Business

dmexco
MAGAZINE
PURE BUSINESS
On the two days of dmexco,
there’s just one focus: transforming
trends into real-life business deals
FACTS & FIGURES
dmexco, the Hot Spot of the
international Digiconomy, is
breaking all records this year
DAVID SHING
The digital prophet from AOL
will be one of the top speakers
at dmexco 2016
Pure
Business
€
119
OFFICIAL DMEXCO
Pure Party
September 14, 2016 / 20:30
WOLKENBURG / MAURITIUSSTEINWEG 59 / 50676 COLOGNE
FOOD & DRINKS INCLUDED
dmexco.com/party
Content
Welcome
to dmexco
2016
On September 14 and 15, Cologne will be the
venue of THE event of the year: dmexco 2016.
On the following pages you can find out what
awaits you at the global business and
innovation platform of the digital economy:
all the news, information, and facts about
dmexco 2016 at a glance!
dmexco MAGAZINE 2016
04
Fab Four
dmexco is one of the world’s four
most important digital trade fairs
05
Pure Business
On the two days of dmexco, there’s just
one focus: transforming trends into real-life
business deals
06
Trade Fair Capital
Cologne is the digital trade fair capital of
Europe — with access to the global market
07
User-focused
In partnership with companies,
BVDW drives the major trends
08
Facts & Figures
Approximately 50,000 visitors and more than
950 exhibitors — dmexco 2016 in fi gures
10
“dmexco brings together
the people that are
leading across the many
dimensions of digitalization
to find synergies, challenge
norms, and drive progress.”
Jessica Federer
Chief Digital Offi cer, Bayer AG
Global Business &
Innovation Platform
Cologne is the place to meet high-powered
experts and global players
13
Media Power
For the major international media networks,
dmexco is a must
“At dmexco you see the future.
It is an outstanding conference,
I’m very impressed with the
content and I’m blown away
by the exhibits.”
15
dmexco Trend Themes
The themes that are discussed at dmexco reveal the direction of the coming business year
17
Emerging Markets
dmexco is continuously expanding its role as
a hub of the global Digiconomy
18
Tips for Visitors
Marc Pritchard
Global Brand Building Officer, Procter & Gamble
How dmexco visitors can make the most of
their time at the trade fair
22
David Shing, AOL
AOL’s “digital prophet” will be one of the top
speakers at this year’s dmexco
25
Start-up Village
100 young digital companies will show what
they can do — and set a record for participation
30
Photography: dmexco, companies
New Generation
The YouTube star AlexiBexi captures the
spirit of a new generation
05
Pure Business
In Cologne the focus will be on
business. Christian Muche and Frank
Schneider explain why
08
dmexco Facts & Figures
dmexco 2016, the Hot Spot of
the international Digiconomy, is
breaking all previous records
22
David Shing, AOL
This always-on digital guru from New
York has a completely new vision of
user-friendly video advertising
34
Experience Hall &
Motion Hall
Two new stages for two of the hottest trends:
the Internet of Things and the moving image
35
Masthead
dmexco MAGAZINE 2016 |
33
The Fab Four
Finale of the annual business trip: After
the Consumer Electronics Show (CES),
the Mobile World Congress (MWC), and
the Cannes Lions, the global Digiconomy will meet at dmexco to take a final
look at this year’s trends.
n the field of music it’s the Beatles — and in the global digital economy it’s CES, MWC, Cannes Lions, and dmexco: the Fab Four! As
the most important events in the digital hemisphere, they have top
priority in the appointment calendars of the marketing, media, and
technology industry. This is where the key trends are shaped and the
commercial potential of tomorrow is defined. And the crowning finale of
the annual business trip traditionally takes place in September at dmexco in Cologne.
This year approximately 50,000 visitors will once again make a pilgrimage to dmexco from every corner of the world. This two-day event,
which features 950+ exhibitors on more than 90,000 square meters
of exhibition space, is the leading trade fair for the global digital
economy. During the past seven years, dmexco has played a pioneering role in the digital transformation. It is the growth engine that drives
the global Digiconomy forward by means of direct business deals,
valuable new contacts, the evaluation of business ideas, new standards
for the digital economy, maximum value creation, and concrete added
value. It’s no coincidence that today it’s mentioned in the same breath
as the other three top events. Together, they are the key global
Fab Four of the digital industry.
I The annual round kicks off with CES.
At the Las Vegas Convention Center
PE R DAY
and various hotels, it presents
state-of-the-art devices in the
entertainment industry, ranging
from 4K televisions to gadgets
V I S ITO R S
enriched with artificial intelligence.
PE R
4 DAYS
Two years ago, CES added the
E X H I B ITO R
theme of connectivity and expanCES
ded its focus to include the IoT trend.
Thematic focus:
At MWC in Barcelona, the focus is on
consumer electronics
telecommunication, especially the smartphone
295 000 m2
with all of its diverse applications, whereas in
exhibition space
Cannes it’s all about the creative economy and
rd. 170 000 visitors
its annual award ceremony. In recent years,
rd. 3 200 exhibitors
more and more technology companies such as
Founded in 1967
Facebook, Google, and Adobe have been
attracted to the Côte d’Azur, primarily to a
parallel world that exists alongside the Lions. All
of this shows that technology, marketing, and
creation belong together — and as a powerful
triad they generate concrete added value for consumers. And that’s exactly what dmexco will be doing
this fall. The fact that the digital journey reaches its
high point in Cologne is the result of the targeted positioning of dmexco, in terms of both content and scheduling,
in the annual calendar of the global digital marketing industry.
Whereas CES, MWC, and Cannes Lions became the melting pot
of the marketing industry much earlier, dmexco worked out its
position within the Fab Four systematically. As a result, this sequence
of trade fairs first addresses the trends, then their possible variations,
and finally real-life business. Thus the annual schedule for all the decision-makers of digital business perfectly covers all the key aspects. As a
two-day show consisting of a trade fair and a conference, dmexco
marks the end of one business year — and ushers in the new one. In
2017 the business trip will start all over again.
13
4
4 | dmexco MAGAZINE 2016
VISITORS PER E XHIBITOR
PER TR ADE FAIR DAY
The index “Visitors per Exhibitor per Trade Fair
Day” shows the average number of contacts
registered by the exhibitors per day. These
calculations reveal that dmexco delivers the
best values.
26
PE R DAY
V I S ITO R S
PE R
E X H I B ITO R
2 DAYS
dmexco
Thematic focus:
digital marketing
90 000 + m2
exhibition space
950 + exhibitors
50 000 + visitors
Founded in 2009
4 DAYS
Mobile World
Congress
Thematic focus:
mobile communications
100 000 m2
exhibition space
101 000 visitors
2 200 exhibitors
Founded in 1987
6 DAYS
Cannes Lions
Thematic focus:
creative advertising
15 000 visitors
40 000 submissions
Founded in 1954
PE R DAY
11
V I S ITO R S
PE R
E X H I B ITO R
Christian Muche
„dmexco stands for
PURE BUSINESS!“
Frank Schneider
f
As a n enabl er o mexco
SS,” d
“PURE BUSINE d ing rol e in
conf i rms its l ea merce.
d igita l com
dmexco is the central platform where the global digital economy concludes its
business deals. As an enabler of “PURE BUSINESS”, dmexco confirms its leading
global role in digital commerce year after year. dmexco sums up this position in its
new claim and its new corporate identity (CI). The meaning in detail, and how
dmexco generates real-life business deals, is explained in this interview with
Christian Muche and Frank Schneider from dmexco.
Photography: dmexco
Why has dmexco introduced its new
claim, “PURE BUSINESS”?
Frank Schneider: With the new claim we
are summing up something that our exhibitors and visitors appreciate: the fact that
dmexco stands for the successful business
of the global digital economy. As a global
business and innovation platform, it’s the
ideal place to make high-level business
contacts, initiate transactions, directly
generate orders, and enter into cooperative
projects. But “PURE BUSINESS” is much
more than a mere claim. Real-life business
deals are concluded here, and they underscore dmexco’s DNA: its innate talent for
the successful initiation and conclusion of
business deals in the global Digiconomy.
What’s the special thing about dmexco
that justifies the claim “PURE BUSINESS”?
Christian Muche: Business deals at the
national and international levels are initiated
and concluded at dmexco. We develop
additional potential for new business by
closely integrating the knowledge transmission and best-practice examples at the
conference with the in-depth knowledge
and showcases at the trade fair. In our
conference program, leading brands and
outstanding thinkers and visionaries show
what is possible in future business operations, what is influencing business, how
business is changing, and how it can be
further optimized. Through timely and
future-oriented key themes that are among
the current drivers of the digital economy,
we support the development of new business areas for our partners.
