Under the theme «Scaling Intelligence,» this year’s DMEXCO will focus on the value that artificial intelligence adds. Five marketing experts from Permutive, One Tech Group, StackAdapt, addfame, and Seedtag explain which DMEXCO 2026 trends are at the top of the agenda from an industry perspective and which debates need to take place in Cologne.
Scaling AI Integration at Publishing Companies – Aline Zenses (Permutive)
Aline Zenses, Managing Director for DACH at Permutive, believes that DMEXCO’s theme, «Scaling Intelligence,» captures the spirit of the times. In her statement, she notes that publishers who have already integrated AI into their systems and processes have achieved better results while also working more efficiently. The task now is to expand these advancements more broadly. The more AI is integrated into publishers’ processes, the greater the demands on data orchestration, collaboration, and scalable technologies. At DMEXCO, Zenses anticipates practical discussions on how adtech can better support publishers in expanding their AI capabilities, deriving measurable business value from them, and developing new models that benefit the entire open web.
Retail Media and DOOH Continue to Gain Importance – Daniel Siegmund (One Tech Group)
Daniel Siegmund, founder and managing director of the One Tech Group, expects retail media and DOOH to become significantly more relevant this year—a trend already reflected in the DMEXCO program with the Retail & Commerce Media Summit and the DOOH Summit. For the DOOH sector, he cites programmatic, real-time bookable advertising, as well as attention metrics and brand safety as quality benchmarks, as the most important drivers. In the area of in-store retail media, he sees a trend toward predictable, data-driven, and scalable booking models that can be directly measured against sales data while also generating high brand awareness.
AI Is Changing the Advertising Landscape and the Role of Agencies – Omid Madani Rascado (StackAdapt)
Omid Madani Rascado, Agency Lead for DACH at StackAdapt, highlights three key areas. He expects this year’s DMEXCO to make it particularly clear just how significantly AI-powered environments are already transforming the advertising landscape. For brands and agencies, it will be crucial not to view new formats such as ChatGPT Ads in isolation, but rather to strategically embed them within the overall media mix. At the same time, AI will continue to automate many operational tasks in targeting, optimization, creation, and reporting—shifting the role of media agencies increasingly toward strategic consulting, cross-channel orchestration, and translating technological possibilities into concrete business results. He also continues to see significant growth opportunities in the open internet, because data, creativity, and fragmented channels can be brought together more flexibly there. Independent programmatic platforms offer advertisers greater transparency, control, and adaptability than closed ecosystems.
From Hype to Professionalism – Stephan Fehske (addfame)
Stephan Fehske, CEO of addfame, expects this year’s DMEXCO to bring a certain level of professionalism to the topic of AI. «After years of hype, during which every tool and every discipline benefited massively from the use of AI, we’re now coming of age,» says Fehske. He raises specific questions: whether AI will eliminate many jobs and whether companies will become more innovative and productive. At the same time, regulation is slowly taking hold across the board. He also says he is witnessing a renaissance of people and creators that he hadn’t anticipated. He is curious to see how the industry will address this for itself and its clients.
Contextual Understanding as the Key to Scaling – Alexandra Doll (Seedtag)
Alexandra Doll, Commercial Director Germany at Seedtag, defines scaling as reaching relevant target audiences of sufficient size with consistent quality at the right moments. Attention has shifted to where people are truly willing to interact with content. Those who rely on a single signal quickly reach their limits. «However, more data isn’t automatically better,» Doll emphasizes. Only those who understand what moment people are in, what’s on their minds right now, and what they’re receptive to can create truly valuable advertising experiences. As an example, she cites two articles about travel that could convey the same contextual signal—one might evoke anticipation, while the other might trigger uncertainty. At DMEXCO, Seedtag plans to discuss how AI can be used to draw the right conclusions from the multitude of signals in order to foster genuine connections.
For more information about DMEXCO and its program, visit https://dmexco.com.
