Overview | 16.09.2015 | 17.09.2015

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Congress Hall

10.00 am

Opening Remarks

Congress Hall

10.00 am - 10.15 am

Opening Remarks

10.15 am

Grey Swans, Disruption, & Zero Based Budgeting - what impact will they have on global trends?

10.45 am

Media goes Digital: The story behind a successful transformation

Congress Hall

10.45 am - 11.20 am

Media goes Digital: The story behind a successful transformation

Digitization is one of the biggest challenges that traditional media companies have faced so far. How can they carry out a forward-looking transformation without endangering established business models? The TV broadcasting company ProSiebenSat.1 Group is known for the innovative strategies that have made it a digital powerhouse. The Handelsblatt publishing group is regarded as a digital pioneer among German publishers, and it has built up a broad portfolio of digital offerings. Thomas Ebeling, CEO of ProSiebenSat.1, and Gabor Steingart, Chairman of the Handelsblatt publishing group and Publisher of Handelsblatt, talk about new alliances, internationalization, and the significance of disruptive technologies for their business.

11.20 am

Bridging Worlds: Finding the way to the consumer

Congress Hall

11.20 am - 12.00 pm

Bridging Worlds: Finding the way to the consumer

Digital transformation. Disruptive technologies. Disoriented leadership. For the main players in the marketing economy, ranging from brands to media houses, agencies, and technology suppliers, the borders between their business models are starting to blur and fuse. Startups are confusing, inspiring, challenging, and redefining traditional business processes, digital impact, and product innovation. With its new slogan, “Bridging Worlds,” dmexco will ask global thought leaders how to bridge the gaps between technology demand, brand building, creative processes, and the latest digital strategies in order to stay ahead of the curve. This panel has the right advice regarding how a company’s C-level executives need to collaborate in order to reach the digital consumers of tomorrow.

12.05 pm

The New Brew: Data, Content & Relevancy

Congress Hall

12.05 pm - 12.35 pm

The New Brew: Data, Content & Relevancy

In today's mobile- and social-first world, being real-time is no longer enough. Consumers demand relevancy as well as immediacy. In a conversation moderated by Re/code’s Peter Kafka, Starcom MediaVest Group Global CEO Laura Desmond and Heineken Executive Director of Global Marketing Soren Hagh will discuss how technology and data are ushering in a new era of precision marketing and individual relevancy at scale. Desmond and Hagh will share insights spanning technology-driven creative, continual optimization through data-inspired content and content-inspired data, and brands driving relevancy at moments that matter most to consumers. The result is the future of creativity and impact, bringing the personal touch to our technology-surround world.

12.35 pm

Expectation to Expression: Why Marketing is Driving the Customer Experience

Congress Hall

12.35 pm - 1.10 pm

Expectation to Expression: Why Marketing is Driving the Customer Experience

In this age of the customer, new features aren't enough, traditional marketing programs are less effective and social networks can greatly amplify customer complaints as well as positive sentiment. In this new world order, customers expect pervasive personalization and dazzling digital experiences whenever and however they choose to interact with a brand. For the marketer, this can seem like a no-win situation. While the customer demands a long term, personalized experience, the boardroom demands revenue growth, profit growth and predictable performance quarter over quarter. And to make matters worse, both sets of expectations are skyrocketing. In this presentation, Oracle will explain how marketers can meet the increasing demands of the consumer and the boardroom by rethinking the way they approach the customer experience.

1.15 pm

The inverse Retail Business

Congress Hall

1.15 pm - 1.50 pm

The inverse Retail Business

Newspapers? Books? Music? Food? Fashion? Smart online businesses are making the shop around the corner obsolete. But how can brick-and-mortar shops respond to the competition from e-commerce? In reaction, car manufacturers are building digital showrooms. The fashion industry is working to digitize changing rooms and whole shops. How will new technologies and the Internet of Things deliver real innovation? And what has already been introduced to shape the retail business? The retail world needs to transform rapidly and connect its business virtually. The industry has to change from a “stop by” business model to an omnichannel one. Let’s listen to our expert and see their latest shop visions. They will tell the audience about the places where the future of commerce already exists.

1.50 pm

Marketing beyond Marketing

Congress Hall

1.50 pm - 2.00 pm

Marketing beyond Marketing

Consumers demand consistent, continuous experiences and it's changing marketing in the enterprise. Jean-Michel Pittet issues a challenge to digital marketers who don't want to fall behind: marketing doesn't end when a click becomes a sale. Customers want to be delighted at every touchpoint in store, online, and within product interfaces. Discover the future of marketing beyond marketing where brands earn trust every day through each touch point.

2.00 pm

Hitting the next Milestones

Congress Hall

2.00 pm - 2.40 pm

Hitting the next Milestones

We communicate via our smart devices and chat with Siri, or Alexa, or Cortana. We go shopping, watch videos, listen to music, and play games. We are always online, thanks to our smart and stylish little devices, everywhere we go. Smartphones are our best friends, and tablets are our new TVs. Marketers proclaim, “‘Mobiles first’ is not an option — it’s a must.” Experts already see mobiles surpassing TV as the leading medium. Still, brands are struggling to find the ultimate solution for mobile advertising. They are looking for the “secret ingredient” that will enable them to address mobile users through smart apps, locally based advertising, branded (video) content or data-driven marketing. What will a clever mobile agenda look like in 2016 and beyond? Let’s get the latest mobile briefing from some of the leading digital players.

2.40 pm

Entering the Post-advertising Era

Congress Hall

2.40 pm - 3.20 pm

Entering the Post-advertising Era

In the era of content marketing, storytelling is a revived brand’s magic and finally slingshots creativity also into the center of digital marketing. Companies need to change their mindset from communicating facts and figures to creatively presenting heroes, disasters and happy endings. However, not many brands have gotten to the point of changing the management’s orientation, taking a creative approach or developing a strategic storytelling program. Hence, not many marketers have found the right path to the creation of business impact by means of storytelling and content marketing rather than traditional advertising. Chief content officers — or rather, storytelling managers — are needed in order to maintain consistency. And ideas and experience are needed in order to ensure scalability. Furthermore, the use of storytelling in content marketing continues to develop. New buzzwords, such as “transmedia,” “two-ways” and “collaborative” or “visual storytelling” are being generated by evolving media, new devices, and innovative technologies. And finding the unique brand story — one that the increasingly distracted consumers will adore and share — is a major goal. Companies also need to identify the tools and platforms where they can distribute, automate, and scale this ultimate story. Are you looking for solutions? This panel knows how to find them!

3.20 pm

Embracing Global Brands by Chinese E-Commerce Platform

Congress Hall

3.20 pm - 3.45 pm

Embracing Global Brands by Chinese E-Commerce Platform

China is the biggest e-commerce market in the world, and JD.com is the largest business-to-customer digital shopping platform in China, with more than 100million active users and a market share of more than 50 percent. Kate Yingchun Kui, the Senior Vice President of JD.com, is now responsible for the group's overall international brands merchandising strategy and before that, she was the head of JD's marketplace business overseeing more than 600 staff members. She also served as the President of Paipai, China's leading social commerce platform on mobile, which is a wholly owned subsidiary of JD.com, a company acquired from Tencent's e-commerce business. We are delighted to have her on stage to share her visions, ideas, and experience concerning e-commerce in China and tell us about JD.com's ambitions to grow worldwide.

3.50 pm

Diversity, New Leadership & New Talents

Congress Hall

3.50 pm - 4.25 pm

Diversity, New Leadership & New Talents

Digital transformation is happening in every corner of the economy. It has created new modern business models in which mobile workplaces are evolving, innovation paths are arising and data driven organizations are winning. In a business where creativity and innovation is paramount, new talents and new leadership can be the difference between success and failure. The pace of change is also being driven by millennials, who will make up 50% of the workforce in 2020 and are rapidly adapting to smart digital applications. To address these interconnected dynamics this panel will share their digital map and discuss how they are applying modern diversity and leadership to their businesses. They will share with us their knowledge and their insights into game-changing management styles and the importance of a diverse perspective to produce high performing teams. Join the well-established Women’s Leadership Table and listen to a panel discussion by genuine thought leaders moderated for the first time by a male host, equally focused on how more diversity can drive better business results.

4.25 pm

#The_Monetization_Story

Congress Hall

4.25 pm - 4.55 pm

#The_Monetization_Story

In this top-class talk, two masterminds of our industry will be in the spotlight on the dmexco stage. The media veteran and renowned entrepreneur John Battelle will be chatting with Adam Bain, who oversees Twitter’s worldwide monetization and advertising strategy, about current trends, disruptive business strategies, and the next series of challenges facing the digital media and advertising business. Come to this outstanding session — we are sure these exceptional leaders will inspire you.

4.55 pm

The Internet of Marketing Things

Congress Hall

4.55 pm - 5.35 pm

The Internet of Marketing Things

Smart products. Smarter processes. Smartest experience. The Internet of Things (IoT) is revolutionizing not only our daily life but also our marketing strategies for the near future. Marketers can already accelerate their impact by taking advantage of the smart world of connected devices. Whether it’s wearables, robots, drones, connected cars and households, smart glasses or watches — connected devices enable new insights, touchpoints, and marketing platforms. The challenges for marketers are just ahead. Companies need to shift from marketing messages to generating enduring experiences — from presenting ordinary ads to providing extraordinary service. Balancing bridges and boundaries with customers are the new tasks arising from a fully connected world. Let’s listen to these global IoT leaders and find out what advice, best practices, and new outlooks they have to offer!

5.35 pm

Always Caring - The Nivea Way

Congress Hall

5.35 pm - 6.00 pm

Always Caring - The Nivea Way

Nivea is the number one skin care brand in the world and has been closest to consumers worldwide for more than a hundred years. Find out how Nivea’s digital vision translates its brand purpose into the digital world. A full package of cases, learnings, and a deeper look into the special challenges of one of the most trusted brands.

Debate Hall

10.15 am

The Programmatic Wave - Love It or Hate It

Debate Hall

10.15 am - 10.50 am

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.

10.50 am

The Future of the Agency Holding Company

Debate Hall

10.50 am - 11.20 am

The Future of the Agency Holding Company

At Dmexco—in his first public appearance in Germany since becoming CEO—Yannick 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.

11.20 am

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

Debate Hall

11.20 am - 11.50 am

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 — it’s 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? Let’s 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.

11.55 am

Collaborative Growth

Debate Hall

11.55 am - 12.30 pm

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.

12.30 pm

Authentic Brand Building

Debate Hall

12.30 pm - 1.05 pm

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 don’t sound very creative. Engaging with the today´s 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. It’s 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.

1.05 pm

The Future of Advertising

Debate Hall

1.05 pm - 1.35 pm

The Future of Advertising

The top finalist teams of the BVDW Challenge Award 2015 will present their ideas and visions at dmexco. Here you’ll 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

1.40 pm

The New Currency - Bridging Worlds?

Debate Hall

1.40 pm - 2.15 pm

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!

