{"id":6734,"date":"2022-03-25T09:19:56","date_gmt":"2022-03-25T08:19:56","guid":{"rendered":"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/?page_id=6734"},"modified":"2026-03-10T13:30:04","modified_gmt":"2026-03-10T12:30:04","slug":"programm","status":"publish","type":"page","link":"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/programm\/","title":{"rendered":"Programm 2025"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-1fu7ubc-5c2978309df57a4a5e6407e83384892b main_color avia-section-small avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  header-verlauf avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-6734'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1\">\n#top .av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1{\npadding-bottom:0;\ncolor:#ffffff;\n}\nbody .av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 .special-heading-inner-border{\nborder-color:#ffffff;\n}\n.av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 768px) and (max-width: 989px){ \n#top #wrap_all .av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 .av-special-heading-tag{\nfont-size:56px;\n}\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 .av-special-heading-tag{\nfont-size:48px;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 .av-special-heading-tag{\nfont-size:31px;\n}\n}\n<\/style>\n<div  class='av-special-heading av-jidah3wy-9a00efc33c3fa4c14d41eec7fd53b7a1 av-special-heading-h1 custom-color-heading blockquote modern-quote  avia-builder-el-1  avia-builder-el-no-sibling '><div class='av_custom_color av-subheading av-subheading_above'><p>HORIZONT Werbewirkungsgipfel<\/p>\n<\/div><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Programm<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-7ihl1a-c08788ac1ed47823598c2163736489c5 main_color avia-section-default avia-no-shadow  avia-builder-el-2  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-6734'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-61jpxa-b67316c10ae22ce8ad9f9c39c1e947b5\">\n#top .av-special-heading.av-61jpxa-b67316c10ae22ce8ad9f9c39c1e947b5{\npadding-bottom:35px;\n}\nbody .av-special-heading.av-61jpxa-b67316c10ae22ce8ad9f9c39c1e947b5 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-61jpxa-b67316c10ae22ce8ad9f9c39c1e947b5 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-61jpxa-b67316c10ae22ce8ad9f9c39c1e947b5 av-special-heading-h3 blockquote modern-quote  avia-builder-el-3  el_before_av_textblock  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Die Themen 2026<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-3mbxim-cd504506bbb07ce69f8ded9294d25c59 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><ul>\n<li><strong>Wirkung unter Druck:<\/strong> Aufmerksamkeit in fragmentierten Medienwelten<\/li>\n<li><strong>Messrevolution oder Messkrise?<\/strong> Die Zukunft der Werbewirkungsforschung<\/li>\n<li><strong>KI und Kreativit\u00e4t:<\/strong> Wie l\u00e4sst sich Werbewirkung messen und welche Rolle spielt der Faktor Mensch?<\/li>\n<li><strong>Einheitliche Reichweitenmessung in Sicht?<\/strong> Status Quo und Ausblick<\/li>\n<li><strong>Wirkung im Unternehmen:<\/strong> Warum Werbewirkung Chefsache wird<\/li>\n<\/ul>\n<\/div><\/section>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-34wscu-2c215583c5b61920dcec01f23107385b main_color avia-section-small avia-no-border-styling  avia-builder-el-5  el_after_av_section  el_before_av_section  header-verlauf avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-6734'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mmke5xga-5cac559b47646a0cd96200c0445acffb\">\n#top .av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb{\npadding-bottom:0;\ncolor:#ffffff;\n}\nbody .av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb .special-heading-inner-border{\nborder-color:#ffffff;\n}\n.av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 768px) and (max-width: 989px){ \n#top #wrap_all .av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb .av-special-heading-tag{\nfont-size:56px;\n}\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb .av-special-heading-tag{\nfont-size:48px;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-mmke5xga-5cac559b47646a0cd96200c0445acffb .av-special-heading-tag{\nfont-size:31px;\n}\n}\n<\/style>\n<div  class='av-special-heading av-mmke5xga-5cac559b47646a0cd96200c0445acffb av-special-heading-h1 custom-color-heading blockquote modern-quote  avia-builder-el-6  avia-builder-el-no-sibling '><div class='av_custom_color av-subheading av-subheading_above'><p>HORIZONT Werbewirkungsgipfel<\/p>\n<\/div><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >Das war das Programm 2025<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_4'  class='avia-section av-2aotou-e7691cfb7c65e7a3be13e85793407f7f main_color avia-section-default avia-no-shadow  avia-builder-el-7  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-6734'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-6a5nby-736f36994bafed945361776e9e01a7aa av_one_third  avia-builder-el-8  el_before_av_one_third  avia-builder-el-first  first flex_column_div  '     ><p><section  class='av_textblock_section av-lxim6hlt-0735df98ddff49e8b559cd4f8da5a862 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Erster Tag<br \/>\n03. September 2025<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-lxim5fzx-e01a0d415eae70ad0861eb1d3c9ede1a-wrap avia-button-left  avia-builder-el-10  el_after_av_textblock  avia-builder-el-last '><a href='#tag-1'  class='avia-button av-lxim5fzx-e01a0d415eae70ad0861eb1d3c9ede1a av-link-btn avia-icon_select-no avia-size-x-large avia-position-left avia-color-theme-color'   aria-label=\"Programm Tag 1\"><span class='avia_iconbox_title' >Programm Tag 1<\/span><\/a><\/div><\/p><\/div><div  class='flex_column av-3uuuwe-526a7bd9166162e121786680999fb5fc av_one_third  avia-builder-el-11  el_after_av_one_third  el_before_av_one_third  flex_column_div  '     ><p><section  class='av_textblock_section av-lxim6o72-4a67c7300f96592bff96626d0c2b85ae '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Zweiter Tag<br \/>\n04. September 2025<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-lxim77x3-bb9977f72bb7229e88c54f1a0145f68e-wrap avia-button-left  avia-builder-el-13  el_after_av_textblock  avia-builder-el-last '><a href='#tag-2'  class='avia-button av-lxim77x3-bb9977f72bb7229e88c54f1a0145f68e av-link-btn avia-icon_select-no avia-size-x-large avia-position-left avia-color-theme-color'   aria-label=\"Programm Tag 2\"><span class='avia_iconbox_title' >Programm Tag 2<\/span><\/a><\/div><\/p><\/div><div  class='flex_column av-2sb1ha-82d2cacf09ac9e2a07e861c2774455f2 av_one_third  avia-builder-el-14  el_after_av_one_third  avia-builder-el-last  flex_column_div  '     ><p><section  class='av_textblock_section av-lxim6xmu-7a66f2d45fd7520ff98fb50aa5861a31 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Das gesamte Programm<br \/>\nals PDF<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-meskts3o-86ddf4d1ad6b32db611eb820b512c112-wrap avia-button-left  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last '><a href='https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/wp-content\/uploads\/2025\/08\/dfvcg-WWG25-TU-A5-web.pdf'  class='avia-button av-meskts3o-86ddf4d1ad6b32db611eb820b512c112 av-link-btn avia-icon_select-no avia-size-x-large avia-position-left avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\"  aria-label=\"PDF Download\"><span class='avia_iconbox_title' >PDF Download<\/span><\/a><\/div><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='tag-1'  class='avia-section av-lwkd4xuy-e0abcf4fc37ca4224e4dbaddb732a96b main_color avia-section-default avia-no-shadow  avia-builder-el-17  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-6734'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lwkd01bk-eb4512101169c24b47823c35794f89d2\">\n#top .av-special-heading.av-lwkd01bk-eb4512101169c24b47823c35794f89d2{\npadding-bottom:35px;\n}\nbody .av-special-heading.av-lwkd01bk-eb4512101169c24b47823c35794f89d2 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lwkd01bk-eb4512101169c24b47823c35794f89d2 .