Bosselmann from Driftlab and Gahlert from Neue Digitale, two creative agencies are discussing the differences of digital work in both countries at the webinale conference. It starts with a movie about the web becoming the number one destination for consumers. They want to discover brands in new ways and experience them before they reach the market.

Bosselman points out that print is not dead yet, even though there is a 5% ad spending drop, whereas digital ad spends jumped 15%. Internet is used parallel to other media says Gahlert. Obama has used the web the best from all presidential candidates. His website is more personal and collected more than 30 million dollares.

Now we're talking about another net bubble? In Germany, it took longer to pick up the courage to invest again, and yes and the US was quicker and is two to three years ahead of the Web 2.0 game. Both younger generations don't worry much about publishing private information on the web. Bosselman adds that the security mindset in Germany hinders innovation and stifles the development of new ideas.

Gahlert thinks print and online advertising supplement each other, especially in terms of branding and reach. In the US, dead paper ads are not as effective as in Germany. Gahlert points out that ads outside are becoming less intrusive; I would add less flashy and interruptive, whereas Americans are less resistant to colors. The idea and use of on-demand is more commonly used in US households than in Germany. In the end: Germans need to move quicker and Americans need to do more intelligent and less annoying ads.