaviorist, emphasized the importance of a willingness to innovate, especially in the dynamic media landscape, in her introductory presentation “The courage to unlearn: overcoming status quo bias to be successful tomorrow”. In her opinion, the key factor in overcoming the status quo bias, in line with the “PARC model”, is the combination of the right people in the right positions, the use of data and tools, continuous adaptation and the corresponding corporate culture.

Christian Gstöttner (OBSCURA) presented creative approaches for more target group relevance under the motto “Relevance for brands through creation”. He emphasized that performance marketing is standard today, but that brands must increasingly differentiate themselves through attention-grabbing creation. “A successful interplay between creation and technology creates real added value and enables target groups to be addressed in a targeted and effective manner,” said Gstöttner.

Sebastian Gutmann (AIM3) provided detailed insights into the possibilities of smartDCO (Dynamic Creative Optimization). This technology adapts advertising media in real time to situational factors such as location, time or temperature and thus enables maximum relevance across all digital channels. He pointed out that there is a lot of data available in companies and that it just needs to be used correctly.

The response to the event underlines the importance of the topic: “The large number of participants and corresponding feedback from the market show that precisely addressing target groups is not just a trend, but a necessity. We are proud to be actively involved in shaping this topic,” summarizes Josef Almer. “Change is important and affects us all - especially in the digital age, which is constantly creating new technological possibilities. All the more reason for us to appreciate the courage of our customers and partners, with whom we can move out of our comfort zone and tread innovative paths together.”

In the concluding talk with the screen experts from the Goldbach Austria team, creative cross-media implementation examples were presented under the headline “Specific and relevant on all screens”. These impressively illustrated the interplay between technology and creation and proved that the new possibilities for advertising campaigns really do work. A key point here is the transition from channel-based thinking to cross-screen campaigns. Digitalization opens up many opportunities to play all screens in a coordinated manner, to use technologies and to reach target groups with the right message at the right time on the right device and thus play out relevant advertising.

The decisive question was ultimately whether “One2SpecificMany” has established a new standard in addressing target groups, which ultimately enables greater relevance for advertisers and consumers. There was a consensus that creation and technology need each other and that the best possible collaboration with all relevant players, from media agencies and marketers to technology service providers, as well as the early involvement of creation, produces the best results. After all, the channel alone is no more the only story than good creation without a strategic basis. Relevant advertising is therefore essential in order to remain relevant as a provider. Sticking to the tried and tested, on the other hand, prevents you from keeping up with new technologies or even creating innovations yourself.

Goldbach Austria is constantly planning further formats and will continue to play its pioneering role responsibly in order to actively shape the future of target group communication.

To the photo gallery