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-lwkd01bk-eb4512101169c24b47823c35794f89d2 .av-special-heading-tag{\nfont-size:32px;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-lwkd01bk-eb4512101169c24b47823c35794f89d2 .av-special-heading-tag{\nfont-size:27px;\n}\n}\n<\/style>\n<div  class='av-special-heading av-lwkd01bk-eb4512101169c24b47823c35794f89d2 av-special-heading-h3 blockquote modern-quote  avia-builder-el-18  el_before_av_table  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Mittwoch, 3. September 2025<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div class='avia-data-table-wrap av-4gl82m6-5315a8dd001205986c154c62e78191d9 avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-19  el_after_av_heading  avia-builder-el-last  programm-tabelle'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class=''><th class='avia-desc-col'>10:00<\/th><td class=''><strong>Er\u00f6ffnung &amp; Impuls durch die Moderation<\/strong><\/p>\n<p><b>Catrin Bialek,<\/b> Mitglied der Chefredaktion, HORIZONT<br \/>\n<b>Roland Pimpl,<\/b> Korrespondent, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>Qualit\u00e4t \u00fcber Quantit\u00e4t: Das Werbeumfeld macht den Unterschied!?<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>10:15<\/th><td class=''><strong>KEYNOTE<\/strong><br \/>\nBeyond Performance: Erfolgreiches Marketing zwischen Algorithmus und Emotion.<br \/>\n<b>Alma Lipa,<\/b> CDMO, L&#8217;Or\u00e9al DACH<\/td><\/tr><tr class=''><th class='avia-desc-col'>10:35<\/th><td class=''><strong>STUDIE<\/strong><br \/>\nWerbevermeidung vs. Werbeakzeptanz &#8211; Eine Frage des Vertrauens<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/prof-dr-michael-fretschner-mbr\/\"><b>Prof. Dr. Michael Fretschner,<\/b><\/a> Studiengangsleiter Digital Marketing Management, NORDAKADEMIE Hochschule der Wirtschaft<br \/>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>10:55<\/th><td class=''><strong>STUDIE<\/strong><br \/>\nAudio on \u2013 Search up: Wie Audiowerbung die mentale Verf\u00fcgbarkeit st\u00e4rkt und digitale Suchimpulse setzt.<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/philipp-schulte\/\"><b>Philipp Schulte,<\/b><\/a> Head of Advertising &amp; Market Research bei RMS. Der Audiovermarkter.<\/td><\/tr><tr class=''><th class='avia-desc-col'>11:15<\/th><td class=''><strong>HORIZONT TALK<\/strong><br \/>\nBad News, Bad Impact? Mythen &amp; Fakten zur Werbewirkung in Nachrichtenumfeldern<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/nadja-schick\/\"><b>Nadja Schick,<\/b><\/a> Managing Partner Partnerships, Strategy &amp; Responsible Media, WPP Media<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/kateryna-smelyanskyy\/\"><b>Kateryna Smelyanskyy,<\/b><\/a> Head of Media &amp; Content, Nestl\u00e9<\/p>\n<p>..im Gespr\u00e4ch mit Roland Pimpl, Korrespondent, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'>11:35<\/th><td class=''><strong>HORIZONT PANEL<\/strong><br \/>\nMedia von morgen: Nur Reichweitenmessung oder auch Qualit\u00e4tssicherung?<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/klaus-peter-schulz-2\/\"><b>Klaus-Peter Schulz,<\/b><\/a> Vorstand &amp; Co-Founder, Initiative 18; Gesch\u00e4ftsf\u00fchrer, die Mediaagenturen<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/brigitte-bayer\/\"><b>Brigitte Bayer,<\/b><\/a> Senior Research Director, GIM Gesellschaft f\u00fcr Innovative Marktforschung mbH<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/ralf-hape\/\"><b>Ralf Hape,<\/b><\/a> CEO, ARD Media<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/dr-christian-hahn\/\"><b>Dr. Christian Hahn,<\/b><\/a> VP &#8211; Marketing Communications &amp; Media, Deutsche