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DMEXCO 2026 AI: From Experiment to Measurable Value Creation
Artificial intelligence will be an unavoidable topic at DMEXCO 2026 as well. Under the motto «Scaling Intelligence,» the event in Cologne on September 23 and 24 will focus on a question that is becoming increasingly critical for companies: How can AI be moved beyond the experimental phase and integrated into processes, business models, and value creation in a way that generates measurable benefits? Verena Gründel, Director of Brand & Communications and host of the event, has a clear assessment of the situation—and explains in an interview with m&k why the industry must now prove that technological possibilities can indeed lead to viable business models.
The program reflects this trend through eleven thematic summits. Topics to be discussed include agentic media buying, identity solutions, autonomous marketing, AI commerce, new agency models, cultural brand management, and AI-powered films. Dedicated sessions will focus on creativity, content authenticity, connected TV, and the future of strong brands. Announced guests include Sir Martin Sorrell, WPP Chief AI Officer Daniel Hulme, Criteo CEO Michael Komasinski, Telekom Chief Brand Officer Ulrich Klenke, and Douglas CEO Rik Strubel.
Twelve percent—a figure that kept the creators on their toes
What observation led to the choice of this motto? For Gründel, it was a specific figure: According to a PwC study, just 12 percent of companies worldwide manage to simultaneously increase revenue and reduce costs through AI—and that’s after years of billions in investments and countless pilot projects. «Now, all companies must finally derive a measurable benefit from this. And because neither humans nor machines can do this alone, we deliberately chose not to call the theme »Scaling Artificial Intelligence,’ but rather ‘Scaling Intelligence,’” says Gründel.
In her view, whether a company is actually scaling AI or merely launching new pilot projects can be determined by four interrelated competencies: whether AI delivers real efficiency gains, whether it enables better decisions, whether it unlocks new revenue potential—and whether it generates new business models. Some companies have already reached the first two stages; the third and fourth are «the supreme disciplines,» in which there is still a great deal of long-term potential.
Marketing and Sales Are Leading the Way—But the Data Infrastructure Is Lagging Behind
How is the industry faring in terms of readiness? According to a McKinsey study, marketing and sales are leading the way in AI adoption, right behind IT and software development. Nevertheless, Gründel warns against overly high expectations: «AI—even if some would like it to be—is not a shortcut to digital transformation. In many cases, the data infrastructure and processes aren’t ready yet.» He adds that it’s at least as important to make AI a management priority, assign responsibilities, and think in terms of solutions rather than technology.
Gründel observes a common misconception on both sides: Companies overestimate AI when they believe the technology can compensate for a lack of strategy, poor data, or inefficient processes. Those dealing with unstructured data or unclear responsibilities are more likely to scale these problems up rather than solve them. At the same time, many underestimate the long-term potential and the pace at which other companies are already integrating AI.
According to Gründel, business models that «rely on volume rather than substance»—pure content production, interchangeable agency services, and opaque intermediaries in the programmatic business—are coming under particular pressure. Conversely, what cannot be automated—trust, attitude, judgment, cultural understanding, or a strong brand—will become more valuable.
DMEXCO 2026 AI: Trust as a Key Economic Indicator
The issue of trust will take center stage at DMEXCO 2026. Gründel describes the transition from the Attention Economy to the Trust Economy: «For years, we’ve been optimizing for reach. But today, anyone can buy that. In the future, what will matter is whether people trust a brand.» An analysis by effectiveness expert Peter Field, based on the IPA database, shows that trust is the second most important brand metric for profitable growth after perceived quality. Furthermore, large language models also benefit brands with a trustworthy reputation. «This is how trust is evolving from a soft image metric to a hard economic metric,» says Gründel.
This trend reinforces the «zero-click» reality, in which AI search engines are increasingly answering questions directly without requiring a click to a brand’s website. In the future, companies will need to be not only visible to people but also understandable, trustworthy, and citable by AI systems. Gründel’s conclusion: «Brand is the new SEO.» Those deemed trustworthy will also be recommended by AI. At the same time, she warns: If AI answers replace clicks without providing any value in return, this jeopardizes the business model of the open internet—and thus also the knowledge base of the AI systems themselves. DMEXCO is therefore also addressing the topic of digital sovereignty and the future of the open internet.
