With over 50,000 visitors, 950+ exhibitors, and 250 hours of programming, dmexco has very quickly become a must-attend event in the digital marketing space. With only one week remaining until the 2016 rendition, we’ve put together a quick guide (for both new and returning attendees) to get the most value out of your dmexco experience this year.
This year, Opera Mediaworks has set up camp in Hall 6, at Booth D061. Our team is excited to host a special VIP Happy Hour for clients and anyone interested in getting to know us better on the first day – Wednesday, September 14 – starting at 4:00pm. The gathering will last for two and a half hours, until 6:30pm, so be sure to stop by sometime in that window to mix & mingle with our team and fellow clients.
What will be buzzing?
Conferences like dmexco are primetime for new product announcements and technology partnerships, so you can always expect to hear some launch news on the first day of the event. It’s also where in-depth discussions on some of the “burning questions” of the industry take place – like the panel on ad blocking, for instance, that took place at Mobile World Congress earlier this year.
So it’s a fair bet that dmexco, too, will be awash with buzzwords and emerging topics of interest. Here are a few that we think will take center stage – and what they actually mean:
“Immersive ad experiences”
Translation: Rich media formats that make the user feel they are within the ad, instead of viewing it from afar.
Every marketer wants to know what’s new and innovative – but also what works. And in mobile, what works best are the rich media ad formats that draw in and fully engage the consumer. This year at dmexco our EMEA teams believe haptic vibration, such as the campaign for the Peugeot 308 GTi that vibrated the phone when the engine revved or the car accelerated (see video), will get a significant amount of attention, especially as it was listed as a finalist in the 2016 MOMA Awards in three different categories.
Our EMEA leadership also noted that augmented reality (AR) and virtual reality (VR) will be big topics of discussion, as non-marketing technology providers pick up the pace of development and consumers show more interest and indicate a faster adoption than previously forecasted. What will AR and VR mean for marketers? No doubt that question will be raised in Cologne.
“Rich, engaging creative”
Translation: Interactive rich media and the ideal feature set of mobile video offerings.
Given that 8 out of 10 consumers can recall a video ad they’ve seen in the last 30 days, and 92% of mobile video consumers share them with others, it’s no wonder that marketers are turning to video as the #1 method of sharing their message with potential customers.
But not all video is created equal! At dmexco, we think that there will be deeper exploration of the impact of sound – and, specifically, no sound, as the default is off for many feed-based apps – for video ads will be prominent. Advertisers will also be talking about what vertical video means for their campaigns.
“Big data” + “programmatic buying”
Translation: Marketers still really just want what works, and what is most cost effective.
As exciting as it is to talk about new rich-media formats and creative execution possibilities of mobile video, the top priority of all marketers is still results. There will be continued interest in new methods of achieving high quality, accurate targeting across all mediums, not just mobile – but we know that mobile offers so many data signals that it’s hard to beat.
In addition to finding new ways to hone in on their audience using “big data,” there will also be talk around programmatic buying and it’s importance as media buying behaviors shift and we migrate toward automated platforms. It would be difficult to find a dmexco attendee who hasn’t seen their budget shift in the direction of programmatic, so keep an ear out for some of the learnings from their experiences.
Dmexco has quickly gained a strong reputation for its top-notch lineup of speakers and quality programming around a diverse array of topics that are relevant for digital marketers. Here are some of the sessions we particularly recommend you attend:
The Technology of Storytelling Workshop #4 – The Speed of the Feed: Adapting to Social and Digital Proliferation
Thursday, September 15 | 4:00pm to 4:45pm
In this seminar, featuring speakers from Twitter, Vox Media, Metamarkets, and Opera Mediaworks, Grant Gittlin from MediaLink will look at the ways brands, publishers, and agencies can overcome the manufacturing challenge of creating sufficient, quality content in a world where social media is continuously increasing the velocity of content that viewers are exposed to.
The Opening Talk – Sir Martin Sorrell in Conversation with Jack Dorsey
Wednesday, September 14 | 10:00am to 10:40am
This session featuring not one, but two heavy-hitters is not to be missed! Founder and CEO of Twitter and Square, Jack Dorsey, will be going tête–à–tête with Sir Martin Sorrell, CEO of WPP during the opening talk of dmexco 2016.
The Campfire: Perspectives on Video
Wednesday, September 14 | 5:40pm to 6:20pm
Dmexco’s first ever “Unpanel” will put attendees in control of the conversation. To join the conversation, simply add your thoughts to the whiteboard located outside the Debate Hall and then watch as unlimited topics around video shape new and unconventional discussions.
No visit to dmexco is complete without at least one after-party! This isn’t our first rodeo, so we have lots of recommendations on the best after-conference hangouts and sponsored events to network, or even just to unwind after a full day.
dmexco booth parties
Wednesday, September 14 | 4:00pm – 8:00pm
The taxi line to leave the exhibition can take take over an hour, so why not grab a drink and network a bit more while you wait it out?
Online Marketing Rockstars Aftershow
Wednesday, September 14 | 9:00pm – 4:00am
Featuring a stellar lineup of DJs and an incredible warehouse location, this dance party is known for going until the break of dawn..
Wednesday, September 14 | 6:00pm – 6:00am
Die Halle Tor 2
For those traveling on a budget, this complimentary party is a great place to grab a free drink while you rub shoulders with other dmexco attendees.
If you find a spare minute to get out of the Koelnmesse, we recommend you check out these fantastic sights:
Der Kölner Dom
No trip to Cologne would be complete without a visit to this Roman Catholic cathedral. A masterpiece of Gothic architecture, the Cologne Cathedral was named a UNESCO World Heritage site in 1996.
This zoo has more animals than any other zoological park in Germany, featuring over 7,000 animals of more than 700 species on more than 20 hectares. It boasts an aquarium and contains the largest elephant park in northern Europe!
House of 4711
The House of Fragrance in Cologne’s Glockengasse is a tribute to the art of fragrance-making. Haven’t you ever wondered about where the name Eau de Cologne comes from?
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