2.15 pm

Bridges into the World: Disruptive Business Models for MarTech

Debate Hall

2.15 pm - 2.45 pm

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. Let’s hear three very different market players tell us their assessments of how MarTech development will affect the business of the future.

2.45 pm

State of the State of Digital Marketing

Debate Hall

2.45 pm - 3.05 pm

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.

3.05 pm

TV everywhere?

Debate Hall

3.05 pm - 3.40 pm

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.

3.40 pm

The Economic Catalyst

Debate Hall

3.40 pm - 4.15 pm

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 there’s 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 today’s 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?

4.15 pm

Tapping into the Power of Consumer Intent

Debate Hall

4.15 pm - 4.50 pm

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.

4.55 pm

Power Sharing of the Video Marketplace

Debate Hall

4.55 pm - 5.30 pm

Power Sharing of the Video Marketplace

Video content rocks – especially on YouTube and Facebook. But aren’t 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.

5.30 pm

Preaching (no) Innovations

Debate Hall

5.30 pm - 6.00 pm

Preaching (no) Innovations

6.00 pm

Competition in the Digiconomy - Conquerors, Survivors and Influencer

Seminar  1

10.00 am

Digitale Werbung in Deutschland - ein Überblick des OVK

Seminar  1

10.00 am - 10.45 am

Digitale Werbung in Deutschland - ein Überblick des OVK

Auch in 2014 konnte sich das Internet mit einem Netto-Wachstum von 6,6 Prozent wieder als das am stärksten wachsende Werbemedium positionieren. Dies zeigte bereits die OVK-Werbestatistik für den Online- und Mobile-Display-Werbemarkt 2014. Insbesondere Mobile agierte hier als positiver Treiber mit einer Netto-Wachstumsrate von 52 Prozent. Auch die Netto-Wachstumsprognosen für 2015 sind positiv. In diesem Seminar präsentieren die Experten des Online-Vermarkterkreises (OVK) im BVDW und des IHS die aktuelle Werbestatistik für den Online- und Mobile-Display-Werbemarkt sowie die aktuellen europäischen Werbemarktzahlen.

11.00 am

Mobile Disruption - Wie Mobile die Welt verändert und welche Auswirkungen das für Ihr Marketing hat

Seminar  1

11.00 am - 11.45 am

Mobile Disruption - Wie Mobile die Welt verändert und welche Auswirkungen das für Ihr Marketing hat

In der fortschreitenden Digitalisierung festigt Mobile seine Rolle als wichtigstes Bindeglied zwischen Marke und Endverbraucher. Mobile Endgeräte, allen voran das Smartphone, sind der persönliche Zugang zu einer zunehmend vernetzten Welt. Selbstredend, dass der Nutzer bei der Entwicklung der Marketingstrategie im Fokus stehen muss. Was für Impulse erwartet und benötigt der Verbraucher an welchem Touchpoint? Wearables gesellen sich als unsere alltäglichen Begleiter zu den Smartphones. Displays werden immer vielfältiger – die Bedürfnisse des Verbrauchers, überall wo er sich befindet mit relevantem Content versorgt zu werden, bleiben unverändert groß. Was bedeutet diese Entwicklung und Veränderung für das Marketing?

12.00 pm

Bridging Imagination: Digitale Marketing-Modelle der Zukunft

Seminar  1

12.00 pm - 12.45 pm

Bridging Imagination: Digitale Marketing-Modelle der Zukunft

Online-Marketing - Quo vadis? Wie sehen die klassischen Performance-Disziplinen wie Affiliate- und E-Mail-Marketing von übermorgen aus? Welchen Einfluss haben Social Media und das Internet der Dinge auf die Arbeit von Marketern und wie kann man diese Disziplinen verknüpfen? Anhand eines Impulsvortrages diskutieren die Panelteilnehmer aus Affiliate- und E-Mail-Marketing, Social Media und der Wirtschaft über bestehende Modelle sowie das Zusammenspiel mit neuen Formaten und weisen ihre Zukunftsstrategien auf.

1.00 pm

Integrating Search and Content Marketing Strategies

Seminar  1

1.00 pm - 1.45 pm

Integrating Search and Content Marketing Strategies

Während Suchmaschinenmarketing bereits im Online Marketing Mix von Unternehmen verankert ist, gewinnt das boomende Thema Content Marketing immer mehr an Bedeutung. Beide Disziplinen schließen sich dabei jedoch weder aus, noch kannibalisieren sie sich. Während das Suchmaschinenmarketing historisch im Performance Marketing angesiedelt ist, hat sich das Content Marketing aus dem Branding herausgebildet. Im Zusammenspiel kann die Verbindung beider Disziplinen erhebliche Synergien erzeugen. Beginnend mit einem Anwendungsbeispiel, sind Akteure aus der Fokusgruppe Search, dem Content Marketing Roundtable des BVDW sowie ein Vertreter aus der Wirtschaft geladen, im Panel die Stärken und Schwächen der Ansätze, sowie die gemeinsamen Anknüpfungspunkte und Synergiepotentiale zu beleuchten und zu diskutieren und einen Ausblick auf die Entwicklung zu geben.

2.00 pm

Ökosystem Connected Cars - Wie digitale Player die automobile Welt erobern

Seminar  1

2.00 pm - 2.45 pm

Ökosystem Connected Cars - Wie digitale Player die automobile Welt erobern

Das Auto der Zukunft ist vernetzt. Die Fahrzeughersteller stehen vor der Herausforderung, digitale Ökosysteme rund um ihre Produkte zu etablieren und sich die Geschwindigkeit der technologischen Weiterentwicklungen zunutze zu machen. Dazu ist eine branchenübergreifende Zusammenarbeit erforderlich, um ein Wertschöpfungsnetzwerk aufzubauen, das aus Automobilherstellern, Mobilfunkanbietern, Software-Entwicklern, staatlichen Organen und nicht zuletzt fachunabhängigen Kunden besteht. Bei dem Seminar diskutieren Vertreter aus unterschiedlichen Segmenten über die Zukunft der Automobilbranche und den Einfluss der Digitalen Wirtschaft auf das gesamte Ökosystem. Die Teilnehmer erhalten zudem einen Überblick über die Erfolgskriterien für die Umsetzung digitaler Services beim Connected Cars sowie spannende Ergebnisse einer repräsentativen Studie.

3.00 pm

Digitale Transformation am Point of Sale - „The next big thing“ in retail!

Seminar  1

3.00 pm - 3.45 pm

Digitale Transformation am Point of Sale - „The next big thing“ in retail!

Die digitale Transformation bietet große Chancen am Point of Sale. Dort wo die größten Chancen im Handel liegen, nämlich bei integrierten Shopping-Erlebnissen durch die Verzahnung von Retail, Mobile, Social und E-Shop stehen wir vor spannenden Entwicklungen. Diese bieten nicht nur dem Kunden echte Mehrwerte, auch Unternehmen können hier neue Wachstumspotenziale erschließen. Erst wenn Retail- und Digital-Industrie es schaffen, noch enger und zielgerichteter zusammen zu arbeiten, um gemeinsame Ideen flächendeckend umzusetzen, wird das volle Potenzial der Digitalisierung am Point of Sale erreichbar. Digitale Services, die das Instore-Erlebnis als einen zentralen Bestandteil begreifen, werden das analoge Einkaufserlebnis revolutionieren.

4.00 pm

Love it, leave it or change it - Change Management in der digitalen Revolution

Seminar  1

4.00 pm - 4.45 pm

Love it, leave it or change it - Change Management in der digitalen Revolution

Das Internet der Dinge, aktuell als Zielzustand für die Digitale Wirtschaft definiert, steht für flexible, individuelle Produktion und hohe Wirtschaftlichkeit. Der Digitalisierungsprozess verursacht dabei einen tiefgreifenden Wandel der Arbeitswelt, dessen innerbetriebliche Optimierung einen Erfolgsfaktor darstellt. Zu den entscheidenden Herausforderungen für die Unternehmen gehören Fragen wie diese: Wie muss das Change Management der Zukunft aussehen, um den wachsenden Veränderungen gerecht zu bleiben? Wie bereitet man die Mitarbeiter von heute auf die Anforderungen von morgen vor? Ist eine Veränderungsbereitschaft in den Unternehmen gegeben und wie werden Projekte & Prozesse aufgesetzt, dass Nachhaltigkeit entstehen kann? Eine strategische Neuausrichtung kann nur gelingen, wenn die Führungskräfte die Mitarbeiter in den Veränderungsprozess mit einbinden und eine Kultur schaffen, in der Veränderung als Chance und nicht als Bedrohung wahrgenommen wird. Insofern ist der Digitalisierungsprozess durch beide Dimensionen, der technischen und menschlichen beeinflusst, sodass das Internet der Dinge auch eine Revolution in der Arbeitswelt von morgen vermuten lässt.

5.00 pm

Der Wandel der Mediennutzung im Digitalzeitalter: Handlungsempfehlungen für den Mittelstand

Seminar  1

5.00 pm - 5.45 pm

Der Wandel der Mediennutzung im Digitalzeitalter: Handlungsempfehlungen für den Mittelstand

Die Mediennutzung der Deutschen, Österreicher und Schweizer hat sich durch die Verbreitung mobiler Endgeräte und Social Media stark verändert. Unternehmen sind vor die Herausforderung gestellt, den Überblick über die zunehmende Digitalisierung und daraus resultierenden Entwicklungen und Trends zu behalten. Die Zielgruppe und ihre Mediennutzung stets im Blick zu haben, ist dabei wesentlicher Bestandteil. Welche Auswirkungen dieses Verhalten auf die Geschäftsmodelle mittelständischer Unternehmen hat, wird durch eine praxisnahe Interpretation der Ergebnisse aus der Gemeinschaftsstudie des BVDW mit dem IAB Österreich und IAB Schweiz dargelegt.

Seminar  2

10.00 am

Roundtable: What an Online Branding Campaign Looks Like From Every Angle

Seminar  2

10.00 am - 10.45 am

Roundtable: What an Online Branding Campaign Looks Like From Every Angle

Join Frederic Joseph, the COO of S4M, Jean-Marc Pericone, CEO of Sublime Skinz, and Julien Verdier, CEO of Adyoulike, in a discussion of how programmatic mobile, innovative display and native advertising function independently and together in the modern online branding campaign. Moderated by Frederic Sadarnac of Ratecard.

11.00 am

Wearables - Mehr als Jogging?

Seminar  2

11.00 am - 11.45 am

Wearables - Mehr als Jogging?

Wearables gehören seit der Einführung von Smartphones zu den Innovationen, die den digitalen Markt nachhaltig aufgerüttelt haben. Dennoch ist die Bandbreite von Wearables nicht mit Smartphones zu vergleichen. Sie stellen vielmehr eine Produktgruppe dar, die ihre Bestimmung noch nicht richtig gefunden hat und stark differiert. Im Rahmen des Seminars werden aktuelle und mögliche Anwendungsbereiche von Wearables vorgestellt, nach UX-Gesichtspunkten bewertet, sowie wesentliche Implikationen diskutiert: Welche Richtlinien sollten beachtet werden, wenn es um das Design von User Interfaces geht? Brauchen wir überhaupt User Interfaces am Gerät? Wo entsteht die User Experience wirklich? Experten unterschiedlicher Bereiche wie Digital Business, Design und Product Development kommen zu Wort und beleuchten die Frage, wie und wann der endgültige Durchbruch von Wearables kommt. Klar ist dabei jetzt schon: Sie sind weit mehr als nur ein digitaler Begleiter beim Joggen!

