Dmexco

5 things Dmexco 2017 taught me

5 things Dmexco 2017 taught me

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Dmexco may not be in Mexico… but you will still have a great time.
Left to right: Elle (UniLad), Me – Naomi (Coull), Jordan (UniLad), Dan (Coull)
 

Dmexco, not ‘Dmexico’. It’s not actually related to the sunny beaches of Mexico at all, I found out earlier this year (to my dismay). Swap sand with the streets of Cologne. Replace palm trees with hundreds of exhibitors. Change up the sunshine for the unpredictable, autumnal weather of Cologne. Keep about the same levels of alcohol… and you have Dmexco.

Though, I quickly realised Dmexco (The Digital Marketing Exposition & Conference) would not disappoint. It’s one of the biggest digital marketing conferences in the world, it hosts over 40,000 visitors and more than 500 top speakers impart their knowledge. As a first timer to the conference, here are the 5 things I learnt from Dmexco 2017…

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Koelnmesse, the venue for Dmexco
  1. The digital advertising industry is much bigger than you think

It’s easy to forget the sheer size of the online marketing world until you step into Koelnmesse, the colossal trade fair hall. The halls are packed full to the brim with marketing experts and bright and bold booths trying to lure you in. Over 40,000 people attended the event this year…and that’s only a small percentage of the whole industry!

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VEVO presenting the talk ‘TV’s tipping point: The Convergence of Digital & TV

  1. Video, video…and more video

Phrases like “pivot to video” have been thrown around a lot in the past year. And let’s face it, people love visual content, it’s simple to consume, it’s creative and it’s exciting.

On the second day of Dmexco, Facebook’s Vice President of Global Marketing Solutions, Carolyn Everson, was on a panel about ‘Video: Connecting People, Reshaping Marketing’. She said, “Most recently, what we’re seeing is the consumption of videos…78%-90% of mobile traffic will be driven by video. Every time we estimate video consumption on our platform, we underestimate it. What we’re seeing is really exciting opportunity for marketers to reach consumers in many different formats of video, in the form that they love, which is sight, sound and motion.”

  1. AI and VR are both pretty cool, but they still have a long way to go

The two buzzwords in the industry for this year…AI and VR. More and more technology is being developed to mirror human interactions. Artificial intelligence has taken the form of chatbots and voice search, so it’s like talking to human instead of a machine. Also, Virtual Reality has meant more immersive experiences, particularly through VR headsets. As exciting as these both are, they’re still seen as entertainment and it will be a while until they’re integrated into everyday life.

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The ‘Preparing for GDPR: Embracing the Inevitable Regulations’ debate

                       

  1. It’s easy to get caught up in the buzz, but don’t forget about the real issues

There’s a certain buzz you get when you’re at Dmexco because there’s so much going on: thousands of people networking, hundreds of exhibitors, new innovations to see, talks to hear…I could go on. It’s very easy to see how you could get caught up in the Dmexco whirlwind and forget about the serious stuff. But it’s important not to ignore the problems in the industry. The main themes this year were GDPR, ad blocking and brand safety.

Here are the key takeaways from the discussions I heard:

  • The General Data Protection Regulation (GDPR) is being enforced in May 2018. It brings Europe under one privacy law. And although there are penalties, “it’s not all bad news”, said Acxiom’s European Privacy Officer, Dr. Sachiko Scheuing in the ‘Preparing for GDPR: Embracing the Inevitable Regulations’ debate at Dmexco. She said, “GDPR is a great success. Now we’re talking about the obsolescence of opt in. Opt in made the consumers accountable, so without improving any privacy, you’re doing nothing else but putting the responsibility to the wrong side. GDPR puts that in the right context and I really welcome that.”

  • Ad blocking should encourage businesses to be more creative to engage the consumer, not annoy them. Advertising works best when it gives users space, chooses the moment and excites the consumer.

  • P&G’s Marc Pritchard called for all companies to follow a set of standards including MRC accreditation and brand safety guarantees in the Dmexco keynote: ‘A Wake Up Call’. He said, ”2017 isn’t over yet but it’s sounded several wake up calls for the marketing world. The reality is, in 2017 the bloom came off the rose for digital media. The reason is, the substantial waste in what has become a murky, non transparent, even fraudulent, media supply chain. If we all raise the bar and transform ourselves, we can accelerate market growth that will lift all of us and will especially benefit consumers.”

  1. Not all freebies are created equal

The Dmexco experience isn’t complete until you get a weird freebie. If you really wanted to, you could walk away with a suitcase full of weird and wonderful freebies. Of course, you have the classic squishy stress balls and branded notepads and pens. However, I find the unconventional ones much more interesting.

Here’s some of the weird freebies I saw:

  • Bright orange flip flops

  • A high vis jacket

  • Many fidget spinners

  • Shower caps

  • Plasters

  • Mini shower speaker

  • Grow a plant (in a can)

  • Berocca, alka seltzer and tea bag selection

Tweet us your best and worst Dmexco freebie: @Coull

So, until next year Cologne…

Cologne cathedral

Posted by Naomi Sandercock in Coull news

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Coull are heading to Dmexco

Coull are heading to Dmexco

It’s less than a month until people from all over the globe gather in Cologne for the Dmexco conference.

It’s set to be a great place to network, share ideas and discuss the future of the advertising and digital world. Over 50,000 people and 1,000 exhibitors from the digital marketing industry will be there. Not only that, hundreds of speakers will be imparting their knowledge; the impressive line up include: P&G’s Marc Pritchard, Twitter’s CEO Jack Dorsey and Chris Cox, the CPO at Facebook.

At Coull, we like to think ourselves as the video overlay ad specialists. We are a Bristol born technology company, with teams in the heart of Bristol, London and the US. Six members of our team will be there to meet new people, chat about Coull and discuss the future of video and advertising.

If you’re curious about what we do or would like to work with us, come and say hello or organise a meeting with us!

Posted by Naomi Sandercock in Coull news