How is the new dmexco CI, “PURE
BUSINESS,” being expressed?
Frank Schneider: The new dmexco CI
centers on six outstanding individuals who
symbolize the theme of “PURE BUSINESS”
in vivid dmexco key visuals. In addition to
the dmexco claim, what clearly strikes the
viewers of these images is the graphic
connection with the major cities of the
international digital economy. In these
capitals of the digital world, we observe the
central themes of the Digiconomy all year
round and seek out new business potential
that will benefit dmexco visitors and exhibitors in their commercial operations.
What insights does dmexco offer into
the “PURE BUSINESS” of the future?
Christian Muche: At dmexco, the key
trends are connected with the current daily
developments of real business, and the
commercial potential of the future is defined. This year we are introducing two
specialized new stages for two of the
hottest trends in global digital business
today. In the Experience Hall, the future
meets business. Here, brands and innovators will be showing how they are already
making use of current technology trends
and future-oriented communication options
in their daily business operations. These
trends and options range from the Internet
of Things to virtual reality. In addition, in the
Motion Hall we have created the new international forum for video and the moving
image. At the exclusive dmexco SCREEN.
ings we will present the most exciting
moving image trends and their potential for
current and future business.
dmexco MAGAZINE 2016 |
5
„Cologne is the digital
trade fair capital of Europe“
dmexco is one of the top events taking place at Koelnmesse. And it represents the mission of
Koelnmesse: being the international commercial hub offering sector leaders as well as
midsized companies access to the global market. Gerald Böse, the President and CEO of
Koelnmesse, offers interesting insights into the challenges of digitization in the trade fair
business and the strategy of Koelnmesse in the area of digital entertainment.
Mr. Böse, what role does digitization play as a
trade fair theme for Koelnmesse?
Gerald Böse: Digitization is an important and innovative market. We recognized its importance early on, and
we are continually expanding its role at Koelnmesse.
Our ongoing observation and analysis of the market
and our strategic emphasis on future-oriented themes
have led us to establish two leading trade fairs here in
Cologne: dmexco, the global trade fair for the digital
economy, and gamescom, the world’s biggest trade
fair and highlight event for interactive games. So far,
eight trade fairs have represented our overarching
Digital Entertainment field of expertise, including
traditional drawing cards such as photokina as well as
newcomers such as DIGILITY, the professional conference and exhibition of virtual and augmented reality,
which will celebrate its premiere in September 2016.
Today Cologne is the digital trade fair capital of Europe,
with exhibitor and visitor numbers that are growing
year after year.
Koelnmesse 3.0
In the future, easy access
to online
networks and the fast an
d smooth
utilization of digital service
s will have
a decisive influence on the
success
of a trade fair visit. They
will also be
key factors in the exhibito
rs’ and
visitors’ perception of the
qualit y of a
trade fair complex.
6 | dmexco MAGAZINE 2016
What are the challenges, and how does Koelnmesse deal with them?
Gerald Böse: The speed of communication is increasing the difficulty to make information available to the
right target group at the right time. As a result, having a
strategy and a good basic concept is crucial in succeeding the trade fair communication. In addition,
digital media channels that function well for one trade
fair don’t necessarily work for every other trade fair. As
a result, every trade fair, together with its respective
target groups, has to be looked at separately. It’s also
important for a trade fair company to equip its own
employees with the right processes and digital tools in
order to harmonize internal processes with external
services
Photography: Koelnmesse, BVDW
How important are digital media channels for
communication during the trade fair?
Gerald Böse: Today they are already essential elements of our communication with exhibitors and visitors. Of course they are especially important at trade
fairs with digitally savvy customers, such as dmexco
and gamescom. Technical and digital elements such as
apps, social media, mobile Internet pages, and digitally
supported services help trade fair visitors to maintain
an overview and orientate themselves in spite of the
flood of information that is available to them.
„Focusing on consumers“
An interview with BVDW President Matthias Wahl reveals
that the association is in tune with the times. With special
assistance from OVK — Circle of Online Marketers, the
German Association for the Digital Economy (BVDW),
which is the owner of the dmexco trademark, drives the
major trend themes of the industry.
Mr. Wahl, the Internet of Things is expected to radically change our
lives. It will open new business opportunities for companies and
offer them entirely new ways to communicate with their target
groups. How is the BVDW supporting companies that are moving
in the direction of “Every thing is digital”?
Matthias Wahl: The Internet of Things is providing a massively expanded information base. Especially in the area of digital marketing, it‘s
opening a revolutionary way to address target groups within a specific
context. However, this complex development step is also creating
challenges for the sector. The BVDW, whose members come from all
parts of the value chain, is supporting companies as they tackle the
process of digital transformation. In particular, that includes companies
that are only now discovering their digital potential through developments such as the Internet of Things. This is why we are promoting the
networking of the market participants among themselves, and why we
advocate framework conditions that support practice — in terms of policy as well as content. Especially when it comes to the Internet of
Things, it’s essential for the sector to focus on the consumers’ perspective. At dmexco 2016 we will fill this gap with the Experience Hall, where
we will focus on the users’ personal experience and inspire visitors to
design their own business models.
When we talk about the advertising of the future, we mean moving
images. How does the association plan to generate fresh momentum in this area at dmexco?
Matthias Wahl: A few years ago, the moving image was almost a niche
format. Today it’s riding the trend toward content marketing and continuing to make a strong impact on the digital advertising market. In order
to address this development effectively, we are offering a very special
platform for the themes of video and the moving image in the new
Motion Hall at dmexco. In the seminar program of BVDW, we will also be
addressing the latest themes and taking a close look at the merging of
linear TVs with digital video.
Companies are very willing to participate in the digital transformation, but the proportion of companies — especially midsized companies — that have already implemented this process is still rather
small. How are the BVDW and dmexco planning to help companies
implement this transformation?
Matthias Wahl: Companies that have understood what it’s all about
quickly develop a willingness to participate in the digital transformation,
but in many cases they’re still not capable of doing so. A recent BVDW
study of the German economy’s level of digital maturity, using trading
companies as an example, produced a disturbing picture of such companies’ ability to operate successfully in the future. The mission of the
BVDW is to support these companies as they engage in the digitization
process. In this connection, it’s extremely important to create networks
between companies in traditional sectors and digital pioneers. However,
this alone will not be enough. That’s because the digital transformation
brings with it many different kinds of challenges, ranging from changes
in the working environment to the legal framework, which often lags
behind actual developments. At the BVDW, we promote a shared understanding of recent developments, provide orientation, and represent the
interests of the digital sector in the political and social arena. For all
these activities, dmexco is our association’s most important forum.
Event tips:
BVDW seminars at dm
exco 2016
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MAGAZIN 2016 |
7
Bigger, more international, more highpowered: dmexco 2016 in figures
24
program
0+ hour s
conferen
ce
of
dmexco is one of the global “must attend” events of the digital
economy. As a unique combination of leading exposition and
extraordinary conference, it brings together top brands with the
decision-makers, visionaries, techies, and creative minds of the
international Digiconomy.
Presence of sector leaders
90 000 + m2
950 +
EXHIBITION AREA
E XHIBI T O RS F ROM
AL L O V E R T H E W O R L D
1 5 S TA G E S
Increase in exhibitors from 2009 to 2016
+ 320 %
International
475
Intern
rnational
23
34
2009
2010
8 | dmexco MAGAZINE 2016
2011
2012
Inte
ern
r ational
206
20
PROPORTION OF
INTERNATIONAL
E XHIBITORS
IN 2 016
2013
2014
50%
2015
2016
Photography: Companies
International
30
Internationa
nal
45
International
88
International
127
Internatio
ona
n l
396
International top speakers
Increase in visitors
from 2009 to 2016
+
570
T OP SPEAKE RS
2016
+ 350 %
Chris Cox
Chief Product Officer
Facebook
Dana Anderson
Senior Vice President & CMO
Mondelez International
Internation
nal
15 618
2014
Paul Bulcke
CEO
Nestlé
2015
Interrnational
20 000+
Shane Smith
CEO & Founder
Vice Media
Julia Goldin
CMO
Lego
Tim Armstrong
Chairman & CEO
AOL
2013
International
7975
International
6575
Visitor structure
18 %
12 %
Other
Internation
nal
5550
Healthcare, social
institutions
16 %
Transport and
logistics
Media and
information
2%
2%
Training and further
education
13 %
3%
IT and
communication
technology, consumer
electronics
3 % Sports and fitness
Food and
beverage industry
3%
3%
Consultants
Automotive
sector
8%
4%
Consumer and
luxury goods
Tourism, hotel and
catering sector
9%
2010
Pharma, chemical,
and biotechnology
Intern
rnational
3860
International
2370
2009
2%
2011
2%
2012
Dealers, wholesalers,
and mail-order trade
International
1700
Financial services,
insurance, corporate
consulting
dmexco MAGAZINE 2016 |
9
All the significant brands and leading companies of the global Digiconomy
will be on hand at dmexco 2016. International movers and shakers, decisionmakers from the biggest advertisers, representatives of digital brands and
agency networks, publishers, and creative masterminds will be coming from
all over the world and from every sector to present their latest innovations at
dmexco and sound out the potential for new business. This is where the key
trends for the entire economy will be on show, ranging from digital video to
the internet of things, connected worlds, virtual and augmented reality, visual
communication, and creative storytelling.
