The global relevance of Europe’s leading digital marketing & tech event was impressively highlighted by more than 40,000 participants from around 90 countries.
“It was my first time at DMEXCO this year and what really struck me was how vibrant and international this event is”, said Milka Privodanova, VP, Head of EMEA at Pinterest. “Our mission at Pinterest is to inspire everyone to create a life they love, and as the industry as a whole continues to evolve and face new challenges and opportunities, it’s more important than ever to build and nurture partnerships and relationships – so I really enjoyed the conversations I had and the new connections we made over the two days.”
AI woven through like a base layer throughout the whole event
Brendon Kraham (Vice President, Search & Commerce Global Ads Solutions, Google) set the tone for the event during his keynote. He is convinced that the era of artificial intelligence is opening up new possibilities to connect people and companies in exciting ways and will fundamentally change web searches and online advertising. Susanne Franz (CMO, Volkswagen) added: “Human input is still key to get the right synergy and not the machine itself. It will change the creative process and no doubts on that. But it’s not replacing it.” The speakers emphasized how quickly changes driven by artificial intelligence are progressing and why it is crucial to recognize and leverage the potential of disruptive technologies early on. The boundaries of marketing must be broadened further on a continuous basis. Sascha Lobo (author, speaker, podcaster, and digital entrepreneur) went a step further, calling for not only the integration of AI strategies in businesses, but also the ongoing advancement of work culture – there needs to be a culture of trial and error.
Marketing elite discuss pivotal aspects for the digital transformation
DMEXCO hosted a CMO Summit for the first time this year. High-profile international marketing decision-makers came together to discuss key topics including artificial intelligence, sustainability, data analysis, and corporate branding. With vision and input from prominent marketing pros Dr. Christian Hahn (Vice President Marketing Communications & Media, Deutsche Telekom AG), Elisa Gregori (Perrier Global Business Director – French Brands International Business Director, Nestlé), Artjem Weissbeck (Founder, Kapten & Son / Charles), Rik Strubel (CMO, Westwing) and more, the summit provided an exclusive platform for sharing and discussing insights on the strategic challenges facing the industry. Kerstin Köder (CMO of Middle and Eastern Europe, SAP SE) pointed out the importance of continuous transformation, emphasizing that change never ends, it’s an ongoing process. She stressed that corporate culture and the role of teams are becoming increasingly relevant. It’s more about progress than perfection.
Push for innovation at the conference and expo
The CMO Summit was part of a major push for innovation within the conference program and at the expo. The growing convergence of different media categories is very evident: The boundaries between traditional and digital formats are becoming more and more blurred in the age of programmatic advertising, and even more so with the advent of AI. New formats included:
- Screenforce Day on the Future TV Stage: In collaboration with Screenforce, an initiative spearheaded by TV marketers in Germany, Austria, and Switzerland for television and moving images, DMEXCO focused on the evolution of television for the first time. In keynotes, talks, and best-case presentations, the industry discussed crucial topics such as advertising impact and sustainability in the digital age. Malte Hildebrandt (Managing Director, Screenforce Gattungsmarketing) noted that it is especially important to understand that “we are not the old boys and girls, we work at the cutting edge. Television, as we see it, is extremely innovative. […] ATV, CTV – we combine the best of both worlds, from the digital realm and from linear television.”
- DOOH Summit: DMEXCO 2024 revitalized DOOH: As one of the fastest-growing segments in the advertising market, it increasingly taps into the technological infrastructure of the digital industry. According to Björn Kaspring (Vice President Product Management Digital, Ströer Media Solutions), the future of out-of-home advertising is in mixed-format campaigns, which not only maximize reach but also enhance precision. According to Diederick Ubels (Managing Director, EMEA, Vistar Media), the challenges are primarily related to a lack of data creativity, concerns about acceptable CPMs, and mistakes made in media planning.
- Creativity Summit: Hosted by the German Association for the Digital Economy (BVDW), the German Digital Award, and DMEXCO, the Creativity Summit offered practical insights and inspiration on how creatives and brand managers can successfully incorporate the latest trends and innovations in the industry. Speakers such as Dora Osinde (Chief Creative Officer, Ogilvy Group Germany), Marjorieth Sanmartin (CCO, Philipp und Keuntje, fischerAppelt), and DAvide Colla (Founder & Creative Director, 150UP) discussed current cases highlighting the challenges surrounding artificial intelligence and the changes in value chains it brings with it.
- Corporate Influencer Summit: “The People Branding Company” presented hacks and innovations connected to the LinkedIn platform. “Corporate influencers are the most effective way to build an employer brand – we are currently experiencing a new peak here: With 15 corporate influencers from Henkel, we achieved around one million views within a few weeks, proving that employees are the best brand ambassadors,” says Céline Flores Willers (Founder and CEO, The People Branding Company).
