Digital marketing remains the driver of the advertising industry and global economy
More and more companies are relying on digital marketing to advertise their products. Video advertising, social advertising, and search engine marketing are also some of the disciplines that are benefiting strongly around the world. Globally, digital advertising is expected to grow by 20 percent in 2021, and nationally the digital display advertising market is expected to grow by as much as 23 percent. At DMEXCO @home on September 7 and 8, 240 partners and sponsors, around 20,600 participants and more than 600 speakers shared their thoughts on the newest trends and developments. The next event on the DMEXCO platform is already taking place in October
Over 600 top-class speakers from the global digital industry and 20,600 participants from all over the world met online to discuss the latest developments in digital marketing with the motto “Setting new priorities”. In the second year characterized by the coronavirus pandemic, DMEXCO @home, one of the few digital events in the industry with over 240 partners and sponsors, also offered the opportunity for networking and exchange on a shared platform. All global players from the digital industry and many decision-makers from around the world were represented. The experts agreed that data and marketing automation are playing an ever more important role in addressing users in a personalized or individual way. The elimination of third-party cookies does not seem to have a negative impact on digital advertising as a whole. Most sales forecasts for 2021 and 2022 predict two-digit growth.
Digital marketing is the global driver of the advertising industry and global economy
Accordingly, four leading global media agencies (Dentsu, GroupM, Magna Global and Zenith) predicted an average growth of 20 percent in digital advertising for 2021. The global advertising market should recover from the consequences of the pandemic in 2021 and grow by 13 percent to a total of 678 billion US dollars. Around the world, the proportion of total spending on digital advertising is already around 60 percent in 2021. It will continue to increase in 2022 and it is expected that, by 2023 at the latest, every two out of three advertising dollars and euros will be invested digitally.
For Germany, the Circle of Online Marketers (OVK), part of the German Association for the Digital Economy (BVDW), estimates even stronger growth for 2021. The digital display advertisement market is expected to grow by 23.4 percent to 5.1 billion euros within this year. The FOMA trend monitor, an up-to-date expert survey of the members of the “Fachgruppe Online-Mediaagenturen” (FOMA) and the members of the OMG, which was presented at DMEXCO @home, also forecasts strong growth for 2021 and 2022. FOMA predicts that digital advertising will grow by 19 percent in the coming year. The market drivers here are search engine marketing, paid social, and video advertising.
DMEXCO platform impresses participants
Around 20,600 participants followed the DMEXCO conference on both days of the event: on a total of four virtual stages and in seven masterclass streams, marketers and communicators from all over the world discussed industry topics such as online privacy and data protection, brand safety, and digital marketing in the post-cookie era. On average, users registered for 8 sessions per day. Almost half of the speakers (47 percent) in the curated sessions at DMEXCO @home were female (previous year: 39 percent). The proportion of international speakers there was 57 percent.
“The second edition of DMEXCO @home has once again managed to bring together the relevant players from our industry on one platform and to discuss the industry-relevant topics. It was a rendezvous for the global digital marketing scene — from Adobe, Facebook, IBM, and Google to Oracle, Salesforce, TikTok, Twitch, and Zoom. And our new digital platform was impressive. But we’re already looking forward to the hybrid version of DMEXCO 2022 and the opportunity to personally welcome all of our partners and participants in Cologne once again,” said Oliver Frese, COO of Koelnmesse.
“Despite video meeting fatigue and the coronavirus restrictions, even this year we’ve proven that we are a reliable partner for the industry in difficult times. We would like to thank our partners and sponsors for their commitment to DMEXCO21. We’re looking forward to many more events throughout the year — following August’s kick-off, there is Adobe’s partner event in October. But of course, we’re even more looking forward to seeing you all again in person in Cologne in 2022,” added Professor Dominik Matyka, Chief Advisor of DMEXCO.
“The pandemic made clear the digital deficits in all sectors in Germany and around the world. Which is why we need a global flagship event for digital economy to provide inspiration. As the German Association for the Digital Economy, we are proud to be the ideational partners and trademark owners of DMEXCO and therefore to be able to make such a contribution,” added Matthias Wahl, President of the German Association for the Digital Economy (BVDW).
Adobe event at community.dmexco.com on October 5
Just a few weeks after DMEXCO @home, Adobe will celebrate the premier of their partner event at community.dmexco.com, where the DMEXCO community can host their own events. With the motto “Hero Content, Zero Time – Innovations in Content Marketing”, Adobe invites visitors to the digital innovation update of their content- and digital-asset management system “Adobe Experience Manager” on October 5, 2021 from 9:30 am. The diverse possibilities of the system will be highlighted by a varied conference program of keynote speeches, innovation sessions, showcases, and live demos. The DMEXCO platform features remain unchanged and the personal visitor profiles can still be used. Participation is free of charge.
“Many marketers and IT decision-makers are confronted with growing demands: customers expect a consistent and personalized brand presence; management expects measurability in all marketing measures. This is where content management plays a decisive role. Because today’s CMS not only supports in creation and distribution, but also enables continuous content optimization. I am therefore very much looking forward to an exciting exchange with many interesting speakers and great examples from IBM iX, Digitas Pixelpark, and Valtech, who are already putting this into practice,” says Hartmut König, CTO Adobe Central Europe.
DMEXCO 2022 will take place as a hybrid event on September 21 and 22
Presentations and panels from DMEXCO @home 2021 will be available online for ticket holders as video-on-demand from September 9 on. For participants with a premium ticket, they will even be available until September 2022. The DMEXCO community continues to remain networked on the platform throughout the year. On September 21 and 22 next year, DMEXCO will take place as a hybrid event, both in person at the Koelnmesse exhibition center and across the world online.