Advertising Is Dead
love
280Description
The media industry struggles with their approach to blast the consumer with an overdose of traditional advertising and tweets, fanpages and self made viral videos.
What's lacking? Creativity on the advertiser's side, a deep love for the customers and understanding of the brand's fans.
What's lacking? Creativity on the advertiser's side, a deep love for the customers and understanding of the brand's fans.
Why this speaker?
Axel Schmiegelow is a serial entrepreneur from Europe, focused on the web, social media, and software. He is also a Chairman representative of several tech and media Associations in Germany.
Most recently, Axel was co-founder (in 2006) and CEO of sevenload, a platform for licensed online video content operating in most European countries, the US, Turkey, and Russia. sevenload is comparable to hulu in its non-UGC approach and is distributed on most connected TV devices (Sony, Panasonic, Netgear and many others) and in social media (including Facebook). The service includes content from leading Hollywood studios and more than 1400 licensed content partners. sevenload was acquired by Hubert Burda Media in late 2010. Axel is one of three Board members at the company. Having studied Law with majors in Business and Copyright Law at the Sorbonne and Cologne Universities, Axel established in 2006 the revenure share licensing model at sevenload that today is the standard in premium online video. Under his leadership, sevenload also established an advertising model that secured net CPMs higher than on TV.
As the Chairman of the IPTV Division of the Tech industry association Bitkom, Axel spearheaded efforts to negotiate a viable revenue share licensing model from European copyright agencies. As the Chairman of the Social Media Division of the BVDW (Germany's IAB), Axel successfully forged an alliance of industry players including MySpace and StudiVZ to introduce a new Social Media metric in ad measurement, the "Social Activity Index". Axel is also on the Broadcasting Council of WDR Group, Germany's public TV.
Axel has more than 15 years of experience as a consultant, agency executive and serial entrepreneur, and is considered an expert in marketing, social media and entrepreneurship. He is a regular keynote speaker at leading industry events, including CEBIT, LeWeb, Web 2.0, DLD, next, Supernova, and SIME.
Axel was the first Angel investor of Qype, the European counterpart of Yelp, and is still a member of Qype's Board. Partech, Advent, Wellington, and Vodafone are investors in Qype.
Axel's investment firm dw group was also the founding investor of social travel site itravel.de, the social fashion company armedangels, social event platform popula, and mobile couponing startup Coupies. Prior to this, Axel co-founded retail travel software company webtravel (sold to Amadeus competitor Bewotech), B2B wap and SMS gateway provider mobileview (sold to DTMS in 2005), and streaming media startup broadview.tv (sold in 2000).
The MIT is a shareholder in dw group. Axel completed an executive entrepeneurship program at MIT in 2000. 3Com and AspenTech Co-Founder Kenneth P. Morse and Bertelsmann Chairman Prof. Dieter H. Vogel are also shareholders.
dw group was founded as a multimedia consulting firm and interactive agency in 1995. A number of talented founders of the European venture scene started their careers at denkwerk, including Oliver Samwer (Jamba, European Founders Fund), denkwerk Co-Founder Jörg Rheinbold (Co-founder of ebay copycat alando), Michael Stephanblome (Co-Founder of Adjug), Gereon Frahling and Leo Fink (Founders of Linguee), and his brother Erik Schmiegelow (Co-Founder of oneview, itellity, and itravel).
In 1999, Axel, his brother Erik and Felix Hildebrand founded the world's first social bookmarking and tagging start-up, oneview, which he rolled out in 16 countries and 10 languages. It was based in San Francisco and integrated in Lycos and Altavista. Its IPO was scheduled for late Fall 2000, called off in the .com crash. After the accidental death of Felix in late 2000 and the meltdown of online advertising markets, Axel refocused oneview on a B2B offering, integrated it into denkwerk group, and by 2005 grew denkwerk into the largest independent interactive agency Group in Europe, with clients such as Nokia, Thomas Cook, and BMW. He withdrew from his operational role to concentrate on Angel investments in 2005 and co-found sevenload in early 2006. Axel has exited the agency business in an equity-backed MBO but remains a minority shareholder.
Axel studied law with an emphasis on Business and International Law at Sorbonne (Paris) and the University of Cologne. During his studies he was awarded a scholarship from the elite German Scholarship Foundation ("Studienstiftung des deutschen Volkes").
