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| Zeit | 10:00 - 10:15 | ||
| Thema | Welcome and Opening by Koelnmesse | ||
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10:15 - 10:45 
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| Thema | Opening-Keynote: More than just '1/0' - An international media group's digital strategies | |
| Inhalt | 2010 was one of the most successful business years in Bertelsmann's history. The digital growth drivers in all of its four corporate divisions played an important part in this: from RTL Group's on-demand platforms to e-books at Random House, online marketing at Gruner + Jahr, and digital services at Arvato. All of Bertelsmann's digital activities are closely interlinked with the respective core businesses, and they demand a myriad of creative solutions and strategies. But one principle applies throughout: digitization is more than just a technology, more than a mere device and more than just a distribution channel. Digitization is a call to creativity. In the opening keynote at this year's dmexco, Hartmut Ostrowski will explain how this creates additional opportunities, especially for companies with attractive content and powerful brands. |
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10:45 - 11:30 
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| Thema | Session: The digital Shape of today's Marketing | |||||
| Inhalt | New rules! The digital shape of today’s marketing. This discussion focuses on the overall theme of the dmexco 2011. Today´s marketing is highly influenced and driven by digital innovations, developments and trends. Digital media, new forms of advertising and changed consumer behaviour are forcing the marketing decision-makers to reconsider their strategy. The phase of trying out digital is over, in many cases well-founded results and surveys are demanding the corrections of budgets and concepts. We want to ask: What are the most effective ways to plan and launch an integrated marketing campaign today? What are the new rules the marketing decision-makers need to learn and adapt to and which criteria are the most crucial and beneficial? Listen to the thought leaders of marketing and media and learn how to shape your marketing in the digital age. | |||||
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11:30 - 12:15
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| Thema | Women's Leadership Table: Success with Social - the Longer Term Vision | ||||
| Inhalt | It's no surprise that social media is a mega-trend in society around the world. It is fundamentally shaping the direction of the Web – and it is propelling innovation faster than ever before. It is changing the way consumers connect and communicate about products and services, but it is also disrupting the way brands can – and must – leverage social conversations to drive business results and change the way they make decisions. Learn about the trends shaping the global online industry, and how brands are already beginning to drive true business benefits from social media and customer-generated content. | ||||
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12:15 - 12:45
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| Thema | Keynote: "The Story of Everything" | |
| Inhalt | What turns good creative work into great? The answer is Everything. From why some clients get the best work and some don't, to how it's made, who sees it and how and why some campaigns are also successful. James Hilton, AKQA's Co-Founder and Chief Creative Officer, spills the beans on Everything. | |
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13:15 - 13:30
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| Thema | Elevator Speech: Augmented Reality - Hyperlinking the real world | |
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13:30 - 13:45
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| Thema | Elevator Speech: Compete and cooperate at the same time - the road to an efficient performance marketplace | |
| Inhalt | How can you optimally match campaigns and placements? The existing closed ad networks cannot lead to optimal results as they only have access to a limited number of campaigns and advertising spaces. However, combining market participants into one transparent platform creates a win-win situation which benefits both the individual participants and the community. The result: the open marketplace principle enables the campaign to be controlled wherever it achieves the best performance. Desired side effect: it relativises the monopoly of major players. | |
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13:45 - 14:15
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| Thema | Session: Missing Opportunities. The Lack of Cooperation between Key Players | ||||
