World of Media: Where 🟦🔴FUTURE🟦🔴 Media Trends Take Shape
Talk about reach, data, and advertising impact in 2026 and you won’t get far if you stick to traditional channel boundaries. The World of Media at DMEXCO brings together the players and disciplines shaping media trends and redefining the landscape.
The media industry in 2026: A new media mix
Retail media is expanding beyond digital storefronts, connected TV is combining video reach with addressable targeting, digital out-of-home advertising can increasingly be booked programmatically, and creators are competing for a relevant share of media budgets. At the same time, data and AI are transforming how target audiences are addressed, campaigns are optimized, and advertising effectiveness is measured.
For brands, agencies, and marketers, the challenge is therefore not a lack of opportunities, but rather making the right choices: Which combination of channels, data, and formats delivers reach, relevance, and measurable business impact?
To help answer this question and more, the World of Media brings the supply and demand sides together. Topics will range from DOOH, retail and commerce media, and audio to ATV, CTV, streaming, programmatic advertising, AI, and cross-media strategies. Dedicated areas, stages, masterclasses, and networking spaces will make Hall 8 at DMEXCO 2026 the hub for everyone involved in media planning, delivery, or development.
Retail and commerce media: From channel to growth driver
One key area of focus in the World of Media is retail and commerce media. On-site, off-site, and in-store channels are converging; commerce data is becoming relevant at every stage of the funnel; and retailers are continuing to expand their media offerings. And the impact of these changes extends beyond budget allocations: The question of how retail and commerce media should be planned, measured, and integrated with other channels is also becoming more important. That’s exactly what’s on the agenda at DMEXCO in Cologne, especially at the Retail & Commerce Media Summit – powered by BVDW on the Media Stage on September 23.
Corinna Hohenleitner, Vice President of the German Association for the Digital Economy (BVDW) and co-host of the Retail & Commerce Media Summit, explains:
"Retail and commerce media connect retailers, brands, and consumers along the entire customer journey. The summit offers guidance in a dynamic market environment and shows how retail media can be used as a strategic growth driver – through the latest insights, best practices, and face-to-face dialogue with leading industry experts."
And discussions can continue right after each session in the Retail Media Area, where brands rub shoulders with decision-makers from various sectors of the industry. Anyone working on strategies, budgets, or partnerships for 2027 will have the opportunity to use a topic covered on stage as a jumping-off point for a business conversation.
From DOOH to audio: Tomorrow’s media trends
The market’s dynamism will also be reflected on the Media Stage. On the morning of September 23, digital out-of-home advertising will be the focus of the DOOH Summit, before retail and commerce media take over in the afternoon. On September 24, the “Optimize Everything! Trends in Media 2027” panel discussion will look ahead to the 🟦🔴FUTURE🟦🔴.
The World of Media also features areas dedicated to DOOH, audio, and ATV/CTV/streaming. This means the various disciplines are not only programmatically but also physically close to one another, creating ideal conditions for cross-channel dialogue.
🟦🔴FUTURE🟦🔴 TV Stage: Who will secure the video advertising budgets?
Video remains a driver of reach, but the routes to engaging audiences are becoming more complex. Linear TV, streaming, CTV, and ATV compete with and complement one another, while advertisers expect greater addressability and better measurability. How can reach be measured across multiple platforms? Where does addressable advertising really shine? And how is the value of premium video changing in a fragmented market?
On September 23, these very questions will be discussed by broadcasters, marketers, advertisers, and leading figures from platforms and agencies on the 🟦🔴FUTURE🟦🔴 TV Stage curated by Screenforce – effectively bringing together precisely those market players who are currently negotiating how video will be planned, sold, and measured in the 🟦🔴FUTURE🟦🔴.
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Creators’ Stage: Where creator economy meets media business
On September 24, the stage will shift its focus, as the 🟦🔴FUTURE🟦🔴 TV Stage becomes the Creators’ Stage. Whether or not creators belong in the media mix is no longer the question. What matters now is how reach, content, and communities can be professionally integrated into media and brand strategies.
Collaborations are becoming more long-term, formats are expanding beyond individual platforms, and creators are developing their own brands and media offerings. At the same time, demands for scalability, brand safety, measurability, and impact are increasing.
The Creators’ Stage brings the two sides together. Instead of only looking at creator marketing from the perspective of brands or agencies, the spotlight also falls on the people whose content is generating attention. This makes the stage particularly relevant to anyone who views creators as an integral part of their media and content strategy.
Summary: Two action-packed days in the World of Media
Retail, marketing, platforms, and brands are preparing to come together in Hall 8, among them REWE, IQ Digital, Disney, ROSSMANN, and Media Impact, to name but a few. Over the course of two days, the various areas, stages, masterclasses, and networking opportunities will reveal the direction in which the media market is heading.
Discuss programmatic DOOH in the morning, then take a deep dive into new growth strategies at the Retail & Commerce Media Summit in the afternoon – and just a few meters away, the focus will be on the role connected TV, audio, and creators will play in upcoming media planning. It’s precisely this mix that makes the World of Media so unique.
If you want to speak to key players about the 🟦🔴FUTURE🟦🔴 of media at DMEXCO 2026, make sure you get your ticket now so you can join us in the World of Media in Hall 8 this September!
he was head of communications at an e-commerce start-up
and worked in medical technology. The media and marketing graduate worked for
television during his studies and has long felt at home in the world of media.
Alex is passionate about topics such as retail media, DOOH, payment, audio and TV.