10 | dmexco MAGAZINE 2016
Photography: dmexco
Summit meeting of
the digital economy
TOP 10
COUNTRIES
SENDING
EXHIBITORS
1
2
3
4
5
6
7
8
UK
USA
BENELUX
FR ANCE
AUSTRIA
SWITZERL AND
ISR AEL
ITALY
9
SPAIN
10
POL AND
TOP BRANDS*
Fotos: dmexco
*Extract
12 | dmexco MAGAZINE 2016
Hot Spot for agencies
dmexco is not only a unique digital sector event but also a Hot Spot for
the major media agencies. All of the globally operating media networks
and the leading national media agencies, as well as representatives of
their international customers, will be on hand at dmexco. This will be an
ideal opportunity to make contact with decision-makers and pioneering
thinkers from renowned companies operating all over the world, and to
work with them to develop new and innovative business strategies.
Omnicom
Media Group
GroupM
Network:
Mindshare, MEC,
Mediacom, Maxus,
Essence, Xaxis, Light
Reaction, Plista,
Connect, Quisma, PBU
Billing volume:
€ 92,04 billion
Publicis
Media
Network:
Starcom, Zenith,
Mediavest/Spark,
Optimedia/Blue 449
Network:
OMD, PHD, Annalect,
Trakken, Resolution,
Accuen, AeraSolutions,
Fuse
Billing volume:
approx. € 50 billion
Dentsu Aegis
Network
Network:
Carat, Dentsu, Dentsu
Media, iProspect, Isobar,
McGarryBowen,
Posterscope, Vizeum,
MKTG
Top customers:
Unilever, L’Oréal, Ford,
Procter & Gamble,
Nestlé, Mars, ColgatePalmolive, NBC Universal, Glaxo-SmithKline,
Yum! Brands, General
Mills, Vodafone, Bayer,
Subway, Anheuser-Busch
Inbev, Fiat Chrysler,
American Express, Kimberly-Clark, Chanel
Top customers:
Puma, PayPal,
Postbank, Samsung,
Asics, Airbnb,
Deutsche Bank, Lorenz
Snack-World, Desigual,
Coty, Deutsche Post,
Fielmann, Toyota,
Nestlé, Obi
Top customers:
Renault-Nissan,
McDonald’s, Apple,
Peugeot-Citroën,
PepsiCo, Estée Lauder,
Walt Disney Company,
Liberty Global/
Unitymedia, Hasbro,
Barcardi, Unilever, GSK,
Bayer, SAP, Canon, Ferrero, Porsche,
Expedia, Airbus,
Elizabeth Arden
IPG
Mediabrands
Havas Media
Group
Pilot
Group
Mediaplus
Group
Network:
UM, BPN, Initiative;
Society, Ansible,
Cadreon, IPG Media Lab,
Magna Global, Mediabrands Insights, Orion,
Rapport, Reprisemedia
Network:
Havas Media, Havas
Sports&Entertainment/
Ignition, Arena Media,
Forward Media; Affiperf,
Socialyse, Mobext,
Ecselis, Adcity, Artemis
Alliance, Cake, Proximia,
Ais, Luxhub,
Havas Productions
Billing volume:
Billing volume:
€ 829 million
> € 200 million
Top customers:
Oetker Group,
Otto Group,
Procter & Gamble, ARD,
Oakley Capital (Parship,
Elitepartner), Scout24
Group, EnBW, Hochland
Deutschland, Melitta,
Lotto24
Top customers:
Adelholzener, Bergader,
Bonprix, Cafe Royal,
Hornbach, Interwetten,
McArthurGlen, SaalbachHinterglemm,
WesternUnion, WMF
Billing volume:
> € 33 billion
Top customers:
Johnson & Johnson, FCA
Group, MillerCoors,
Coca-Cola, BMW,
Unilever, Sony
Billing volume:
€ 70,03 billion
Billing volume:
€ 17,70 billion
Top customers:
Telefónica, Hyundai/Kia,
PSA (Peugeot/Citroën),
LVMH, Sears, Emirates,
Puig, Axa, Orange,
El Corte Ingles
Billing volume:
€ 40,52 billion
Top customers:
GM, Microsoft, Kellogg‘s,
Diageo, Ferrero, Adidas,
Mondelez, Mastercard,
Mattel, Beiersdorf,
Panasonic, Shiseido,
20th Century Fox,
Coca-Cola
Source:
Company information,
research by W&V
dmexco MAGAZINE 2016 |
13
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Die wichtigsten Nachrichten und Kommentare
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14
JETZT KOSTENLOS LADEN
From video to virtual reality:
dmexco trend themes in 2016
Video, artificial intelligence, programmatic ad buying, virtual reality and
much more — dmexco is the business and innovation platform where the
major trend themes are discussed from a new angle and a perspective
that’s relevant to business. The goal is to find out which trends have the
potential to give the global digital economy a boost.
VIDEO
PROGR AMMATIC
OUTE RNET
In daily marketing activities,
video is still used all too
often as a byproduct for
reaching larger target groups
beyond TV advertising.
However, this is a fatal error,
because the moving image
functions completely differently on TV and on the
Web. Users accept advertising on the Internet only if
they are really interested in it.
The utilization context is
crucial.
Automated commerce with
an advertising inventory is
well established in the field
of digital marketing today. It’s
now time to launch it in
fast-growing areas such as
TV and creativity.
The Internet has been the
Outernet for quite a while
now. It’s no longer limited to
PCs and laptops. Instead, it
can already be found everywhere in our daily lives — via
wearables, mobile devices,
and the likes. It’s a link with
other trendy areas such as
VR and the Internet of Things.
CONTE NT-MARKETING
VIRTUAL RE ALIT Y
Photography: Companies
COGNITIVE DATA
Cognitive computing is
expected to make big data
analysis more precise and
more results-oriented. The
aim is not only to read large
and unstructured volumes of
data very quickly and evaluate them according to certain patterns, but also to
deal intelligently with this
data. Self-learning IT systems can not only communicate with people and other
computer systems in real
time but also remember
previous interactions and
draw conclusions independently. In the process they
also take their surroundings
into account. This is a completely new dimension that
has already been used very
successfully in planning
advertising campaigns.
Pokémon Go has introduced augmented reality in the
mass market. But tracking
down virtual monsters via
smartphone is only the
beginning. AR and VR will
enable companies to use
new types of commercial
communication with consumers, who will be able to
directly experience brands
and the advantages offered
by specific products.
VISUAL COMMUNICATION
We perceive 80 percent of all
our incoming information
visually. And unlike reading, for
example, seeing is completely
intuitive. That’s what makes
tools such as Snapchat and
Instagram so successful and
adds an additional component
to advertisement planning.
The trend is away from “push
communication” and towards
content that informs, advises
or entertains — and that’s
only one way that companies’
communication is changing. A
further change is the fact that
content marketing has to use
the channel where a specific
person would like to be
addressed.
How can
I help
you?
INTE RNE T OF THINGS
The IoT is radically altering
the way companies communicate with customers.
Smart homes with “talking
fridges,” connected cars,
and digitized points of sale
are giving us completely new
insights into customer behavior — in real time. The big
question is: At which point of
the customer journey can
companies address the
user?
ARTIFICIAL INTELLIGENCE
EMERGING MARKETS
The World Bank has defined
more than 50 countries,
including South Africa, Brazil,
China, and Poland, as emerging economies. Retail companies, and e-commerce as
well, should already be adapting to the needs of these
up-and-coming markets. In
addition, certain regions such
as Silicon Wadi in Israel are
providing the blueprint for
successful global business.