- Immersive Experience Area: The Playground, presented in partnership with the BVDW, showcased groundbreaking technologies such as AR and VR. Highlights included Ikea’s Virtual Reality Showroom, the Discovery Dock Interactive Museum, and immersive 360° photography and videos, providing fascinating glimpses into how brands will interact digitally in the future.
- Video Days: On September 19, creators and brand managers took to the Experience Stage to discuss the future of the creator economy and collaboration with brands. Fabian Grischkat, an influencer and activist, compared the work of today’s influencers to that of an editorial team, emphasizing that advertising and content should be kept strictly separate in order to maintain authenticity and transparency.
- DMEXCO also featured the second installment of the Next Agency Summit, with sessions focusing on changes in the agency world, particularly due to the impact of AI, sustainability, and data privacy. As Jasper Börnssen (Innovation & Marketing Lead, Justaddsugar) sees it, agencies don’t have to be “techies” to master the AI transformation, but they need to take responsibility by having “small groups of AI ambassadors advocate for the technology within individual departments.” Börnssen advised that agencies should prepare for this paradigm change: “The creative spark must stay front and center, but the Pareto principle will shift significantly: 99% AI and 1% human spark.”
- Retail Media Summit: For the third time, DMEXCO hosted a platform dedicated to the publisher activities of the retail sector. Discussions and cases addressed topics such as data creativity, current CPMs, and the integration of retail media in physical stores. Sabine Jünger (Vice President Advertising Services, OTTO), for example, discussed the importance of retail media for e-commerce.
Innovations in focus: global players and startups at the DMEXCO Expo
This year, the DMEXCO Expo was once again a key platform for both leading companies in the digital industry and emerging innovators. Exhibitors included Google, Amazon Ads, Salesforce, United Internet Media, Shopify, Microsoft Advertising, Taboola, Pubmatic, and Schwarz Media (Lidl Kaufland). DMEXCO is progressively becoming established as an event for product launches in the digital economy. For example, Google showcased new features and control options for AI-driven campaigns, AGF announced the integration of Amazon Prime Video in its strategic planning tool (AGF Reach Planner), and HASE & IGEL presented the new brand identity of Neutrum, an analytical AI platform for marketing and sales.
DMEXCO also offered a stage for startups, including ParcelDealz, Refluenced, and WebinarGeek. Exemplifying innovation and the ability to quickly adapt to new technologies, selected startups pitched their ideas in collaboration with Startup Valley. During the event, the Start-up of the Year Award powered by DMEXCO was presented to Promodoro GmbH. The company cleverly advertises on pizza boxes, effectively combining guerrilla marketing with multisensory perception.
Cologne still the hotspot of the digital industry
Gerald Böse, President and CEO of Koelnmesse GmbH: “DMEXCO has once again demonstrated its attractiveness as the heart of the global digital economy. With a clear focus on the latest technologies and trends spanning artificial intelligence, the future of marketing, and more, we are setting standards for the industry and providing a unique platform for networking and innovation. Moreover, through our successful collaboration with Digital X, we succeeded in bringing together the key influencers of the tech and marketing community in Cologne for two days, reaffirming that the city is Europe’s digital hotspot.”
Verena Gründel, Brand & Communications Director at DMEXCO: “With 680 exhibitors and partners and more than 850 speakers, we have impressively demonstrated how the digital economy is driving rapid technological change. The industry megatrend, artificial intelligence, was discussed in all its facets. As an innovation platform, DMEXCO has further sparked the pioneering spirit of the industry. Our guests return home with new contacts, inspiration, know-how, and business deals. Our new strategy of focusing on CMOs of advertising agencies, including the CMO Summit, has proven successful. We have shown that DMEXCO is where marketing decision-makers come to meet. For bosses, DMEXCO is the place to be.”
Dirk Freytag, President of the German Association for the Digital Economy (BVDW): “With this year’s installment, we have taken DMEXCO to a new level. We are more diverse, content-rich, and offer a vital platform where business decision-makers can interact, share insights, and network. This is underscored by the positive feedback from exhibitors regarding the business deals made on-site. At the same time, I’m proud of what we have accomplished for the digital economy, by the digital economy. More BVDW than ever before. Inspired by our motto, we have extensively explored the topics of the past two years and, above all, the future, while also calling for the industry to shape that future. As the BVDW, we lead by example. DMEXCO will continue to be the spot for creators and shapers of the future in Germany, Europe, and beyond.”
And Digital X, the European digitalization initiative of Deutsche Telekom AG that was held alongside DMEXCO, shone a spotlight on international figures that included Dirk Nowitzki, Meredith Whittaker, Matt Garman, and Dominic Liechti. This collaboration between both events created an ideal platform in Cologne for international tech and digital experts.
For more statements from selected exhibitors and partners, click here: https://dmexco.com/statements/.
Image material for DMEXCO is available online at https://go.dmexco.com/press-downloads-dmexco.
The next DMEXCO will take place on September 17 and 18, 2025, in Cologne. Exhibitors can already register for DMEXCO 2025 – and rebooking offers are available.