Telekom<\/p>\n<p>..im Gespr\u00e4ch mit Catrin Bialek, Mitglied der Chefredaktion, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'>12:00 &#8211; 13:30<\/th><td class=''><strong>NETWORKING-LUNCH-BREAK<\/strong><\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>Branding &amp; Performance: So nutzen Marken die Wechselwirkungen<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>13:30<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nKI-getriebene Ver\u00e4nderungen und Insights aus Marketing-Science &amp; Praxis zu Wechselwirkungen<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/markus-caspari\/\"><b>Markus Caspari,<\/b><\/a> Head of Performance Marketing &amp; Digital Consulting, dentsu<\/td><\/tr><tr class=''><th class='avia-desc-col'>13:50<\/th><td class=''><strong>BEST CASE<\/strong><br \/>\nR\u00fcgenwalder M\u00fchle: From Food Brand to Soul Brand\u00ae<br \/>\nEmotionale Relevanz entsteht durch Wahrhaftigkeit, Klarheit und echter N\u00e4he zur Zielgruppe, kein Thema f\u00fcr R\u00fcgenwalder M\u00fchle!<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/anne-lina-scherz\/\"><b>Anne-Lina Scherz,<\/b><\/a> Team Head, september Strategie &amp; Forschung<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/claudia-kleyboldt\/\"><b>Claudia Kleyboldt,<\/b><\/a> Head of Market Research and Insights Management, R\u00fcgenwalder M\u00fchle<\/td><\/tr><tr class=''><th class='avia-desc-col'>14:10<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nWerbewirkung im Blick: Messen &amp; Steuern \u00fcber den gesamten Funnel<\/p>\n<p><a href=\"#\"><b>Meinolf Meyer,<\/b><\/a> Head of Measurement, Google<\/td><\/tr><tr class=''><th class='avia-desc-col'>14:30<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nSchluss mit Monokampagnen : Warum DOOH in jeden Bewegtbild-Mix geh\u00f6rt<\/p>\n<p><b>Dr. Andrea Malgara,<\/b> Managing Partner, Mediaplus Group<br \/>\n<b>Dr. Kai-Marcus Th\u00e4sler,<\/b> Hauptgesch\u00e4ftsf\u00fchrer, FAW &#8211; Fachverband Aussenwerbung<\/td><\/tr><tr class=''><th class='avia-desc-col'>14:50<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nDOOH als wichtiger Teil einer jeden Bewegtbildkampagne \u2013 Operative Umsetzung anhand von Beispielen<\/p>\n<p><b>Dennis Grzenia<\/b>, SVP Solutions Studio, Str\u00f6er Media Solutions GmbH<\/td><\/tr><tr class=''><th class='avia-desc-col'>15:10 &#8211; 15:45<\/th><td class=''><strong>NETWORKING-COFFEE-BREAK<\/strong><\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>Zukunft der Reichweite: Werbew\u00e4hrung(en) f\u00fcr die fragmentierte Medienwelt<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>15:45<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nHow to achieve a real 360\u00b0 campaign measurement for Reach &amp; Frequency<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/andrea-eckes\/\">Andrea Eckes,<\/a> Director Product &amp; Communications | Mitglied der Gesch\u00e4ftsleitung, reppublika<\/td><\/tr><tr class=''><th class='avia-desc-col'>16:05<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nVon Reichweite zur Relevanz &#8211; Eine Case Study zur Optimierung der Mediaperformance<\/p>\n<p><b>Steffen Kutzner, <\/b>Director Media &amp; Creative,<br \/>\nKantar Deutschland<\/td><\/tr><tr class=''><th class='avia-desc-col'>16:25<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nTotal TV Denkanst\u00f6\u00dfe im Zeitalter von Smart TVs<\/p>\n<p><b>Christian Russ,<\/b> Commercial Director, DACH &amp; FRITES, Samsung Ads<\/td><\/tr><tr class=''><th class='avia-desc-col'>16:45<\/th><td class=''><strong>HORIZONT PANEL<\/strong><br \/>\nMetrik der Zukunft: Wann schafft der Werbemarkt einheitliche Messstandards?