Autonomously driving cars,
smart machines, networked
systems, and humanoid
robots that instruct school
classes and interpret feelings
better than we can do ourselves — this is just the
beginning. A new world of
communication and interaction with consumers is
opening up. But critics are
already wondering´: what
would happen if artificial
intelligence were to start
making and implementing its
own decisions?
dmexco MAGAZINE 2016 |
15
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Expansion in
growth markets
Photography: Fotolia
Along with its core markets in Europe and the
U.S., dmexco is now entering growth markets
such as Brazil, China, and Japan. dmexco is
thus continuing to expand its position as a
central hub for global digital business.
ocê fala portuguê s? Visitors to this year’s
dmexco will need to be prepared for this
question, as Brazil will now have its own
pavilion at the trade fair for the first time.
Digital business associations such as IAB Brazil and
the LatAm mobile marketing association, as well as
the Digitalks trade journal and the Brazilian
embassy’s investment unit SECOM, are all looking
to establish international contacts. “Interest in
global business relationships is huge, and dmexco
is the perfect place to establish new international
contacts,” says Celeny da Silva, the new representative for Brazil and Latin America, who along with
dmexco invited advertising companies to a Brazilian
networking event during the Cannes Lions festival.
During a sunset cruise with caipirinhas, the hosts
and their guests discussed possibilities for linking
domestic business activities with markets abroad
using the dmexco business platform.
V
Christian Muche and Frank Schneider believe there
are many opportunities, and as the individuals
responsible for dmexco they have set themselves a
major goal: to consolidate global digital business
at one location in order to make it flourish
through international communication. They also
view Brazil as an important growth market with
“tremendous creative potential.” Brazil has indeed
demonstrated this to be the case — and not just
with the 90 awards it won in Cannes. For example,
this emerging market is now ninth in the global
rankings for gross domestic product, with a GDP of
US$1.8 trillion. The GDP rankings are currently led
by the USA, China, and Japan. The USA is a longstanding partner of dmexco. With key digital players, such as AOL, Google, Facebook and, as of late,
Snapchat, Americans form the core element of the
international digital economy. The AT Kearney con-
sulting firm reports that the USA is also one of the
biggest players in e-commerce. Germany and the
UK are right behind, followed by Japan and China.
This is why Muche and Schneider also want to add
exhibitors from these two Asian growth markets to
the dmexco lineup. The two therefore personally
invited a 40-member delegation from China and
Japan, including retailers, entrepreneurs, and
heads of associations and agencies, to Cologne.
The purpose of the visit will be to gain initial impressions, establish new contacts, and discuss relevant
issues. Ideas for a joint project (of a digital nature, of
course) might even be generated before the year is
over. Indeed, digitization, which is now part of every
aspect of our daily lives, is increasingly making such
cross-border business a relatively simple undertaking. With this new initiative, dmexco is underscoring its role as a hub for global digital business.
For more than two years now, the dmexco networking events — the dmexco Satellites — have
moved into fast-growing and vibrant economies
such as India, Singapore, and Israel. This past
spring, digital pioneers and leading marketing experts from Israel met for the first time in Tel Aviv.
The focus here was on virtual reality and the tremendous opportunities it offers for the advertising
industry to reach consumers in new and more
emotional ways.
However, the Satellites offer only a small taste of
what’s to come at dmexco in Cologne. For example,
Muche and Schneider have now brought Brazil to
dmexco, and new markets are set to follow next
year with the help of the first dmexco Satellite in São
Paulo, for example.
dmexco
dmexcoMAGAZINE
MAGAZIN 2016 |
17
dmexco at a glance
More than 50,000 visitors are expected to attend the
world’s most important digital trade fair this year — and
dmexco will make sure every one of them feels good
in Cologne. The organizers will provide participants
with many tips so that they can focus fully on the most
important thing: their business.
NNeeuawenrcge
Eenintrgeaanin
HaHraalllel 66
Good
to k n o w
DME XCO
TICKETS
Book your
ticket now:
dmexco.com/tickets
HOW TO GET THE RE
DME XCO
COORDINATES
September 14 and 15, 2016
Wed: 9:00 a.m. to 6:30 p.m.
Thu: 9:00 a.m. to 5:30 p.m.
Koelnmesse
Halls 5.1 to 9
Deutz-Mülheimer Straße 111
50679 Köln, Germany
18 | dmexco MAGAZIN
MAGAZINE2016
2016
The fastest way to get to
the exhibition center is by
taking public transport
to the Köln Messe/Deutz
train station or the Koelnmesse tram stop. If you’re
driving, please note that
parking lots P 21 and
P22 have been reserved
for dmexco. Please also
pay attention to the Koelnmesse information displays
when you arrive.
E NTR ANCES
DME XCO
CONFERENCE PROGR AM
You can reach the halls
via Entrance North,
as well as via the new
Entrance Hall 6,
which is also served by
free shuttle buses.
Both entrances have
cloakrooms that are
staffed.
Complete information:
dmexco.de/conference
Mobile with the dmexco App
In print in the free dmexco
GUIDE (available at the fair)
YOUR REMOVABLE
DMEXCO HALL PL AN
EEnintgraanncge
Norrdth
DME XCO PART Y
5IFENFYDP1BSUZJTUIF
perfect way to end the first
day of the trade fair.
5IJTZFBSUIF1BSUZXJMM
be held in a new and
extraordinary location:
Come celebrate with us in
the Wolkenburg - food &
drinks are included!
dmexco.com/party
DME XCO TO GO
DME XCO APP
A PE RFECT OVE RVIE W
MATCHMAKING APP
5IF%.&9$0"11PGGFST
a complete mobile
service to all trade fair
visitors. It’s always up to
date and always there when
you need it, with top news,
hall plans, the complete
conference program, and
exhibitor profiles.
dmexco means networking.
SummitSync allows you
to share your contact
details with trade fair visitors
and exhibitors with just a
swipe of the screen.
Be sure to use SummitSync
to get in touch with others
at dmexco.
Available now:
90 000 + square meters of
exhibition space with 15 stages
— but there’s no need to worry,
as the free dmexco Power
Package makes sure you’ll
always have a clear overview:
tENFYDPhall plan (available at
both entrances)
tENFYDP(6*%&XJUIUIFMJTUPG
exhibitors and the conference
program (available at both
entrances)
t1SPHSBNJOGPSNBUJPOJOGSPOUPG
every stage
tENFYDPBQQXJUIDPNQMFUF
trade fair information and
plenty of tips
HUNGRY?
Visit our food court
in Hall 5.1, the dmexco
Café at Entrance
North or the dmexco
Diner on the
Boulevard.
DME XCO
LIVE
twitter (@dmexco)
twitter.com/dmexco
facebook (dmexco)
facebook.com/dmexco
dmexco
dmexcoMAGAZINE
MAGAZIN 2016 |
19
www.sap.de/dmexco
45443deDE (16/07) © 2016 SAP SE oder ein SAP-Konzernunternehmen. Alle Rechte vorbehalten.
20
Die Welt spricht Video
Video ist immer und überall – ob auf dem S-Bahnsteig, auf dem Pausenhof, im
Supermarkt oder auf dem Laufband im Fitnessstudio. Die Beschränkung von
Bewegtbild auf den heimischen Fernsehschirm mutet an wie eine nostalgische
Erinnerung. Doch die Online-Video-Industrie braucht eine Revolution.
Liebe dmexco Besucher,
die Zeiten, in denen Videos der puren Unterhaltung dienten, sind passé: Wer liest noch ein
Kochbuch, wenn er bei einem Video-Tutorial
live mitkochen kann? Wer studiert mühsam ein
Benutzer-Handbuch, wenn er per Video in anschaulichen Schritten die Lösung eines kniffligen Excel-Problems präsentiert bekommt?
Und warum nicht eine Vorlesung bei einem
weltweit renommierten Professor im virtuellen
Hörsaal mitverfolgen – und das kostenlos, zu
jeder Zeit und in perfekter Qualität?
Video – genauer gesagt Online-Video – ist das
Medium unserer Zeit: mobil, qualitativ hochwertig und vor allem schnell. Schließlich ist Zeit
die kostbarste Ressource. So ist Ronaldos
verschossener Elfmeter zwölf Stunden später
schon wieder vergessen angesichts des
Extrem-Wetters, das so schaurig-spektakuläre
Bilder liefert.
Für den Video-Anbieter bedeutet das, dass sein
Inhalt kurz und bündig sein muss, und er muss
rasend schnell, in bester Qualität weltweit verfügbar sein. Das sind technische Anforderungen,
für die wir bereits Lösungen haben. Eine komplexere Herausforderung ist es, den Content
zum Nutzer zu bringen, denn der sucht nicht und „on demand“ zu handeln. glomex – The
Global Media Exchange ist die Synthese aus
danach – er will gefunden werden.
