Surviving Dmexco 2017

Hitting the vast halls of Dmexco in Cologne, you’re struck by a wall of light, sound and ad-tech bodies. Attracting 50,000 visitors, this global ad technology and innovation conference is not for the faint of heart.

With just seconds to get your message across, sketchy Wi-Fi and a cacophony of rave at the booth parties from 5pm onwards, only the truly innovative emerge victorious from this buzzing two-day communion of ad tech, data, media and marketing.

As a communications person I’m used to a challenge, so I braved the Kölschstange (that’s the beer in tiny glasses) and put in the hours in the mosh pit to cherry pick 10 standout points from this year’s conference. 

1. In 2017 the fundamentals of digital media and marketing were put under the spotlight by brands, and the artful skill of being able to move from “wide to narrow” - according to Unlockd’s JC Oliver - came to the fore as a marketing skill of the future.
2. The conference theme of ‘Lightening The Age of Transformation’ demonstrated the transformative power of change in the face of uncertainty, with many encouraging greater cross industry collaboration, plus responsible, relevant and mindful marketing to individuals.
3. 51% of the audience in the Debate Hall (during one of the many talks on GDPR) indicated they weren’t prepared for 2018’s revised GDPR legislation. This was framed as an opportunity for trialling different methods of consent, for better dialogue and finding balance.
4. Digital media is 21 years old, surpassing TV as the number one form of advertising, said Proctor & Gamble’s Chief Brand Officer Marc Pritchard, a bellwether for global marketing. And in 2017 “marketing got a wake-up call.” For in spite of Moore’s Law doubling, and tech experiencing accelerated growth, this year the digital industry grew by just a single digit.
5. Pritchard referred to our average viewing of digital media ads amounted to just “1.7 seconds or a mere ‘blink of the eye.” He called for the next generation of digital ads to be driven by better content and more efficiency. After all, “do you really want to see a toothbrush ad if you’re watching a cat video?” He wants to see a rethink of ad formats altogether whilst teeing up a partnership with Google and Alibaba which helps drive smarter, more relevant advertising at the precise point of a customer search or purchase.
6. Fetch’s Co-Founder and CEO James Connelly called for an end to short term ‘quarter by quarter’ customer marketing: “Today people have a different expectation set. Brands must deliver authenticity and value exchange in the long term.”
7. Sheryl Sandberg, COO of Facebook, addressed over 2000 people and highlighted the sheer speed of change, with an optimistic outlook on the transformational power of technology.
8. Here’s a stat: it took mobile just half a decade to reach 1 billion people. With that astounding global connection, technology is making the world a better place. Sandberg highlighted how algorithms are being used to diagnose skin cancer and how virtual reality is aiding paraplegics.
9. Smarter marketing, smarter thinking and smarter technology was evident everywhere. In one activation Isobar showed how voice could power shopping in a demo which invited users to use Alexa to “shop” or “discover” an exclusive new sportswear brand collection on-screen.
10. With Dmexco 2017 producing 250 hours of thought leading debate to get immersed in, future gazing emerged as a key subject, with many talks on new advances in machine learning, in AI and blockchain.

Dmexco 2017 presented a healthy acknowledgment of the power of the individual and the value of putting the customer first. As IKEA’s Global Marketing Manager Claudia Willvonseder put it: “it’s not important to be first but just to be relevant.”

This is not a game show. This is Dmexco. Jack Dorsey about to take to The Congress Hall stage.

“Twitter is all about the conversation. Even if the broadcast is on Amazon the conversation is on Twitter.” Jack Dorsey, Twitter Founder

“In a mobile world creative rules…Mobile is a canvas to help businesses connect and tell stories,” Sheryl Sandberg, COO Facebook

Inside and outside the halls of Koelnemesse at Dmexco 2017.

Standing room only for the approach of Facebook’s Sheryl Sandberg at The Congress Hall – Dmexco 2017.

Alexa powering the on-screen shopping experience via Isobar Global.

By Katheleen Carter, head of marketing at Fetch. Follow them @wearefetch.