DMEXCO 2020 – Attitude Matters with Remote Matchmaking in a Pandemic

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Dr. Dominik Matyka, Chief Advisor DMEXCO

Never before has attitude been more important than this year, as industries, disrupted by the corona virus struggle between economic and human survival from a home office. Remote working and social contact through digital interfaces has become the new normal. Events in the Corona crisis, such as the #StopHateforProfit initiative involving Facebook, Coca-Cola, Unilever amongst other corporates highlight a need for the digital industry to have a clear attitude. In line with our ‘Attitude Matters‘ motto, we have published a DMEXCO report  featuring a comprehensive study on the topic of attitude. An overwhelming majority (89 percent) believe that companies have a responsibility to solve societal challenges and over half (54 percent) believe that there will probably not be a return to business as usual.

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At DMEXCO, we have digitized at speed to create the brand new platform DMEXCO @home  to take the leading conference, fair and European networking hub for the business of the future fully virtual. After months of lock down and uncertainty, we are looking forward to hosting an intensive exchange with our colleagues, industry experts, our community and new visitors on September 23 and 24 from wherever they are in the world, via desktop or mobile screen.

Like many working teams, we are in a pandemic white space and have had a great deal of interest from our community on how it will work, particularly with the unique networking and social interaction functions. These two functions have been at the core of our development of the digital platform and we want to let our visitors know what to expect. With a design, reminiscent of social media interfaces, there will be several matchmaking possibilities on the platform:

  • platform-wide there will be interactive contact suggestions via a free text search in the Communications Center;
  • via a ‘Discovery Graph’, a Snap Map style visualization of the community with a filter function so that a visitor can search for contacts according to their business needs;
  • with a click on an interactive ‘Brandcard’ located in the ‘Show floor’, a visitor can enter a virtual exhibitor space, manned by a team of contact persons and click on an interactive exhibitor profile (green signals that a team member is online and available);
  • a visitor can make group video calls with up to 10 people, communicate via a messenger function or via a schedule-a-meeting feature.

Every visitor can create their own profile, entering their area of interest, company, position etc. We, as humans, need physical social contact but it could be much easier to search for contacts online with a filtered search function, than through a physical anonymous crowd. Europe is at the global forefront of GDPR regulation and each matchmaking possibility on the DMEXCO @home platform will be preempted by an ‘opt in’ function for personal consent to ensure privacy.

In the mobile marketing world, an industry central to DMEXCO @home consumer concerns for privacy have been a barrier to uptake of some new technologies, for example, location based marketing. Aside from Generation Z, comfortable with using apps that track their whereabouts on their mobile phone, most consumers are reluctant to broadcast their location and movements. This attitude, despite de-identification technology, has hindered the development of location based marketing in the mobile marketing sphere. In this strange world of today, consumers now have a strong health incentive to allow bluetooth low energy to be activated on their smartphone and use the Corona warning apps. Again GDPR compliant in Europe, the government promise of anonymity is a key driver to consumer uptake. Will Corona disruption cause long term changes in consumer behavior and drive location based marketing forward?

Nobody can predict precisely how long Corona will disrupt or what the long term impact will be. Today, there has been a huge global shift to relying on digital technology and experimentation. In April, a survey revealed that our DMEXCO Community believes that in the longer term, the pace of digital transformation will accelerate. With these opportunities, come digital corporate responsibility and the right attitude. Foursquare, who will be speaking at DMEXCO @home , have committed the company’s tech with a distributed team of volunteer technologists, to helping in pandemic times and are sharing aggregated and anonymized foot traffic data from across the USA with health authorities. Snap, an important player in mobile social media and speaker at DMEXCO @home, after its research revealed that anxiety was high amongst its users, has rolled out a mini app with partner meditation app Headspace. Who would have predicted that Apple would cooperate with Google? At DMEXCO, we may have this year been relieved of carbon offsetting our business travel with our DMEXCO forest initiative but green pressure is here to stay and will affect all industries. Not every company will have the same attitude but having an attitude on how brands can drive societal innovation and take digital responsibility is business relevant.

DMEXCO_MMA_Advertorial_Report_2020828With DMEXCO @home we are looking forward to offering the platform for the mobile marketing industry to come together, join the discussion, innovate, have an attitude and push the reset button for collective future solutions. DMEXCO @home is the new way to network, to interact, to exchange. It’s real. Get your Ticket to DMEXCO @home now!