| Inhalt | There are no limits to digital – neither in terms of contents, nor as far as the development of the advertising budgets is concerned. How will the agencies, marketers and other relevant key players integrate this mega advertising market trend into new concepts. In times of retargeting, multi-channel concepts, social marketing, etc. is the best communication for the advertisers being developed or do the self-purpose and complex business models of the market have a lot to answer for? Are new solutions always better – and if so, how are they further developed for the customers in cooperation with the agencies and the marketers? Renowned industry representatives will be discussing what works, what will work in the future and what subjects they don’t agree about. | ||||
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14:15 - 14:45
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| Thema | Keynote: How Mobile Marketing Does Not Make the Same Mistakes the Internet Did | |
| Inhalt | Greg Stuart has been building Digital Advertising and Media companies since 1993; including leading a digital agency for Y&R, acting as CMO and serving in a number of senior exec roles on that media/sales side of the business. Additionally, he was CEO of the IAB in the U.S. from 2001 to 2006 and oversaw growth in Internet Advertising from USD$6 billion to USD$17 billion. Based on those experiences and some landmark cross-media research conducted against a USD$ Billion in ad spending, he's ready to share where Internet has gone wrong and what mobile has an opportunity to get right. He suspects it is a bitter pill that the channel may not be willing to swallow. Problem is, he's pretty sure he's finally got it right after all these years and will share it with DMEXCO for the first time. | |
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14:45 - 15:40
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| Thema | Session: Mobile rocks! Strategies and Challenges in Mobile Advertisment | |||||
| Inhalt | Mobile rocks? In his keynote earlier Greg Stewart, CEO of the MMA, gives his view of the development of mobile marketing and warns that people shouldn't make the same mistakes that were made when the Internet first got going. In this session we will hear opinions and answers from the international mobile market. Which strategies should be implemented to build up a successful communication via the mobile channels and which successful case studies are there? | |||||
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15:50 - 16:45
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| Thema | Session: Advertising Marketplaces - who leads the Deal? New Alliances and Competitions | ||||
| Inhalt | Demand side platforms, trading desks, AdExchanges, supply side platforms, yield optimizers, media agencies and marketers - new players and alliances with new business models have been formed between website operators/media owners and advertising customers/agencies in the value chain. Many of them are working together in some way or another that isn't always immediately recognizable. On the one hand there are opinions that claim a better exploitation and overview is obtained through the fully automatic bundling of the inventory, others feel that this will lead to an even greater lack of transparency. Experience the international leaders of this business and learn why they are partly acting as rivals and partly as partners in this new market. |
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16:45 - 17:15
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| Thema | Keynote: Social by Design | |
| Inhalt | How brands can leverage Facebook to amplify stories and generate word of mouth marketing at scale. | |
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17:15 - 17:45
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| Thema | Special Pecha Kucha - Digital Advertising 2025 Award | |||||
| Inhalt | The Finalists of the Digital Advertising 2025 Awards will present their campaigns. Enjoy this exciting Pecha Kucha Creative Competition. | |||||
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17:45 - 18:30
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| Thema | Digital Creativity: Brand's message in today's digital marketing world | ||||
| Inhalt | The camp is the place to celebrate digital creativity, learn from the digital advertising stars and be influenced by what's happening around the world in the digital advertising processes. Be inspired by the visible mass of digital creativity and the future dimensions of the digital creative business… | ||||
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10:45 - 11:45
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| Thema | Opening-Debate: Brand Building at its best | |||
| Inhalt | With all brands it is the insights, values, consistent communication, and creative ideas that build long-term value. But what does the demand to think differently in the digital age for brand building mean? Is thinking "digital" maybe the key to brand building today? Or is it precisely the other way round: Great companies and consistent performances are driven by great brands – and digital at its best, supports but never drives that fact? This session is led in by the “Statement of the day” from James Harris. Expect a controversial debate with leading brand builders.