Weltweit gibt es etwa eine Milliarde Websites. profunder Kenntnis über Produktion und VerViele von ihnen können Video-Inhalte transpor- breitung digitaler Inhalte aus dem Mutterkontieren. Die wenigsten haben aber die erfor- zern ProSiebenSat.1 mit branchenführender
derliche Größe für die bestehenden Syndizie- Expertise in Software und Cloud-Architektur
rungsangebote. Sie einzeln anzubinden, wäre sowie einem einzigartigen Setup für BusinessKunden auf der
angesichts komganzen Welt.
plizierter LizenzAuf der dmexco als
vereinbarungen,
der führenden Digiindividueller Abtalmesse laden wir
rechnungen und
Sie als Publisher
fragmentierter naein, unseren Markttionaler Märkte
nicht umsetzbar glomex – The Global Media Exchange: Der erste welt- platz exklusiv zu
besichtigen (s.
und auch nicht
weite, offene Marktplatz für Premium-Online-Videos
geht auf der dmexco an den Start.
explore.glomex.
profitabel. Was die
com). Als Teil eines
Online-Branche
dringend braucht, ist ein offener Marktplatz, handverlesenen Kreises erhalten Sie die Chanauf dem Inhalte und Reichweite frei und fair ce, mit neuem Video-Content unmittelbar neue
gehandelt werden. Ein Marktplatz ohne Mini- Erlöse zu kreieren. Anbieter hochwertiger Inmumgarantien und Einrichtungskosten, ein halte können sich jetzt registrieren – und bereits
intuitives und unmittelbares Aktionsfeld, das an Bord sein, wenn glomex auf der dmexco
eine bessere Werbeerfahrung bei höherem die Pforten öffnet zum ersten weltweiten MarktWerbepreis erlaubt. Eine globale Medienbörse, platz für Premium-Video-Inhalte.
Ihr Michael Jaschke,
die es Lizenzgebern und Website-Betreibern
CEO, glomex GmbH
ermöglicht, Inhalte gegen Reichweite einfach
ADVERTORIAL | dmexco MAGAZINE 2016 |
21
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22 | dmexco MAGAZINE 2016
A (Post-)Post-roll World
Advertisers love pre-rolls and their attention-grabbing
effects. Users, however, hate them being in their way
when they want to watch movies, news or other
content snippets. AOLs Digital Prophet David Shing
knows how to get rid of the problem.
W e are living in a preroll world, and we are
pre-roll guys and gals.
We all still do it, I
know, but I’d like to present a
scary thought exercise:
What if we got rid of pre-roll?
Being forced to appear at the
end of any piece of content
would change the advertising
dynamic. Consumers would go
straight into the content, and
we’d no longer be able to
“hijack” their attention beforehand. We’d have to ensure that
we were consistently producing
or partnering with content that
fit our brand’s DNA, and that
we wanted viewers to associate
that type of content with our
brands.
We would no longer charging
tolls on content with pre-roll;
we would have to create experiences that make the viewer
want to engage further. It would
be a huge shift in thinking, but
necessary if we want to keep
up with such a tidal change in
the industry.
Such a change would necessitate that brands shift to a
post-roll philosophy. That
doesn’t just mean making
better post-roll. It means a
deep understanding of your
brand’s DNA, and what content
will complement its image and
vision. It means connecting
viewers with compelling and
relevant content at the right
time and for the right reasons.
Most of all, something which
recent research AOL has
conducted into “content moments” has also shown, it
means imparting to the viewer
the emotional momentum that
makes them want to continue
their journey with the brand.
Apple’s “Shot on iPhone”
campaign neatly tied together
Apple’s vision of coolness for
and by the people, giving their
consumers a chance to insert
their literal perspective in the
brand story. Louis Vuitton’s
City Guide app was a pitchperfect return to their genesis
as a luxury luggage company
for stylish jet-setters. For
both, the content was useful,
engaging, and fitting for the
genetic structure of the brand.
But more importantly for both,
the brand itself was secondary
to the quality of the content.
The brand itself had taken a
“post-roll” presence, and the
content had been allowed to
speak for itself.
Embracing a post-roll philosophy means that brands act
more like a logical denouement
to a preceding experience, like
an exquisitely plated dessert
that is complementary in flavor
and welcomed by diners even
(or especially) if they feel sated
by the meal that came before.
Brands (and marketers and
advertisers) are still obsessed
with quantity, to the expense of
quality. Buy an audience, hope
something sticks; the model
stubbornly prevails. With the
rise of AR, VR, and livestream
experiences that resist the use
of traditional formats, we can
and must do better. These
experiences are becoming
more immersive, less suitable
for interruption or haphazard
branding, and will drastically
change what viewers will
expect and tolerate. This, in
turn, means that our approach
must change drastically, and
we must be ready to provide
creative based on emotion,
needs, and specific moments.
I often ask audiences if they
stay in the theater after a film,
and I always get quite a few
hands. Why? To see the outtakes, of course, which humanize the actors and create a
deeply intimate connection for
the viewer. In this same temporal space, post-roll, lies the
opportunity for new, creative
brand integrations that don’t
impinge or impose on the
creativity of the content with
heavy-handed or ostentatious
branding.
David
Shing
The Australian
thought leader is
AOLs self-proclaimed “Digital
Prophet”. Working
in New York he is
exploring future
business and,
together with partners from agencies
and marketing, is
inventing creative
forms of brand
engagement.
Previously to his
role as Digital
Prophet he served
as VP Media and
Marketing at AOL.
David Shing, AOL
SPE AKING SLOT
David Shing
Experience Hall,
Congress-Centrum Nord
September 14, 2016
10:00 AM
dmexco MAGAZINE 2016 |
23
Der persönliche Faktor zählt –
Daten & Technologien helfen dabei
Die Digitalisierung führt dazu, dass Kunden immer anspruchsvoller werden.
Jeder Nutzer des mobilen Internets ist daran gewöhnt, jederzeit mit Informationen
versorgt zu sein. Am wichtigsten für den Erfolg ist das individualisierte Erlebnis:
Technologien & Daten können dabei helfen.
sonalisierung bis hin zu kognitiven Lösungen, wie z. B. zur Erkennung von
Trends. Unter kognitiven Lösungen versteht man selbstlernende Technologien,
die in Sekundenschnelle aus einem
großen Pool an unstrukturierten Daten
eigenständig Schlüsse ziehen und Entscheidungsalternativen bieten.
Auch im Digitalzeitalter sind persönliche
Empfehlungen ein entscheidender Faktor. Nur wenn es Unternehmen gelingt,
ihre Kunden auf persönlicher Ebene zu
erreichen, gelingt die Kundenbindung.
Heute können Daten und entsprechende Technologien helfen, den persönlichen Draht herzustellen. Der Trendbegriff hierfür lautet Hyperpersonalisierung. Gemeint ist eine hochindividuelle
Ansprache des Kunden auf Basis von
Daten und weiteren Faktoren. Das
Ideal: Mit Hilfe von generiertem Wissen
aus einer Vielzahl der Datenpunkte soll
dem Kunden im Entstehen seines Bedürfnisses die entsprechende (Produkt-)Information angeboten werden.
Um das zu erreichen, bedarf es auf der
einen Seite genauester Echtzeit-DatenAnalysen, auf der anderen Seite aber
auch Automatisierungs-Technologien,
die in der Lage sind, die Informationsangebote exakt entlang der Customer
Journey auszuspielen.
Wie das in der Praxis funktioniert, zeigt ein
Beispiel des Outdoor-Anbieters The North
Face: Der Kunde kann in natürlicher Sprache
sein Interesse äußern, etwa, dass er im
Oktober für zwei Wochen auf eine TrekkingTour durch Vermont gehen will. Sein digitaler
Einkaufsberater (basierend auf IBM Watson)
ist nun in der Lage, den Ball aufzunehmen
und wie in einem natürlichen Gespräch eine
vollständige Ausrüstung zusammenzustellen – von geeigneten Schuhen bis hin zum
Schlafsack. Das intellektuelle Spektrum des
digitalen Helfers ist verblüffend groß. Es ist
in der Lage, auch die Wandererfahrung und
-ambition des Nutzers zu berücksichtigen,
ebenso wie die typischen Witterungsverhältnisse des Zielortes, die Dauer der Tour und
die Menge der Teilnehmer. Der Kunde kann
dann entscheiden, welche Produkte er aus
dem individualisierten Angebot kauft. Nach
Abschluss des Einkaufs ist das personalisierte Erlebnis noch nicht vorbei: Der digitale
Einkaufsberater kann den Kunden per Mail
Wie also gelingt es Unternehmen, das
Kundenerlebnis auf ein neues Level zu
heben? Wissen und Technologien sind
verfügbar – auch wenn sie noch nicht
umfassend eingesetzt werden –, doch
für die konkrete Umsetzung mangelte
es in der Vergangenheit an praktikablen
Lösungen. Das persönliche Erlebnis ist
der Schlüssel zum Erfolg und Daten
sind der Schlüssel zu diesen Erlebnissen. Die Entwicklung hat gerade erst
ihren Anfang genommen – man darf
gespannt sein, welches kreative Potenzial für Kundenbegeisterungen sich
noch entfesseln lässt.
erinnern, dass er für seine Reise noch nicht
die komplette, gesuchte Ausrüstung erworben hat.