Creativity and brand management remain key
To ensure that AI topics do not overshadow other disciplines, the decision was made not to treat AI as an isolated pillar. Rather, it is «like a layer of content that overlays all disciplines.» Formats such as the CMO Summit, the Creativity Summit, the Next Agency Summit, and the Creators‘ Summit deliberately provide a space for creative strategy, brand management, and trust. At the CMO Summit, for example, Margot Edelman will speak about trust and reputation; her firm, Edelman, publishes the annual Trust Barometer.
In the agency business, Gründel has already observed «quite a few players who have taken a very strategic approach to AI from the very beginning» and are growing as a result. In the future, anything that AI can reproduce cheaply—such as standard texts, generic campaign implementation, pure execution, and adaptation—will become harder to sell. In contrast, strategic judgment, cultural understanding, original ideas—and the ability to critically evaluate AI output—will become more valuable.
Commerce, European AI, and What Makes Cologne Special
With its expanded «World of Commerce,» DMEXCO is moving closer to concrete business opportunities and applications. A study by the agency Serviceplan shows that 63 percent of CMOs ranked e-commerce, social commerce, and connected commerce among the most important topics for 2026. The AdTech Summit will focus on agentic media buying and identity solutions—and thus on the question of whether systems can independently reallocate budgets and prepare purchasing processes, and how much human oversight is still required in the process.
For the European AI ecosystem, Gründel is counting on a well-functioning pan-European network of startups, research institutions, user companies, and investors, as well as an openness to innovation. «»AI made in Europe’ can become a seal of quality if we work on it together and with this openness,” she is convinced.
When asked what DMEXCO 2026 offers visitors from Switzerland that they wouldn’t find elsewhere, Gründel replies: No other event captures the complexity of the industry on such a broad scale—«with a clear focus on the needs of decision-makers, on closing deals, and on real business in digital marketing, tech, and commerce.» And: «Plus, we’re the only ones where you can raise a glass of real Kölsch in the evening.»
For more information about DMEXCO 2026 and the agenda: https://dmexco.com
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In a practical test with Generali Austria, Nexoya achieved an 18.8 percent increase in online leads. Around 200 experts learned about the new process and its results at Dmexco.
AI instead of cookies
Nexoya has been a pioneer in the field of AI-driven performance marketing solutions since 2018. With the new attribution, the company is responding to a core problem in the industry: measuring advertising effectiveness under stricter data protection conditions.
The regression-based model analyzes historical time series data, which is updated monthly, and also conducts weekly mini-experiments. This allows the actual impact of each channel to be precisely determined - without cookies. The system delivers reliable, weekly updated budget recommendations across all marketing channels.
Roger Gatti, VP of Product and Marketing at Nexoya, says: "Over 60 percent of marketers no longer trust their attribution metrics. Our new function creates transparency - and becomes a strategic co-pilot for CMOs."
Practical proof at Generali
Generali Austria used the new attribution for data-based control of its online campaigns. Romina Knaus, Digital Media Manager at Generali Austria, explains: "The data-based insights replace speculation with precision. This enabled us to generate 18.8 percent more leads." For Nexoya CEO Marco Hochstrasser, the feature marks a turning point: "We combine statistical models with continuous experimentation. This gives every marketing team an adaptive co-pilot that deploys budgets where they really have an impact.
With this innovation, Nexoya wants to make a name for itself as a pioneer in transparent, AI-supported marketing management - and provide the industry with an answer to the cookie-free future
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The digital economy is undergoing a process of transformation - characterized by artificial intelligence, geopolitical uncertainties and changing market conditions. With this year's guiding theme, Dmexco 2025 aims to encourage companies to invest in innovation and actively shape the future. The trade fair will take place in Cologne on September 17 and 18, 2025.
