Debate Hall | 16.09.2015 | 17.09.2015

sponsored by

Selligent

10.15 am - 10.50 am

dmexco:media
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The Opening-Debate

The Programmatic Wave - Love It or Hate It

The advertising industry is on a march toward automation. Plenty of advertisers and brands today are buying digital ads without speaking to a single human being at a media company, and print and TV ads might be not far behind. Automated, or programmatic, buying is growing not only because it makes ad transactions more efficient but also because it can make them more effective, as long as the right data is applied.

However, all players are surfing the budget wave of the brands they need to leverage. In this arena, Unilever is already experimenting with programmatic (mobile) media on a global scale. But what kind of experience has Unilever had as it rides the German programmatic wave? When will the former gatekeepers of the best inventory and user data place their trust in the entire RTB and data re-selling sea? And how can agencies maintain a balance between creativity and data exploitation? dmexco will challenge the surfers in this panel debate.

Presenter: Martin Meyer-Gossner, dmexco


Lucas Brinkmann

Google

Arndt Groth

PubliGroupe

Arne Kirchem

Unilever

Siamac Alexander Rahnavard

Cadreon



10.50 am - 11.20 am

dmexco:visions
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The Spotlight Interview

The Future of the Agency Holding Company

At Dmexcoin his first public appearance in Germany since becoming CEOYannick will shed light on his outlook for the industry and explain why Havas is making a big bet on integrating its offering across all disciplines.

Presenter: Jochen Wegner, ZEIT Online


Yannick Bollor

Havas



11.20 am - 11.50 am

dmexco:strategy
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The Agency Debate

Gunning for Market Share: A new Intersection of Media, Creativity & Consultancy

The transformation of the agency world has become a major challenge in the magic triangle of clients, media, and creativity. It has also introduced a new participant: consultancies, which are now key players in a world that used to seem the natural environment of agencies alone. The core business of consultancies is not media or creativity its strategy. They know the advertisers and their systems very well, and they have optimized this knowledge. Several questions have thus become a matter of dispute. Who will have greater authority and access when it comes to the integration of digital connectivity across businesses? Who has greater access to the C-suite for recommendations on strategy? Have agencies become so commoditized that their influence on marketing strategy has actually diminished? Lets hear the controversial statements and reactions of the agency representatives and discuss how these changes are affecting not just their own roles but also media and marketing strategies and concepts.

Presenter: David Doty, IAB


Iain Jacob

Starcom MediaVest

Alan Schulman

Deloitte Digital

Mark Waugh

Newcast



11.55 am - 12.30 pm

dmexco:media
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The Magic Triangle

Collaborative Growth

The magic triangle agencies, media owners, and brands is not what it used to be. Today these three parties are challenging themselves more than ever before. Brands are becoming publishers, agencies are moving into consulting, and media owners are busy boosting creative innovation and automating brand reach. And finally, there are lots of other participants who are adding many more angles to the triangle, notably technology partners. Digital transformation is forcing the magic triangle to rethink and reorganize their business models, as well as their ways of developing mutual benefit and growth. Will collaboration become the catalyst in a transformational world? And who is leading the process of helping brands to transform their business models? In this extraordinary debate, you will experience three senior top executives and thought leaders from the magic triangle. They argue that collaboration is establishing change and empowering growth.

Presenter: James Cooper, AdWeek


Steve King

Zenith Optimedia

Ralf Rau

SCA

Lisa Utzschneider

Yahoo



12.30 pm - 1.05 pm

dmexco:marketing
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The Brand Strategy Debate

Authentic Brand Building

With the fragmentation of media, marketing has been increasingly democratised and innovating is the way brands are built. Today brands are expected to be open, accessible, and authentic. One-dimensional media and one-way communication are out. But what does authentic brand building mean in the digital era? Is it all about research and data? Surely these are important sources, but they dont sound very creative. Engaging with the todays customers is another key strategy. These consumers want to decide when, and with what, they wish to engage, brands need to be braver, more relevant and more intelligent in how they connect. So far, marketing and the media have been looking fragmented in this process. Its a fact that the hyper-connected consumer is challenging brands to evolve toward a more social approach and to shift their media methodologies in order to revolutionize brand building. This panel will discuss what, how, and why marketers need in order to revive their brand building, gain attention, and win the hearts and minds of consumers.

Presenter: Wolfram Kons, dmexco


Lars Bo Jeppesen

Dentsu Aegis Network

Javier Sanchez Lamelas

Coca-Cola

Graham Moysey

AOL

Alexander Schill

Serviceplan Group



1.05 pm - 1.35 pm

dmexco:visions
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presented by
Challenge 2015 Award

The Future of Advertising

The top finalist teams of the BVDW Challenge Award 2015 will present their ideas and visions at dmexco. Here youll see how creative young professionals envision the future of brand communication in 2025.
The jury on stage:
- Uli Kramer, Managing Partner pilot and spokesmen FOMA at BVDW
- Anke Herbener, CEO Digitas LBi and Vice Chairman of the full-service digital agency group BVDW
- Alexander Ewig, Managing Director Brand Management Media Markt, redblue Marketing

Presenter: Aljoscha Hhn, BVDW


Marcel Fischer & Jonathan Muhr

DigitasLBi

Simon Knittel & Tweer Frck

hmmh multimediahaus



1.40 pm - 2.15 pm

dmexco:media
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The Showdown

The New Currency - Bridging Worlds?

