Description || Commercial Night 2018


The Commercial Night particularly concerns online advertising and TV commercials. Several companies and lecturers are  invited to share and discuss their knowledge with an international audience. The aim of the event is to inform students about changes and developments in television and online advertising, recent trends and psychological triggers. It is not needless to mention that companies will provide interesting insight into their own branding methods as well as challenges. This is a great opportunity to gain first-hand knowledge from the business world. Participants are welcome to engage in an interactive discussion with the lecturers and ask questions. The Commercial Night is organized by the Commercial Night committee.

You can sign up by logging into your MARUG account and by clicking on the buttun in the top right. If you're not a MARUG Member, you can either become a MARUG Member, or create a temporary account. Once you've created this account, you can use these log-in credentials to log into the website and subscribe for the event.

Commercial Night 2018

The theme of this year’s Commercial Night is “To skip or not to skip – The 5 seconds challenge”. Are you annoyed by boring ads and maybe even using an ad blocker to escape from random content? But at the same time, you are enthusiastic about state-of-the art advertising strategies and tactics? At the Commercial Night 2018 our speakers will provide you with real-life insights into Programmatic Advertising, Marketing Automation and Omnichannel Marketing.

When? 1st May, 16:00 h
Where? Achterwerk, Oosterstraat 13A, Groningen
Price? MARUG members: €6, Non-MARUG members: €8
Dress Code? Business Casual
Sign up deadline? 26th April, 23:59 h

Seats are limited – You don’t want to skip it!



Kasia Meerman is a consultant at Oxyma, a leading omni-channel agency in the Netherlands. She gained more than 15 years of work experience in the area of marketing & sales and digital transformation in the US and the Netherlands. In her function as a consultant she develops and executes e-business and omnichannel plans for her clients. She will give a talk about the field of Omnichannel Marketing. Among Oxymas clients are big international brands like BMW, Unilever, KLM and Adbobe, but also local brands such as Albert Heijn, Nu on and NS.


Jeanine Schoonemann and Luc Claassens are both consultants at CMotions, a consultancy specialized in advanced analytics and data science. For their clients from various branches they develop propositions for content optimisation, personalisation and marketing automation, as well as positioning and segmentation. They will talk about how to use programmatic advertising and marketing as a marketing channel and will give some insights into the next-best-action algorithms.


The moderator of the day is Killian J. McCarthy. He is a researcher and teacher at the RUG in strategy, economics, and finance. He studied for a Bachelors in Economics in Cork (Ireland), for a Masters in Economics and Law in Utrecht (Netherlands), and for a Research Masters in Economics in Vienna (Austria). He graduated all three programmes cum laude and wrote his PhD thesis, at the University of Groningen in 2011.