12.00 pm

BUZZBIRD – successful campaigns with social media stars

Seminar  2

12.00 pm - 12.45 pm

BUZZBIRD – successful campaigns with social media stars

YouTube star Felix Hummel and Andreas Türck (pilot) present for the first time their new project BUZZBIRD, that brings together influencers and brands in a completely new way. BUZZBIRD generates high reach for branded content in the social web without relevant handling effort. In this seminar advertisers and agencies will learn how they can easily access the world of social media stars.

1.00 pm

Case Study Data Driven Content Marketing: Positioning brands successfully in the digital market place

Seminar  2

1.00 pm - 1.45 pm

Case Study Data Driven Content Marketing: Positioning brands successfully in the digital market place

As the range of offers and information overload are steadily increasing, companies are challenged more than ever to identify the actual needs of their target audience. On that basis, brands can identify relevant content and built a profitable dialogue with their customers. Data Driven Communication has the potential to revolutionize the manner of how we approach storytelling! We will present a best case which will give you an overview of how social data provides fascinating insights regarding customer motives and preferences. By exploiting these insights you will be able to detect relevant digital touchpoints as well as topics that are important to your target group. We will show you how to use these findings to successfully position your brand in the digital market place.

2.00 pm

The Impact of TV on Search

Seminar  2

2.00 pm - 2.45 pm

The Impact of TV on Search

TV campaigns lead to incremental search volume for the advertised brand. This effect can be quantified, analyzed, benchmarked and planned. In the presentation we show results from 100 campaigns covering multiple industries. We will answer the question which are the most important drivers of the interaction between TV and search and how advertisers can make best use of the synergy between both channels.

3.00 pm

Wie ein Coach Kunde und Website verbindet - die Hewlett-Packard Content Marketing Kampagne: Von der Idee bis zur Umsetzung.

Seminar  2

3.00 pm - 3.45 pm

Wie ein Coach Kunde und Website verbindet - die Hewlett-Packard Content Marketing Kampagne: Von der Idee bis zur Umsetzung.

Was macht eine langfristig erfolgreiche Content Marketing Kampagne aus - und zwar im Zusammenspiel Print, Online und Mobile? Detaillierte Einblicke in das Konzept und in die Kampagnenwirkung und hilfreiche Learnings für die Kampagnensteuerung.

4.00 pm

User engagement bidding - How search advertising will become economically viable again

Seminar  2

4.00 pm - 4.45 pm

User engagement bidding - How search advertising will become economically viable again

In the 15 years of Google AdWords, search engine advertising has consistently been the most widely-used channel in online marketing. Nevertheless, the pressure of competition is immense. Achieving a good ROI and improving it is a daily battle. In addition to that comes the speed at which Google innovates as well as the hyper complex campaign management, especially for advertisers with many keywords and campaigns. Where are the hidden factors that experienced SEA-Managers can use to continue to improve? Which bidding strategies lead to competitive advantages? The seminar participants will learn how to find new potential to increase efficiency and revenue with the use of strategies such as user engagement bidding.

5.00 pm

Why and how manufacturers analyze online shop reviews

Seminar  2

5.00 pm - 5.45 pm

Why and how manufacturers analyze online shop reviews

Amazon is not just an online shop but has become the largest review portal in the world. Thus customer feedback makes online shops a part of social media. One review can bring a product to fail or to success. The buying decision process is closely connected to online ratings and the amount of reviews. Therefore online shops provide an immense set of product information for manufacturers. And yet without the help of certain tools it is nearly impossible to stay on top of things. For the first time, this presentation gives insights into specialized software tools, such as how those platforms can be analytically processed, and how companies can measure their success and also control their product strategies.

Seminar  3

10.00 am

Native, display, ad specials. Many possibilities - equally effective?

Seminar  3

10.00 am - 10.45 am

Native, display, ad specials. Many possibilities - equally effective?

Digital campaigns have a cornucopia of possible formats and implementations whereby each format has its own strengths and distinctive features. But what does a specific format contribute to the overall impression of a campaign and for what KPIs will which format pay off? G+J e|MS presents its latest research findings on these questions and explains the special functions of the different ad forms. Concrete recommendations show what needs to be considered when planning digital campaigns.

11.00 am

Storytelling Workshop #1: Creating Data-informed Content at Scale

Seminar  3

11.00 am - 11.45 am

Storytelling Workshop #1: Creating Data-informed Content at Scale

The "speed of the feed" in social media environments has increased the velocity of content that viewers are exposed to. Add to this the potential to customize content by data-fueled audience segmentation and you can see why brands have a manufacturing challenge when it comes to creating sufficient content for marketing. This session looks at the ways brands, publishers and agencies can scale the creation of quality content and the technology available to help them do that. Moderator: Dee Salomon, CMO, MediaLink

12.00 pm

Markenführung in digitalen Zeiten - Beispiele aus der Praxis

Seminar  3

12.00 pm - 12.45 pm

Markenführung in digitalen Zeiten - Beispiele aus der Praxis

Die Digitalisierung ändert das Mediennutzungsverhalten grundlegend. Darauf muss sich die Markenkommunikation einstellen, sowohl mit Blick auf Inhalte als auch mit Blick auf die genutzten Kanäle beziehungsweise Endgeräte. Damit einher geht zudem eine starke Veränderung der Rolle der beteiligten Agenturen. Es diskutieren: Thomas Strerath (Jung von Matt): "The End of Screens & Displays!" Dirk Kedrowitsch (Publicis Pixelpark): "Wertschätzung schafft Wertschöpfung“ Christian Rätsch (Saatchi & Saatchi): "Brand driven Sales - Im Internet rücken Marken näher an ihre Kunden" Julia von Winterfeldt (derzeit AKQA): "Transformational Leadership is needed and it is needed now" Es moderiert Fabian Fischer/Mediaman.

1.00 pm

The future of native advertising and content marketing

Seminar  3

1.00 pm - 1.45 pm

The future of native advertising and content marketing

The term "native advertising" is a relatively new coinage for an old concept: adverts that fit in. Native advertising is about delivering an experience the user ultimately wants - that experience may be information, it may also be an aesthetic, or functional. "Software is eating the world" and native advertising experiences increasingly drive far beyond delivering awareness and delivering a proposition. Technology now allows smarter content marketing plays to deliver new levels of utility. Businesses with only brand and direct response mindsets are in danger of being outflanked by new brands that are innovating, and making their offering more seamless with a user's technology usage. In this Seminar, we will discuss how brands can earn a user's trust and permission to deliver greater native experiences.

2.00 pm

Audience data takes off: Airline boosts ticket sales by using audience data

Seminar  3

2.00 pm - 2.45 pm

Audience data takes off: Airline boosts ticket sales by using audience data

A major airline investing in programmatic was unsure how to understand the performance of audience data. Despite delivering precise impressions to relevant business and economy class audiences, the results were not stacking up. This changed when Cadreon/Anomaly developed a bespoke, multi-touch attribution model showcasing the power of Eyeota's audience data. Cadreon was then able to optimisie the DSP based on a full funnel model instead of the last touch. This new multi-touch attribution model revealed how audience data is a key player throughout the entire path to conversion, and having a specific level of granularity across the board can increase ticket sales. Attendees will learn the tricks of the trade in utilizing audience data to optimize their campaigns for maximum ROI.

3.00 pm

Connecting the old world with the new - The online communication of DAK-Gesundheit

Seminar  3

3.00 pm - 3.45 pm

Connecting the old world with the new - The online communication of DAK-Gesundheit

DAK-Gesundheit is consistently developing into a dynamic modern company that makes full use of the opportunities the Internet offers for communicating with its target groups. Its principal aims are as follows: 1) To realize full customer orientation online too 2) To improve its image and make it more attractive for its target groups 3) To make cost savings through more efficient online processes The consistent realization of a modern content marketing strategy and the use of state-of-the-art technology puts the focus on the visitor to the homepage. Ramona Linter, Director Online Communications at DAK-Gesundheit, presents concept and realization to you in cooperation with Florian Grebe, Vice President of CoreMedia.

4.00 pm

Storytelling Workshop #2: The Tech Stack for Brand Content Marketing

Seminar  3

4.00 pm - 4.45 pm

Storytelling Workshop #2: The Tech Stack for Brand Content Marketing

Brands and publishers are developing internal resources for optimizing content creation and distribution. This session investigates the kind of technology that brands are using to more effectively connect with consumers and take them from an engagement with brand content to a transaction. Moderator: Matt Spiegel, Senior Vice President, MediaLink

5.00 pm

The Mobile Imperative: Five Emerging Mobile Trends for Marketers

Seminar  3

5.00 pm - 5.45 pm

The Mobile Imperative: Five Emerging Mobile Trends for Marketers

Despite being the fastest growing media platform, mobile adspend still lags woefully behind mobile consumption. While the industry wrestles with issues such as measurement and creative delivery, consumers’ lives are becoming fundamentally mobile. Through a unique partnership between GlobalWebIndex and ZenithOptimedia, we will shed light on what is arguably the most pressing issue for marketers – mobile transformation. By combining global consumer insight analysis with global adspend data, we will identify five emerging global mobile trends for marketers that will have a significant impact on both digital marketing strategies and marketing budget allocation. If you want to gain a unique insight into the global tipping point for mobile, this is a seminar you cannot afford to miss.

Seminar  4

10.00 am

Das Potenzial von Multikanal-Recommendations nutzen - Chancen und Grenzen der Personalisierung

Seminar  4

10.00 am - 10.45 am

Das Potenzial von Multikanal-Recommendations nutzen - Chancen und Grenzen der Personalisierung

Das volle Potential für die personalisierte Ansprache von Kunden lässt sich nur ausschöpfen wenn Kunden Kanalübergreifend betrachtet werden. Oft stecken z.B. Daten aus der Webanalyse und Daten aus CRM-Systemen in getrennten Datensilos, die nicht zusammen verwendet werden können. econda bietet eine zentrale Plattform an, in der verschiedene Datenwelten zusammen geführt werden können und die eine einfache Umsetzung von personalisierter Ansprache ermöglicht. In dieser Plattform können Daten aus der Webanalyse sowie aus Drittsystemen verwendet werden und unterschiedlichste Online- und Offline-Recommendation-Szenarien mit personalisierten Inhalten umgesetzt werden, für eine optimale Kundenansprache. Anhand von Praxisbeispielen wird dies anschaulich dargestellt.

