DMEXCO 2018: A recap
20 September, 2018
An insight by Alex Hewson, Managing Partner – Media
Every September Cologne plays host to one of the largest digital business, marketing, & innovation events of the year. As always, it gives us the opportunity to see how our industry is developing and thriving. I believe that DMEXCO has always stuck to its core mission – to showcase the best in technology and marketing innovation. Its success is further reinforced by its scale and growth over the years; evolving to become one of the essential events in the calendar.
At this year’s DMEXCO, I managed to catch several presentations including The Telegraph, who discussed how publishers can monetise effectively and the HighSnobiety, who explained why newer technologies such as AR/VR and AI have yet to fulfil their promise. What I found particularly interesting about the High Snobiety session was the honest realism of where we are with these platforms and what they can offer users and brands currently. For AI, the consensus was to look for a simple problem that they can solve and test, particularly around customer service or data analysis. AR/VR was far more reliant on the inclusion of their technology by producers who will propel them into the mainstream, citing the recent example of Apple’s rumoured adoption of VR in 2020’s iteration of the iPhone.
At this year’s event, I spoke on a panel alongside Taptica and Tremor Video, called ‘Science meets art: The convergence of data and creative in video’. The aim of our joint panel was to demonstrate the wide range of possibilities for video, in terms of objectives (branding or performance), across different channels and markets. We showcased some of the best practices to inspire marketers, in what will arguably become the lead display opportunity.
There is no denying that data and creative plays an integral role in video advertisement. Performance feedback in the form of data is essential – how can effectiveness be determined any other way? In digital performance marketing, the ability to iterate creative constantly based on this process has a tangible effect on campaign results, as we have seen here at M&C Saatchi Mobile.
Video also provides brands and advertisers with a wealth of opportunity. When discussing app promo campaigns, video gives a huge scale opportunity, as advertisers look for added performance – particularly relevant as publishers look for new ways to monetise their audiences in new and engaging ways. Video also lends itself to greater fraud prevention, as there is a wider selection of qualified and safe environments, particularly in-app where media owners have more owned and operated inventory.
Thanks to everyone who we met out at DMEXCO – look forward to seeing you all again next year!
If you would be interested in discussing this topic or more, then don’t hesitate to get in touch.