Netflix’s announcement to offer ad-financed subscription models in the future has caused quite a stir. Yet, how much potential does the offer actually hold? And does this refer to a blatant disruption of the video market or will we, for now at least, hardly see any change for linear TV broadcasters? CROSSMEDIA strategist Florian Holub offers various perspectives for the German market.

The strong focus on short-term sales success has resulted in brands slipping into a dangerous imbalance – our Crossmedia Xccelerate strategy unit experts are convinced of this. To develop their full appeal, brands need time. And they also need brand managers who have the courage to be guided by more than just quick wins and quarterly figures. In this interview*, Florian Holub and Daniela Pohle tell us what the perfect balance between activation and branding looks like, and why brand has always been an integral part of Crossmedia’s media planning.

There is a new trend in Ad Land that, at first glance, seems so self-evident and almost mundane that the modern marketeer spontaneously tends to sweep the topic right off the table. Florian Holub, Director Strategy & Analytics at CROSSMEDIA XCCELERATE, on how much attention consumers are really paying to advertising and on the demands…