11.00 am

Convergence: Key Trends Shaping the Future of Digital Advertising

Seminar  4

11.00 am - 11.45 am

Convergence: Key Trends Shaping the Future of Digital Advertising

There's never been a time of more change in the advertising landscape than today: the continuous launch of new technologies, mergers & acquisitions, companies reinventing themselves, big data, the cloud, etc. Along with changes in the advertising landscape, the consumer is changing rapidly as well. The number of connected devices in the home has gone up 3x in under ten years and is expected to grow exponentially. Many new devices are mobile which poses both challenges and opportunities. Consumers increasingly time-shift content consumption and use alternate devices, such as OTT for TV, to consume at their convenience. Thus, many changes in the advertising landscape have made the job of the Marketer extremely complex. We explore these dynamics and how the offline to online worlds are converging.

12.00 pm

How big data helps brands to succeed in content marketing

Seminar  4

12.00 pm - 12.45 pm

How big data helps brands to succeed in content marketing

Content marketing is becoming increasingly important with vast amounts of content being produced globally on a daily basis. However, only the content that is valuable, relevant, interesting or entertaining will engage audiences and survive this content overload. With internet users making click-decisions on a seemingly random basis, brands and publishers are struggling to compete in this battle for attention and engagement. Which topics are interesting to my target group? What motive is hidden behind the intuitive search behavior of users? In this seminar, Outbrain will provide answers to these questions, discuss the rising importance of content marketing and explore the current marketing essentials, together with publisher and advertiser partners.

1.00 pm

Managing the Outernet - How Interactivity, Mobile and Big Data change the way we communicate in public space

Seminar  4

1.00 pm - 1.45 pm

Managing the Outernet - How Interactivity, Mobile and Big Data change the way we communicate in public space

"The Outernet" describes the integration of virtual elements into public space. Online-mechanisms like hyperlinking, search, personalization and interaction, will also be available in the physical world. The wall between digital and real world is finally torn down in everyday life. Targeting sind retargeting will become part of Out-of-Home media strategies. Campaigns of the future are convergent, interactive and cross-media. New technologies and systems will change how we deal with content generated e.g. by social media to become part of the public space.

2.00 pm

Data, Love, Money - fall in love with your customer (data)

Seminar  4

2.00 pm - 2.45 pm

Data, Love, Money - fall in love with your customer (data)

Data are the new oil? Not at all! The success of Facebook and Tinder has proven that data are the new love. And data should be the passion of all marketers. Why are customers establishing relationships with big digital companies and small start-ups, sharing highly private information? How do companies generate and analyze terabytes of data and gain profit from it? How can traditional enterprises collect meaningful data, find data available in-house and benefit strategically? Which analysis is suitable for what purpose, which operational recommendations are derived from what information? And what are the take-aways for marketers? These are the questions we'll discuss with the participants in our seminar.

3.00 pm

Performance uplift through individual, automated omnichannel campaigns

Seminar  4

3.00 pm - 3.45 pm

Performance uplift through individual, automated omnichannel campaigns

Customers wish to be provided with the right messages on the right device at the right point in time. Successful dialogue is therefore based on effective, customised cross-channel communication. Conducting sales-boosting one-to-one dialogues via email, print, etc, is nowadays not a problem with Marketing Automation. How can communication in the omnichannel be easily and effectively personalised and automated? What role does physical advertising take on in this regard? What other channels may be of interest for online companies? As part of the seminar, experiences made for efficient measures in the various channels will be presented ? illustrated by practically oriented and easy to understand examples.

4.00 pm

Drive e-commerce sales through website personalization

Seminar  4

4.00 pm - 4.45 pm

Drive e-commerce sales through website personalization

A recent etracker GmbH study showed that one-size-fits-all websites no longer cut the mustard, at least that's the case if you ask decision-makers from the German marketing scene. However, as things stand, only a quarter of corporate websites and online shops are personalized as this gives rise to a number of challenges such as a lack of available expertise, the need for additional IT resources, and privacy concerns. So where?s the best place to get started? Who is real-time personalization aimed at? Where can it be used to great effect? And what's the best way to go about implementing such measures? Olaf Brandt, Director Customer Acquisition & Communications, uses a number of real-life examples to show shop owners how to make a profit out of real-time marketing on their website.

5.00 pm

Confidence is good, certainty is better - Escrow as the new model for data-driven marketing

Seminar  4

5.00 pm - 5.45 pm

Confidence is good, certainty is better - Escrow as the new model for data-driven marketing

The common model for the utilization of external data used in data-driven marketing assumes that one party provides data directly to another party. This approach involves the risk of data leaks, since often times it is impossible to determine if the recipient uses the shared data for their intended purposes as agreed upon by the two parties. Thus, Semasio has developed a new model for data-driven marketing, where data - from both the seller's and buyer's side of the market - is "provided in escrow" on Semasio's User Intelligence Platform. Since neither party has direct access to the data of the other party, this approach realizes the maximum value of the data while eliminating data leaks.

Seminar  5

10.00 am

Programmatic Video: 10 things you never dared to ask

Seminar  5

10.00 am - 10.45 am

Programmatic Video: 10 things you never dared to ask

Programmatic advertising may have been around for a while, but there are still some common misconceptions about exactly how it works. We will show that programmatic advertising can be premium, can be brand safe and can transform your business. We break down the barriers, explain the acronyms and lay out everything you need to know about programmatic video advertising. It's time to take full advantage of the branding power of the moving image.

11.00 am

Exploring mobile - The impact of mobile Facebook Ads on direct sales

Seminar  5

11.00 am - 11.45 am

Exploring mobile - The impact of mobile Facebook Ads on direct sales

The majority of Facebook ad impressions are served on mobile devices. However proving impact of mobile campaigns remains a challenge. The IAB prize-winning approach "GfK Facebook Data Link" is a solution to analyze all impressions over all devices within the consumer and media panels of GfK, Germany's biggest market research firm. This makes it possible to eveluate the mobile impact compared to Desktop and TV. Worldwide unique is the quantification of the Return on Investment based on measured purchase and media data - first results show: Mobile advertising is driving sales - both online and offline!

12.00 pm

Enough with the Pretty Brochures, Let's Start Building Better Business Tools: the Art of Data-Driven Marketing

Seminar  5

12.00 pm - 12.45 pm

Enough with the Pretty Brochures, Let's Start Building Better Business Tools: the Art of Data-Driven Marketing

In this presentation, FFW's Chief Strategy & Insights Officer Gus Murray will cover how digital insights and personalisation are changing the way organisations can use their corporate website. Topics covered in this session: - How personalisation is changing the way B2B/B2C communicate with their customers, - Content as your customer's first purchase, - Using social to better inform your audience understanding, and - The marketing technology stack. Join this session if you are working with digital marketing, business development or you want to add value to the conversation, not just noise.

1.00 pm

OPEN. Defined.

Seminar  5

1.00 pm - 1.45 pm

OPEN. Defined.

What does it mean to be an "open" platform? Seemingly every actor in the ecosystem embraces the term, yet it's not always clear what they mean by it. Much like the terms "end-to-end platform" or "full-stack solution", the word open is widely and often indiscriminately invoked to assert differentiation and value. But without fidelity to its true definition, "open" loses its meaning and power. It's time to insist on definitional rigor when talking about open platforms. Here are the criteria we should apply: The Power to build A world without walls Perfect alignment There are very few truly open actors in the ad tech ecosystem. Join the AppNexus Team as we take a deeper dive into the definition and tackle one of the hottest topics in the industry.

2.00 pm

Choose your own adventure! Market to the audience of one.

Seminar  5

2.00 pm - 2.45 pm

Choose your own adventure! Market to the audience of one.

Traditional marketing campaigns fall short at engaging the individual customer. Companies that gain insights of of customer’s wants and needs, deliver and providing an engaging brand experience along the Customer Journey will win market share. In this case Marketing is becoming a relevant information. Content is King. Context is King Kong.

3.00 pm

Real-time advertising for publishers - monster or friendly ghost?

Seminar  5

3.00 pm - 3.45 pm

Real-time advertising for publishers - monster or friendly ghost?

A lot of publishers wince, when they hear about "real-time advertising". In their minds real-time trading of ad space is equivalent to prices plunging, cannibalisation of their premium business and a digital yard sale of their high quality inventory. RTA, the monster. Other publishers have taken a closer look, though, and have realised that programmatic selling can also be like a friendly ghost, a real help in day to day business indeed. In this seminar you will find out how publishers can use real-time advertising in a targeted way in order to maximise their revenue, strengthen customer relationships and gain competitive advantages. All of these facts will be shown using practical examples.

4.00 pm

Why Collaborative Marketing is the bridge to your customer - and the future of marketing.

Seminar  5

4.00 pm - 4.45 pm

Why Collaborative Marketing is the bridge to your customer - and the future of marketing.

In a more or less transparent world, the absolute value of the consumer voice today becomes more and more important for brands to succeed than the relative value that a brand promises to a consumer. But how can brands manage this shift? What can they do to build a bridge from their brand's marketing to the marketing "made by the customer"? And how can they unlock the new consumer's power in marketing? The answer is: by turning consumers into co-marketing volunteers through Collaborative Marketing. Several case studies will show how brands and companies can benefit from this new approach and why collaboration is the bridge into the hearts of the consumers and to the future of marketing.

5.00 pm

Advanced TV - The Future of Programmatic in your Living Room

Seminar  5

5.00 pm - 5.45 pm

Advanced TV - The Future of Programmatic in your Living Room

As TV continues to go digital, the RTB industry is poised to overtake the $300 billion spent annually on linear television each year. TV and the Internet are merging in every conceivable way, including how inventory is bought and sold. The benefits of programmatic purchasing - chief among them efficiency and targeting - are too great for advertisers to ignore. The power of programmatic and the future of Advanced TV hinges on the ability to focus ads based on audience, not on broad demographics, delivering true value to advertisers and only the most relevant ads to consumers at times when they are most receptive. This session explores the next chapter in television history and what attendees can expect in 2015 and beyond.

Seminar  6

10.00 am

Google Shopping on the rise: how to master your advertising campaigns in 2016

Seminar  6

10.00 am - 10.45 am

Google Shopping on the rise: how to master your advertising campaigns in 2016

Online retailers not only need to get listed on the most efficient external traffic channels – they also need to take care of campaigns’ ROI on a daily basis to secure sales volume and new customer acquisition. Over the last 24 months, we saw Google Shopping become "the place to be" for all major retailers. With more and more advertisers and increased complexity of the platform, online retailers now need to go beyond traditional search marketing optimisation to outperform the competition and maintain sustainable, superior ROI levels. How can you take advantage of the newest Google Shopping features? What are your best assets to succeed? Based on our own technology and customer success stories, discover an innovative approach to combine data exploration and a better understanding of online buying behavior to make the most of your Google ad spend. This presentation is suitable for marketing executives as well as high-level decision-makers / with or without prior Google ad campaigns experience.

11.00 am

The SMS is dead - long live the SMS! Analyses and insights into the use of SMS as a successful advertising platform

Seminar  6

11.00 am - 11.45 am

The SMS is dead - long live the SMS! Analyses and insights into the use of SMS as a successful advertising platform

Reportedly the times of text messaging are over. But when it comes to mobile advertising it is not important who is sending messages, but who can receive them. And this is everybody who has agreed to receive mobile advertising via text messaging. In an environment ruled by mobile display advertising there is a growing market for mobile messaging based advertising. Advertisers start integrating this channel into their media plans, because by using special targeting criteria this way of mobile marketing is becoming extremely relevant for its recipients. The presentation gives deep insights into the use of SMS as an advertising platform und unveils amazing findings about the effect of targeting on location and weather.

