The most important trends at Dmexco 2016

Yahoo Germany outlines the topics that will occupy marketers in the future.1. storytelling for brands:"Content marketing is booming. According to a Yahoo study, growth of 330 percent is forecast for Germany alone by 2020: More and more brands are recognizing the value of content and playing it out online. At the same time, the cost of creating and distributing content is falling. Yahoo Storytellers therefore helps advertisers to produce high-quality content in all digitally relevant narrative forms and distribute it in a targeted manner across all end devices."2. strategies for a mobile-first world:"The smartphone sets the pace in advertising. According to a Yahoo study, mobile displays have the strongest emotional appeal to users - those who are relaxed and have their cell phone in their hand are more open to a brand's content. This opens up new business opportunities and underlines the importance of cross-screen native advertising and content marketing. Modern marketers should definitely include multi-screen formats in their media planning."3. the future of Native:"Native advertising is the success product for advertisers: In contrast to traditional forms of advertising, native ads can be integrated into the publisher's environment. Thanks to their editorial presentation, they offer users real added value. This is well received: In Europe, spending on native advertising will almost triple by 2020, according to a Yahoo study. In Germany alone, ad requests in the Yahoo partner network have risen by more than 3,000 percent to 81.7 billion. The boom will continue."4 The future of programmatic:"Programmatic advertising is the path to maximum advertising success - but it's not a sure-fire success. In order to play out ads automatically and successfully, advertisers need to know what risks new forms of advertising in particular entail. How can you prevent ads from being displayed in a thematically inappropriate environment and damaging the brand? If programmatic is approached correctly, the risk can be completely eliminated."5. video advertising:"Videos are moving the web, including in advertising: consumers are increasingly using smart TV and mobile devices. Advertisers will therefore only be successful in the future if they develop creative formats that users enjoy watching online and on mobile devices."