<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/kerstin-niederauer-kopf\/\"><b>Kerstin Niederauer-Kopf,<\/b><\/a> CEO, AGF-Videoforschung<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/guido-modenbach\/\"><b>Guido Modenbach,<\/b><\/a> Gesch\u00e4ftsf\u00fchrer, Seven.One Entertainment<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/rene-lamsfuss\/\"><b>Ren\u00e9 Lamsfu\u00df,<\/b><\/a> Vorstandvorsitzender, AGMA<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/michael-hallemann\/\"><b>Michael Hallemann,<\/b><\/a> Gesch\u00e4ftsf\u00fchrer, GIK<\/p>\n<p>..im Gespr\u00e4ch mit Roland Pimpl, Korrespondent, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>PREISVERLEIHUNGEN<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>17:45<\/th><td class=''>\n<h4>\u201eHORIZONT THE REAL IMPACT 2025\u201c<\/h4>\n<p>Die Preisverleihung \u201eHORIZONT THE REAL IMPACT\u201c geht in die vierte Runde. Eine namhafte Jury zeichnet die Studie aus, die im vergangenen Jahr den gr\u00f6\u00dften Erkenntnisgewinn bei der Messung oder der Interpretation von Werbewirkung in Deutschland gebracht hat!<\/p>\n<h4>planung&amp;analyse Newcomer in der Marktforschung<\/h4>\n<p>Ausgezeichnet wird ein Startup f\u00fcr Engagement, neue Techniken und Impulse in die Marktforschung, die bereits mit Kunden erfolgreich umgesetzt werden.<br \/>\nLaudator: Prof. Dr. Holger L\u00fctters, International Marketing, Hochschule f\u00fcr Technik und Wirtschaft Berlin<\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>Moderation:<br \/>\n<b>Catrin Bialek,<\/b> Mitglied der Chefredaktion, HORIZONT<br \/>\n<b>Roland Pimpl,<\/b> Korrespondent, HORIZONT<br \/>\n<b>Sabine Hedewig-Mohr,<\/b><br \/>\n<b>Bettina Sonnenschein,<\/b> Redaktionsleitung planung&amp;analyse<\/td><\/tr><tr class=''><th class='avia-desc-col'>Jury<\/th><td class=''><strong>Juryvorstellung &#8222;HORIZONT THE REAL IMPACT&#8220;<\/strong><\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/alexander-falser\/\"><b>Alexander Falser<\/b><\/a>, Kaufland<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/karin-immenroth\/\"><b>Karin Immenroth<\/b><\/a>, Serviceplan<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/tatjana-damgaard\/\"><b>Tatjana Damgaard<\/b><\/a>, WPP Media<br \/>\n<a href=\"#\"><b>Dirk Engel<\/b><\/a>, unabh\u00e4ngiger Markt- und Medienforscher<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/catherin-anne-hiller\/\"><b>Catherin Anne Hiller<\/b><\/a>, Funke Mediengruppe GmbH<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/pd-dr-habil-tino-g-k-meitz\/\"><b>Dr. Tino Meitz<\/b><\/a>, Universit\u00e4t M\u00fcnster<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/klaus-peter-schulz\/\"><b>Klaus-Peter Schulz<\/b><\/a>, Die Mediaagenturen<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/dr-sven-hasselmann\/\"><b>Dr. Sven Hasselmann<\/b><\/a>, Deutsche Bahn Vertrieb GmbH<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/dr-christian-bachem\/\"><b>Dr. Christian Bachem<\/b><\/a>, Markendienst Berlin<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/guido-modenbach\/\"><b>Guido Modenbach<\/b> <\/a>, Seven.One Entertainment<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/ute-jaeger-wolfe\/\"><b>Ute Jaeger-Wolfe<\/b><\/a>, Meta<\/td><\/tr><tr class=''><th class='avia-desc-col'>ab 18:45<\/th><td class=''><strong>GET-TOGETHER<\/strong><br \/>\nZusammen mit HORIZONT und planung&amp;analyse laden wir Teilnehmende, Vortragende und Partner zu einem gemeinsamen Get-together ein. Tauschen Sie sich aus und genie\u00dfen Sie den Abend mit Branchen-Expert:innen.<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: '10:00'; } <\/style>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='tag-2'  class='avia-section av-lwkn1dqw-7cfecc6b9d3da2b0c5eeafa3b0c78734 main_color avia-section-default avia-no-shadow  avia-builder-el-20  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-6734'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d\">\n#top .av-special-heading.av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d{\npadding-bottom:35px;\n}\nbody .av-special-heading.av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d .av-special-heading-tag{\nfont-size:32px;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d .av-special-heading-tag{\nfont-size:27px;\n}\n}\n<\/style>\n<div  class='av-special-heading av-lwkl9wtu-e3c0415d8375566f7d05199b7969567d av-special-heading-h3 blockquote modern-quote  avia-builder-el-21  el_before_av_table  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Donnerstag, 4. September 2025<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div class='avia-data-table-wrap av-2h1ot3i-65525ea9f95a930baf098c0b7488fc86 avia_responsive_table avia-table-2'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-22  el_after_av_heading  avia-builder-el-last  programm-tabelle'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class=''><th class='avia-desc-col'>9:30<\/th><td class=''><strong>Er\u00f6ffnung &amp; Begr\u00fc\u00dfung durch die Moderation<\/strong><\/p>\n<p><b>Catrin Bialek,<\/b> Mitglied der Chefredaktion, HORIZONT<br \/>\n<b>Roland Pimpl,<\/b> Korrespondent, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>KI als Chance: Wie pushen Algorithmen die Werbewirkung?<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>9:35<\/th><td class=''><strong>KEYNOTE<\/strong><br \/>\nSynergie Mensch und Maschine: Augmentierte Markenintelligenz durch KI<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/prof-dr-carsten-baumgarth\/\"><b>Prof. Dr. Carsten Baumgarth,<\/b><\/a> Hochschule f\u00fcr Wirtschaft und Recht, Berlin<\/td><\/tr><tr class=''><th class='avia-desc-col'>10:00<br \/>\n<\/th><td class=''><strong>BEST CASE<\/strong><br \/>\nKeine Daten, kein Erfolg: KI braucht User-Intent Daten zur Optimierung der Werbewirkung!<\/p>\n<p><a href=\"#\"><b>Thomas Lohr,<\/b><\/a> CEO, Spoods<\/td><\/tr><tr class=''><th class='avia-desc-col'>10:20<\/th><td class=''><strong>BEST CASE<\/strong><br \/>\nMit Predictive AI zum Creative-Erfolg:\u00a0eBay\u00a0steigert die Werbewirksamkeit<\/p>\n<p><b>Christiane Quaas,<\/b> Senior Manager Campaign Insights DE, ebay<br \/>\n<b>Dr. Dirk Held, <\/b>Co-Founder &amp; CSO, Brainsuite<\/td><\/tr><tr class=''><th class='avia-desc-col'>10:40<br \/>\n<\/th><td class=''><strong>TALK<\/strong><br \/>\nMedia im Maschinenraum: Wie AI, Transparenz und Fragmentierung die Regeln neu schreiben<br \/>\n<b>Jan Altmeyer,<\/b> Chief Transformation Officer, Havas Media Germany<br \/>\n<b>Robin Scharlau, <\/b> Senior Director, Business Development, The Trade Desk<\/p>\n<p>im Gespr\u00e4ch mit Roland Pimpl, Korrespondent, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'>11:00 &#8211; 11:30<\/th><td class=''><strong>NETWORKING-COFFEE-BREAK<\/strong><\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>Spotlights: Kreation &amp; Generation<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>11:30<\/th><td class=''><strong>STUDIE<\/strong><br \/>\n50 plus \u2013 und Schluss? Wieso ein differenzierter Blick auf diese wichtige Zielgruppe \u00fcberf\u00e4llig ist<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/ines-imdahl\/\"><b>Ines Imdahl,<\/b><\/a> Gr\u00fcnderin und Inhaberin, Rheingold Salon<\/td><\/tr><tr class=''><th class='avia-desc-col'>12:00<\/th><td class=''><strong>TALK<\/strong><br \/>\nMarketing Effectiveness: Relevanz im Zeitalter massiver \u00dcberkomplexit\u00e4t<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/liane-siebenhaar\/\"><b>Liane Siebenhaar, <\/b><\/a>Chief Effectiveness Officer DACH, Scholz &amp; Friends und GWA-Vorstand<br \/>\n<a href=\"#\"><b>Giuseppe Fiordispina, <\/b><\/a>Marketing Director, Seat &amp; CUPRA Deutschland und OWM-Vorstand<\/p>\n<p>Im Gespr\u00e4ch mit Catrin Bialek, Mitglied der Chefredaktion, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>Retail Media: H\u00e4lt das Erfolgsversprechen f\u00fcr Marken und H\u00e4ndler?<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>12:20<\/th><td class=''><strong>STUDIE<\/strong><br \/>\nWas leisten TV, digitale Prospekte &amp; Co in der Angebotswerbung?