Most recently, Axel was co-founder (in 2006) and CEO of sevenload, a platform for licensed online video content operating in most European countries, the US, Turkey, and Russia. sevenload is comparable to hulu in its non-UGC approach and is distributed on most connected TV devices (Sony, Panasonic, Netgear and many others) and in social media (including Facebook). The service includes content from leading Hollywood studios and more than 1400 licensed content partners. sevenload was acquired by Hubert Burda Media in late 2010. Axel is one of three Board members at the company. Having studied Law with majors in Business and Copyright Law at the Sorbonne and Cologne Universities, Axel established in 2006 the revenure share licensing model at sevenload that today is the standard in premium online video. Under his leadership, sevenload also established an advertising model that secured net CPMs higher than on TV.
As the Chairman of the IPTV Division of the Tech industry association Bitkom, Axel spearheaded efforts to negotiate a viable revenue share licensing model from European copyright agencies. As the Chairman of the Social Media Division of the BVDW (Germany's IAB), Axel successfully forged an alliance of industry players including MySpace and StudiVZ to introduce a new Social Media metric in ad measurement, the "Social Activity Index". Axel is also on the Broadcasting Council of WDR Group, Germany's public TV.
Axel has more than 15 years of experience as a consultant, agency executive and serial entrepreneur, and is considered an expert in marketing, social media and entrepreneurship. He is a regular keynote speaker at leading industry events, including CEBIT, LeWeb, Web 2.0, DLD, next, Supernova, and SIME.
Axel was the first Angel investor of Qype, the European counterpart of Yelp, and is still a member of Qype's Board. Partech, Advent, Wellington, and Vodafone are investors in Qype.
Axel's investment firm dw group was also the founding investor of social travel site itravel.de, the social fashion company armedangels, social event platform popula, and mobile couponing startup Coupies. Prior to this, Axel co-founded retail travel software company webtravel (sold to Amadeus competitor Bewotech), B2B wap and SMS gateway provider mobileview (sold to DTMS in 2005), and streaming media startup broadview.tv (sold in 2000).
The MIT is a shareholder in dw group. Axel completed an executive entrepeneurship program at MIT in 2000. 3Com and AspenTech Co-Founder Kenneth P. Morse and Bertelsmann Chairman Prof. Dieter H. Vogel are also shareholders.
dw group was founded as a multimedia consulting firm and interactive agency in 1995. A number of talented founders of the European venture scene started their careers at denkwerk, including Oliver Samwer (Jamba, European Founders Fund), denkwerk Co-Founder Jörg Rheinbold (Co-founder of ebay copycat alando), Michael Stephanblome (Co-Founder of Adjug), Gereon Frahling and Leo Fink (Founders of Linguee), and his brother Erik Schmiegelow (Co-Founder of oneview, itellity, and itravel).
In 1999, Axel, his brother Erik and Felix Hildebrand founded the world's first social bookmarking and tagging start-up, oneview, which he rolled out in 16 countries and 10 languages. It was based in San Francisco and integrated in Lycos and Altavista. Its IPO was scheduled for late Fall 2000, called off in the .com crash. After the accidental death of Felix in late 2000 and the meltdown of online advertising markets, Axel refocused oneview on a B2B offering, integrated it into denkwerk group, and by 2005 grew denkwerk into the largest independent interactive agency Group in Europe, with clients such as Nokia, Thomas Cook, and BMW. He withdrew from his operational role to concentrate on Angel investments in 2005 and co-found sevenload in early 2006. Axel has exited the agency business in an equity-backed MBO but remains a minority shareholder.
Axel studied law with an emphasis on Business and International Law at Sorbonne (Paris) and the University of Cologne. During his studies he was awarded a scholarship from the elite German Scholarship Foundation ("Studienstiftung des deutschen Volkes").
Questions answered
How can you shift a media budget to reach a higher conversion rate online and in social media compared to old-school tv ads?
How can you outperform your brand awareness without advertising in traditional media?
How can you influence and engage with your customers in times of media convergency as the center of their living room is not the tv anymore?
How can you outperform your brand awareness without advertising in traditional media?
How can you influence and engage with your customers in times of media convergency as the center of their living room is not the tv anymore?