Sep 26, 2022

What Adland Made Of The Return Of DMEXCO 2022

Last week saw the return of leading digital marketing and technology event DMEXCO to Koln in Germany.

Industry leaders relished at being able to meet in real life once again, after the global pandemic shuttered the live event for the past two years.

A Million Ads sent Richard Williams, Commercial Director, and Harry Williams, Senior Marketing Manager, for 2 days of Kölsch, bratwurst and digital marketing.

Comments on DMEXCO from Harry Williams, our Senior Marketing Manager, were covered in Mediashotz.

“Whilst this was my first trip over to Cologne, colleagues, clients and partners commented on how it was much smaller than previous years, with a lot more sessions dedicated to German speaking companies. 

“It will be interesting to see if this will be the case again next year.

“Understandably, there continues to be a lot of talk about the impact of switching to a cookieless future. The current front runner seems to be that advertisers will turn to first party data when possible and contextual advertising when not.

“For audio, it’s unlikely that there will be a change in the way that we advertise, given the fact that digital audio doesn’t rely on cookies at all. 

“However if contextual advertising becomes more prevalent across other channels and receives more focus from advertisers, it is only natural that there will be a renewed interest in digital audio context as well. 

“With that, we should expect to see further innovation across audio and, as a result, the industry will continue to follow the growth trajectory that it’s on.

“In my opinion, companies that can overlay audience data with digital audio products, such as Octave, could play a big part in this future. 

“In turn this will enable brands to use dynamic audio in smarter ways that are more subtle and relevant for their listeners, such as dynamically serving ads to listeners based on their interests.”

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