As of March 1, 2024, the creative media agency, Digital Heroes, will continue under the name Follo. Digital Heroes has been part of Follo since 2023 and has built a reputation for delivering results-driven media campaigns using advanced data analysis, making them a perfect fit for Follo. Through the integration, Follo can further optimize its capabilities in digital media, brand building, and media strategy, offering clients more comprehensive and effective solutions.
The digital advertising landscape has changed enormously in recent years and continues to evolve with the disappearance of third-party cookies and new European legislation. Both advertisers and agencies will need to adapt to a more sustainable digital marketing strategy. The use of first-party data and advanced technology to deliver personalized, effective campaigns for clients is essential for this. Follo is becoming a qualitative digital partner for the long term through this step. They are already doing this for more than 200 clients domestically and internationally. Connecting marketing, data, and having a solid technical foundation is crucial here. Always with the end customer and the customer experience as the starting point.
Rody van Vierssen, Media Strategist, Follo
“Digital Heroes has been active in digital advertising for over 15 years. The field has always been in motion, but developments are now moving very fast. It is becoming increasingly important to have a good data and technical infrastructure to develop relevant media strategies. It is precisely Follo's knowledge at the intersection of marketing, data, and technology that makes even more comprehensive solutions available to elevate campaigns to a higher level.”
Reconsideration of traditional media strategy
The advertising world is undergoing a revolution with increasing automation. While the focus shifts from performance to brand-oriented campaigns, the importance of brand perception and unique value proposition grows. Yet advertisers remain hesitant to invest significantly in branding. What percentage of your budget do you allocate to brand and how much to performance? The ROI and noticeable effect in the upper funnel remain unpredictable. The rise of AI and new developments also bring fundamental changes. Retargeting without cookies, high-quality content, and the use of AI for even more advanced optimizations. This calls for a reconsideration of traditional approaches.
Campaigns enhanced by Automation and AI
AI-driven and personalized experiences are becoming increasingly important in approaching the target audience. Data is fully central to this. The application of machine learning within marketing is not new. Targeting the audience can already be done through programmatic buying, content is driven by smart algorithms, and Pmax campaigns improve the advertising strategy through the power of automation and machine learning.
What does AI do in advertising now? Does Bing show the future of search? Can we make a difference in how we feed our ads and reach our target audience with the application of technology? Is a cleanroom the future or a technical interim solution in the development towards a cookieless future? Will branding then become the future? The importance of AI and technology cannot be emphasized enough. In the modern world, technology is no longer just a handy tool but an indispensable part of daily life and the business world. By combining marketing with the right technology, the use of digital media gains a different dimension.
Ortwin Verreck, Follo
“Through this merger, we now have even more knowledge in-house to help clients develop sustainable and effective campaigns,” says Ortwin. “In a digital world where more and more automation is taking place, it becomes more important to invest in brand marketing. The distinctive ability of a brand, the customer experience, even after a purchase is completed, becomes more important. That is a reason for us to invest in more knowledge in brand marketing, brand campaigns, and digital channels such as digital out of home and addressable TV, alongside our powerful approach to performance marketing. With the cookieless world on the horizon and the shift from outbound to inbound marketing, 1st party data is becoming increasingly important.”
About Follo
Follo is an ambitious data-driven digital organization with a clear approach and focus on growth. The combination of leading agencies, each with their own expertise, forms a powerful and valuable collaboration in the pursuit of a full-service data-driven digital agency. We work together from the same vision and approach with a focus on connecting marketing, data, and technology. Always with the end customer and the customer experience as the starting point. We continuously anticipate relevant innovations in the market and therefore lead in our field. This allows clients to benefit from maximum digital results, and we are the perfect place for employees to grow into “the best in our field.” Follo works on the digital ambitions of both large and small brands that want to grow in digital.
End of press release: Note for the editor
For more information, interview requests, or more visual material, you can contact Anouk Sintniklaas at phone number: 085-303 58 68 or via email [email protected]