12.00 pm

The role of creative in the era of programmatic advertising

Seminar  6

12.00 pm - 12.45 pm

The role of creative in the era of programmatic advertising

For many advertisers, outstanding creative and programmatic advertising do not go hand in hand. However, a combination of a good creative, programmatic buying and data management will lead to successful advertising campaigns. Joerg Schneider explains why creative plays such an enormous role as we move towards a more automated world and presents two case studies.

1.00 pm

How customers decide - Targeted advertising based on buyer-types

Seminar  6

1.00 pm - 1.45 pm

How customers decide - Targeted advertising based on buyer-types

Depending on the type of decision-maker, buyers show different search behavior and consequently different behaviour when buying a car. With the new behavioural model based on search - and buying behaviours of these groups, AutoScout24 is offering advertisers the opportunity, to specifically select and address these types according to their needs. In this presentation, this new model - which was developed in cooperation with the market research and consulting company Vocatus - will be introduced. You will gain insight into user behavior and the best way to communicate with the different decision-maker types based on concrete best practice examples and use cases.

2.00 pm

Getting Started with Personalisation: From Optimisation to Unique Personalised Multi-Screen Experiences - The 5 Levels of Personalisation

Seminar  6

2.00 pm - 2.45 pm

Getting Started with Personalisation: From Optimisation to Unique Personalised Multi-Screen Experiences - The 5 Levels of Personalisation

Join Personalisation experts Monetate and clients Office Depot as we discuss the 5 levels of personalisation; from getting started in personalisation to delivering relevant, engaging customer experiences across all channels and devices, that transform your customer engagement strategy and dramatically impact your business performance.

3.00 pm

The Five-Stage Engagement: How to smash benchmarks with creative optimisation

Seminar  6

3.00 pm - 3.45 pm

The Five-Stage Engagement: How to smash benchmarks with creative optimisation

Using technology to drive results for brands is nothing new. But up until recently the creative element of the campaign optimisation equation has been largely overlooked. Thanks to programmatic, marketers are now familiar with being able to target the right person at the right time in the right environment, for a fair price and at scale. But what about when you finally have that person's attention and they've interacted with your ad - how can you continue to optimise against interactivity? Learn how the latest creative tools and technologies mean marketers can exploit the "5 Stages of Interactivity" to deliver highly engaging branding campaigns that allow optimisation to be enhanced through deeper levels of user interaction - generating unprecedented levels of success.

4.00 pm

Successful Social Advertising 2015

Seminar  6

4.00 pm - 4.45 pm

Successful Social Advertising 2015

2014 proved to be a phenomenal year for Social Advertising. Facebook and FB advertisers alike made numerous enhancements. Social Advertising has become a critical focus for marketers and has evolved into the fastest growing channel in the marketing industry. Advertisers had to learn that the different ways consumers access the internet across networks and devices is forcing them to change the way they do business. Multiple screens, millions of potential consumers, manifold formats and bid types further increased complexity. In this seminar esome explains the key pillars to successful social advertising: how to effectively approach them and how to support the overarching advertising goals along the marketing funnel while highlighting peculiarities and pitfalls across different industries.

5.00 pm

Mobile Web Experience in Germany - Are German companies ready for the mobile revolution?

Seminar  6

5.00 pm - 5.45 pm

Mobile Web Experience in Germany - Are German companies ready for the mobile revolution?

Nowadays, German companies are worldwide export and innovation champions. But how do these companies handle the challenges of the future digital and mobile economy? First breakdowns by Crisp Research revealed that many companies do not run a mobile-optimized website and slumber the mobile revolution away. With the research project "Mobile Web Experience in Germany - Are German companies ready for the mobile revolution?" Crisp Research empirically analyzed the current planning status and the future initiatives of CIOs and CMOs in terms of their mobile web experience projects. This research was sponsored by T-Systems Multimedia Solutions and CoreMedia. T-Systems Multimedia Solutions will highlight noteworthy results of this research project at dmexco 2015.

Seminar  7

10.00 am

From Big Data to CRM Targeting - And what does the Consumer think about it?

Seminar  7

10.00 am - 10.45 am

From Big Data to CRM Targeting - And what does the Consumer think about it?

In theory every marketer is aware that consumers need to be the center of every brand's strategy and operation. However, in practice this is often not the case and consumer centricity is not consequently realized. Big data technologies enable companies to exploit consumer insights far beyond push communication purposes. Come and join us on a virtual journey through relevant use cases in the areas of organizational intelligence, cross-channel services and personalization as well as CRM-data driven display advertising. Presented content is supported by the latest research study on the “Digital Consumer 2015”.

11.00 am

Smart data, low hanging fruit, storytelling: How search data, semantics and analytics are used to enhance an agency media plan

Seminar  7

11.00 am - 11.45 am

Smart data, low hanging fruit, storytelling: How search data, semantics and analytics are used to enhance an agency media plan

Agencies are increasingly confronted with numerous challenges stemming from the programmatic transformation of display. Digital advertising is not only a means to an end, it is about combining the benefits of reaching numerical targets with the upside of collecting unique learnings. The irruption of semantic technology into the world of display is radically changing the way we are using data today: semantic technology and its unique keyword-based analytics allow agencies to supply their clients with unique pre- and post-campaign insights as well as meeting their performance or brand goals. In this seminar, Captify presents jointly with partners how smart data allows agencies and clients to become smarter with every new campaign: better results, incremental learnings, exceptional insights.

12.00 pm

How to become a personal love brand: The individualisation of brand experience through content targeting

Seminar  7

12.00 pm - 12.45 pm

How to become a personal love brand: The individualisation of brand experience through content targeting

Advertisers never knew more about their audiences nor had a better chance to deliver messages as specifically as they do today, giving them the opportunity to reach users in more personal moments than ever. Spotify´s content targeting allows you to deliver ads matching the mood or activity based on the user?s choice of music. 41 titles of the most popular 100 playlists are based on content, only 17 on genre. It´s a shift in the brand experience: the spirit consumers connect with brands is rooted in personal moments, not in the generic images of TV commercials. The masses individualize, brands reach the individual in a self-designed environment. Will content targeting create new authenticity within brand perception? This is where we take our discussion with advertisers and marketers.

1.00 pm

Which one is your next one? Testing brand awareness and brand image

Seminar  7

1.00 pm - 1.45 pm

Which one is your next one? Testing brand awareness and brand image

What are car buyers really thinking about Audi, BMW and other brands? What external factors are decisive when buying a car: The image of manufacturers or personal preferences on automobiles? mobile.de wanted to know more and asked online users in a longterm study about the perception of the top 30 brands in Germany. The study portrays the importance of brand image displayed by manufacturers: How are car buyers rating the auto makers in terms of environment-friendliness, quality, and price-performance-ratio? The workshop will show selected results of the study and will give authentic insights into the relevant target group - car buyers.

2.00 pm

Transforming Your Analytics Strategy for a Customer-Centric World

Seminar  7

2.00 pm - 2.45 pm

Transforming Your Analytics Strategy for a Customer-Centric World

Making the shift to customer-centric marketing requires new ways of collecting data. Traditional analytics is being transformed by innovative ways to capture highly enlightening information about site visitors and behaviours. In this presentation, Gary Douglas will discuss how Tesco Bank has evolved its strategies for strategic alignment and data collection.

3.00 pm

Leveraging Publisher Data to Solve for Fraud and Improve Viewability.

Seminar  7

3.00 pm - 3.45 pm

Leveraging Publisher Data to Solve for Fraud and Improve Viewability.

Online advertising fraud and ad viewability are not just advertiser concerns anymore. Publishers must be more proactive and data driven in their approach to delivering viewable, fraud free impressions. More importantly, as the source of all supply, publishers are the first layer of defense in combatting fraud and improving viewability through the use of valuable data and inventory analytics. A data driven approach on the supply side is necessary if we are to meet the IAB's requirements of 70% viewable impressions in 2015 and the eradication of ad fraud.

4.00 pm

Heathrow Airport - Using Connected Data To Drive Better Customer Experiences

Seminar  7

4.00 pm - 4.45 pm

Heathrow Airport - Using Connected Data To Drive Better Customer Experiences

Recently voted both "Best Airport in Western Europe" and "World's Best Airport for Shopping", Heathrow is one of Europe's biggest retail sites with sales in 2014 of £1.9bn. With 73.4m passengers a year, delivering an exceptional customer experience is vital to success. In this presentation, you will learn how data connectivity and customer recognition enable it to understand and engage customers. Their behaviour is influenced by many retailers, airlines, advertisers, media companies and publishers, whose data, combined with Heathrow's, can support delivery of a personalised, profitable experience. Simon Chatfield will explain the journey Heathrow is on and will share case studies on real successes so far.

5.00 pm

Process or happy customer - who comes first? Customer Journey Mapping and Service Design Blueprinting will have to merge!

Seminar  7

5.00 pm - 5.45 pm

Process or happy customer - who comes first? Customer Journey Mapping and Service Design Blueprinting will have to merge!

Customer experiences might be planned, controlled, automated, re-targeted, measured, tracked and optimised - ideally on-line PLUS off-line. Yes, engaging all stakeholders as well. Automatically and self-improving with Customer Satisfaction Index within the CRM system? Making your customer happy seems to become a more and more sanguine endeavour! Based on best practice cases cx/omni presents how the consistent customer perspective can be recorded utilizing the Customer Journey Mapping method and how these sentiments and experiences are transformed directly to Service Design Blueprints and vice versa. Connected with live data streams both planning methods emerge to an integrated Customer Insight Tracking at all touch points.

Work Lab  1

10.00 am

Russian online ad market: tools to stay ahead of the curve

Work Lab  1

10.00 am - 11.15 am

Russian online ad market: tools to stay ahead of the curve

The aim of this Work Lab is to help our customers and partners further improve the efficiency of their campaigns. We'll discuss market trends, introduce new Yandex's services dedicated to movies and cars, and talk about some important updates to Yandex.Direct, Metrica, and Market. We'll also share tips for using the new functionality competently and walk you through the Yandex.Direct's API: it enables easy management of campaigns with high volumes of data, as well as automatic bidding and reporting. Leveraging API tools can give ad campaigns a dramatic efficiency boost. You can also meet us at our stand E-025-E-029 (Hall 7) and ask our experts any questions.