"Be Bold. Move Forward. is more than a motto. It's an attitude and a challenge," says Verena Gründel, Brand & Communications Director at Dmexco. "Studies show that companies that invest decisively and drive innovation during economic downturns grow faster than their competitors in the long term." Dmexco wants to bring these movers and shakers together to set trends and develop forward-looking solutions, Gründel continues.
The German Digital Industry Association (BVDW), the conceptual sponsor of the trade fair, also emphasizes the importance of a willingness to take risks: "New technologies offer groundbreaking opportunities. The digital economy has always been an industry of creators and bridge builders," says President Dirk Freytag.
First speakers and exhibitors confirmed
In Cologne, the trade audience can look forward to presentations by international experts, including Carsten Maschmeyer (Maschmeyer Group), Jean-Remy von Matt (Jung von Matt), Vanessa Stützle (Luqom), Alma Lipa (L'Oréal DACH), Sir Martin Sorrell (S4 Capital), Rezo (Nindo) and Dora Osinde (Ogilvy Group Germany).
Numerous companies have also already confirmed their participation. These include Shopware, Otto Advertising, Disney, Criteo, HubSpot, Douglas Marketing Solutions, United Internet Media, Media Impact and IQ Digital.
Expansion into Asia
Dmexco will also be present on the Asian market for the first time this year. On October 8 and 9, 2025, the eCommerce Expo | Dmexco Asia will celebrate its premiere in Singapore and aims to provide new impetus for the digital economy in the Southeast Asian region.
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According to the survey, almost half (46%) of the 350 decision-makers surveyed expect the online advertising market to grow - albeit to varying degrees. 34 percent expect slight growth of up to five percent. Around seven percent of respondents anticipate growth of up to ten percent, while a further six percent expect market growth to exceed this mark.
However, there are also more skeptical forecasts: one in five predicts stagnation, while around one in four anticipates a drop in the online advertising balance. Five percent even see the industry plummeting by more than ten percent. One in ten are currently unable to assess the situation.
According to Thomas Mosch, Director Conference at DMEXCO, the survey results provide important impetus for the next DMEXCO: "The results show the heterogeneous mood in the market and the differentiated expectations. However, the majority are starting the new year optimistically, relying on advertisers' increasing willingness to invest in online marketing."
Around one in two experts forecast budget increases, particularly in the areas of social media (52.9%) and search engine marketing (46.5%). Around a fifth of respondents explicitly classify influencer marketing as the fastest-growing segment. Collaboration with influencers is playing an increasingly important role, especially for the 30 to 39-year-olds surveyed: 26% would invest more here. In terms of gender distribution, one figure stands out: 31% of female experts would plan to invest more in influencer marketing - compared to just 9% of men.
Top trends AI, sustainability and social responsibility
Artificial intelligence will remain the top trend in digital marketing in 2024. Sustainability and social responsibility are in second place and social commerce in third place. What is striking is the different assessment of the topic of mixed reality among the age groups of respondents. 62% of 18 to 29-year-olds rate VR, AR and other mixed reality applications as highly relevant for online marketing - a figure that is many times higher than the average across all age groups (11.3%).
"Artificial intelligence and sustainability are two megatrends that will shape not only our industry but society as a whole in 2024. AI is about business models, potential applications along the value chain and how we take people with us in this transformation. Sustainability is increasingly becoming a hard currency this year and is gaining a stronger foothold in the digital economy. We will help shape both developments in the BVDW and at DMEXCO," explains Carsten Rasner, Managing Director of the German Digital Economy Association (BVDW).
According to Thomas Mosch, the current study shows an increasingly heterogeneous mood in the industry compared to previous surveys. Fortunately, however, optimism prevails: "Effective marketing is crucial for navigating dynamic markets. Last year, we tended to confirm the suitability of artificial intelligence for everyday use in marketing. At DMEXCO 2024, we will see many concrete projects that demonstrate how productive and disruptive AI can actually be," concludes Mosch.
On behalf of DMEXCO, the market research company Civey surveyed a total of 350 marketing and advertising professionals online between November 23, 2023 and January 2, 2024.
A deep dive into the results can be found in the free whitepaper.