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11:45 - 12:15
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| Thema | One2One - Uncovered: New rules - Creating and Distributing Platforms for Premium Content | ||
| Inhalt | Previous experiences have confirmed themselves: Premium content not only keeps the interest of readers and spectators aroused, it also fascinates the users of digital channels. Only those who offer unique and widely circulated contents can bank on retaining a loyal audience. At the same time premium content offers new sources of revenue. Paid content is the attempt to convince users of the value of the journalistic achievement. Up until now there have only been a few successful examples. Apps and web portals may in the meantime offer good and high-turnover enhancements to the classic distribution via Print and TV, however they are obtaining more and more significance and relevance due to the changed media usage consumer behaviour. One asks oneself the question what form does digital premium content actually have to take on and how does it have to be presented in order to become a supporting pillar, financially speaking, for media companies like Axel Springer and CNN International short-term? What does this mean for a news channel that has a lot of traffic in times of crises or in the case of a disaster? How can a tabloid such as Bild, Axel Springer‘s flagship, profit from the development? | ||
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12:15 - 13:00
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| Thema | Debate Digital Intelligence: The Power of innovative Marketing | ||||
| Inhalt | Smart digital campaigns are the key to a successful performance. This session will show the advantages of technology-driven marketing. How much measurement is possible and necessary, where and when does technology-driven marketing come to an end? Does technology-driven marketing bring digital marketing forward – or is it inhibiting digital brand advertising, because it delivers no measures on the branding effect? Learn more about digital intelligence from the leading heads of the industry! | ||||
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13:30 - 14:15 
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| Thema | Debate: The future of Search - Performance media only or integral part of your communication plan? | ||||
| Inhalt | Content will follow soon. | ||||
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14:15 - 15:00
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| Thema | One2One - Uncovered: The future of Mobile - A Silver Bullet in sight? | ||
| Inhalt | The entire mobile advertising market is extremely inhomogeneous and confuses the public with terminology: Mobile solution, mobile marketing, mobile advertising, mobile apps., etc. But where exactly is the big commercial success for both the agencies and the advertising brands? Is mobile really an adequate advertising and communication channel for brands and how does this communication differ from other channels? Or will mobile establish itself as the most important 24/7 communication and information channel long-term, whereas the monetisation - as well as the provider business - limits itself exclusively to the production of contents and communication tools? Listen to the opinion of the two leading international agency representatives within the industry in this controversially led one-2-one debate! | ||
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| Zeit |
15:00 - 15:45
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| Thema | Debate Media Optimization: The Digital Fair Share at the Expense of Quality? | |||
| Inhalt | How much "digital" is necessary and does this all just come down to a pure retail business or do concept and quality still play a role? In this debate the leading market participants discuss the optimal media mix in the digital era as well as addressing the question how high quality the contact has to be. What can online achieve today in comparison to the classic media and to what extent does the digital media share comprise more and more of pure retail goods of the logistics platforms? How do the decision-makers assess the media categories in the price and service comparison and will online take over the lead in terms of quality? | |||
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16:00 - 16:45
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| Thema | Debate Best Performance: Leading to the right Consumer | ||||
| Inhalt | This debate will show the different philosophies and models in performance based advertising. What kind of strategy is pushing brands best - over all channels? Watch these international leaders of digital perfomance marketing explain their vision in a competitive one minute statement at the beginning of a powerful debate. And let’s see who performs best! | ||||
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16:45 - 17:30
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| Thema | Debate Video Advertising:The Saving Grace of Advertising but what's next? | ||||