11.30 am

Pssst ... insider tips for successful content marketing - How to create a content marketing machine

Work Lab  1

11.30 am - 12.45 pm

Pssst ... insider tips for successful content marketing - How to create a content marketing machine

The development of the perfect content marketing plan is a complex process. The staffing also plays a role as the development of the Buyer Persona, the content themes, etc. How can we bring all that under one roof?   This presentation contains strategic guidelines to achieve the following content marketing objectives:   1. Cost-effective lead generation by steering more inbound leads on your site 2. positioning as an opinion leader in your industry through the provision of informative and interactive content 3. building relationships and attracting influencers 4. Provision of relevant and the particular stage of the buying Leads corresponding content, so that it passes through the sales funnel to the end

1.00 pm

High-performance Customer Journey Tracking: how to make the customer's journey a success

Work Lab  1

1.00 pm - 2.15 pm

High-performance Customer Journey Tracking: how to make the customer's journey a success

As multi-screen usage amongst consumers increases, the demands on effective customer journey tracking are also growing to the same extent. Integrating further channels such as TV poses a great challenge for many companies. This workshop will give you a practical overview of qualitative measuring methods and show you new aspects of measuring technology, top class methods of analysis as well as relevant key data, for example post-view and post click. Based on real customer case studies concrete recommendations for action can be derived which show how cross-channel campaigns can be managed and optimised successfully.

2.30 pm

The digital DNA for future-fit companies - The Competence to Listen, Publish, Engage, Measure

Work Lab  1

2.30 pm - 3.45 pm

The digital DNA for future-fit companies - The Competence to Listen, Publish, Engage, Measure

By now, most companies and brands understand the opportunities and challenges associated with digital data and have started to proactively manage this overload of information. However, surfacing, sorting out and structuring the right data no longer suffices: one needs to learn how to turn this data into valuable insights? The work labs discussion will show practical business cases on how today's brands can effectively manage and optimize the data flow along their value chain: from uncovering and following the right conversations, to creating targeted content, making smart decisions about how, when and where to engage with their audience in an impactful way and monitoring the key performance metrics that matter most to their business. All of this in real time.

4.00 pm

Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosystem Ensures its Long-Term Success

Work Lab  1

4.00 pm - 5.15 pm

Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosystem Ensures its Long-Term Success

Click fraud is the "bubonic plague" of today's mobile advertising world, a plague that cost marketers $11 billion just last year. For publishers who work tirelessly to improve engagement with their users, fraudulent ads can undermine and ultimately destroy the trust they've built with their user base. It will take an ecosystem-wide effort to clean up our digital ad marketplace and pioneer a high-quality mobile experience for all. Through a series of steps laid out by Ragnar Kruse of Smaato and Maor Sadra of AppLift participants will: - Create a dialogue around the scope & impact of digital ad fraud today - Understand common fraud tactics to be aware of - Develop strategies to limit the effects of fraud, and dramatically improve the overall ad experience.

Work Lab  2

10.00 am

1000 attribution models - and still the same turnover? Why the investment in the topic is generating a good return.

Work Lab  2

10.00 am - 11.15 am

1000 attribution models - and still the same turnover? Why the investment in the topic is generating a good return.

The "Last Cookie Wins" rule is outdated, since today it is fashionable to speak about "U-Models", "Starter-Player-Closer", "Linear Flat" oder "Exponential Increasing" and more. What are we talking about here? These are attribution models. How can they be understood? What can be done with them? How can I prepare my company technologically but also beyond technology for the near future? Which impact will this have on my sales de-duplication (cookie switch)? Why does this become even more relevance with the rise of RTB? And how can I normalize the data of online and offline channels for this purpose? With the practical example of a mid-sized E-commerce website we want to showcase how the usage of different attribution models can have a positive impact on your business.

11.30 am

Data is Your New Oil, Identity is Your Faster Horse

Work Lab  2

11.30 am - 12.45 pm

Data is Your New Oil, Identity is Your Faster Horse

A uniform Customer Experience is more important than ever. And more difficult than ever to put in place. Identity and Single Customer View are keys to delivering outstanding Customer Experiences. Data is the raw material of great Customer Experiences. Let us discuss the challenge and how companies are coping and benefiting from this challenge.

1.00 pm

Native Mobile 2.0 - Non-intrusive Ads

Work Lab  2

1.00 pm - 2.15 pm

Native Mobile 2.0 - Non-intrusive Ads

Effective but not intrusive - that's the request that's placed on state of the art mobile ad formats. But how does it work? The keyword is "non-intrusive ads". Whether video or native advertising formats - it is essential that the user is informed and/or entertained, and not disturbed while using its mobile. During the development of new mobile ad formats it's clear that the focus is on the user. Jan Gräwen, Country Manager of YOC shows what the mobile advertising branch can do, to make mobile advertising formats more attractive and at the same time effective.

2.30 pm

Digital Lifeboat - Digitally Reinventing your Organisation

Work Lab  2

2.30 pm - 3.45 pm

Digital Lifeboat - Digitally Reinventing your Organisation

Digital is completely reinventing and transforming industries, economies and organisations. The customer is now at the heart of the boardroom and experience is the new competitive battleground. Companies that are slow to embrace this change face failure. Our Digital Lifeboat rides to the rescue with an interactive session that will engage all participants in a workshop that will explore HOW companies are reacting to these changes. HOW to take advantage of all the data in the world, the mobile revolution, the social interactions, the start up communities, HOW to change the DNA of your organisation so that you are future ready, if not born in digital, then cultivated in digital. HOW to be here tomorrow when your industry continues to be disrupted. HOW to be leaders, individually in your companies. You will have the choice of joining our Strategy, Operations or Technology tables within the workshop.

4.00 pm

TV Performance Extended: Increasing efficiency through multiscreen campaigns: best practice examples

Work Lab  2

4.00 pm - 5.15 pm

TV Performance Extended: Increasing efficiency through multiscreen campaigns: best practice examples

A tv campaign can - beyond reach - additionally be optimized concerning its potential for web shop traffic uplift (tv induced visits and costs per visit). At the same time it is possible to optimize online campaigns (display, Facebook and Google adwords) by an synchronization with selected tv spots (conversion rates and costs per visit). By means of this intelligent control of the audience flows via several channels it is possible to raise the efficiency of the whole campaign (tv and online). The aim of this work lab is to demonstrate the procedure by concrete best practice examples. The Work Lab's target audience: online pure player, who are taking account of tv as a new media channel. Classical retailer for whom the diversion of tv to online is becoming more and more important.

Speakers' Corner

10.00 am

Online customer service - the ultimate online sales tool

Speakers' Corner

10.00 am - 10.20 am

Online customer service - the ultimate online sales tool

Click to Chat is not only an online customer service channel; it's an efficient sales tool. Based on data collected from 300 businesses, this presentation includes best practices, key performance indicators and results from companies which have successfully optimized live chat as an online sales solution. A company using Live-Chat for online customer service,will be interviewed on stage to talk about its experience with Click to Chat and its results. Caroline Langer, Marketing Manager at iAdvize and online communication expert, will present best practices, KPIs and trends.

10.30 am

The Future of Performance-Marketing - Trends for 2016

Speakers' Corner

10.30 am - 10.50 am

The Future of Performance-Marketing - Trends for 2016

The performance marketing industry is very dynamic. specially the affiliate marketing as an incubator for innovative business models is very popular with new business models like display advertising, Conversion Booster, re-marketing or exit Intent overlays.In his presentation the performance marketing expert Markus Kellermann presents the innovations of the future and what trends will come in 2016 to increase the value.

11.00 am

Content meets Commerce: The silver bullet for Customer Centricity in the Age of the Customer

Speakers' Corner

11.00 am - 11.20 am

Content meets Commerce: The silver bullet for Customer Centricity in the Age of the Customer

What „Customer Centricity“ means for B2C- and B2B-enterprises? The significance of customer relationship has a attained an absolute new dimension. This poses new challenges to B2C- as well as to B2B-enterprises. A new catchphrase makes the rounds in e-business: „Customer Centricity“, underlining the increased importance of customer focus – concurrently reflecting a phenomenon which is called "Age of the customer" by Forrester Research. Only when enterprises focus their economic activity on the customer they will remain competitive in the age of digital transformation. For many this means to strategically adapt to changed market conditions. In this lecture four essential success factors will be presented.

11.30 am

Creative content is my capital – but how to prevent misuse?

Speakers' Corner

11.30 am - 11.50 am

Creative content is my capital – but how to prevent misuse?

To make sure your business stands out in today’s attention economy, you’re likely investing a lot of time and resources to create and curate high quality visual content – be it for high impact marketing campaigns, to boost the conversion of your e-shop, to produce printed product catalogues or to sharpen your brand image. Good ideas and creativity are the new content marketing currency – but how do you make sure your assets stay in your hands? Lucas Schnabel, Business Development Manager at Canto, will show you what you can do to protect your valuable digital assets and the related copyrights, how to prevent misuse and how to efficiently manage your digital rights.

12.00 pm

Video Advertising - Can somebody turn on the lights?

Speakers' Corner

12.00 pm - 12.20 pm

Video Advertising - Can somebody turn on the lights?

The Advertising Landscape (Brief history, major players, different entities, campaign flow...) The different targeting options / formats (Sizes, Programmatic, Audience...) Obstacles and tech solutions (Bots, Masking, pre/post-bid solutions...) Market feedback, perception and stats What the future holds

12.30 pm

Driving Newsletter Response Rates with Recommendation Technology

Speakers' Corner

12.30 pm - 12.50 pm

Driving Newsletter Response Rates with Recommendation Technology

Email Marketing delivers a high ROI, but in order to keep and improve its efficiency the email channel must be optimized continuously. The presentation explains how recommendation technologies can be used to improve email response rates. Conceptual and technical solutions wil be covered as well as examples and best practices from client engagements.

1.00 pm

The new consumer-centric: fileee is next gen engagement.

Speakers' Corner

1.00 pm - 1.20 pm

The new consumer-centric: fileee is next gen engagement.

Branded by choice – value for free. fileee is the new advertising channel that comes integrated to companies communication channels. Based on German Artificial Intelligence technology fileee captures and files analog as well as digital mail: fileee is a personal “freemium” assistant that digitizes and intelligently organizes consumers documents and syncs across all devices. fileee understands and creates contextual interaction between consumers and brands. What Siri is in voice, fileee is in text. As a result customer communication is melding with business processes to a new service economy.

1.30 pm

How to create a successful app business with longevity – Exploring the process of launching a successful app

Speakers' Corner

1.30 pm - 1.50 pm

How to create a successful app business with longevity – Exploring the process of launching a successful app

Creating a successful app business and exploring the process of launching an app: Michel Lindenberg gives insights on how to create an app business with longevity. How can we improve discoverability and maximize downloads? How can we maximize revenues and achieve business goals over the years? Michel Lindenberg is a serial entrepreneur. In 2002, before anybody knew social media, Michel Lindenberg started the platform StayFriends. It was the very first platform to provide a way of finding old school mates and connecting. In summer 2014, Michel Lindenberg saw that messaging services are replacing the traditional social networks. He invented the new social messenger app Bubbles (launch in April 2015), which includes a new decision-making tool and is leading the launch.

2.00 pm

How do I get my app discovered? Best ways to reach top of the charts and gain maximum organic effect.

Speakers' Corner

2.00 pm - 2.20 pm

How do I get my app discovered? Best ways to reach top of the charts and gain maximum organic effect.

