We Visited DMEXCO 2019

Nearly 400 different items on the agenda, around 1.000 exhibitors and many more visitors. We were also among them – ready to make new friends and to learn some new tricks. It was hard to keep track, but we managed to hear from many excellent speakers and take a look at all the stands in expo area.

<h2 align="justify">Highlights from the Day 1</h2> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify">When we arrived, we were impressed by the number of exhibitors, visitors and events on the agenda, but we managed to catch a session at the Congress Stage named “The Trust Revolution”. It was given by Stephani Buscemi from Salesforce. Some of the key take-aways from this session were: <o:p align="justify"></o:p></p> <p align="justify"> <ul> <li>We live in an era in which there is a crisis of trust.</li> <li>Trust takes years to build and seconds to break.</li> <li>78% of customers expect to have a consistent experience.</li> <li>Brands need to rethink their approach to trust in order to drive customer loyalty, employee engagement and growth.</li> <li>One of the most common mistakes we do is that we talk the talk, instead of walking the walk.</li> <li>Voices of our employees are an extension of our brand.</li></ul> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify">The best sessions on the World of Agencies Stage was definitely “Welcome to the Jungle”. Journalist and China expert Corinna Bremer as well as Stefano Balestra, Managing Director at Collabary at Zalando, and Alina Ludwig from Influence – the podcast talked about the future of influencer marketing. Among other things, they provided insights into the fast-growing Chinese market of so-called Key Opinion Leaders (KOL). <o:p align="justify"></o:p></p> <p align="justify">At the Experience Stage we caught some of the last free seats for “Video Ads: Time to Get Serious” session, while many other visitors weren’t so lucky and remained outside the door. Going through the crowds was worth it. We learned that video advertising is far and away the largest driver of ad growth. Key take-aways of this discussion, according to our opinion are: <o:p align="justify"></o:p></p> <p align="justify"> <ul> <li>Monetization is not a right on YouTube, it’s a privilege that needs to be respected.</li> <li>Emotional differentiation is the next big thing that will make difference.</li> <li>85% of video consumption is sound-off.</li> <li>Finish rate is bigger when there is description (cc/caption).</li></ul> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify">One of the best sessions of the whole DMEXCO for us was the “The New Creative”, given by Jeff Miller from Snap, Inc. He talked about the foundation of Snapchat philosophy through really interesting examples: <o:p align="justify"></o:p></p> <p align="justify"> <ol> <li>Ephemeral advertising (people will remember how you made them feel).</li> <li>Camera First (camera as a starting point of application)</li> <li>Close Friends (communication is reserved for close friends only)</li></ol> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify"><em>“People don’t just experience culture – they participate in it. From the posters on your walls to posts on the internet.”</em> <o:p align="justify"></o:p></p> <p align="right">- Ashley Yuki <o:p align="justify"></o:p></p> <p align="justify">The quote above was the most interesting take-away from the Ashley Yuki’s “Instagram and the Cultural Conversation” presentation. <o:p align="justify"></o:p></p> <p align="justify">At the end of the day, the Congress Stage focused on search optimization in the session named “Who killed Dominik Matyka?”. But in a slightly different form. Yext founder Howard Lerman and Broadway actors in musical form made clear why the right form of search is so important. The solution to the mystery surprised everyone. <o:p align="justify"></o:p></p> <h2 align="justify">Highlights from the Day 2</h2> <p align="justify"> <o:p align="justify"></o:p></p> <p align="justify">Sir Martin Sorrell taught us that, while the whole market is growing 4% per year, digital advertising grows at rate of 20%. That makes a huge pressure on traditional market. <o:p align="justify"></o:p></p> <p align="justify"><em>“If you want to see future, just go to China.”</em> <o:p align="justify"></o:p></p> <p align="right">- Sir Martin Sorrell <o:p align="justify"></o:p></p> <p align="justify">We used the last hours to explore the halls in detail. We were really impressed by the social media stands, including Facebook and Instagram, Snapchat, Pinterest, LinkedIn, but there were many other interesting exhibitors such as Adobe that provided us with the possibility to travel in time – right into the 90s. Adobe presented an authentic journey back in time to the beginnings of digital advertising. Slack, Google, Salesforce, TikTok, Shutterstock, Swat.io, Falcon, Social Match and Linkfluence were some other exhibitors that took our attention. <o:p align="justify"></o:p></p> <p align="justify">For us, DMEXCO19 was short but really remarkable experience and we are looking forward to visit Koln again in the following year. <o:p></o:p></p><!--EndFragment--> <style><!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-536870145 1107305727 0 0 415 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-536859905 -1073732485 9 0 511 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} @page WordSection1 {size:612.0pt 792.0pt; margin:72.0pt 72.0pt 72.0pt 72.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --></style>