[Interview] Gerrit Nagel (All Response Media): growth of connected TV will continue in 2025

Gerrit Nagel has been General Manager of customer acquisition media agency All Response Media in the Netherlands since April 2016. We talk to him about his agency, expectations for 2025, AI, connected tv and more.

What should I imagine when I think of a customer acquisition media agency?

Actually just a full service media agency but one with a focus on performance or in other words 'customer acquisition' because we firmly believe that you build your brand and your business by first acquiring customers and we have been doing that since 1995 in the UK and indeed since 2016 for the Dutch, or rather, European market.

How can All Response Media best be described?

All Response Media is the leading agency in Europe when it comes to customer acquisition media planning and buying with clients active in a large number of market sectors and a growing global client portfolio. We build companies and brands by efficiently, innovatively and quickly acquiring valuable customers. We work to improve KPIs for clients and we do that with more than 160 talented professionals from our offices in London, Leeds and Amsterdam. In addition, we are represented worldwide through the Edge Performance Network with preferred partners in the US and Asia Pacific.

Which clients do you focus on?

We focus primarily on clients who want to know what their media is actually doing, whether this is sales or softer brand metrics – the common thread is that we will tell you how your campaign is doing and what can be done to improve it. We do this with the most advanced self-developed tools that show the precise effect of our clients' investments, which we in turn use to further optimize that investment. As a rule, these are advertisers who are active in e-commerce, retail and charities, but not exclusively.

What are some recent cases that you are proud of?

Although we see that charities in the Netherlands are having a hard time because people think longer about their donation, we saw our client Amref achieve very good results last year with their DRTV (direct response tv) campaign on Dutch tv. By means of an ‘in the face’ creation and our sophisticated media planning and purchasing, very good results were achieved. The same applied to Save the Children in Norway, for which we have been active for many years, who scored a much higher response than before with a donation method that you could compare with ‘Tikkie’ here in the Netherlands.

Do you work nationally or internationally?

The Amsterdam office functions as a hub for ‘the rest of Europe’, so everything that falls outside the UK is serviced by us. But if a client is present in other countries besides the UK, or has such aspirations as Snapfish or XTB for example, then we also do the English market out of Amsterdam. We are now active in many countries with, in addition to the Benelux, clients in Scandinavia, Italy, Germany, Spain and Poland to name a few.

What do you expect from 2025?

We expect 2025 to continue to see growth in the Connected tv space, and as such the importance of being able to measure how this is impacting performance is going to be key. We are working on solutions using third party data for paneling to truly understand the impact of Connected tv. As part of this we also expect cross media measurement to continue to be a hot topic and our data scientists will be continuing their search for the balance of validity and immediacy to give our clients the output they need.

What does AI mean in your work and what do you expect from AI in the coming year?

AI is certainly indispensable in our field, but especially to automate repetitive and time-consuming tasks that usually require many 'man hours' and thus free up time for the creative and strategic aspects in our field. Using AI to analyze data, generate insights, or optimize processes is a powerful way to use time and resources more efficiently. And call me an idealist, but I still believe that the human mind wins over AI. So the use of AI should not be seen as a replacement for human creativity and intuition, but as a tool that helps people work faster, smarter and with more precision, so that people can focus on the strategic and creative work that is difficult to automate.

You are (for 60 percent) part of Havas, which has recently been listed on the Amsterdam stock exchange. What kind of cross-pollination do you have with Havas?

Not very much to be honest, except that we are in the same building at the Houthavens and in that capacity we have a very tasty lunch together. But all joking aside, of course there is good contact about everything and anything, but our areas of work, both in terms of region and type of clients, are so far apart that we (still) only work together to a very limited extent in business.

www.allresponsemedia.com

 

 

 

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