Day 1 of DMEXCO 2024: We are Prompting the Future!
On the first day of DMEXCO 2024, the industry's innovative strength was evident everywhere: packed halls and full sessions demonstrated the importance of professional exchange and networking, especially in challenging times.
The digital industry shows what true innovation looks like.
The first day of DMEXCO 2024 kicked off with a burst of innovative ideas and inspiring presentations. Under the theme “Prompting the Future”, discussions focused on the latest developments in artificial intelligence, digital strategies, e-commerce, and retail media. Experts from around the world provided new insights and inspired participants with practical examples. Networking was in full swing, and the masterclasses were met with enthusiastic responses – an excellent start for the future of digital marketing!
Future in Focus: “Prompting the Future” as a Guiding Principle
In light of the growing pressure in the digital world, the first day of DMEXCO 2024, under the motto “Prompting the Future”, directly addressed these challenges. Experts showcased in a diverse program how to overcome market risks, effectively utilize artificial intelligence, and rethink e-commerce strategies. Engaging panel discussions and captivating keynotes provided participants with practical, forward-thinking solutions that emphasized the event’s theme and elevated the industry’s innovation to a new level.
E-Commerce Revolution: How Brands Are Conquering the Digital Shelf Space
On the E-Commerce Stage, industry experts discussed major market shifts under the title “Trends in E-Commerce 2025”. Dr. Philipp Andrée (DOUGLAS Group), Linda Hoffmann (Shopify), Livia Mitschke-Collande (Google), Artjem Weissbeck (Kapten & Son/Charles), and Ian Jindal (RetailX) explored topics such as retail media, social commerce, and the increasing competition from dynamic pricing strategies used by Asian providers. They highlighted how technological innovations are creating new opportunities while intensifying competition, all within a market shaped by economic uncertainties. Linda Hoffmann, Head of Partnerships DACH at Shopify, summed it up perfectly:
"The big trend and shift is basically the retail everywhere era where the consumer or shopper is expecting to be in a shop whenever, wherever they are."
Industry Meeting Point at the Future TV Stage: Insights on CTV and ATV Trends
At the Future TV Stage in Hall 8, Screenforce and DMEXCO showcased the future of television. In exciting keynotes, talks, and best-case studies, experts discussed Addressable TV, Connected TV, advertising impact, and sustainability. Screenforce also provided an exclusive networking area with 11 partners from the TV advertising market. Many industry representatives took advantage of this opportunity to exchange ideas and learn about the latest developments in the TV advertising landscape. The stage was a central highlight for everyone interested in the future of television.
Under the theme “CTV & ATV: What’s new, what’s next?”, Thomas Servatius (smartclip), Kai Ladwig (Visoon Video Impact), Thomas Peruzzi (Virtual Minds), Bernd Hülsmann (Wavemaker Germany), and Andrea Zenner (EssenceMediaCom) discussed the latest trends in Connected TV and Addressable TV. Thomas Peruzzi noted:
"CTV and ATV have been 'on the rise' for the past five years, and the journey will continue. We will see more CTV inventory. [...] In the next two years, we will see an integration of CTV, ATV, and Programmatic Linear TV with entirely new solutions."
Together, the panelists explored technological developments that are bringing linear TV, video, ATV, and CTV closer together. They also presented groundbreaking case studies and discussed the future of collaborations such as the one between P7S1 and RTL Deutschland.
Future of Agencies: Expert Panel Highlights Emerging Trends
At the Agencies Stage, a top-tier panel debated the profound transformation of the agency market under the title “Agency Agenda 2025: How to Stay in the Game.” Claus Bröckers (GroupM), Diana Degraa (Initiative Media), Josephine Gerves (Digitas Germany), Anke Herbener (Digital Changers GmbH), Kristian Meinken (pilot), and Eva-Maria Schmidt (HORIZONT) reflected on the challenges agencies will face in 2024. Diana Degraa made it clear from the start:
"Flexibility in mindset is crucial, stagnation is death!"
Anke Herbener added:
"You have to be brave, determined, but also make quick decisions. I think it's essential to recognize what happens when something may not be working well and to communicate: 'This worked great, let's continue,' or 'It didn't work, let's take a different path.' It's very important to be ready to pivot during the process."
The agency experts discussed the impact of technological advancements, economic uncertainty, and agency consolidation on the future relevance of the industry, and they introduced strategies for successful adaptation.
Ready for Day 2? Exciting Insights and Networking at the CMO Summit!
What a day! Now we look forward to tomorrow! You can expect engaging conversations with exhibitors, the presentation of innovative solutions, and networking with other digital professionals. A special highlight: the CMO Summit. Here, leading marketing experts will gather to discuss trends, challenges, and the future of the industry. It’s a unique opportunity to gain insights from the decision-makers of the sector and establish valuable connections.