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In order for companies to master the associated challenges, they need data. However, in times of GDPR and increasing awareness of the topic of data protection, this is becoming increasingly difficult to obtain. Consumers now know that their personal data is extremely valuable to brands. And if you want this data from them, you have to provide good arguments.
Digital marketing today
Consumers today are confronted with digital marketing around the clock, and brands that fail to deliver relevant, personalized content at just the right time will quickly fall by the wayside. Although traditional channels are still important, mobile customer engagement in particular is one of the most important tasks for marketers today. Consumers spend an average of three and a half hours a day on their smartphones and tablets. Email notifications or follow-up emails after a purchase still play an important role alongside social media and the web.
In order to deliver the personalized customer experience that is the be-all and end-all of customer engagement today, data-based customer profiles are required. Marketers are facing a challenge here, because while on the one hand consumers are demanding that advertising messages are tailored precisely to their individual needs, on the other hand they are becoming increasingly skeptical when it comes to providing brands with their data.
Build trust
Since the GDPR came into force in May 2018, brands have had to earn a consumer's opt-in before they can provide them with personalized content in the digital space. However, numerous media reports about devastating data breaches have made consumers increasingly cautious when it comes to providing their data. It is therefore important to ensure a high level of transparency regarding the use of data and the issue of security. But even if you already have access to a customer's data, you need to continually earn the necessary trust to use the data - if customers feel that their data is not secure or that sharing it will not give them the personalized content they expect, they will quickly withdraw their consent to use the data.
For example, in order to gain long-term access to a customer's location data, which offers many opportunities for personalized marketing, brands need to secure the customer's trust. If customers receive too many location-based messages, they quickly feel harassed or, in the worst case, even stalked. It is therefore important to find a reasonable level for the number of contacts with the customer.
Although AI-based marketing solutions are now very powerful, they are not yet able to calibrate the type and number of automated advertising messages in such a way that they always offer the customer added value. Marketers are responsible for defining rules and limits based on a customer's engagement history, for example.
Technology and empathy
New developments in digital marketing are currently happening so quickly that it is difficult to keep track of them all. AI, voice control, chatbots - all of these will be indispensable in the digital customer approach in the near future. The first step in making sensible use of the new technologies is a powerful tool for collecting, analyzing and processing customer data for an optimal customer experience. Every marketing expert should always be aware that consumer trust is always the top priority - without trust there is no data, without data there is no trust.
1. stronger regulation in online retail
At the G20 summit in Osaka in June, international government representatives decided to increase the regulation of online trade. German Chancellor Angela Merkel spoke of the need for international regulations for digitalization. In September, the implementation of PSD2 will also begin, which will bring a number of innovations for online shoppers and make payment processes more secure, but will also create more complexity.
The German Ministry of the Environment is planning to make it more difficult by law to destroy returns. Online retailers therefore face a number of challenges if they want to offer their customers the same pleasant shopping experience as before. This also includes providing customers with the most relevant information possible in the store.
Authentic user-generated content in particular - including ratings and reviews - helps consumers to better assess goods before purchasing and thus also reduce returns.
2. shopping in social networks
From photo filters and a network for images, Instagram has now become a comprehensive social platform that offers promising opportunities for marketing and sales. This not only includes "classic" influencer marketing, but the Shop Now button has also been available for some time, allowing users to purchase featured products with a single click. In future, online retail will take place even more outside of traditional online stores.
Nevertheless, brands must ensure that they do not lose sight of their customers despite the multitude of channels. Consumers also like to interact with their favorite brands on the various channels, which creates interesting content for companies. With innovative platform solutions, marketers can easily integrate this into their own online presence.
3. artificial intelligence in e-commerce
Presumably every consumer has been annoyed by completely irrelevant and therefore annoying advertising. By using artificial intelligence, it will be possible in future to analyze customer data much more precisely and show consumers product recommendations that really interest them.
Personalized approaches instead of the watering can principle are already a long-standing trend in online marketing, but the use of AI-supported software will take this to a whole new level. The basis for such analyses is an extensive database. E-commerce networks, which have a wealth of information about other companies and consumers, can help here.