<br \/>\nAggregierte Insights aus 20+ Media-Mix-Modellen f\u00fcr den Einzelhandel, die man nicht wegswipen sollte.<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/andre-bohnet\/\"><b>Andre Bohnet,<\/b><\/a> Vice President Client Strategy, bonial<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/prof-dr-alexander-preuss\/\"><b>Prof. Dr. Alexander Preu\u00df,<\/b><\/a> Managing Partner, bynd<\/td><\/tr><tr class=''><th class='avia-desc-col'>12:40<\/th><td class=''><strong>BEST CASE<\/strong><br \/>\nN\u00e4he, die wirkt \u2013 Retail Media Drive to Store Marketing: datenbasiert, messbar und \u00fcberraschend effizient.<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/marcus-libionka\/\"><b>Marcus Libionka,<\/b><\/a> Strategic Partnerships &amp; Media Agencies Director, Shopfully<br \/>\n<b>Gabriela Fr\u00f6hlich-Pulm, <\/b>Brand Business Director &amp; Marketing Director North Europe, NUR DIE<\/td><\/tr><tr class=''><th class='avia-desc-col'>13:00<\/th><td class=''><strong>HORIZONT PANEL<\/strong><br \/>\nDaten, Deals, Dominanz: Retail Media 2025 im Spannungsfeld<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/goetz-trillhaas\/\"><b>G\u00f6tz Trillhaas,<\/b><\/a> Country Director, PayPal Ads Germany<br \/>\n<a href=\"#\"><b>Julika Podracki<\/b><\/a>, Head of Media &amp; Digital Marketing, R\u00fcgenwalder M\u00fchle<br \/>\nV\u00e9ronique Franzen, Managing Partner, Publicis Media<\/p>\n<p>..im Gespr\u00e4ch mit Catrin Bialek, Mitglied der Chefredaktion, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'>13:30 &#8211; 14:30<\/th><td class=''><strong>NETWORKING-LUNCH-BREAK<\/strong><\/td><\/tr><tr class=''><th class='avia-desc-col'><\/th><td class=''>\n<h4>New Storytelling: Emotionen und ihre Wirkung in Social Media<\/h4>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>14:30<\/th><td class=''><strong>KEYNOTE<\/strong><br \/>\nTalkability in Campaigns: How to cut through the noise im Social Universum<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/nils-seger\/\"><b>Nils Seger,<\/b><\/a> Managing Director &amp; Co-Founder, RCKT<\/td><\/tr><tr class=''><th class='avia-desc-col'>14:45<\/th><td class=''><strong>BEST CASE<\/strong><br \/>\nBrand Uplift done right. Mit nativem Influencer Marketing in finsurance erfolgreich sein.<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/jan-dallwig\/\"><b>Jan Dallwig,<\/b><\/a> Head of Brand &amp; Marketing, Generali<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/claudia-verena-wolffgardt\/\"><b>Claudia Verena Wolffgardt,<\/b><\/a> Managing Partner, dentsu X<\/td><\/tr><tr class=''><th class='avia-desc-col'>15.05<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nSocial Media: Ganz gro\u00dfes Kino!<\/p>\n<p><a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/holger-schmidt\/\"><b>Holger Schmidt,<\/b><\/a> Deputy Director National Sales, Weischer.Cinema<br \/>\n<a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/referenten\/john-schmidt\/\"><b>John Schmidt,<\/b><\/a> Head of Sales Programmatic Cinema, Weischer Cinema<br \/>\n<\/td><\/tr><tr class=''><th class='avia-desc-col'>15:25<\/th><td class=''><strong>IMPULS<\/strong><br \/>\nCGI &#8211; Vom Wow-Effekt zur Wirkung<\/p>\n<p><b>Ronald Horstman, <\/b>Founder, DEPARTD<\/p>\n<p><b>Laura K\u00f6der<\/b>, Marketing Managerin, DEPARTD<\/td><\/tr><tr class=''><th class='avia-desc-col'>15:45<\/th><td class=''><strong>Closing &amp; Recap durch die Moderation<\/strong><\/p>\n<p><b>Catrin Bialek, <\/b> Mitglied der Chefredaktion, HORIZONT<br \/>\n<b>Roland Pimpl,<\/b> Korrespondent, HORIZONT<\/td><\/tr><tr class=''><th class='avia-desc-col'>16:00<\/th><td class=''><strong>Ende des HORIZONT Werbewirkungsgipfels 2025<\/strong><\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-2 td:nth-of-type(1):before { content: '9:30'; } <\/style>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-6734","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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