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From data-driven to choice-first advertising

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Raphael Rodier, Chief Revenue Officer International, Ogury

The quest for greater performance has led digital advertising players to neglect their consumers. Rather than indulging in the fantasy of AI, brands, publishers and adtech now face a crucial and human challenge: users have woken up and lost trust in the model that’s been imposed on them.

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Why marketers should find the positives in GDPR

 

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Raphael Rodier, Chief Revenue Officer International of Ogury

The introduction of GDPR in 2018 was arguably the most significant event for the technology sector since the invention of the smartphone. However, in our recent survey of 287,000 global consumers’ attitudes towards data privacy and mobile marketing, we found that a mere 8% of them felt they had a better understanding of how companies use their data since GDPR came in. What’s more, 39% of European respondents said that they didn’t even know what GDPR was. So why isn’t the message getting through? Continue reading

Trying to be as close to real life as possible

The DMEXCO way of matchmaking

Dr. Dominik Matyka, Chief Advisor DMEXCO

Dr. Dominik Matyka, Chief Advisor DMEXCO

The statistics on use of mobile are regularly published, as is the astounding figure that
mobile users spend between 80 and 90% of their time on mobiles in Apps. The figure varies depending on whether it comes from the
Comscore or Flurry reports and interestingly, does not vary much across geographical region. UK App usage may be 1-2% higher than in Germany but  there isn’t any big variation across the world. App usage is also increasing by 6% per year according to the Flurry 2018 App usage report.  Continue reading

In-App Advertising in a Post-Cookie Era

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Alex Mcilvenny – Country Manager zeotap UK

Your smartphone usage reveals a great deal about you. According to a 2018 report, A Decade of Digital Dependency, Britons are now so addicted to their phones that they check them every 12 minutes. It also revealed that 40 percent of adults look at their phone within five minutes of waking up, increasing to 65 percent of people under the age of 35.

 

In the UK, 83% of that mobile time is spent in apps, and engagement is a daily habit — people launch at least nine apps daily and around 30 on a monthly basis. Continue reading

The AI Revolution in Mobile Marketing

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Krysta O’Shea, Strategist at Majestyk

In today’s world, technology is constantly out running us. So, how do we catch-up?

Artificial Intelligence (AI)is one way to stay ahead of the competition. Brands are using AI to reach consumers wherever they are. Digital upgrades can make the biggest difference in increasing your consumer base. Consumers are looking for the easiest and fastest results. Our once manual society has quickly transformed into one of instant gratification. People are no longer waiting around for results, they have immediate answers right at their fingertips.The creation of mobile phones has given us the ability to search the web from anywhere. In doing so, it has given brands the ability to build deeper, longer lasting relationships with their customers.  AI gives brands the ability to not only reach consumers, but to also appeal to their interests on a more personal level. Artificial intelligence is an excellent way for brands and companies to learn more about their customers by using the data they have acquired in an efficient and effective way. Times are changing, and as leading companies, we owe it to the consumer to keep up. Continue reading

5 steps to avoid wasting your display advertising budgets

 

There is a myriad of advertising partners available to buy media and help mobile advertisers to reach their target audiences, and advertisers need to follow clear criteria to find the right ones. In the world of data driven advertising, it is a common (and logical) practice to distribute advertising dollars based on the cost per conversioneach partner is delivering, and those delivering the best price, or in other words, the best ROI, will get the bigger budgets. Continue reading

Using neuroscience to successfully transform the XR experience

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Simon Gill, Chief Creative Officer at Isobar

It seems trying to predict the future is a very human trait. It speaks to both our curious and creative nature. However, the popular William Gibson quote “The future is already here — it’s just not very evenly distributed.” would suggest we don’t need to look too far. I felt this, when seeing the Webby Awards winner DOTA2 Championshipin 2017.

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At MWC size REALLY does matter

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JC Oliver, Global Chief Creative Officer
at Unlockd

“Who turned out the lights?” was the concerned refrain that rang out across the hallowed halls of CES when the electricity decided to pack up in January.

“Where are my long johns?” was the concerned refrain that rang out at Barcelona airport when I arrived from the sun-dappled shores of Australia to the whispers of Storm Emma that stroked MWC this year – I mean seriously…I really did not pack the correct clothing for a Barcelona that saw the first snowflakes since 2010. Continue reading