| Inhalt | Fully booked! Something that we are only familiar during prime time TV, is quite normal with online: Video advertising is extremely popular among the advertisers. The media companies often can't adequately satisfy the demand for premium contents. And this although web reach has already caught up with TV in some cases and although the prices are high in comparison. Celebrated as the saviour of display advertising over the last years and months, the agencies and customers are asking themselves what will make video advertising on the web more interesting for the advertisers in the future and which formats and environments will assert themselves. Many people have the feeling that today's video advertising is still just a "spin-off" of the trusted TV campaigns and this is confirmed by the fact that there are still no own productions for the web or mobile end devices. How will video advertising differ tomorrow and which features and standards are required? Will the further development be more technical-based or when can we expect new concepts and idea? And who is going to win the race for reach and quality: Youtube, Apple, the TV firms or the telecom companies. | ||||
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17:30 - 18:15
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| Thema | One2One: Driving the Transformation: Expectations and Innovations in the Media-Cloud | ||
| Inhalt | As the digital media landscape changes rapidly, there are many challenges and opportunities for the consumer, the distributor and content owners. The rise of HD video online is at the heart of the digital media evolution. No longer an experiment, online HD video is rapidly changing the viewing experience for consumers and the market dynamics for the companies involved. The increasing consumer expectation for quality, choice and flexibility in today’s “media cloud” is driving this transformation. At the same time, broadcasters’ business models are under tremendous pressure and audiences are becoming fragmented due to increasing choices and changes in behavior and technology. This presentation will highlight the latest trends and key challenges for the industry, and will also outline opportunities for market players to adapt and better monetize their business. | ||
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| Seminar 1 | Seminar 2 | Seminar 3 | Seminar 4 | Seminar 5 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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10:00 - 10:45 E-Commerce Cotendo, Liquid Pixels, cliplister Jede Millisekunde zählt! Real-time Dynamic Images/Videos - über personalisierte, cloudbasierte CDN-Auslieferung von Rich Content Thorsten Deutrich Ali Gürler Tomas Renner Jones |
10:00 - 10:45 Social Marketing VICO Research & Consulting Opinion Leader Management in der Social Media am Beispiel LG Electronics Philipp Renger |
10:00 - 10:45 Online-Vermarktung BVDW OVK: Online-Werbung in Deutschland - Fakten, Formen, Trends Frank Bachér Björn Kaspring |
10:00 - 10:45 Mobile Marketing Mobile Marketing Association Creating a strategy for mobile marketing Paul Berney |
10:00 - 10:45 Creativity Art Directors Club Deutschland Social Media Voodoo oder: Der Tanz um den goldenen Fan Christoph Bornschein Ulf Schmidt |
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11:00 - 11:45 E-Commerce BVDW Aus E-Commerce wird Everywhere Commerce Achim Himmelreich |
11:00 - 11:45 Social Marketing LBi Germany Google vs. Facebook - Links, Likes und die Suchmaschine der Zukunft. Jan Borgwardt Stefan Oßwald |
11:00 - 11:45 Online-Vermarktung Microsoft/ Ciao Commerce Division Die Entscheidungsmacht liegt beim Konsumenten Ben Rodrian Harald Schiffauer |
11:00 - 11:45 Mobile Marketing BVDW Mobile 2012 - Digital Media ist Mobile! Harald Neidhardt Oliver von Wersch Mark Wächter Olav A. Waschkies |
11:00 - 11:45 Media pilot 1/0 GmbH & Co. KG Ein Jahr TV/Online Double Play - pilot und SevenOne Media präsentieren ihre Erfahrungen zum perfekten Zusammenspiel beider Medien Daniel Haberfeld Martina Vollbehr |
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12:00 - 12:45 E-Commerce Webtrends Optimieren Sie Ihren Erfolg Felix Niermann |
12:00 - 12:45 Social Marketing iq digital media marketing Social Media Kampagne im B2B-Bereich - Eine Erfolgsgeschichte auf LinkedIn Ulrich Niedermeyer |
12:00 - 12:45 Online-Vermarktung MAIRDUMONT MEDIA High Performance Marketing Solution für Web-Publisher und OTA Marc Hiller |
12:00 - 12:45 Marktforschung Tomorrow Focus & GfK Markenbildung im Media-Mix - Werbewirkung jenseits des Klicks. Sonja Knab Karin Rothstock |
12:00 - 12:45 Creativity Art Directors Club New York The Art Directors Club: 90 Years of celebrating and sustaining the cutting edge in the creative industries Brett Rollins |
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13:00 - 13:45 E-Commerce SoQuero GmbH Produktdatenmarketing - 10 Praxistipps für mehr Erfolg in Preissuchmaschinen und Produktportalen Björn Emeritzy |
13:00 - 13:45 Social Marketing BVDW SoLoMo: Social Media ist gekommen um zu bleiben. Kundendialog für nachhaltige Marketingeffekte. Social. Local. Mobil. Kerstin Clessienne Curt Simon Harlinghausen Burkhard Leimbrock |