Top points on how to solve the challenge of discover ability of the apps in the app store and the google play. How much installs need to reach top over all in categories in different countries. How to bring those installs. Main tactic to improve the ASO of the app to gain maximum organic and viral effect and improve the downloads CR. Cases of successful campaigns. What to expect when you reaching the top of the charts in terms of organic installs. What to do after - sustain campaigns.

2.30 pm

Linked by photo-click: meekado connects consumers and brands by simplicity.

Speakers' Corner

2.30 pm - 2.50 pm

Linked by photo-click: meekado connects consumers and brands by simplicity.

Savings without borders - any time, everywhere? The meekado App is based on leading German AI technology. It captures, understands and processes mobile photo contents of receipts and coupons. Benefit for consumers: convinience in tracking expences. And never miss incentives. Brands can adress promotions and marketing activities directly towards meekado users. No set-up needed – insights of (potential) customers included. No matter where they shop. The next gen marketing platform meekado creates relationships and bridges the gap between physical and digital shopping. Engineered „mobile CRM“ powered by simplicity.

3.00 pm

Smart Data: So steuert Sport Scheck die Kanäle Display, Webseite und Dialog/eMail zentral aus einer Hand

Speakers' Corner

3.00 pm - 3.20 pm

Smart Data: So steuert Sport Scheck die Kanäle Display, Webseite und Dialog/eMail zentral aus einer Hand

Profilgestützte Kommunikation im digitalen Marketing basiert zunehmend auf Datenpools. Das größte Manko derzeit: Meist pflegt jeder Werbekanal sein eigenes Datensilo. Synchronisiert werden die Informationen zwischen den Kanälen nur äußerst selten. Am Praxisbeispiel von Sport Scheck zeigt mediascale-Geschäftsführer Wolfgang Bscheid, welche Vorteile es bietet, Daten aus Display, Dialog und Webseite zentral zu managen und Kampagnen mit einer übergreifenden technologischen Lösung auszusteuern. So kann innerhalb einer synchron konzipierten Kampagne beispielsweise berücksichtigt werden, welchen Status der Kunde hat. Ist er Interessent, Käufer oder Stammkunde? Und je nachdem in welcher Phase er sich befindet, werden ihm aufeinander abgestimmte Inhalte auf allen drei Kanälen präsentiert.

3.30 pm

The Business Class for Central Data Handling

Speakers' Corner

3.30 pm - 3.50 pm

The Business Class for Central Data Handling

The number of digital channels is increasing rapidly. The growing complexity of data exchange between business partners is calling for new, more efficient solutions. Learn more about unique management and distribution solutions for videos, photos, documents and other digital data.

4.00 pm

10 per cent conversions rate - no myth, but reality!

Speakers' Corner

4.00 pm - 4.20 pm

10 per cent conversions rate - no myth, but reality!

10% conversions rate - no myth, but reality! Practical examples illustrate the latest findings.

4.30 pm

The Secrets of Enticing Product Discovery in Commerce

Speakers' Corner

4.30 pm - 4.50 pm

The Secrets of Enticing Product Discovery in Commerce

Online strategist Albert Pusch speaks about three inspiring ecommerce success stories. Among them, a German DIY giant building an online presence for each of its over 500 stationary stores. Seamlessly and without a hitch. A fashion retailer, skyrocketing thanks to its international scaling strategy, and a consumer electronics merchant, attracting customers via mobile to the local stores. Each of these companies have quickly understood what matters most in the next half of this decade: enabling the digital brand experience. Mobile devices will play a key role as the connector of all sales channels.

5.00 pm

#connecting everywhere and anytime: The modern (mobile) era of shopping and paying?

Speakers' Corner

5.00 pm - 5.20 pm

#connecting everywhere and anytime: The modern (mobile) era of shopping and paying?

Digital shopping in Germany is a reality: One in every three Germans makes purchases online; every sixth Euro in ecommerce is generated via mobile devices, and at the same time it is the stationary business that makes about 90 percent of the overall retail business revenue. Therefore, it is critical to create the best possible brand experience across all channels. Mobile payment provides some brilliant solutions for many of the challenges encountered with omnichannel retailing. Topics that will be discussed at Yapital´s key note include the growing importance of mobile payments in Germany, how a mobile payment system #connects merchants and consumers in a new dimension, and what challenges it faces in the German market.

5.30 pm

ReTargeting goes Multichannel: Email, postal, telephone

Speakers' Corner

5.30 pm - 5.50 pm

ReTargeting goes Multichannel: Email, postal, telephone

It’s a typical scenario if you are running an ecommerce business: You spend a huge amount of money every month for advertisements at Google AdWords, Facebook or other display networks but you lose 90% of your visitors without knowing who actually visited your site. But what would you do if you could identify a lost visitor? What would you do if you know that Anna Smith, living in London, born on the 03. of April 1989 visited your fashion webshop and had a deeper look at those stylish red training shoes from Adidas but left your webshop without signing up or buying? And what would you do if you also know her current telephone number and her email address? What we did: We wrote postcards to Anna, we send her emails, we called her and found out what works the best.

6.00 pm

Mehr Umsatz, bessere Markenakzeptanz - warum Kunden ein einheitliches Einkaufserlebnis suchen

Speakers' Corner

6.00 pm - 6.20 pm

Mehr Umsatz, bessere Markenakzeptanz - warum Kunden ein einheitliches Einkaufserlebnis suchen

Ob Privat- oder Geschäftskunde: Der Käufer von heute erwartet weit mehr als nur die Präsenz im Internet. Er möchte Ihre Marke einheitlich wahrnehmen und setzt voraus, dass ihm ein nahtloses, kanalübergreifendes Erlebnis geboten wird – im Geschäft, im Internet oder auf mobilen Geräten. Händler müssen daher verstehen, dass E-Commerce mittlerweile nicht mehr als losgelöste Strategie betrachtet werden kann. Die Grenzen zwischen online und offline verschwimmen. Die Geschäftslösung des 21. Jahrhunderts ist daher eine Commerce-Plattform, die internet- und kundenorientiert ist, und beim Service nicht zwischen verschiedenen Kanälen unterscheidet.

Start-Up Village

10.00 am

Taste based audience acquisition & media buy solution - a DSP for entertainment brands, running programmatic targeted ad campaigns

Start-Up Village

10.00 am - 10.15 am

Taste based audience acquisition & media buy solution - a DSP for entertainment brands, running programmatic targeted ad campaigns

Jinni's taste based audience acquisition & media buy solution serves as a DSP for entertainment brands, running programmatic targeted ad campaigns. Our proprietary moviegoer & TV database with 25M+ users is based on our semantic technology to understand user tastes in order to provide entertainment brands with a much more efficient way to buy their media and target their relevant audiences. The algorithms automatically match a campaign against millions of possible users. Only those who are likely to enjoy the released film or TV show given their entertainment personality are targeted, thus resulting in better performance and higher engagement. This fresh approach based on proven semantic technology enables Studios & TV networks to effectively promote content to the most relevant audiences.

10.20 am

Wirecard Checkout Portal: Der Allrounder in Sachen Online-Payment

Start-Up Village

10.20 am - 10.35 am

Wirecard Checkout Portal: Der Allrounder in Sachen Online-Payment

Das Wirecard Checkout Portal bietet Start-Ups eine vollautomatisierte Lösung zur schnellen Konfiguration und Annahme von allen gängigen, internationalen Zahlungsmethoden. Der Sign-Up-Prozess auf www.checkoutportal.com geht mit dem Online-Konfigurator einfach und schnell in nur wenigen Klicks – bereits innerhalb kürzester Zeit können die ersten Onlinezahlungen angenommen werden. Zahlreiche Plug-Ins für alle bekannten E-Commerce-Shopsysteme und on top Premiumdienste wie die Steuerung von Google AdWords Kampagnen erleichtern Start-Ups den erfolgreichen Einstieg in den E-Commerce. Bereits mehr als 10.000 registrierte Händler seit dem Start machen es deutlich: Online Payment kann so einfach sein!

10.40 am

How sending visitors away can multiply your inbound traffic

Start-Up Village

10.40 am - 10.55 am

How sending visitors away can multiply your inbound traffic

In a highly fragmented media landscape premium content has a hard time to find the reach it deserves and needs to be profitable. Sprinkle has developed predictive algorithms to find out what content will bring traffic. By using multiplying deep-learning technology we want to create a networked content offering for online visitors where the best content gets served to the right visitor and by doing that extending reach for the content. Send one visitor away, get three new ones back.

11.00 am

Publisher Trading Desks are on the rise, hear it from the first independent Publisher Trading Desk of Europe.

Start-Up Village

11.00 am - 11.15 am

Publisher Trading Desks are on the rise, hear it from the first independent Publisher Trading Desk of Europe.

Publisher trading desks manage SSPs, make the market, monetise for yield and secure quality. This programmatic practice has evolved for Rich Media, Video, Mobile and even Native advertising. Join us and find out how to organise and optimise your trading, with the latest tips and tricks for viewability, SSP setups, programmatic premium and regional or international demand.

11.20 am

E-Commerce Research: Höhere Conversion Rates durch intelligente Aussteuerung von Produkten im Performance Marketing.

Start-Up Village

11.20 am - 11.35 am

E-Commerce Research: Höhere Conversion Rates durch intelligente Aussteuerung von Produkten im Performance Marketing.

Das Online-Marketing ist in vielen Bereichen gesättigt, sodass Traffic oft nur teuer über hohe CPCs erkauft werden kann. Die Marketing-Effizienz ist daher entscheidend für die Rentabilität von Kampagnen, was unter anderem eine Steigerung der Conversion Rates voraussetzt. Der Vortrag zeigt auf, wie man mit Hilfe von Marktdaten seine Marketing-Entscheidungen optimieren kann. Anhand einer Fallstudie werden die Möglichkeiten mit Hilfe eines A/B-Tests dargestellt. Es wird gezeigt, wie durch intelligente Aussteuerung von Produktdaten (auf der Webseiten-Suche, im Retargeting und auf der Produktseite durch Cross-Selling) nach Nachfrage- und Trendindikatoren die Conversion Rates nachhaltig gesteigert werden können.

11.40 am

Understanding mobile users traits from their apps

Start-Up Village

11.40 am - 11.55 am

Understanding mobile users traits from their apps

42matters Mobile Audience technology analyses the "app graph" of a user to infer the demographic and interest profile. This presentation will highlight the core of this technology, what are the challenges and why it is relevant for mobile developers and ad-networks.

12.00 pm

Attributionsvergütung im Affiliate-Marketing. Eine empirische Case Study

Start-Up Village

12.00 pm - 12.15 pm

Attributionsvergütung im Affiliate-Marketing. Eine empirische Case Study

In meinem Vortrag werde ich eine Case Study präsentieren, wie Advertiser Affiliate-Marketing gerechter und transparenter für alle Marktteilnehmer gestalten können. Ziel ist es hier nicht auf Kosteneinsparungsmodelle aufmerksam zu machen, sondern wie man in dem stagnierenden Markt noch wachsen kann. Hierzu wird der Case von Lautsprecher Teufel vorgestellt.

