14.05.2024

OMR 2024 – A Festival of Contradictions

70.000 marketing experts and those who want to become one came together over two days at the Hamburg Messegelände for the mega event of the communications and marketing industry.

At this perfectly organised event with a festival vibe, one thing stands out above all else: It is an event of contradictions.

1. ANALOGUE/REAL LIFE VS DIGITAL

Of course, AI was also the main topic at OMR. The new tools for content creation and editing are being made accessible to the masses at an unprecedented level.

“Experts estimate that up to 90% of online content could be AI-generated by 2026.”

Average content becomes a mass product with little to no effort. It is therefore all the more important to put an above-average amount of creativity into your projects – but this also means an above-average amount of effort.

„Mediocrity is now free“

When digital content lacks individuality or ‘humanity’, real-life naturally becomes more important. An AI may compose a catchy tune in seconds, but it is the live performance of the artist that brings the song to life. The memories and emotions that you experience at festivals cannot be replaced by an AI-generated fantasy. It doesn’t stop with music. OMR founder and CEO Philipp Westermeyer surprised the audience with an interesting fact in his keynote “State of the German Internet 2024” that reveals: Young target groups are also looking for alternatives to the digital world.

“Half of the people at this year’s book fair were under 30, which is younger than the people here at OMR.”

2. PERSONALIZED CONTENT VS DATA COLLECTION/DATA PROTECTION

It has never been easier to personalize content perfectly to the target group. Should the product be presented in a winter landscape or in front of the Eiffel Tower? Should the jingle be rock or rap? It won’t be long before films can be lip-synced in all languages. AI makes it possible. Whether TikTok or Netflix, the algorithm should provide everyone with content that is perfectly tailored to their interests. And users expect exactly that. However, one thing is often forgotten. A huge amount of data is needed for a personalized content approach.

Getting access to this information has become increasingly complicated in recent years. Data protection regulations in the EU are forcing tech companies like Meta and Google to store less and less user information. People have become more aware of the issue and have a legitimate interest in what happens to their data. But collecting data is not a categorical no-go. However, a growing relationship of trust between business and customer is necessary. Free streaming services such as YouTube or Samsung TV Plus offer freely accessible content and are financed by advertising. In addition, user data can be collected via smart TVs, which in turn can be used in other areas of the company. As long as everything is communicated transparently.

„The value exchange of advertising for free streaming is becoming increasingly relevant and accepted by users. Only 8% of users do not accept advertising in a free environment.“

 3. REACH VS EXCLUSIVITY

The battle for the streaming market is still in full swing. Giants such as Netflix, Disney, and Apple are competing in Germany with national providers like RTL, ProSieben, MagentaTV, and the public service broadcasting. There are two different approaches.

Joyn, ARD, and ZDF are focusing on cooperation. The aim is to create a super streamer like the one already established by MagentaTV, for example. In order to be able to keep up with the global mega-brands as a domestic player, the content provided by several broadcasters is bundled. One place – all content. The aim is to maximize reach. ARD and ZDF are presenting a joint technical platform for this purpose. It is open source, accessible to all, free of charge, and customizable. In this way, data is collected and a technical foundation is laid on which all partners can build.

„Such a solution was originally planned for the middle of the next decade. We are now certain that this will happen much sooner. Because otherwise, we’ll be left in the hands of big tech companies.“

In contrast, RTL+ is trying to follow a similar path as Netflix. Exclusive content with a paid subscription. Content as a unique selling point. What you can see on RTL+ is only available there. 5,3 million paying subscribers have been won over so far. Netflix recently had 35,5 million subscribers in Germany.

4. TIKTOK VS PODCASTS

Over 20 million people use TikTok in Germany. Growth continues and seems to be stopped only by a ban debate like the one in the USA. TikTok is a news platform, music streamer, search engine, and entertainment provider. The way content is consumed on TikTok influences our viewing behavior. Even on other platforms. New studies are constantly finding that attention spans are becoming shorter and shorter.

„The attention span is now under 3 seconds, which is less than that of a goldfish. Twenty years ago, it was at least 12 seconds.“

A one-sided development? Not by a long shot. After all, the growth of podcasts stands in stark contrast to this. The hype driven by the coronavirus has waned somewhat. But the market remains strong. And there is something for everyone. Every niche, no matter how small, has its own podcast. The sports sector in particular is attracting enormous interest – and in the year of the European Football Championships in Germany, this naturally includes football.

„There are around 1.500 sports podcasts in Germany. More than half of them talk about King Football.“

Podcasts thrive on personalities. The feeling of sitting on the couch with friends and being able to listen to them in a relaxed conversation. An ideal environment for companies – brand safe, target group-orientated, and authentic.

In the end, it’s not TikTok OR podcasts, but both. Video highlights are edited thanks to AI tools and provided with automatic subtitles. The clips are then accompanied by platform-appropriate music and one episode of podcast content is enough for a week of TikTok. This is how content marketing works in 2024.

Between digital automation and human authenticity

OMR 2024 shows that today’s marketing is a complex field full of contrasts, from digital automation to an increased need for authenticity. The challenge remains for marketers to adapt in this rapidly changing landscape without losing the human connection that creates real experiences and lasting memories.

 

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Ronny Buruck

Junior Social Media Manager

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