13:00 - 13:45  Online-Vermarktung Specific Media Where is the web going? - Video Ads & IPTV Chris Worrell |
13:00 - 13:45 Mobile Marketing nurago GmbH Fixed Mobile Panel - Exklusive 4 Länderstudie zum Endgeräte-übergreifenden Nutzungsverhalten des Internets Jens Barczewski |
13:00 - 13:45 Creativity BVDW Die Zukunft der Kreativität in der digitalen Welt Malte Hasse Alina Hückelkamp Dirk Kedrowitsch Marco Zingler |
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14:00 - 14:45 E-Commerce Lengow Wie können die Online-Händler die Rentabilität verbessern? Clémence Hublet |
14:00 - 14:45 Social Marketing VivaKi Road to (Re-)Like - Motivationsmanagement im Social Web Marc Czesnik Jens Nagel-Palomino |
14:00 - 14:45 Online-Vermarktung IP Deutschland GmbH Wirkungsturbo In-Page & In-Stream: Einzeln stark - zusammen unschlagbar! Cornelia Krebs Dirk Maurer |
14:00 - 14:45 Mobile Marketing Gruner + Jahr AG & Co KG Wirkt das? Ja! - Imagewirkung von Mobile Advertising Kay Schneemann Frank Vogel Oliver von Wersch |
14:00 - 14:45 Multi-Channel Marketing GWA (Gesamtverband Werbeagenturen) Storytelling in The Digital Age Stefan Kniess Judd Labarthe Friedrich von Zitzewitz |
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15:00 - 15:45 E-Commerce Amazon.de GmbH Successful online retailers are using multiple online channels to drive growth. Bodo Kipper |
15:00 - 15:45 Social Marketing Voycer AG Neue Formen der Kundengewinnung und -bindung im Social Shopping Ralf Mager Michael Nenninger |
15:00 - 15:45 Digital Content BVDW Bewegtbild im Web Patrick Holtkamp Oliver Hülse Daniel Knapp Jens Pöppelmann |
15:00 - 15:45 Mobile Marketing conVISUAL AG Mobile Marketing the American Way - was wir vom US-Markt lernen können Markus Hüßmann |
15:00 - 15:45 E-Commerce Wunderman Social Media und E-Commerce: Gekaufte Freunde oder Freunde, die kaufen. Alexander Ewig Ricardo Vybiral Sven Weisbrich |
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16:00 - 16:45 Suchmaschinen Marketing MedienUniversum GmbH Die 10 besten Split-Test-Ergebnisse für Ihre AdWords-Landingpage Oliver Leismann |
16:00 - 16:45 Social Marketing eprofessional GmbH Werbung auf Facebook: Neue Werbeformate und wie man sie sinnvoll einsetzt Ben Moehlenhoff |
16:00 - 16:45 Marktforschung Dialego BrandSculpture - Wie menschlich sind Markenbeziehungen im Zeitalter von Web 2.0 und Social Media? Andera Gadeib Frank Vogel |
16:00 - 16:45 In-Game Advertising & Online-Games GAN Game Ad Net GmbH In-Game Advertising 2.0: Wie "Integration Ads" die Werbelandschaft revolutionieren Daniel Siegmund |
16:00 - 16:45 Marktforschung Werbeplanung.at Der österreichische Online-Markt Christine Antlanger-Winter |
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17:00 - 17:45 Suchmaschinen Marketing Searchmetrics GmbH Die Korrelation zwischen Social Media und SEO Marcus Tober |
17:00 - 17:45 Social Marketing denkwerk GmbH Vom Social Media Marketing zum Social Branding - ein Paradigmenwechsel Sandra Griffel |
17:00 - 17:45 Online-Vermarktung Tremor Video Mit der richtigen Technologie zum Erfolg von Online Bewegtbildkampagnen Daniel Ruch |
17:00 - 17:45 Targeting, Tracking, Ad-Serving United Internet Dialog CRM meets Targeting - Relevanter digitalen Dialog 2.0 mit DRP Adelfried Türling |
17:00 - 17:45 Crossmedia WerbeWeischer Reach & Touch - Wie die Digitalisierung Crossmedia zu neuen Lösungen verhilft! Jan Leopold Udo Schendel |
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10:00 - 10:30 Targeting & Automatisierte Personalisierung im Internet für Multi-Channel-Kommunikation zur Erhöhung der Konversionsrate. Simone Zahn | SDL Tridion GmbH
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10:30 - 11:00 Social CRM Marco Ripanti | ekaabo GmbH, Spreadly
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11:00 - 11:30 How-to-Videos für das Social Marketing Stefan Huber | infotainweb AG
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11:30 - 12:00 Lead Management im Spannungsfeld zwischen Marketing und Vertrieb Reinhard Janning | DemandGen AG
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12:00 - 12:30 Erfolgreiche Publisher-Modelle im Affiliate Marketing Markus Kellermann | explido WebMarketing
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12:30 - 13:00 Der Website-Relaunch ist tot. Tipps und Tricks wie man bei der Website Optimierung vorgehen sollte. Timo von Focht | Maxymiser GmbH
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13:00 - 13:30 Casual Gaming im Social Media Umfeld - Facebook & Co. Christian Manzius | RealGames Europe B.V
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13:30 - 14:00 ReTargeting 3.0 mit Dynamischer Werbemittelkreation Wolfgang Bscheid | mediascale
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14:00 - 14:30 Vom Gameboy zum Onlinegaming - Computerspiele im Marketing Chancen, Risiken und Herausforderungen Thorsten Blodow | Turtle Entertainment GmbH
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14:30 - 15:00 Wie mobil wird der POS? Über die Verbindung von POS, mobile und social. Kai Pohlmann | KMF Werbung GmbH