* Tobias Stelzer is Head of Sales Roof & Benelux at Bazaarvoice.
The Swiss Country Pavilion at Dmexco is and remains a valuable platform for Swiss companies. This is underlined not only by the fact that the dmexco management would be pleased to have a Swiss country pavilion again in 2018, but also by the increase in international companies seeking access to the Swiss market at Dmexco, as well as the satisfaction of the partners of the joint stand. At the joint stand, Swiss companies met more than 500 business contacts over two days.
"As a Swiss Mobile AdTech company with an international focus, the Dmexco booth partnership with IAB Switzerland was a complete success for us. The professional mix of outdoor presentation for the Swiss industry and exhibitors as well as the networking space provided by IAB Switzerland convinced both our international customers and partners as well as the Adello team on site", explains Vanessa Marr, VP Product, Adello Group.
But young companies also benefit from the shared stand space. Alban Grossenbacher, Co-Founder of GoTom, says: "Participating in Dmexco is strategically important for us. Within two days, we meet many potential customers from the DACH region in person and can establish important contacts."
The Swiss joint stand was attended in 2017 by:
- Admeira
- Tamedia
- AZ Direct
- CT Ads
- Scout24
- MediaImpact
- Adello
- GoTom
- SBB AG - Digital Business Digital Advertising & Business Development
- 1plusX
- Mediamint
- Netprofit
- Purple Media
Roger Baur, Managing Director IAB Switzerland (left) and Frank Schneider, Initiator Dmexco (right)
Once again, the world's largest digital event, Dmexco in Cologne, broke all organizer and visitor records. Switzerland was also present this year with an expanded pavilion of the industry association IAB Switzerland and numerous partner companies. There is great interest in the exchange of information. That's why the organizers of Dmexco, together with IAB Switzerland, are offering a "Dmexco Satellite" in Zurich on February 22, 2017. The Satellite is intended to become a meeting place for industry specialists.
Frank Schneider, you founded Dmexco eight years ago together with Christian Muche and managed to turn Cologne into a place of pilgrimage for the global digital industry within a few years in September. Can you now rest on your success?
Frank Schneider: We are very proud that Dmexco is now one of the leading global events for the digital economy. It is not without reason that it is now mentioned in the same breath as the Consumer Electronics Show (CES), the Mobile World Congress (MWC) and the Cannes Lions as the most important events in the digital hemisphere. Nevertheless, Dmexco is not a foregone conclusion: Christian and I are regularly on tour for more than half a year and talk to the global players of the digital industry in order to sound out the central topics of the global digital economy. Behind the success of Dmexco is above all the motivation to create something big. And that from the very beginning: At a time when the digital industry was reinventing itself and marketing needed to be rethought, we launched Dmexco as a completely new combination of trade show and conference. I have already been active in the trade fair business since 1999 - and here in particular in the development, implementation and positioning of trade fairs in the field of the digital economy. But Dmexco will always remain something very special for me.
What is your résumé for this year's Dmexco? Given the size, is it still possible to find your way around the trade fair as an exhibitor or visitor and benefit from the countless panels?
Frank Schneider: Dmexco 2016 has surpassed everything the global digital economy has seen so far. With a new exhibitor record of 1013 exhibitors from all over the world, a visitor record of 50,700 visitors and more than 570 international top speakers, Dmexco has once again underlined its national and international leadership role for the digital economy. All the major brands and the leading top decision-makers from all sectors of the global economy gathered at Dmexco 2016 to translate the most important digital trends into real business. As far as the size of Dmexco is concerned: Our claim is to represent all the decisive trends of the global digital economy in just one place. So it is absolutely clear that it is hardly possible for an individual to visit all exhibitors and program items at Dmexco. Instead, every visitor receives a unique variety from which they can pick out the topics and minds that are relevant to them.
Roger Baur, you are the Managing Director of IAB Switzerland and are present at Dmexco with an increasingly large stand. As a small country, does Switzerland manage to get noticed at this global event?
