DMEXCO 2023 reveals agency trends of 2024

At this year’s DMEXCO, agencies were given their very own stage in the World of Agencies, where trends for 2024 and current challenges and opportunities in the ever-changing world of advertising were explored.

World of Agencies reveals agency trends of 2024.
Image: © Koelnmesse

Agency trends of 2024: AI, data, and resilience

The Agency Stage at DMEXCO 2023 in September offered two days full of insights and variety – and of course took a look at what agency trends will shape 2024. Hot topics included social media, overcoming societal and global crises, the use of data and AI, and the needs of different target groups. We’ve put together a selection of inspiring talks and lectures for you to catch up on.

Experience DMEXCO 2023 on demand

If you missed one of our stimulating lectures during your visit to DMEXCO 2023 or weren’t able to attend in person this year, then simply log in to DMEXCO’s digital event platform or the DMEXCO app or register for free. You’ll then be able to relive individual sessions to get some valuable insights for your business.

Data, AI, video, and TV – how will these elements fit together in the future?

Marin Curkovic, CEO & Co-Founder of all eyes on screens , and Anja Stockhausen, Managing Director at Publicis Media, opened their talk with the words “TV is dead; long live television”. They discussed a future without cookies, where a wealth of data pertaining to the usage behavior of target groups and the implementation of AI come into play. Want to learn more about what collaborations and linkups are needed and what role AI and data have in it all? Then make sure you dive into the session.

The advertising industry in 2023: caught between crisis and a fresh start

It’s no secret that the aftereffects of the pandemic, the war in Ukraine, and the energy crisis are impacting the economy in Germany and beyond, which is feeding through to agencies and their business operations. Anke Herbener, CEO of Former Group and Vice President of the German Association for the Digital Economy (BVDW), opened the Agency Summit at DMEXCO 2023 with the statement: “When the German economy is struggling, that obviously impacts agencies and their business operations because budgets are then cut or come under scrutiny.” In the discussion hosted by Verena Gründel, Editor in Chief at W&V, Herbener was also joined by Katja Brandt, CEO DACH at Mindshare GmbH, Neil Heinisch, Creative and Founder of PlayTheHype, Franziska von Lewinski, CEO of SYZYGY GROUP, and Kristian Meinken, CEO of pilot. The panel explored topics including the market positioning of big players and their growth in times of crisis. They also talked about the future of small agencies, which according to Herbener “can be really successful on the market, especially if they cover innovative topics, occupy niches, and close gaps.” You can catch up on the entire one-hour discussion in our VoD library.

What drives Gen Z: saving the world or saving money?

Sustainability is a key purchase criterion for Gen Z. But how is inflation influencing this generation’s buying habits? In his lecture, Martin Hügli, General Manager Europe at Back Market , revealed what really matters to Gen Z. Which is more important – sustainability or price? Watch the session to find out!

On fire: agency trends of 2024

DMEXCO 2023 gave us fascinating insights into the agency trends of 2024. What’s clear is that AI and big data will continue to have an enormous impact next year and will revolutionize how we advertise, work, and consume. Despite the current uncertainty and radical changes, the advertising industry and agencies in particular remain optimistic considering the wide range of opportunities that are available to us all.