A common currency for video measurement seems to be in sight. OWM, AGF, and Google are finally sitting down together at one table to agree on currency standards for video content. This might sound like a formality to soothe the participants and the relevant market players, but in reality it is THE breakthrough for the marketing industry. This megapanel is expected to align all of the aspects of video data that foster brand impact. But is this just a promise? Or is it the Holy Grail? dmexco will challenge the panelists to find out their real intentions!

Presenter: Martin Meyer-Gossner, dmexco


Karin Hollerbach-Zenz

AGF

Bjrn Kaspring

AGOF

Lars Lehne

Google

Martin Michel

Sky Media Network



2.15 pm - 2.45 pm

dmexco:trends
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The Global Perspective

Bridges into the World: Disruptive Business Models for MarTech

The marketing technology landscape is growing at the speed of light and the industry is being disrupted in just about every way. Marketers want to capitalize on the digital breadcrumbs buyers leave behind through Internet exploration, searches, smart device usage, content browsing, and social media activities. Accordingly, they are pimping their toolboxes and technology ecosystems in order to engage across channels and handle the complex data challenges. Thanks to the digital transformation, the world is more connected than ever these days. Companies are acting globally, but marketing is becoming more regionalized, more localized, and even more individualized. There is no one size fits all marketing technology solution for the global audience. Lets hear three very different market players tell us their assessments of how MarTech development will affect the business of the future.

Presenter: Dr. Hagen Wenzek, Freestyle Consulting


Benny Arbel

myThings

Bettina Hein

Pixability

Tomas Lauko

ZenithOptimedia Russia



2.45 pm - 3.05 pm

dmexco:outlook
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Special

State of the State of Digital Marketing

LUMA Partners presents their Annual State of the State of Digital Marketing, which covers their views on the industry trends, the market, and the future of the digital marketing ecosystem. This year's trends include programmatic, mobile, omnichannel/personalization, identity, and convergent TV.


Terence Kawaja

LUMA Partners



3.05 pm - 3.40 pm

dmexco:video&broadcast
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The Game Changer Debate

TV everywhere?

Will television be simply video tomorrow? What makes television TV? And can television really be distributed everywhere and across all devices? The ease of reaching audiences with videos, along with the elimination of barriers to distribution, is disrupting the economics and content creation of broadcasters. In this debate, the leading broadcast and media masterminds will discuss these disruptive developments in the broadcast business. We are keen to find out what the democratization of TV content really means for audiences and business models. And finally, we also want to know how programmatic will influence TV. Will it be the game changer for the video media business as well? Come to the debate and find out.

Presenter: Ashley Swartz, Furious Corp.


Brian Lesser

Xaxis

Jimmy Maymann

AOL

Ren Rechtman

Maker Studios

Debbie Weinstein

Google



3.40 pm - 4.15 pm

dmexco:technology
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The Automation Debate

The Economic Catalyst

Advertising is witnessing an economic change and acceleration on a mass scale that is impacting every corner of the digital ecosystem. Automation infrastructure enabled $21 Billion of worldwide ad spend last year, according to Magna Global, but theres a further $225 Billion in annual spend about to move in the same direction as automation continues to demonstrate efficiency, scale and performance in the digital world. The global, real-time, and immediate nature of todays digital world means this transformation is going to be faster and more powerful than the one that has been experienced already by other industries such as travel, financial services, and stock trading.
How can digital media professionals prepare to take advantage of this shift? What should media creators be doing to cater for existing digital devices, as well as emerging devices such as wearables? How will automation enable consumers to be in control of their advertising experience?

Presenter: Dr. Hagen Wenzek, Freestyle Consulting


Jason Fairchild

OpenX

Lindsay Pattison

Maxus

Caroline Taylor

IBM Europe



4.15 pm - 4.50 pm

dmexco:performance
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The Performance Debate

Tapping into the Power of Consumer Intent

The key to improving brand engagement is to understand how consumers make decisions. Intent is the single largest performance marketing variable. It shapes consumers search queries, dictates their purchase path(s), and mediates their meaningful interactions with brands regardless of the channel, media or content type. Understanding intent means understanding how people make decisions. But how to get in front of the buying choice is the most frequently asked question in marketing. These performance masterminds should have the answer.

Presenter: Martin Meyer-Gossner, dmexco


Joelle Frijters

Improve Digital

Michael Kahn

Performics

Martin Ott

Facebook

Jonathan Wolf

Criteo



4.55 pm - 5.30 pm

dmexco:video&broadcast
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The Revelation Debate

Power Sharing of the Video Marketplace

Video content rocks especially on YouTube and Facebook. But arent those two platforms overrated? For sure, users empower video distribution through their engagement on social networks. They are increasingly watching, liking, and sharing videos. However, the market for video content has just opened. Video-sharing platforms are moving more and more into the spotlight of marketing budgets often by cutting bits of the TV budget. But does the increase in investment in online video advertising justify its value, and does it make a budget shift away from traditional TV advertising a necessary next step? Get all the answers in real time from this controversial and lively panel.

Presenter: Martin Meyer-Gossner, dmexco


Matthias Dang

IP Deutschland

Marianne Dlz

Facebook

Dr. Andrea Malgara

Mediaplus

Marie Eve Schroeder

Henkel



5.30 pm - 6.00 pm

dmexco:visions
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The Showdown

Preaching (no) Innovations


Jonathan Nelson

Omnicom

David Shing

AOL



6.00 pm - 6.30 pm

dmexco:strategy
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The Fireside Chat

Competition in the Digiconomy - Conquerors, Survivors and Influencer

Presenter: Peter Kafka, re/code


Brian O'Kelley

Appnexus

Arkady Volozh

Yandex