Extrem personalisierte Kundenansprache
und -information funktioniert jedoch nicht nur
im Handel und E-Commerce, sondern auch
in anderen Bereichen wie Reiseveranstalter,
Telekommunikationsanbieter, Banken, Versicherungsunternehmen, Medien und vielen
weiteren Industriezweigen. Allerdings müssen Unternehmen dafür in Technologien und
Datenanalyse investieren und auf den neuesten Stand gebracht werden.
Unternehmen können ihre Kunden überraschen und ihnen ein Erlebnis bieten, das sie
persönlich anspricht. Dazu sollten die Wünsche des Kunden genau gekannt werden –
idealerweise bevor sie der Kunde selbst kennt.
Die notwendigen Technologien dafür stehen
am Markt zur Verfügung. Sie reichen von
Datenanalyse-Funktionen über Echtzeit-Per-
24 | dmexco MAGAZINE 2016 | ADVERTORIAL
Kognitive Lösungen von IBM unterstützen
führende Marken dabei, ihre Kunden in
sinnvoller Weise zu verstehen, Verhalten zu
antizipieren, in Echtzeit darauf zu reagieren
und so Emotionen beim Kunden zu erzeugen,
die einen klaren Wettbewerbsvorteil darstellen.
Besuchen Sie IBM & Partner:
Erfahren Sie mehr über Lösungen, mit denen
Sie Kunden besser kennenlernen. Entdecken
Sie Lösungen, die zwischen den Zeilen lesen,
um bessere Entscheidungen zu treffen, aus
Kaufabschlüssen tragfähige Beziehungen herzustellen, Vertrauen in Loyalität und Kunden in
Fans zu verwandeln.
IBM @ dmexco 2016 in Halle 8, Stand A-011
oder unter ibm.com/de/events/dmexco
Daring to go
This year is the third time dmexco will showcase young
digital companies at the Start-up Village. These companies are more than happy to utilize the event to present
their solutions — and generate new business as well.
e want to establish relationships with digital media,” says
Peter Oonk from TVadSync, a
young company from Ireland
that helps television advertisers reach
their target groups on the second screen
as well. TVadSync is one of a hundred
start-ups that are partners of the Start-up
Village at dmexco 2016. This year is the
third time dmexco will showcase young
digital companies at the Start-up Village.
The concept has proved worthy, according to Curt Simon Harlinghausen (Akom),
head of the Start-up Initiative at the Bundesverband Digitale Wirtschaft (German
Association for the Digital Economy –
BVDW; see interview on p. 27). The BVDW
has been a partner here from the very
beginning. Oonk visited the Start-up
Village last year — and was immediately
impressed.
W
Photography: dmexco
Representatives of other young companies feel the same way. Roman Sidhu from
Beemray, a Finnish company using its
data expertise to help advertising customers address their target groups more
directly, is also mainly interested in finding
new customers and partners. This aspect
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has in fact been one of dmexco’s main
strengths from the beginning, as the trade
fair’s customers not only present their
ideas and establish new contacts but also
do business at the event. dmexco offers
start-ups an inspiring venue for showcasing their business models, as well as a
fantastic opportunity to present themselves to numerous business partners from
the digital economy. Visitors and exhibitors have the opportunity to experience
trendsetters from the digital economy who
demonstrate the potential offered by their
solutions and present their ideas and
visions to the market.
The young companies take advantage of
all these opportunities, and the start-ups
that have been to dmexco before now
know how to carefully plan their presentations. “Last year, we were a little inexperienced with our presentation,” says Magnus Hultman from Strossle, a tech company from Sweden that helps advertising
customers personalize their content marketing. This year, Strossle plans to utilize
more employees and pursue an effective
strategy for its presentations — especially
by spreading the word about the company
among partners and potential customers.
Louis-David Mangin from Clarium (formerly ClarityAd) plans to do the same. Clarium, which is based in New York, automatically protects publishers from malware
ads, or malvertising. And as far as inviting
customers goes, well, why not? After all,
dmexco is now internationally famous,
thanks to its numerous Satellite events as
well. This is how dmexco exports its spirit
all over the world to young companies that
are grateful for the opportunities it offers.
dmexco
dmexcoMAGAZINE
MAGAZIN 2016 |
25
„Making visitors
influencers“
How does the Start-up Village differ from other events and
activities for start-ups?
Curt Simon Harlinghausen: There are a lot of differences. For
example, the visitor spectrum is more varied due to the dmexco
concept of a conference, trade fair, and marketplace. There are
more international visitors from different sectors, including major
brands, agencies, and venture capital providers, as well as influencers and media representatives. Then there’s the broad mix of 100
German and international start-ups that are involved in everything
from advertising technology to the Internet of Things and e-commerce solutions. dmexco offers a unique opportunity in Europe to
present a company, its ideas, and its innovative team — not to
mention the business deals and the potential new partnerships
and networks.
Why do the start-ups need a separate area? Wouldn’t it be
better to put them together with the other exhibitors?
Curt Simon Harlinghausen: The Start-up Village has proved to
be an effective concept over the last few years. Many start-ups in
the early stages of their development prefer to spend money on
product development, personnel or performance marketing. They
are therefore very happy to have an opportunity to effectively
present themselves and network with one another in the Village
without having to invest a lot of money to do so. In addition, the
Village makes it easier for them to distinguish themselves from
established companies.
What opportunities does dmexco offer start-ups?
Curt Simon Harlinghausen: The biggest opportunity is to be able
to present ideas and products in depth, meet potential customers,
partners, and investors, and transform the expected 50,000 or
more trade fair visitors into influencers.
To what extent do the start-ups help dmexco in terms of attracting new target groups and making the event more dynamic?
Curt Simon Harlinghausen: It’s always a case of give and take.
dmexco currently invests a good deal of money in the Start-up
Village concept, because of course it knows that creative ideas
and new companies will increase diversity in the future, that talent
and an international approach to business will become more
important in the digital ecosystem, and that successful start-ups
might eventually move from the Village into the other halls. And of
course start-ups are also a strategically important issue when it
comes to increasing visitor diversity.
Photography: dmexco, company
Why should visitors go to the Start-up Village?
What’s there for them?
Curt Simon Harlinghausen: Visitors who go there become acquainted with an extensive and exciting range of
German and international start-ups that address different aspects of the sector, present new ideas and
disruptive models and methods, and serve as a source
of inspiration, creativity, and know-how. Networking,
discussions, questions, and amazement are just a few
of the facets of the Start-up Village.
dmexco
Sta rt-up Vil l a ge
100 young digital companies
In 2014, dmexco began showcasing young digital
companies in a separate area known as the Start-up
Village. The partner of the Start-up Village initiative is
the Bundesverband Digitale Wirtschaft (German
Association for the Digital Economy – BVDW). The
Start-up Village highlights exhibitors who offer a
product or service for digital marketing, the media or
the advertising industry, or else market technologies
for the Internet of Things.
The Start-up Village is a combination stage, lounge,
and exhibition. In particular, it offers start-ups the
opportunity to meet customers who might place
orders with them early on, and in this manner it
supports the development of these young companies.
The number of exhibitors in the Start-up Village will be
limited to 100 in 2016. Start-ups must apply to
participate. A panel then selects the companies,
which are allowed to participate at a discounted price.
dmexco additionally supports the young companies in
the Start-up Village through organized tours of the
Village and the incorporation of the start-ups into
the conference. The concept has attracted a
lot of interest among start-ups: The first
event in 2014 featured 18 high potentials
that presented their innovative ideas and
solutions. This number increased to 24
in 2015 — and this year it will skyrocket
to 100, including many international
start-ups, some of which are from the
so-called hot spots: the USA, Israel,
India, the UK, and Hong Kong.
