Marketing, AdTech & Social Media Management

Neu-Isenburg – November 12, 2026 -- A three-month online ad campaign run by an external agency generated only four customer inquiries for one company, even though the ads were shown frequently and drew numerous reactions, according to Tobias Riedl, founder of Riedl Webmarketing. Most of the response consisted of "likes" that had little relevance for winning customers, yet the agency rated the campaign positively and recommended continuing it unchanged.

Impressions and clicks do not show whether ads win customers

Impressions only measure how often an ad was displayed, Riedl said. Clicks and reactions do not show whether new customers result. Even four inquiries are not automatically a poor outcome, he said; what counts is the campaign cost, whether the leads fit the offer, and whether they turned into profitable orders.

Munich – November 12, 2026 -- Some 48 percent of internet users aged 16 to 29 already buy products through social networks, according to a Bitkom study cited as the Bavarian Regulatory Authority for New Media (BLM) opened its Forum Medienpädagogik conference in Munich today.

Influencers present products in Reels and Stories that are often barely distinguishable from personal recommendations. The conference examines how these purchase incentives affect children and teenagers, and which skills they need to handle them independently.

BLM President Schmiege calls for binding rules on youth consumer manipulation

BLM President Thorsten Schmiege wants media education and consumer education to be combined more closely, so young people can recognize commercial interests. He also called for clear rules against companies that use mechanisms to manipulate young people's buying behavior, beyond media literacy efforts alone.