Insight

Insights

What strikes us in marketing, media and technology.

Server-side tracking: why your data no longer adds upAd blockers, cookie banners and browser restrictions cost you a sizeable share of your measurement data. With server-side tracking you get… LinkedIn or Meta: where do you reach B2B decision-makers?Your B2B audience is on LinkedIn, but that is also where it is most expensive. What the numbers say about reach and costs on LinkedIn and… Founder as a Brand: why the founder is your strongest channelPeople follow people, not logos. Why the founder is often a company's strongest channel, and how to keep it up. How to split your media budget the right wayMore budget does not automatically mean more channels. How to split your media budget between reach and conversion, and how to see… Black Friday checklist: what to sort out nowBlack Friday falls on 27 November this year. If you only start building campaigns now, you will pay top price per click. These seven… Google I/O 2026: what marketers need to knowEvery month 2.5 billion people use AI Overviews in Google, and AI Mode reached 1 billion users within a year. What… More users, more doubt: social media in 202614.6 million Dutch people use social media, for two hours a day on average. At the same time, 5.5 million want to spend less time on it… Should AI have a newspaper subscription too?AI fetches news through crawlers, often without the reader ever visiting the newspaper. So should AI have a subscription to… From face to film: AI video in three stagesMost people use AI video in the wrong order. Build the character first, then the images, then the motion — the… AI architecture: a must for every business?Why separate AI tools grow into chaos, and what an AI architecture solves. On data, processes and the difference between… Branding vs. Performance: what works?Brand building or direct results? Why it is the wrong question, what research says about the 60/40 split and how to strike the balance… Connected TV: the future of television advertisingStreaming puts TV advertising within reach without a budget in the millions. On shoppable ads, targeting and what Connected TV means for your… SEO vs. GEO: Generative engine optimisationSearch engines increasingly give the answer themselves. What Generative Engine Optimisation is and how to make sure AI picks up your content… What does a modern media campaign look like in 2026?From the Purple Crocodile to performance marketing. Why the best campaigns combine brand building and results, and where AI does and… Customer loyalty is alive and kickingCustomer loyalty is not dead, but it has changed. On community, service and why customer lifetime value is the KPI that counts. Virtual influencers: Smart, or a no-go?AI influencers work day and night, in every language, without mistakes. But they lack what human creators do have. The trade-off on a…

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