Curt Simon Harlinghausen
(Akom) is head of the Start-up
Initiative at the BVDW. He explains
why dmexco offers start-ups a
unique platform in Europe.
dmexco MAGAZINE 2016 |
27
%00) 6)0):%28)28,)1)2-2)-2)12)8>;)6/
26 | W&V ??-2016
Fotos: Unternehmen, Xxxxxxxxxxxxxxxxxxxx
;MVWMRHHEW2IX^
www.bvdw.org
BUCHEN SIE QUALITÄT:
DIGITALE MARKEN
DER BAUER MEDIA
GROUP.
ÜBERZEUGEN SIE SICH VON DEN
KOMMUNIKATIONSLÖSUNGEN UNSERER
DIGITALEN MARKEN – AUF UNSEREM STAND
IN HALLE 8, GANG D 047/E 048.
BAUERADVERTISING.DE
PRINT
WEB
MOBILE
TABLET
Besuchen Sie uns auf der dmexco: Halle 7 / C009 D008
Gemeinsam finden wir die passende Lösung für Sie!
Value-Driven
E-Mail-Marketing
NATIVE DELIVERY
Mit E-Mail-Marketing Native Ads
persönlich zustellen. Auf dem
Silbertablett.
dmexco-Vortrag:
15. September, 16:00 Uhr
www.inxmail.de/native-delivery
Agentur
denkwerk zählt zu den führenden Digitalagenturen Deutschlands. Wir sind ein Team
von 180 Denkern und Machern aus
19 Nationen. Gemeinsam sind wir auf einer
Mission, die digitale Welt sinnvoller, schöner
und funktionaler zu gestalten.
Lernen Sie uns in Halle 7/A010 kennen!
Conversational Commerce
bezeichnet den „Einsatz von Chat, Messaging
Diensten oder anderen (Sprach-)Schnittstellen, um mit Menschen, Marken oder
Services und Bots zu interagieren, die bisher
keinen richtigen Platz im bidirektionalen asynchronen Messaging-Kontext hatten“ (Chris
Messina, Januar 2016). Durch den Anschluss
der Messenger an einen Kundenservice oder
einen Bot kann im Messenger eine
Zwei-Wege-Kommunikation geführt werden,
die keinen synchronen Ablauf benötigt.
Der E-Commerce
der Zukunft
Conversational Commerce – DAS Thema 2016. Vor allem im amerikanischen und
asiatischen Raum gibt es erste Anwendungsbeispiele, die auf ein neues Zeitalter des
E-Commerce hindeuten. Dort verkaufen, wo sich die Kunden sowieso aufhalten, ohne
Umwege über eigene Shopsysteme – kann das den klassischen E-Commerce ablösen?
Messenger Apps ersetzen immer mehr die
klassischen Social-Media-Kanäle. Der erweiterte Funktionsumfang bietet mittlerweile
deutlich mehr als die reine Kommunikation,
beispielsweise durch das Browsen in der App
selbst oder die Möglichkeit, direkt Geld zu
überweisen. Warum sollten die Nutzer also
noch andere Kanäle benutzen? Vielleicht
müssen sich einfach die Marken an die Nutzungsbedingungen der Kunden anpassen
und nicht umgekehrt? Genau hier setzt
Conversational Commerce an.
Für den Nutzer bietet Conversational
Commerce diverse Vorteile: Der Einkauf befriedigt das aus dem aktuellen Kontext entstandene Bedürfnis, und zwar direkt, einfach
und schnell im bereits genutzten Messenger.
Die Kommunikation mit der Marke ist durch
die Interaktion in natürlicher Sprache einfach
und persönlich. Die Marke tritt als Freund auf,
der weiß, was der Nutzer in diesem Moment
braucht. Der Kunde steht im Mittelpunkt –
und dieses Mal wirklich!
Das bietet auch für Marken neue Möglichkeiten: Die Begleitung des Nutzers setzt deutlich
früher in der Customer Journey an, und dies
auch in einem bisher nicht bespielten Kanal.
Conversational Commerce kann direkt zu
Beginn eingesetzt werden, um den Nutzer zu
inspirieren und mit den Angeboten vertraut
zu machen. Während des Kaufprozesses
sorgt die Personalisierung und der beschleunigte Checkout für eine verbesserte Conversion Rate. Und auch nach dem eigentlichen
Kauf können die Marken mit kontextbezogenen relevanten Zusatzangeboten einen verbesserten Service bieten.
Eben darin liegen auch die Herausforderungen für die Marken: Wie stellt man seine eigene Marke optimal dar, wenn man sich auf
einer Drittplattform bewegt? Wie differenziert
man sich vom Wettbewerb, wenn der erste
Fokus nicht mehr auf dem Produkt oder Preis,
sondern auf der Betreuung und dem Service
liegt? Zusätzlich bedingt Conversational
Commerce diverse technische Anforderun-
gen wie zum Beispiel die Payment-Integration
in den Messenger selbst.
Um das optimal zu meistern und Conversational Commerce gewinnbringend einzusetzen, braucht man neben einer ausgefeilten
Idee vor allem eins: Daten! Kundendaten,
Informationen zu potenziellen Nutzern, kontextbezogene Daten, Produktprofile, Daten,
um den Bot zu einem lernfähigen System
weiterzuentwickeln. Es reicht aber nicht aus,
diese Daten einfach zu sammeln. Der Knackpunkt ist die intelligente Auswertung und
Kombination der Daten, um eine optimale
User Experience zu schaffen.
Die wichtigste Frage ist und bleibt: Welche
Informationen braucht der Nutzer genau und
in welchem Kontext? Welche Informationen
wünscht der Kunde wirklich, welche sind eher
störend oder vielleicht sogar unheimlich?
Wie man den Nutzer wirklich in den Mittelpunkt stellt, erläutert denkwerk im Seminar
„Conversational Commerce“ auf der dmexco.
ADVERTORIAL | dmexco MAGAZINE 2016 |
29
FAVORITE APPS
PL ATFORMS/MES SENGERS
TapTennis and omfgdogs.com
(because of the music especially)
Everything.
And I literally mean everything:
YouTube, Snapchat, Discord,
Facebook, Vine, Younow,
Instagram, Twitter, Slack,
Twitch, Flixel, Yodel, Google.
WE AR ABLES
Apple Watch (unfortunately
wearables are still more
annoying than useful)
DE VICES
iPhone SE, an iPad Mini
and a MacBook Pro 13"
CONNECTING WITH FANS WHILE
ON THE MOVE
Smartphone
(perfect for everything these days)
A prototype
He has been compared with LeFloid — and he’s also a little crazy. However, he is
somewhat more grown up as well, and his more than 900,000 followers on YouTube
and other channels can always learn something from him. AlexiBexi is popular: Some
of his videos have generated as many as 11 million views, which is the type of rating
some TV stations can only dream of. Like all other YouTubers and influencers, AlexiBexi exemplifies the mentality of the younger generation — people who are already
consumers today and might be dmexco visitors tomorrow. The things AlexiBexi does
and shows are commented on thousands of times, one example being his test of the
battery in the Huawei Mate 8 smartphone. AlexiBexi thus provides an interesting
setting for ads, even though it requires advertising customers to be thick-skinned.
30
30 | dmexco MAGAZINE 2016
Photography: Company
YouTuber AlexiBexi embodies an entire
new generation’s attitude toward life.
„BLABLABLA“
Attitude toward marketing
YouTubers are THE stars for young people: What have you got
that others don’t have?
AlexiBexi: Well, first of all, that’s a very general question or statement, of course. It’s definitely true that many young YouTubers
— or young-acting YouTubers — are viewed as supposed role
models for the young generation. The problem is that 90 percent of
them aren’t role models at all, and definitely not stars either. That’s
why I’m not a big fan of being called a “YouTube star.” Still, there is
one aspect that applies to everyone, namely that they’ve all hit a
nerve or connected with a niche that gets young people to listen to
them.
How do you stay in contact with your fans?
AlexiBexi: Through public relations work, direct exchanges, and
personal encounters. You could also just call it “being approachable”,
or being authentic, if you mean that honestly. That’s actually the
other half of the deal besides producing the content itself.
What other channels besides YouTube can you be seen on?
AlexiBexi: A lot of things I do are on YouTube, including productions
like the NDR Checker for the NDR broadcasting company, „Die Welt
der Kamera“ for Photokina, and “Turn on” for the Saturn electronics
retailer. However, there are also spinoffs on other platforms, for example radio (NJOY), the „Turn on“ print magazine, and the ZDF Neo
TV Lab on television. These are all different ways of reaching what is
in effect the same target group so that they can see or hear what’s
going on and where things are headed in the future.
