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Dmexco recap Part 2

September 20th, 2012 by Talya

Earlier this week, we gave you a brief overview of our experience at Dmexco in Cologne. Today, we are going a bit more in depth with a post-event interview with our Director of Business Development, Heiko Kasper. Enjoy!

Heiko, this was the sixth time you’ve been to Dmexco. What has changed over the years?
Heiko: The event has become much more international and the focus is now more about business and less about keeping the visitors entertained, as it was in previous years. The visitors for the most part are decision makers who are really interested in new products. With 22,000 visitors from all over Europe, we can now see that Dmexco isn’t only a leading event for digital marketing within Germany, but for the industry as a whole throughout Europe.

What role did mobile play at this year’s Dmexco?
You could definitely see that mobile is the advertising channel of the future and has therefore become one of the most important marketing tools of companies exhibiting at Dmexco. But although there are quite a few service providers talking about mobile, we will have to wait and see if they are really offering it, as there is still only a small number of specialists in this industry.

What do you see as the three biggest trends in advertising?

  1. The growing importance of measurable advertising
  2. Mobile video ads
  3. Real-Time-Bidding for mobile

What is one thing that you really liked about the event this year?
The quality of the visitors and the exhibiting companies was great. In addition to the meetings we had arranged leading up to the event, the people who stopped by our stand were also very interested in mobile advertising and really wanted to get started in this space.

How do you think the mobile advertising space will change between now and the next Dmexco? Which themes will be discussed September 2013?
We’ll have to see actually, but I can imagine that contextual ad formats, specifically in social media, will become more important. The best advertising service providers will also be those who have the best technology and the most transparency for their clients.

Will you also be taking part in Dmexco again next year?
Of course!


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