It’s day two of Dmexco, which for most people is the most difficult day, partly due to the emotionally draining experience of back to back meetings and the hustle and bustle of the crowds, but mainly due to hangovers after last night’s parties.
Here’s a quick overview of what you can expect today in the conference sessions today:
PUBLISHING IS THE NEW ADVERTISING
The future’s most successful advertisers will combine the power of marketing with premium publishing capabilities empowered by the expertise of the world’s best storytellers. Hear Jimmy Maymann, AOLs EVP and President of AOL Content and Consumer Brands, reveal new insights into the content marketing landscape and what brands can do to command the next frontier of storytelling.
Jimmy Maymann, AOLs EVP and President of AOL Content and Consumer Brands
10 – 11.00, Motion Hall
PROGRAMMATIC TV: IT’S JUST THE BEGINNING
Ad automation, programmatic trading and data-driven advertising has revolutionized digital ad trading over the last ten years. Is television next? What lessons from digital will be carried over to TV? And how is TV – the technical infrastructure, the business models and the supply/demand dynamic – fundamentally different from digital ad trading? Automation and TV experts speculate on the ups and downs on TV ad trading in the coming years.
11.10 – 11.45, Debate Hall
HACKING THE FUTURE OF PREMIUM CONTENT: MR ROBOT AND REFINING TV MODELS
On and off the screen the Golden Globe award-winning Mr. Robot is redefining television. From the hyper-authenticity of the shows depiction of tech culture, to the game-changing marketing and digital initiatives around the program, Mr. Robot is at the forefront of the future of premium content.
Jon Cotton, VP Content Development, NBC Universal
12.40 – 13.40, Motion Hall
FAST, MOBILE, LIVE: THE FUTURE OF VIDEO
There’s never been a better time to reach consumers with video, as mobile has completely transformed people’s expectations and experience. Join Josh McFarland, Twitter’s VP of Product, to learn how advancements in video are bringing advertisers new opportunities to connect in a world that’s fast, mobile and live. You’ll also hear from brands and publishers about how they’re using video to communicate with consumers in meaningful ways.
Josh McFarland, VP of Product, Twitter
14.00 – 15.00, Motion Hall
ADBLOCKING: BRILLIANT OR BIG FAIL?
Ad blocking is softly killing the publishing industry: Nearly €35 billion in revenue is expected to be lost by 2020. Now the industry is facing the question whether it’s the creative and better understanding of the customer’s needs that has to change, or the business model that still often doesn’t charge the consumer anything. In relation to those questions, the panel will discuss whether ad blocking is a trend that’s here to stay – and whether it’s perhaps also becoming a business model of its own rather than primarily serving the user.
Sarah Sluis, AdExchanger; Ben Barokas, Sourcepoint; Pierre Chappaz, Teads; Stephan Loerke, World Federation of Advertisers; Deirdre McGlashan, Global Chief Digital Officer; Scott Spencer, Google
15th Sep; 15.45 – 16.25
BUILDING A GLOBAL MEDIA PLATFORM BUSINESS – CHANGING AUDIENCES REQUIRE CHANGING BUSINESSES
Media as we know it is being redefined, and traditional players are investing billions of dollars into the digital space in an effort to deliver engaged and immersive experiences for global millennial audiences. In this fast paced discussion with BroadbandTV Founder & CEO, Shahrzad Rafati and Sam Dolnick, Associate Editor Digital at The New York Times, the two will discuss the future of content creation, monetisation, distribution models, the importance of community-building, and the impact that emerging technologies such as AR, VR and AI will have on the way media is delivered and consumed.
Wolfram Kons, dmexco; Sam Dolnick, The New York Times, Shahrzad Rafati, BroadbandTV
15.10 – 15.40, Congress Hall
WATCH WHAT MATTERS
The video market is shifting so rapidly that it is hard to keep track of who is competing with whom. Will good old TV die, or will it reign victorious over digital streaming? And what role do social networks such as Facebook and YouTube play in this game? Additionally, as well as Netflix and Amazon we are also seeing innovative brands becoming publishers of original content in order to replace or work in tandem with digital and linear television ads. At this point, everyone seems to be in an all-out battle for advertisers and consumers attention. And the answer to the question of whos winning strongly depends on who you ask. So far, traditional TV has managed to compete with its online neighbors and retain its appeal to advertisers. One of its big advantages seems to be its proven ad rating system, whereas the digital video landscape is still struggling to find similarly reliable and consistent metrics. The pressure to define independent and comparable video ad metrics across all channels is high. Meanwhile, the controversial discussion between leading broadcasters and Internet giants about the value of their channels for advertisers and consumers continues. Lets bring them together in this showdown and challenge them to discuss suitable currency criteria for video content and maybe find a common solution in this battle for attention and budgets.
15.35 – 16.10, Debate Hall
THE DEATH OF THE PRE-ROLL
One of the biggest problems in online video advertising is the obsolete, tedious and boring pre-rolls. Nobody likes them. It’s just something we sit through – or skip if we can – so we can enjoy our chosen content. But what if we could weave ads and content together, creating seamless, native ads? What if we could take an enormous premium content library with high sentimental value, and use advanced proprietary algorithms, which rely on billions of data points, to target users with the exact content they find most engaging? How would this affect audience engagement, completion rate and overall campaign performance and cost? How would this disrupt the online video advertising space as a whole?
15,00 – 15.45, Seminar 3
RISE TO THE CHALLENGES OF ONLINE VIDEO
Despite the bright prognosis of programmatic video, there are still a huge number of challenges that make publishers wary about the delivery and efficiency of a programmatic buying process. Within the session we will go through the weeds of programmatic video, discussing the roots of VPAID errors and various ad tech solutions to solve the issues and improve the situation with latency and fill rates including best practices from both the publishers and demand-side viewpoint.
16.30 – 16.50, Speakers Corner
Thanks to the sponsors of our Dmexco coverage, Altitude Digital, who you can find today Hall 08/D37 to say hello.
IN THE EXHIBITION HALLS….
Digital Element, Norcross hall 9/C027
Facebook, Inc. New York hall 9/C040
IPONWEB GmbH London Hall 6/D051
Ooyala London Hall 7/C041
Facebook, Inc. New York hall 9/C040
SpotXchange Limited London Hall 8/A021 C028
Stailamedia AG Zürich Hall 6/F070
StickyAds TV SA Neuilly-sur-Seine Hall 8/B049
Taboola UK Ltd. London Hall 6/F059
Teads Deutschland GmbH Hamburg Hall 7/C021 D020
TubeMogul London Hall 6/F052
YuMe, Inc. Redwood City Hall 7/B054
FreeWheel London Hall 7/F065
smartclip AG Hamburg Hall 8/A018
The Trade Desk Inc. Ventura Hall 7/F048
Beeswax, New York, Start-up Village, (Hall 6)