Current themes at Dmexco 2018

2018/10/01

Dmexco was again held in Cologne 11-12th September. Since 2009 the event has been a meeting point for digital business, marketing and new innovations, featuring industry leaders, marketing and media professionals, and technology pioneers. Dmexco offers seminars, discussions and presentations on the future of digital business and market value. Every year, more than 40,000 visitors, 1100 exhibitors and 500 speakers meet together.

Of course it is not possible to see everything in just a few days but here are some of the main themes that caught our attention:

Artificial intelligence and machine learning – This year, Dmexco’s focus was clearly on artificial intelligence and machine learning. The question is no longer whether the artificial intelligence will influence the daily work, but rather in what way.

Responsibility, transparency and blockchain – Creating meaningful experiences for end users is becoming one of the most important focus areas in the industry. Adherence to regulation and respect for consumer protection have become a necessity, not only through stricter legislation, but also because of customer loyalty and brand reputation. Blockchain may be a solution to brand security and adfraud, but the road is still long. The commercial value of the blockchain also remains to be seen in the industry.

Data – Data has earned its place at the core of digital change. Although it has been on everyone’s lips and for a long time, data has finally begun to appear concretely in doing. In order to get closer to customers, one must be able to react in real-time and merge data from multiple sources. Primarily it is about improving the experience for the end-user. The whole organization needs to understand how, where and why data is at the core of the entire business.

The power of partnerships – In recent years, advertisers have moved more into in-house advertising and work directly with technology vendors. Companies that are at the forefront of innovation use advanced technology and are able to adapt to changing needs. It is not possible alone to keep up with development and it requires a well-functioning partner network.

Esports – The biggest markets are starting to wake up to Esports’ reach. The market is still in the early stages and potential growth and development areas can be seen. Several presentations related to the subject were heard at Dmexco.

Programmatic – Brands are investing more in programmatic purchasing, but they expect better control, measurement and results. As budgets grow, it is urgent to pay attention to the visibility and transparency of the ads. The risks are being minimized by using private marketplaces. Programmatically purchased, Guaranteed impressions are predicted to grow in all ad formats and channels.

IAB Europe published two new reports on the status of programmatic in Europe (Source: IAB Finland) in Dmexco:

Attitudes to Programmatic Advertising Report shows that advertiser’s demand transparency, control and access to high-quality media environments and inventory. In-house purchases are still growing and it is now the preferred model for advertisers. Programmatic purchasing is becoming the norm for most stakeholders, but issues related to ad fraud remain key obstacles to investment growth. The Private Marketplace trade is the dominant trading mechanism used in programmatic purchasing.

The European Market Sizing Report, co-produced with IHS Markit, reveals that the market for programmatic display advertising grew in Europe last year by 27.1% and 12 billion euros. 62 percent of the growth in display advertising revenue was sold programmatically in 2017. Mobile is still the most “programmatic” form of advertising, as more than 80 percent of the mobile advertising trade is programmatic, followed by video, of which 74.1% was purchased and sold programmatically.

It was a pleasure to see many partners and customers alike on the spot. Now let’s just sit back and look forward to the next year’s spectacle. But really, in the meanwhile, there is something to be done before 2019.

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