12.09.2019

Final Report DMEXCO: The digital economy is increasing its focus on users, values and taking a stance

A successful DMEXCO: Around 1,000 exhibitors from 40 countries, including the most valuable companies in the technology sector, more than 600 speakers and around 40,000 visitors attended Europe's most important event for the digital economy in Cologne this year. Under this year's motto "Trust In You", decision-makers from digital business, marketing and innovation discussed the increasingly central role of trust in the relationships between users and consumers, as well as companies and their digital services. The newly designed Future Park in Hall 9, the Demo Arena and the DMEXCO app all made successful debuts at the event. DMEXCO will be taking place at the Koelnmesse exhibition grounds once again on 23 and 24 September 2020.

Ethical conduct is increasingly becoming an important factor for the European digital industry in competition with China and the USA. Companies are recognizing the need for technology to more clearly demonstrate its benefits for people, while marketing has to respect privacy and focus on user interests. At DMEXCO in Cologne, the industry took an in-depth look at solutions that can help achieve these goals better in the future.

Leading media agencies and advertisers are confirming that privacy, i.e. the handling of personal user data, is the biggest challenge currently facing the industry. A recent survey of experts representing over 90 percent of the digital media volume in Germany conducted by the specialist group of online media agencies (FOMA) within BVDW was presented at DMEXCO. The results: 77 percent of the experts at media agencies and advertisers are of the opinion that the European GDPR and the currently discussed version of the e-privacy regulation benefit US rather than European companies. 86 percent of the respondents even see the European digital industry in danger of being left behind by American and Asian companies.

The experts at FOMA nevertheless predict that the demand for digital advertising will remain at a high level. Within digital marketing, advertisers and agencies expect growth above all in addressable TV and digital audio. Expenditures are expected to increase by 20 percent for addressable TV compared to the previous year and even by 21 percent for digital audio. According to experts, this is primarily due to the increasing use of smart speakers and voice assistants in smart phones.

Successful debut of the Future Park
The new Future Park concept celebrated a successful premiere among visitors and exhibitors alike. On around 7000 square meters right at the entrance of hall 9, 175 technology leaders, visionaries and start-ups presented their products and services centered around relevant current and future technology topics ranging from artificial intelligence, big data, mixed reality and smart technologies to mobility, IoT and blockchain.

"We are very pleased with the positive response to the Future Park. This confirms our vision of innovative and exceptional products, not only as drivers for us, but for the digital economy as a whole. Next year we will therefore continue to expand the topic of start-ups," says Christoph Menke, Director Sales & Operations DMEXCO.

Demo Arena scores with product highlights
Visitors were able to experience the perfect product pitch this year in the Demo Arena in Hall 6. Companies had the opportunity to present their digital products or services to the public in 20-minute slots. Audience members could provide direct feedback using an interactive voting tool. It was very well received and the product presentations were full throughout the event.

The two formats for knowledge transfer-seminars and worklabs-were also consistently well attended on both days of the fair. Visitors had the opportunity to gain valuable input and relevant knowledge in the form of exciting case studies and tangible how-to sessions, or to discuss relevant questions and experience in small groups.

Visitors impressed with DMEXCO app
The new DMEXCO app, which not only contains the electronic ticket but also many other useful features, was used on site for the first time. The networking feature proved particularly impressive. According to initial evaluations, over 90 percent of all participants took advantage of the opportunity to network with other members of the community on site. Three quarters of the users accepted incoming contact requests. In the simultaneous DMEXCO visitor survey, a good two thirds of visitors rated the networking feature as good or excellent. Around 70 percent receive the latest industry news all year round via the DMEXCO website and app.

SevenVentures Pitch Day: ArtNight wins renowned start-up competition
DMEXCO and SevenVentures, the investment arm of ProSiebenSat.1 Media SE, continued their strategic partnership this year as well. With the SevenVentures Pitch Day (7VPD), they again sought the most innovative start-up in the B2C sector. This year's winner was ArtNight. Founded in 2016, the Berlin start-up organizes creative experiences in bars and restaurants in several German cities. At the events, participants have the opportunity to create their own artwork in just a few hours with the guidance of a local artist. As prize money, ArtNight has won an extensive media and service package consisting of three million euros in TV advertising money and 30,000 euros for the production of its own TV spot. The package also includes a four-month mentoring program by Flaconi, one of Germany's leading online perfumeries.

"We are thrilled and thankful! This opportunity will enable us to bring more people together offline. With our edutainment experiences ArtNight, ShakeNight, BakeNight and PlantNight we are now able to reach mass market faster!," said founder Aimie-Sarah Carstensen.

#DMEXCO19 statements
"At this year's DMEXCO, the digital economy impressively demonstrated its willingness to seriously tackle ethically motivated challenges and focus more on the needs of users in the future," says Gerald Böse, CEO of Koelnmesse.

"Over the past few years, DMEXCO has developed into a true trendsetter for the digital economy. Now in its eleventh year of existence, it has become much more than just an annual event. Its establishment as a content platform has exceeded our expectations. At the same time, DMEXCO remains by far the most important format for the global digital business-it is where transactions take place. This is in line with the feedback from visitors and exhibitors, many of whom are BVDW members," adds Matthias Wahl, President of BVDW, the conceptual and technical sponsor of DMEXCO.

"According to initial analysis, 89 percent of our visitors would recommend a visit to DMEXCO to a good business friend. We will be working hard to convince the remaining eleven percent in 2020," concludes the DMEXCO Board including Chief Advisor Dr. Dominik Matyka, Judith Kühn (Conference), Christoph Menke (Sales & Operations) and Christoph Werner.


Further statements about DMEXCO 2019 can be found in the download of the press release.

About #DMEXCO
DMEXCO is the meeting place and a community for key players in digital business, marketing, and innovation. We bring together industry leaders, marketing and media professionals, and tech pioneers to set the digital agenda. Both globally informed and locally focused, DMEXCO offers an ecosystem with seminars, debates, and expositions outlining the future of the digital economy and driving market value.

With 40,000 visitors, 1,000 exhibitors and more than 600 speakers from around the world for a one-of-a-kind event each year in Cologne, DMEXCO has set the standard as the place for business minds to learn and inspire, build connections, and for ideas to become actions. DMEXCO - where tomorrow's digital business happens today.

The German Association for the Digital Economy (BVDW e.V.) - with special participation from the Circle of Online Marketers (OVK) - is the ideational and professional partner of DMEXCO and the owner of the DMEXCO brand. DMEXCO is organized by Koelnmesse.

DMEXCO 2020 will be taking place on 23 and 24 September 2020 in Cologne. All information as well as photos, videos and original audio clips for DMEXCO 2019 can be found at dmexco.com, www.facebook.com/dmexco, www.twitter.com/dmexco and www.youtube.com/dmexcovideo.

Downloads:

Final Report DMEXCO: The digital economy is increasing its focus on users, values and taking a stance

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