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15:00 - 15:30 Social Media Research: Autor = Kunde? Oder: Wem hören wir eigentlich zu? Marc Egger | Insius UG (haftungsbeschränkt)
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15:30 - 16:00 Eventmanagement 2.0: Wie Social-Media-Marketing das Event-Business bereichert Urs Haeusler | amiando
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16:00 - 16:30 webClips verändern den Finanzmarkt Ulf Beyschlag | Clipessence GmbH
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16:30 - 17:00 E-emailmarketing 3.0. Making e-mail real-time and dynamic with live content Joost Nienhuis | Tripolis Solutions BV
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17:00 - 17:30 Social Media in B2B Unternehmen - vom Hype zur Realität Martin Schukart | rms. relationship marketing solutions
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17:30 - 18:00 "Emotionales Online-Marketing bei Kids & Teens" untersucht die emotionale Wirkung häufig genutzter Webangebote. Erik Winterberg | Elements of Art GmbH
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18:00 - 18:30 Auswertungen und Learnings aus Tausenden Facebook Kampagnen Marc Wrobel | Ybrant Digital
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| Zeit |
10:15 - 10:45
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| Thema | Opening-Keynote: Global Brand Building in the Digital Age | |
| Inhalt | Content will follow soon. | |
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10:45 - 11:30
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| Thema | Vision of Leaders: Leading the digital business | |||||
| Inhalt | A lot of changes are affecting the marketing, advertising & media business and the only one certainty is that consumers are more and more the target of nearly all digital activities and projects initiated by agencies, marketers or solution providers. Innovations driven by creative and technical tools, further consumer insights and the optimization of digital marketing initiatives are the key criteria for most of the initiatives and acquisitions, which we are currently observing on the market. Marketers are using digital media more and more to sell and build stronger relationships with their customers. But picking the right advertising medium is a critical decision in a shaped media world and a better knowledge of consumers is one of the main drivers for such a process. Enjoy a controversial discussion between the leaders of major market players with various backgrounds and see how they succeed with their different strategies. |
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11:30 - 12:00
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| Thema | Keynote: Art or Science? | |
| Inhalt | Advertising in the digital era – is it an art or science? | |
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12:00 - 12:45
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| Thema | CEO-Media-Talk: A Global Tour of tomorrow's Media Strategies and Quality | |||
| Inhalt | New technologies and their impact on consumer behaviour have challenged the media industry to come up with new structures, additional knowledge and creative media strategies. Acquisitions of digital experience, partnerships with digital brands and the launch of new centres of excellence like Xaxis or Annalect are just a few examples of the different network strategies to offer the services to advertising brands they are looking for. What does making a media agency and an entire global network “fit” and future-oriented for the demands of an increasingly more fragmented media landscape mean today and in the future and what effects will arise over the coming months for the marketers and media companies as a result? Rethinking agency models and boosting efficiency through digital media: Listen to the global CEOs of three major media agencies about where the journey is headed for them. | |||
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13:15 - 13:30
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| Thema | Elevator Speech: Xperia Studio. Bringing marketing to a new level | |
| Inhalt | Marketing has always tended towards the "launch and leave" approach, running aggressive campaigns, then deserting the audience and acting all hurt and upset when the audience's loyalty fades. Mobile phone marketing has exemplified this approach for years, and the creative approach has always focussed on handsets and functionality. Sony Ericsson and LBi have set out to change all this with Xperia Studio, a revolutionary "always on" approach to mobile phone brand marketing which teams Sony Ericsson's technology with hackers, surfers, astrophysicists, musicians, photographers and filmmakers. Under the tagline 'Reality Remade" Xperia Studio is a place where experimental talent can push the boundaries of Xperia handsets whilst finding a global stage for their work. Chris Clarke, Chief Creative Officer of LBi will explain how the platform works, and how social media is helping to unlock new routes to market for companies, making branded content and applications which are genuinely entertaining and engaging. | |
