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Interview for "GoSee"
TV Producer & Author Norbert Henning - shaking up the advertising world - on the revolution of brand communication.
As Executive Producer, Team Leader, and Producer on the client side, Norbert Henning has worked on all sides of the advertising film industry over the past 25 years, supporting numerous large and small brands. He closely monitors the changes in the advertising industry. New expectations, particularly from younger audiences, new interactive platforms, technological innovations, and the role of artificial intelligence are creating disruptions that affect everyone. He is surprised that TV is still the leading medium, brands hardly use social media properly, and gaming is still not part of marketing plans. He believes the time has come for a fundamental shift in advertising. In 2024, he published a book to present agencies and companies with approaches on how they can prepare for these changes. In the keynote for his book, he entertainingly and engagingly explains the interconnections and impacts of these developments on the industry and its business models. We present the creative in this interview here at GoSee.
Read full interview here
Interview for "Internet World Austria"
"Nothing is more short-sighted these days than staying in your silo."
Norbert Henning is the founder of Commercial Content Consulting and a speaker at the JETZT SUMMIT, which takes place in Vienna on March 26 and 27. In this interview, he talks about his afternoon keynote.
Read the interview here.
Clubmagazin Marketing Club Stuttgart-Heilbronn
As social media becomes a key component in most marketing strategies, new digital environments are emerging that brands can no longer ignore. Among them, gaming and extended reality (XR) are gaining prominence as advertising platforms. In Germany, 54 percent of people over 16 play video games regularly, with the number rising to 88 percent among 16- to 29-year-olds. Even five million gamers are over 60. Gaming is no longer a niche activity but part of the mainstream.
The gaming community values co-creation, collaboration, and shared experiences. As a result, traditional advertising formats that interrupt gameplay are often poorly received. Instead, marketing needs to be interactive and woven into the gaming experience. Opportunities range from banner ads in sports games to fully immersive branded worlds. Platforms like Roblox and Fortnite allow companies to build custom experiences where users can explore products in engaging ways. Brands such as Nike, Gucci, Nivea, and Amavita have already entered this space.
Extended reality, including augmented reality (AR) and virtual reality (VR), also offers new potential for marketers. Devices like the Meta Quest 3, Apple Vision Pro, and Snap’s Spectacles enable immersive brand experiences. Hamburg-based agency headraft specializes in XR and develops AR try-on tools that allow users to virtually test products before purchasing. According to Head of Strategy Insa Hollenberg, this can increase sales by up to 48 percent.
As these technologies evolve, marketers are encouraged to explore them firsthand to understand their cultural relevance and commercial potential. Gaming and XR are quickly becoming key channels for digital engagement.
Interview for "Horizont"
The marketing industry is on the brink of a revolution that could turn the classic linear commercial into a niche medium. Veteran producer Norbert Henning comes to this conclusion in his book "The Commercial Content Revolution". HORIZONT spoke to the author about the advertising of the future.
Read the full interview here. (paywall)
Interview for "Stuttgarter Zeitung"
Portrait über mich in der Kreativ-Serie der Stuttgarter Zeitung! Geht doch nichts über 'ne gute Presse! Hier geht's zur Online Ausgabe