Why August Is One of the Most Underrated Months in Marketing

As inboxes refill and calendars reopen, so do opportunities. Across the Nordics, people are seeking inspiration, structure, and smarter choices, from what to eat and how to save, to where to reset after summer and how to carry that calm, balanced summer mindset into everyday life.

This moment of transition is a rare window of intent. And yet, many brands wait until September to react. Smart marketers don’t.

Context is everything – especially now

If you want to reach your audience when mindset meets momentum, August is the time to act. People are not just scrolling anymore, they’re searching. For better routines. Smarter spending. And more meaning in their choices.

At Kobler, we’ve seen clear spikes in content engagement tied to these themes:

• Personal finance: budgeting, switching providers, cutting costs

• Mental reset: health, wellbeing, productivity hacks

• Back-to-school: everything from family routines to first apartments

• Outdoor living: terrace tips, seasonal food, end-of-summer escapes

With contextual advertising, your brand can show up in the exact moment people are reading about these topics, without ever needing to use personal data. That means relevance, timing, and privacy all aligned.

What successful campaigns look like in August

Whether you're in retail, finance, tech, or lifestyle, August offers a unique opportunity to match your message with what your audience is already thinking about.

Here are a few high-performing campaign types we’ve seen:

Privacy is not just a legal issue – it’s a strategic edge

This summer, privacy and ethics were back in the spotlight:

• A new EU regulation, the Digital Fairness Act, is set to redefine ethical advertising standards by cracking down on dark patterns, regulating influencer marketing, and increasing transparency around personalized pricing.
  
  

• Major fines were issued across Europe, including a €1.2 billion penalty against Meta for unlawful data transfers and a €530 million fine against TikTok for improper handling of user data.
  
  

• Italy raised the bar for consent by introducing mandatory double opt-in for all marketing emails.
  
  

• The EU also moved forward with the controversial "Chat Control" proposal, aiming to implement real-time scanning of private messages as early as this autumn.
  
  

For marketers, these aren’t just legal shifts, they represent a broader change in consumer expectations. People want brands to respect their boundaries, not just comply with rules. With Kobler’s cookie-free, contextual advertising platform, you meet your audience with relevance, responsibility, and full respect for privacy.

Ready to move from plans to progress?

The second half of the year starts now. Whether you want to seize the back-to-school wave, connect with shifting habits, or plan for Q4, we’re here to help you turn attention into action, safely, smartly, and strategically.

Let’s talk about your goals!

Sources

European Commission – Digital Fairness Act to Set New Rules for Ethical Marketing
https://www.digital-fairness-act.com

Euronews – EU’s Digital Fairness Act Targets Dark Patterns and Influencer Ads
https://www.euronews.com/next/2025/04/11/eu-digital-fairness-act-is-for-business-as-much-as-consumers-says-justice-commissioner

EDPB (European Data Protection Board) – €1.2 Billion Fine Against Meta for Unlawful Data Transfers
https://www.edpb.europa.eu/news/news/2023/12-billion-euro-fine-facebook-result-edpb-binding-decision_en

Reuters – TikTok Fined €530 Million by EU Regulator Over Data Protection
https://www.reuters.com/sustainability/boards-policy-regulation/tiktok-fined-530-million-euros-by-eu-regulator-over-data-protection-2025-05-02

DLA Piper – Italy Introduces Mandatory Double Opt-In for Marketing Emails
https://privacymatters.dlapiper.com/2025/07/italy-marketing-privacy-consent-is-double-opt-in-now-mandatory

TechRadar – The EU Could Be Scanning Your Chats by October 2025
https://www.techradar.com/computing/cyber-security/the-eu-could-be-scanning-your-chats-by-october-2025-heres-everything-we-know