Market leaders, global players and future-oriented start-ups from the digital marketing sector made the dmexco 2016 a great success: More than 1,000 companies exhibited on September 14th and 15th in Cologne. Over 50,000 international visitors from the marketing, technology, creative and media sectors used the exhibition and conference as a business and information platform. We were part of this great event and want to outline 5 dmexco trends every marketer should know:
Trend 1: Programmatic on its rise
In these days no marketer can ignore this huge trend in marketing. Of course programmatic advertising was a main topic at dmexco.
Through new technologies based on data, it will be more and more possible to deliver automated and individualized ads to the right target group. Agencies promise less scattering losses and higher cost transparencies for advertisers as well as lower bounce rates and higher revenues for publishers.
Within the dmexco the Interactive Advertising Bureau (IAB) Europe announced that the total programmatic market of display advertising in Europe increased about 70 % from 2014 to 2015. The amount spent jumped from 3.4 billion € up to 5.7 billion in 2015.
One of the biggest players in programmatic is the UK. This year eMarketer is forecasting that advertisers will spend $4 billion on programmatic trading. This would be an uplift of 44 % to the last year.
Trend 2: Native advertising is growing exponentially
The increasing count of display advertising over the last years has lead to a so called banner blindness of the users. Furthermore, users install ad blocking software to avoid the overload of ads.
Due to this development native advertising enjoys an increasing popularity in the online marketing world. As one of the first movers, plista offers true native advertising solutions for publishers and advertisers.
Advertisers profit of higher attention and click rates. Publishers benefit from higher revenues and lower bounce rates. According to a study of Adyoulike, the worldwide spending on native advertising will rise over $59 billion in 2018.
The Native Advertising Institute interviewed 140 publishing executives from 39 countries around the world about this trend topic: 49 % confirmed that already 10% of their revenue comes through native advertising. More of than 20 % of the publishers expect an increase of the revenue share to 30%.
With this development it is clear that native advertising was also one of the key topics at the conference and exhibition.
Trend 3: Mobile usage determines advertising formats
The usage of smartphones is expected to rise from almost 2 billion from 2015 users up to about 3 billion until 2019. The users read news, surf the internet, check their emails or follow social networks on their smartphones. US consumers used in 2014 their smartphone about 151 minutes per day, 4 minutes more than TV.
This development shows how important mobile is getting for digital advertisers. $101 billion ad spendings are expected says the forecast of eMarketer. This would mean an increase of 430 % from 2013 to 2016. And the rise is expected to go further.
70 % of the digital ad spendings and one-quarter of total media ad spendings will be made in mobile advertising. For this reason, plista developed native advertising solutions optimized for mobile usage and presented these at the dmexco.
Trend 4: Big data and its smart use
Big data has been one of the most used buzzwords in the digital media industry for a few years now – as well as at the dmexco. It is all about collecting user data along the different contact channels. According to the Big Data Report of the Research Lab for Digital Business of 2015 already 70 % of companies handle big data.
Our CEO Jana Kusick talked with campaign Magazine at the dmexco about the importance of data. She addresses the difficulty to use this data in a smart way, which is why plista prefers to call it smart data.
She speaks of a growing power and a big chance for advertisers within the ecosystem thanks to this development.
Trend 5: Virtual reality is here to stay
Last but not least the virtual reality has also arrived in online marketing, and so it did at the dmexco in the experience hall. So far companies are still getting in touch with this new technology for the first time.
The first steps are made. The hardware for a greater digital experience is buyable and affordable now. Experts agree that virtual reality is not just a hype but a long-term development. In this context advertisers and publishers have to specify a new marketing strategy for this technology and integrate VR in a smart way into their portfolio. Insider expect it have a high impact on the perception of brands. They advise companies to be one of the first movers to profit from the great user experience through virtual reality.
In conclusion, the dmexco was a good trend stage and confirmed us to be on the right track with plista’s native product portfolio. As always: after the dmexco is before and we are looking forward to the next exhibition in the upcoming 2017.