Driving Superior
Monetisation.
We create highly efficient, high-quality
programmatic advertising marketplaces.
OPENX AT DMEXCO
14—15 September
Hall 8.01, B059-C058
www.openx.com/dmexco
Are you interested in advertisers for your platforms? What criteria
does a YouTuber use when choosing an advertising customer?
AlexiBexi: Even though everyone knows that many big YouTubers
exploit their reach with advertising customers rather than making
real use of it, for myself I can only say that my partnerships are not
only clearly displayed — sometimes in a completely exaggerated
way — but also carefully selected. The key criterion is whether a
partnership benefits my audience or only my bank account. If I
think there’s going to be an imbalance here, then I won’t agree to
the partnership. In any case, sustainability is definitely more important to me than greed.
What does a YouTuber need to have in order to attract an
advertising customer?
AlexiBexi: It depends on the customer. The year 2016 has already
taught me — and this is also based on my observations of colleagues — that many advertising customers don’t care which interchangeable decal-like images are used to promote their products
or services. Fortunately, there are still some clever people who
want not only to achieve new goals together but also to build
something together, improve their image or even create one to
begin with.
How are such advertising customers usually integrated?
AlexiBexi: Either clumsily, cleverly or honestly — but only after
there’s been at least one (honest) phone call or, even better, after a
face-to-face meeting.
How do your fans and followers react? Are they annoyed or do
they like it?
AlexiBexi: It depends whether the ad presentations are clumsy,
clever or honest.
Is your business
looking out?
Besuchen Sie uns in Halle 6,
Stand ĩ31. Wir freuen uns auf Sie!
www.meltwater.com/de
White Label
{DSP, SSP, DMP}
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solute GmbH
Seit 2004 betreibt
die solute GmbH
billiger.de, Deutschlands bekanntestes
und meistgenutztes
Preisvergleichsportal*. Es vereint
derzeit über 50 Millionen Angebote zu
rund zwei Millionen
Produkten. Zu den
aktuellen Innovationen gehört das
responsive Gutschein-Netzwerk
OVISTO.
*Quelle: 41. WWWBenutzer-Analyse W3B,
Oktober/November 2015
Reichweite mit Substanz
Die solute GmbH arbeitet mit über 22 500 Online-Händlern
zusammen und baut derzeit ihre internationale Präsenz kraftvoll
aus. Unter dem Dach des Preisvergleichsportals billiger.de
erreicht das Unternehmen kauffreudige Kunden in einem vitalen
Umfeld. Alle solute-Lösungen sind konsequent auf die Ziele der
Partner und auf transparente Kooperation ausgerichtet.
UMSATZ IM AUSLAND –
OHNE AUFWAND
Wer ins Ausland versendet,
braucht verlässliche Partner.
Für die Listung internationaler Feeds arbeitet
solute mit etablierten Top-Partnern in den
jeweiligen Ländern zusammen.
Erfolgreiche Online-Händler kennen die Bedürfnisse ihrer Kunden und nutzen die Dynamik des Markts. solute und billiger.de integrieren zukunftsweisende Entwicklungen sinnvoll und technisch innovativ für ihre Partner.
ASIENS MÄRKTE ERSCHLIESSEN
solute kooperiert mit Woojoo Ltd. in Seoul.
Woojoos neue Shoppingplattformen erschließen den Markt in Südkorea und allen relevanten Regionen Asiens. solute übernimmt Shipping, Zahlung und Abwicklung auf
Provisionsbasis.
billiger.de bildet mit seiner hohen Angebotsdichte den Markt transparent ab. Nutzer wissen, dass sie für den besten Deal keinen zweiten Preisvergleich brauchen. Das macht Neukunden zu loyalen Stammkunden mit hohen
Durchschnittskäufen. billiger.de ist damit einer
der stärksten Vertriebskanäle für Online-Shops.
Das Gutschein-Netzwerk OVISTO verbindet
Shopping-affine Endkunden und die OVISTOPartner durch Gutscheine. Es erzeugt einen
geschlossenen Kreislauf aus positiven Impulsen. So belebt hochwertiger Traffic die Seiten
aller Partner. Mit OVISTO erreicht jeder Partner
weitaus mehr Kunden, als er dem Netzwerk
zuführt. Die Reichweite vervielfacht sich – ohne
aufwändige Kampagnen. Die OVISTO-Gutscheinseiten sind komplett mobile-optimiert.
EINFACHE TOOLS, VIELFACHES PLUS
solute-Partner können auf viele weitere Marketing-Tools zugreifen:
Mit dem Bewertungsmeister hält billiger.de ein
kostenloses Full-Service-Angebot für hochwertige, SEO-relevante Produktbewertungen
bereit. Shop-Betreiber können die authentischen, professionell aufbereiteten User-Beiträge höchst einfach integrieren und an ihre
eigene Oberfläche anpassen. Sie bereichern
auf Wunsch sogar bestehende Bewertungssysteme. Die Marken und Marketingpakete
der solute vereinen solide Erfahrung im OnlineGeschäft mit gut dosiertem Innovationsgeist.
t %BTsolute Newsletter Network organisiert die persönliche Ansprache aller gewünschten Zielgruppen.
t %FSCheckout Vermarkter generiert zusätzliche Umsätze mit jedem abgeschlossenen Verkauf.
t .JUEFNNewsletter-Gutschein können
sich Kunden einen Preisnachlass auf den
Listenpreis für die Buchung eines StandAlone-Newsletters sichern.
ADVERTORIAL | dmexco MAGAZINE 2016 |
33
Experience
Tw o n e w s t a g e s
dmexco Experie nce Ha ll:
Experie ncing the worl d
of tomorrow toda y
From the internet of things (IoT) to wearables, artificial
intelligence, and virtual and augmented reality — consumers in an age of increased networking are mainly
interested in one thing: the overall experience. The
pioneers of global digital business will offer an in-depth
look at the changing customer experience in the new
dmexco Experience Hall. Renowned sector experts
such as David Shing (AOL), Chad Stoller and Travis
Johnson (IPG Media Lab), Matthew Luhn (Pixar), Dirk
Arnold (BMW), and the cognitive supercomputer
Watson (IBM) will stage exciting sessions and impressive live demonstrations to show some 700 spectators
how current technology trends and visionary communication possibilities can already be used in daily business. Pure inspiration!
Photography: dmexco
Two of the hottest trends in global
digital business now have two new
stages: The Experience Hall and the
Motion Hall will offer visitors to
dmexco 2016 two additional and
impressive thematic showcases. The
focus here is on the
increasingly important
segment of original
digital video and
the latest developments and marketing opportunities
associated with the
creation of a new type of
customer experience
using groundbreaking technologies.
34 | dmexco MAGAZIN
MAGAZINE2016
2016
and Motion:
at dmexco 2016
dmexco Mot ion Ha ll:
Let’s celebrate Vid eo
dmexco has established the world’s first international
forum for videos and moving images in the form of the
SCREEN.ings program that was developed especially for
the trade fair. SCREEN.ings, which will take place in the
new Motion Hall, will present the topic of original digital
video in all of its many facets for the first time — and with
all the key players from the various markets. The exclusive format of the dmexco SCREEN.ings has generated a
great deal of interest among leading brands: AOL,
Bloomberg Media, Facebook, Maker Studios, NBCUniversal, RTL II, RTL Group, Studio 71, Twitter, Vox Media,
VICE, ZDF Werbefernsehen, and others will stage
exclusive presentations that offer a compact overview of
their latest trends and topics — and new content and
platforms that are set to make an impact on the marketing, media, and communication industries. The Motion
Hall can accommodate 700 people and features stateof-the-art technology and a screening wall 23 meters
across. Lights out and curtain up!
Masthead
Publisher Koelnmesse GmbH, dmexco, Messeplatz 1, 50679 Köln, Germany
Project management Petra Schmidt (dmexco) Text André Hoffmann (FAKTOR 3)
Art direction Thorn Bolle (Visuelle Kommunikation)
Publisher Verlag Werben & Verkaufen GmbH, Hultschiner Straße 8, 81677 München, Germany, Tel. 089/21 83-71 33
Management Christian Meitinger, Dr. Karl Ulrich · Assistance Raoul Fischer, Christina Rose, Irmela Schwab, Christiane Treckmann (W&V)
Printing Vogel Druck und Medienservice GmbH, Leibnizstraße 5, 97204 Höchberg, Germany
Enclosure in W&V 36/2016