12.20 pm

How to Eliminate Fraud from Advertising

Start-Up Village

12.20 pm - 12.35 pm

How to Eliminate Fraud from Advertising

Fraud costs the ad industry $6 Billion Dollars every year. In this talk, Pixalate will present a framework and concrete steps that a brand, SSP, DSP and an Ad Network can take to systematically eliminate fraudulent traffic from its inventory pool.

12.40 pm

Das Potential von Social Media-Empfehlungsmarketing

Start-Up Village

12.40 pm - 12.55 pm

Das Potential von Social Media-Empfehlungsmarketing

1. Wie funktioniert Online-Empfehlungsmarketing? 2. Do's and Dont's des Empfehlungsmarketings. 3. Was für eine Performance kann man erwarten? 4. Reference cases/ Praxisbeispiele 5. Kreative Ideen für verschiedene Geschäftsbereiche.

1.00 pm

*** SPECIAL GUEST *** Start-ups and Big Brands - Unwrapping Nestlé’s Co-Innovation Model

Start-Up Village

1.00 pm - 1.15 pm

*** SPECIAL GUEST *** Start-ups and Big Brands - Unwrapping Nestlé’s Co-Innovation Model

** WELCOME OUR SPECIAL GUEST STEPHANIE NAEGELI AT THE START-UP VILLAGE ** More information will follow soon!

1.30 pm

PANEL: Die digitale Start-up Szene von morgen - wer gewinnt, wer verliert?

Start-Up Village

1.30 pm - 1.55 pm

PANEL: Die digitale Start-up Szene von morgen - wer gewinnt, wer verliert?

"Die Welt ändert sich sehr schnell. Es werden nicht mehr die Großen die Kleinen schlagen, sondern die Schnellen die Langsamen“ - frei nach dem Motto von Rubert Murdoch diskutieren vier Digitalexperten wie sich Start-ups in der Digitalen Wirtschaft am besten durchsetzen und welche Erfolgsstrategien dafür entscheidend sind.

2.00 pm

Any fool can make something complicated. It takes a genius to make it simple...

Start-Up Village

2.00 pm - 2.15 pm

Any fool can make something complicated. It takes a genius to make it simple...

Joost believes that the only thing that really matters in life are relationships - relationships between people - and also relationships between people and brands. In your personal live it's relative easy to be thoughtful and surprising in your relationships with your family and friends. But how can you be as thoughtful and surprising when you are a brand with hundred thousands or millions of customers? How can you have a personal & meaningful dialogue? Joost believes that big companies can be as good in building, maintaining and growing relationships as the grocery store around the corner. Joost is using numerous business examples from all over the world to make this a living and educational story.

2.20 pm

Mehr Umsatz mit personalisierten Produktempfehlungen oder: Smart Data: Personalisierte Kundenansprache

Start-Up Village

2.20 pm - 2.35 pm

Mehr Umsatz mit personalisierten Produktempfehlungen oder: Smart Data: Personalisierte Kundenansprache

Mit individuellen Empfehlungen von Peerius bieten Sie Ihren Besuchern im Shop einen echten Mehrwert. Der Besucher erhält treffsichere Produktempfehlungen mit Beratungscharakter. Auf Basis des vorangegangenen Klick- und Kaufverhaltens der jeweiligen Besucher und Kunden werden automatisiert individuelle Empfehlungen generiert und angezeigt. Egal ob Web, Mobilgerät oder in der E-Mail (Newsletter). Die Platzierung der Empfehlungen kann der Online Shop-Kunde selber wählen oder wir teilen dem Kunden die bestmöglichen Positionen mit. Grundsätzlich können Empfehlungen auf jeder Seite eingebunden werden. Die Empfehlungen können z.B. auf der Start-, Produktdetail-, Warenkorb- oder Kategorieseite angezeigt werden - zum richtigen Zeitpunkt und an der richtigen Stelle.

2.40 pm

#DWNRW präsentiert innovative Start-ups aus NRW live on Stage!

Start-Up Village

2.40 pm - 2.55 pm

#DWNRW präsentiert innovative Start-ups aus NRW live on Stage!

Nordrhein-Westfalen präsentiert sich als Start-up-Standort auf der dmexco 2015. Die Landesinitiative Digitale Wirtschaft NRW stellt auf der Bühne im Start-up Village die Gewinner aus dem DWNRW-dmexco-Wettbewerb vor. 15 Minuten, die sich lohnen: Lernen Sie in die Gründer & Geschäftsmodelle von vier innovativen Startups kennen: - coverposter.com: Die Facebook App für virales Marketing. - instanthelp-app.de: Die App, die im Notfall wirklich hilft. - overheat.de: Das heißeste Conversion-Tool. - ZUQI.de: präsentiert lokale, handverlesene und qualitätsgeprüfte Einzelhändler im Internet mit individuellen & aussagekräftigen Profilen.

3.00 pm

Realtime Location Intelligence und Mobile Push Adnetzwerk zur Steigerung von Activation, Engagement und Conversion

Start-Up Village

3.00 pm - 3.15 pm

Realtime Location Intelligence und Mobile Push Adnetzwerk zur Steigerung von Activation, Engagement und Conversion

Was bedeutet Location und wie setze ich diese zielführend ein? Was heißt, die richtige Notification, an die richtige Person, zur richtigen Zeit und am richtigen Ort? Welche Use Cases steigern Conversions, Footfall und User Experiences?

3.20 pm

Selly - a better communication, more success!

Start-Up Village

3.20 pm - 3.35 pm

Selly - a better communication, more success!

SELLY ist eine full professional & semi-social App, die effizienzsteigernde Ziele verfolgen und die interne Kommunikation in Vertriebsteams (insbesondere virtuellen Teams) fördern soll. SELLY wird "LIVE" präsentiert.

3.40 pm

The Explosive Growth of YouTubers: Enhancing Engagement With Influential Entertainment

Start-Up Village

3.40 pm - 3.55 pm

The Explosive Growth of YouTubers: Enhancing Engagement With Influential Entertainment

YouTube Influencers are fast becoming the stars of user engagement in 2015. However, advertisers wanting to discover a new age of branded entertainment lack the guidelines for success and consequently fail to maximize Influencer performance. Firstly, there's Influencer Acquisition; how do you find a match for your brand? Determine the value of their following? Or ensure the attribution of organic users? For this we offer insights, specification standards and technical points to consider. Taking it to the next level, we uncover ground-breaking ideas for how to capitalize on your relationship by co-creating content with your Influencer and boosting the cross-channel consistency of your brand communications.

4.00 pm

Professionelle Bild- und Medienverwaltung im hybriden System

Start-Up Village

4.00 pm - 4.15 pm

Professionelle Bild- und Medienverwaltung im hybriden System

In jedem Unternehmen, besonders aber in Kreativ- und Marketing-Agenturen wächst die Menge an digitalen Bild- und Mediendateien täglich an. Diese müssen professionell verwaltet werden. Der klare Trend geht hin zu Cloud-Lösungen. Problematisch: Oftmals ist die Anbindung zu langsam um regelmäßig große Dateiformate zu transformieren, zudem ist oftmals die Sicherheitsfrage nicht abschließend geklärt. Der Lösungsansatz: Ein hybrides System. Es kombiniert Sicherheit und Geschwindigkeit im eigenen Firmennetz mit der Flexibilität der Cloud.

4.20 pm

#DWNRW präsentiert innovative Start-ups aus NRW live on Stage!

Start-Up Village

4.20 pm - 4.35 pm

#DWNRW präsentiert innovative Start-ups aus NRW live on Stage!

Nordrhein-Westfalen präsentiert sich als Start-up-Standort auf der dmexco 2015. Die Landesinitiative Digitale Wirtschaft NRW stellt auf der Bühne im Start-up Village die Gewinner aus dem DWNRW-dmexco-Wettbewerb vor. 15 Minuten, die sich lohnen: Lernen Sie in die Gründer & Geschäftsmodelle von vier innovativen Startups kennen. - coverposter.com: Die Facebook App für virales Marketing. - instanthelp-app.de: Die App, die im Notfall wirklich hilft. - overheat.de: Das heißeste Conversion-Tool. - ZUQI.de: präsentiert lokale, handverlesene und qualitätsgeprüfte Einzelhändler im Internet mit individuellen & aussagekräftigen Profilen.

4.40 pm

How To Grow Customer LifeTime Value For Your App

Start-Up Village

4.40 pm - 4.55 pm

How To Grow Customer LifeTime Value For Your App

A brief summary on current strategies on how to market an app in order to grow user base and their lifetime value.

5.00 pm

YouTube-Marketing für Start-ups - 7 Tipps und Tricks

Start-Up Village

5.00 pm - 5.15 pm

YouTube-Marketing für Start-ups - 7 Tipps und Tricks

StartUps zeichnen sich oft durch eine unglaubliche Liebe für ihr Produkt oder ihre Idee, viel Energie und Eifer aus. Hier unterscheiden sich StartUps kaum von YouTubern, denn Spaß an der Arbeit und die unermüdliche Begeisterung für ihr Thema hat auch sie groß gemacht. Diese gemeinsame Begeisterung und harte Arbeit verbindet - ein riesen Vorteil, den Start-ups gegenüber großen Firmen oder Marketing-Agenturen haben und nutzen sollten! Unsere 7 Tipps und Tricks machen jedes Start-up fit für eine erfolgreiche YouTube-Marketing Kampagne mit einflussreichen YouTube-Stars!

5.20 pm

Web-2-Print und Web-2-Media > in einer eigenen Benutzergruppe > ohne Limits

Start-Up Village

5.20 pm - 5.35 pm

Web-2-Print und Web-2-Media > in einer eigenen Benutzergruppe > ohne Limits

Auf einer sicheren Online-Plattform liegen die Vorlagen für Ihre Marketing-Materialien. Verzichten Sie auf komplizierte Grafikprogramme, führen Sie Änderungen schnell und einfach direkt im Browser durch. Die aktualisierten Daten können Sie direkt über unsere Druckerei bestellen oder mittels PDF-Download Ihrer eigenen Druckerei übermitteln. Auch für einen professionellen Auftritt bei Facebook, Xing und Co. haben wir interessante Features. Drucksachencloud ist wohl das einzige System im Markt, das Drucksachen von der Entwurfsphase, in die Verteilung und Personalisierung bis hin zum Druck-Fulfillment in einer einfach zu bedienenden Online-Plattform verbindet.

5.40 pm

State of the global App Economy

Start-Up Village

5.40 pm - 5.55 pm

State of the global App Economy

Apps have become the preferred option for customers and users to interact with services, products and games. There are around 1.5 million apps in each of the major app stores, but more than 99% fail miserably. Why? This presentation introduces the audience to some of the major challenges and obstacles companies trying to succeed in the app stores are faced with and how Priori Data is working to change that by making better market data available to everyone. Expect an engaging and data driven presentation presentation covering: - Size and growth of the app stores - Current Trends and Opportunities - Distribution of wealth and market share - Common mistakes and how to avoid them