Montag, 05.10.15

Review dmexco 2015 -
Bridging Worlds at dmexco

Sir Martin Sorell_dmexco 2015

We are looking back on a great dmexco 2015 with 500 international top-speakers, 881 exhibitors and more than 43.000 visitors - a new record. For the 7th time, the dmexco took place at koelnmesse on September 16th and 17th, 2015 and united the global Digiconomy.    

Day one began with a sensation: Sir Martin Sorrell, who has been requested from year one of dmexco in 2009, opened the worldwide leading digital exhibition with his keynote "Grey swans, disruption and zero based budgeting - what impact will they have on global trends?" Expectations were accordingly high, but Sir Martin kept the promises.


He named four objectives to be his future strategy: fast-growing markets; digital; data investment management, and horizontality. Sorrell is optimistic when it comes to the perspectives of the advertising market. The largest growth rate he foresees, as expected, in the Digital Media and especially in Mobile Advertising. "If you add it up - media and data are half our business - about $5 billion of our revenues comes from media, about $5 billion from data, and digital is about $6 billion. So if you add it all up, $16 billion out of the $20 billion are coming from areas that Don Draper - if he were alive today - wouldn't recognise", Martin Sorrell summed up the current state of WPP's business.

He emphasised the imbalance between the channels' expenses and the time consumers spend with the individual media. Sorrell presented figures like these: The amount of time to be spend on media is 24 percent on mobile, but only 4 percent on print. But the expenses on print are much higher: 18 percent of the advertising revenues relate to magazines, but only 8 percent to mobile - a high discrepancy.

Five recent trends at dmexco 2015:

1) Culture and Code: The future is creating audiences and technology at the same time: In the Mastermind Debate "The Intersection of Culture and Code", Juergen Blomenkamp (Global Investment Chairman, GroupM), Bob Lord (President, AOL) and Babs Rangaiah (Vice President of Global Media Innovation & Ventures for Unilever) discussed how to bring Culture and Code together. Sharing data across silos will be relevant for advertising experiments and consumer experiences, all panelists agreed. Culture and Code need to merge together, but on a kind of metalevel. GroupM, for example, invented GroupM Connect to balance out these disciplines.


2) Internet of Things
: One hot topic at dmexco 2015 was, of course, the Internet of Things. In numerous sessions it was not only discussed, but brought to life by concrete products and solutions. Internet of Things nowadays means going further and further with connections and real-time-data. Without cloud technology the IoT cannot exist, the panelists stated. Jonathan Oliver, Global Head of Innovation at AOL, presented the most interesting part: Mixed reality - like HoloLens from Microsoft - is the next big thing. With 3D-lenses, holographic computing is possible. Even more: The computing screen is taken away with mixed reality, holograms are just showing up in front of your eyes. So in the future, the digital world will be blended with real world and we are connected 24/7 wherever we are. This offers huge possibilities to visualise our work or share our ideas.


3) Adressable TV/Programmatic
:Programmatic was a key topic at dmexco. The Game Changer Debate "TV everywhere" asked how we are most likely going to watch TV in the future and which role programmatic will overtake. The panelists Brian Lesser (Global CEO, Xaxis), Jimmy Maymann (CEO, Huffington Post), René Rechtmann (President International, Maker Studios) and Debbie Weinstein (Director of Brand Solutions and Innovation EMEA, Google) agreed that it's not only about audiences, but also about environment. Third party measurement would be the key to a breakthrough for Adressable TV. The crux: Google, Facebook and other publishers have their own measurements keeping advertisers from this "TV-everywhere" away yet.


But this was not the only point of contact with video: Famous YouTube stars met up at the dmexco,there was a Broadcasting Area for video reports as well as new advertising formats for moving-images. The YouTuber promoted themselves, but also their Multichannel Networks (MCNs) showed up at dmexco. In the Broadcasting Area companies had the opportunity to report in moving-images directly from the dmexco - e.g. the Huffington Post used this offer. There is an ever growing video market: The dmexco even offered new technologies like "outstream ads". This means that companies can place advertisements at positions where normally static banners have a place at best.

By the way: Lindsay Pattison, Global CEO Maxus, participated in the "The Automation Debate: The Economic Catalyst". She pointed out that automation may help to deliver better results at the top of the funnel (cross-device marketing for brands) and at the bottom (precision and scale if it comes closer to sales). Lindsay also talked about earning clients' trust by showing the best solutions and, for example, DSP/SSP/DMP-neutral consultancy. Finally, one very interesting side effect: Lindsay told us that automation saves time which she then can spend on meeting her employees, having face-to-face chats and finally searching for new talents. So automation is good for economics in several ways.


4) A Return to Scale
:In the Keynote "The rise of the App ecosystem", GroupM's global chief digital officer Rob Norman foresees a future without fragmentation. Apps, Norman said, are more than a mobile issue as people use apps not only on their mobile phones, but also on cars and smart TVs. Thus, a new app ecosystem is rising. As a consequence of that narrative, he foresees a return to scale and an end to fragmentation. This defragmentation or consolidation could be an opportunity for major advertisers to think again about long-term competitive advantages and how they can integrate content, advertising and services with the major players in the app ecosystem.


5) New Leadership
:Women are still under-represented in technological fields. In the panel "The Women's Leadership Table: 'Diversity, New Leadership & New Talents'", Sarah Mansfield (Vice President Global Media, Europe & Americas, Unilever), Nicola Mendelsohn (Vice President EMEA, Facebook) and Nikki Mendonca (President EMEA, OMD), discussed their leadership visions. Diversity is the key to success, they all agreed. Nicola Mendelsohn said it's proven that more diverse teams do about 66 percent better on comparable revenues. She also stated that women should have someone to sponsor them on their career path. For the first time, the dmexco also offered a Girl's Lounge as a meeting point for all the women of the Digiconomy. 


Apart from them, another powerful woman discussed the challenges and complexities media buyers and sellers are faced with due to media fragmentation in the Media Intelligence Debate "The Digitally Distracted Consumer": Deirdre McGlashan, Global Chief Digital Officer of MediaCom, stated that we are all not multitasking. Thus, it is even more important to get the consumer's attention first. She relied on content and connections: "The best performing businesses are the ones that are connected the most - if it is the office system, the supply-chain or marketing system." Digital mustn't be seen in a silo, only the right content in the right connection as well as the right plan lead to success. This is also linked to diversity. Therefore, at MediaCom we are already living a New Leadership.


If you have any questions concerning our speakers and discussions, please don't hesitate to ask: freshness@mediacom.de.

Looking forward to seeing you next year!

 


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