Roger Baur: The Swiss Pavilion at Dmexco has continued to grow over the last three years and this year we had the most successful pavilion since the beginning with our stand of over 140 m2, where twelve partner companies were able to present themselves. All our partners were very satisfied and I had some conversations with Swiss companies that have never been to Dmexco before. They are now considering attending next year as well. I am very pleased about that and I am proud that we Swiss are also represented as a country at the trade fair. The presence at Dmexco helps our country to gain international attention. This year, we had many visitors from China, Israel, Russia and the USA who were looking for contact with Swiss companies.
On February 22, 2017, Dmexco will come to Zurich with its Satellite Event. What significance do these events have for the internationalization of Dmexco and what role do the local partners play in this?
Frank Schneider: Together with IAB Switzerland, we have decided to establish a new event in Zurich. Part of this event will be the Dmexco Satellite, which will represent the international share of the event. We are taking a two-pronged approach: on the one hand, we are building a new event for the entire market in partnership with IAB, and on the other hand, we want to fuel international exchange by establishing the Dmexco Satellite. We have had good experience in this regard, with the successful Dmexco Satellite events contributing to further expansion around the globe. In positioning our event globally, it was always important for us to work with a partner who knows the local market and players very well. With IAB Switzerland, we have the perfect partner at our side.
Can you already tell us details about the satellite event in Zurich?
Frank Schneider: Preparations for the Swiss dmexco Satellite in Zurich are already in full swing. However, the program planning has not yet been completed. Nevertheless, I can reveal it already now: Guests can once again expect an inspiring day with exclusive networking opportunities at the highest level and exciting talks and discussions about the most important global topics in the digital economy. You can look forward to it!
In recent years, the number of major events in the "digital" thematic area has also risen sharply in Switzerland. How will the Dmexco Satellite differ from the previous events? Which target group are you aiming at?
Frank Schneider: The new show brings together selected decision-makers from the Swiss - and international - digital economy for an exclusive event in a relaxed atmosphere. Our differentiation in the market is clear, because we are where business is initiated and concluded. We started Dmexco with this idea in mind, and after just 8 years we have been able to establish it as the world's leading event for the digiconomy. Focusing on business will also be a key part of the new event in Zurich. To this end, we have come up with business lounges that will offer our top partners the opportunity to do good business. By the way: if you still want to be there you have to hurry, there are only a few free places left.
The previous Digital Marketing Summit with the subsequent presentation of the "Digital Marketing Award" will be cancelled this year and merged into the new event. Will the awards ceremony take place in the usual setting?
Roger Baur: That's right - we have decided to merge the event and the award and present them as part of the new event, which will take place in February each year. The awards will also be redefined and more awards will be created in addition to the "Marketer of the Year" and the "Newcomer of the Year". I am looking forward to the new format and the new awards!
Where does the Swiss market stand in the field of digital marketing - where should it (ideally) develop?
Roger Baur: This is a question I hear every week from customers and members. In Switzerland, we have grown strongly in digital marketing in recent years, but unfortunately we are still far behind the global average. I wish we would be more courageous and try out new concepts. When I see how far our colleagues in Germany have come with programmatic advertising, I'm sure there are 2 years between them. I would like to see us get even more involved in digital marketing, dare more and break new ground!
What trend in digital marketing are you most concerned with at the moment?
Frank Schneider: From artificial intelligence to programmatic to virtual reality: the trend topics at Dmexco 2016 were broad and extremely diverse. We were able to experience two of the hottest trends in global digital business at dmexco in the specially designed Experience Hall and Motion Hall: The current developments and marketing opportunities of a new type of customer experience in the environment of forward-looking technologies, as well as the increasingly important area of original digital video will certainly keep the industry on its toes for quite some time.
Roger Baur: At the moment, for us it's definitely programmatic advertising with all its influences, such as data, visibility and fraud. These are all topics that require a lot of clarification and close cooperation between all parties within programmatic advertising. It is the customers, agencies as well as the publishers who have to look for solutions together.
Interview: Kristina Kaiser