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Dmexco 2017: Global Fair, Global Trends

Anaïs Ferrández Vilches

14 September 2017

Dmexco, the most important fair about digital economy in Europe (and probably worldwide), has taken place in Cologne, Germany during the 13th and 14th September. In this megaevent, there were a thousand and one nooks of the digital world to be explored, as:

1. The Synergy Of Artificial Intelligence And Native Advertising

Native advertising is falling behind: quality contents are expensive to create, distribute and scale, so advertisers are losing their will to pay for it, and producing it can cut deeply into publishers’ profit margins. To solve this, publishers are building content recommendation tools to allow brands to produce their own content to ensure high viewability and engagement rates. The Post has introduced a new content recommendation tool called “Own” which uses AI to serve content ads based on users’ previous reading and viewing behaviors.

2. Interactive Video – The Next Big Thing

Moving content will represent 74% of online traffic. A good reason to talk about it as one of the big advertising trends.

Speaking of video interaction, there is no innovation to handle more buttons than play or pause. Moreover, users are able to consume content is a specified way which precisely fits for their needs or interests. Despite the fact that additional features like communication functions, buying products or downloading data implicates a high conceptual effort, marketers will get reward according to their effort.

3. Big Data Needs More “Know-How”

Dmexco has been proving, year after year, how complex digital marketing is. And its complexity, far from lessening, grows like foam. Media are more and more fragmented, communication channels still increasing, marketing is married with customization and brand’s strength lies in creating quality offers and digital services. In this situation, where data is marketing and advertising’s fuel, companies need to supply to their employees every quality knowledge in order to squeeze every ounce of digitalization.

4. From The User Interface To Zero Interface

Internet, who had its “vocal cords” in an sleep state, it’s (finally) learning to talk. For that reason, in the future, companies won’t just take care about the “look” of their logotype but what their customers will tell them along “gadgets” as Amazon Echo and Google Home. Suddenly, thanks to virtual assistants, we have moved from user interface to zero interface. Maybe this was another more reason for AI to have a leading role in Dmexco 2017.

5. “Me time” A New Impact On Mobile Campaigns

Ad blockers are rising, so publishers are following the strategy of monetizing their digital content in a reasonable manner. Relatively small screens make it hard to monetize the rising mobile content consumption. Taking the users´ charges into consideration, it is the marketers duty to rethink and to see things from another perspective. Users tend to spend some ‘me time’ while being on the phone and aim to consume selected content without interruption. And this is where advertising kicks in. One option for advertising is to turn into consumed content within a greater content marketing strategy or/and to be non-invasive (e. g. native advertising). The latter, e.g. in-feed ads, enable users to find further information self-initiated.


As Yohann Dupasquier, Tradelab’s CEO, said during the fair ‘there was a lot of talk about native advertising and how it will need to evolve in order to meet the demands and needs of advertisers and publishers”. But for the new trends, we will need to wait until next year…