I was warned of how large and incredible Dmexco was but there is nothing like experiencing the annual conference’s astounding energy for yourself. More than 50,000 visitors came from all over the world and from a large number of industries to Cologne this year. In fact, the venue was full of exhibitors that I was not expecting to see at the conference: FMCG, consulting, banking and many other sectors have displayed a large interest in what digital marketing and technologies can do for them and joined conversations with advertising and media companies.
There were VR devices being tried in the halls and drones demonstrating their abilities to an amused audience; amongst those novelties, companies that have had a presence at the conference for a long time were at their stands to introduce to new comers their products on ad fraud prevention, viewability, real-time measurement or mobile targeting capabilities. These are all themes that are still very much relevant today and on which progress and investment is not expected to stop. But it is clear that this year, multi-screen video targeting and the integration of TV as a programmatic medium have taken a much larger space at the conference, with several speakers taking the stage to discuss this very topic across the two days.
Shifting TV viewing habits and the simultaneous usage of multiple devices isn’t a new finding, however until now few conversations had taken place on how to adapt to that reality; at Dmexco, traditional TV and broadcasters were present at debates and they showed they were ready to join forces with digital tech companies to create a more converged experience for their viewers. This is good news for the industry and TV definitely has its place in programmatic: it provides a more immersive experience to its viewers and it transmits emotions in a way no other device can.
There are many challenges before omni-channel programmatic can happen seamlessly but understanding what needs to be addressed is the first step, and what I have witnessed at Dmexco shows this is already happening. Discussions revolved around advertisers concerns, such as the ability to measure across all devices, which requires digital standards to become consistent to keep media accountable regardless of the channel. Most importantly cross-channel reach and frequency capping needs to be reliable so that advertisers can monetise spend efficiently and create a great user experience. Being able to forecast audiences across all devices will be equally key in future, as is overcoming the challenge of scaling high quality TV inventory.
Today, TV is multi-platform and multi-format, and Dmexco sees further progression towards that direction for the future of digital and TV video advertisement. But as we like to say at Videology – the future of TV is TV.