DMEXCO 2016: Marketing to Individual People Not Consumers

DMEXCO has grown enormously over the years and today it’s one of the “must-attend” events of the innovation and digital marketing economy. This event absolutely rivals, if not surpasses, other industry events like Mobile World Congress in Barcelona and Cannes Lion in France. The majority of the event and the adtech company presence had a global feel with a bit of local flavor that still had their languages set only to German.

DMEXCO 2016:
    • 50,000+ visitors
    • 1,000+ exhibitors
    • 97,000 square feet of exhibition space
    • 570+ speakers across 15 stages
    • 320% growth since 2009

Key Theme: Market to People not Consumers

The theme of this year’s event was “Digital is everything — not everything is digital.” Why? Because digital marketing is about to get personal, according to OMD Europe Managing Director of Global Accounts, Steve Blakeman.  

Marketing to individual people, not ‘consumers’, was a vein of thinking that ran throughout the show and was communicated by many of the companies in our space.

The challenge for the industry is how to communicate with individuals leveraging:

– Relevant and personal creative that evokes emotion & engagement

– Programmatic ad tech platforms

– Dialogue creation

– Audience data

Through exceptional execution of the above leverage points, companies will eliminate advertising waste and reduce clutter by presenting ads that people care about. Brand Story Video was identified as the leading ‘media’ to accomplish the emotional connection brands need to make with people.

Jumping from meeting to meeting and diving into sessions opportunistically, one could see that many of the discussions among industry thought leaders reinforced the message of marketing to individual people. The talks  were very focused on the rapid evolution of Marketing to reach a deeper level of engagement that would impact the consumer decision journey.

Ad Blocking & The Quest for Better Ads

No show would be complete without a bit of controversy. Ad Blocking took center stage in one session regarding the impact it would have on consumer experience and industry revenues.  However it quickly became more of a circus ‘side show’ as the main company behind blocking digital ads decidedly jumped into the Advertising arena by “drum roll, please”… selling digital ads. Their announcement, appeared hypocritical to most, and touted partnership involvement with Google and AppNexus which were quickly refuted by both companies.

Demonstrating the digital ad industry’s focus on people and improving experiences, a new coalition was rolled out to set the standards of delivering better ads.  To see the work of the coalition please go to ViralGains is excited by the steps the industry has taken to deliver authentic, relevant brand experiences to consumers. At ViralGains we have been practicing Choice-Based Advertising and Dialogue Creation between people and brands since our inception.

VG On the Go!

The ViralGains’ team hit the beautiful city of Cologne Germany in full force.  We consumed our fair share of knowledge, , german beer, wiener schnitzel, and apple strudel (in that order) while forming deeper ties with our agency partners, brands we work with and our premium video inventory supply sources. A big shout out to #StickyAds for a great first night.

viralgains at dmexco2016

Pictured Above: Ken Siegel, Senior Director of Business Development (right), Safaa Lafnoune, Head of Ad Ops (middle) and Glenn Kiladis, VP, Product Management & Strategy (left).

Nothing can prepare you for the overwhelming size and vastness of this event. Each exhibitor is bigger or flashier than the next.

Having that intimate face-time with clients, prospects and industry colleagues was tremendous; with lots to get done post show. We had the opportunity to attend some great parties at epic venues and on a bus (reach out to us for that story), listen to the industry’s most brilliant speakers, and mingle with top execs – can’t beat that!


Pictured Above: Ken Siegel, Senior Director of Business Development and Glenn Kiladis, VP, Product Management & Strategy with Captain OnPage

For those of us who got to attend it was a great chance to build out current relationships, check out the competition, see what’s hot in the industry and brainstorm for next year’s show.

DMEXCO 2017: here we come!!!

Ken Siegel, Senior Director, Business Development
Safaa Lafnoune, Head of Ad Ops
Glenn Kiladis, VP, Product & Strategy

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