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13:30 - 13:45
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| Thema | Elevator Speech: Email, social marketing and the art of storytelling | ||
| Inhalt | This presentation will cover the effective use of storytelling in email, learning to tell stories that “catch” your audience and thus incite them to share their stories with their friends via social networking sites. The most effective marketers are using user-generated content, stories submitted directly by their clients, in their emails. We show examples and explain how to use this powerful vehicle. Storytelling “guru” John Sadowsky and Frédéric Nahon will outline the best practices for today, as well as trends for the future. Specific topics include: --Learning to use our stories of identity in email, and in marketing in general --How to use links between email and social marketing to spread our stories --Why user generated content is so powerful, and how to encourage it --Using email to build user communities |
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13:45 - 14:30
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| Thema | Branded Content - the Variety of Digitorial Advertising | |||||
| Inhalt | Users are more likely to accept and click on advertising that fits in well with the editorial environment. The marketers and publishers are working with an increasingly richer portfolio including in-text links, context-based videos and banners. But the contents themselves can also be the message: Ring tones, music downloads or background photos for Smartphones. In the search for acceptance and when sparking off viral rockets the aim is to avoid reactance. Furthermore, the editorial environment is limited as an advertising medium, on the other hand companies with their own branded content do obtain direct access to the customers and thus reduce their dependence on classic publishers. | |||||
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14:45 - 15:30
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| Thema | Targeting 2012: Value and Efficiency | |||||
| Inhalt | In the meantime the collection of user data and the target group-specific control of advertising have established themselves on the online advertising market. The advertisements find the user today – nothing happens without targeting anymore. Word has got around about its advantages and the heated discussions on the theme of data protection have died down somewhat. Now the goal is to make targeting fit for the future – not just for performance, but also for branding campaigns spanning across the devices and platforms. The users and fans are now to be addressed selectively via the mobile channels and social networks. Context-based dynamic advertising media and the link to real-time events have made the meanwhile further development of re-targeting possible and useful. What is the next logical development and to what extent can the intentions of a user or the statements made by a fan in the social environment be implemented in an even more targeted manner? Such a step would increase the value and the efficiency of campaigns even more significantly with the aid of targeting. However: how much further can the spiral go without the demands of advertisers and marketers exceeding the limits of acceptance? Listen to what the market experts have to say about where the targeting journey is headed! | |||||
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| Zeit |
15:30 - 16:00
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| Thema | Keynote: Digital Marketing - A Global Perspective | |
| Inhalt | Digital Marketing has come a long way over the last years - both in Germany and on a global level. Today, it's an essential part of every large campaign, of course. But there are different areas that advertisers can get involved in: The five most important ones we see are Search, Mobile, Display, Video, and Social. What has happened within these areas, and how will they grow together in the future? Henrique de Castro takes a look at what has happened and what is still to come - looking at Germany from a global perspective. | |
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| Zeit |
16:00 - 16:45
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| Thema | Mobile Marketing: The (unclear) Future between Mobile Commerce, Advertising, Couponing, Apps and more | |||||
| Inhalt | The reality and diversity of mobile marketing: The iPhone and iPad have helped a new market segment to achieve the breakthrough. Here everything is better: The clickthrough rates and the CPMs are higher, the user’s attention is focused 100% on the Smartphone or Tablet. The mobile devices are not a ”background medium“ like the radio and (in the meantime) the TV. On the other hand we are also facing new challenges: The current location and the time of day are relevant. When is the user prepared to pay for an app or contents? Which products do the users buy with their mobile devices? For which App Stores should an app be created or will a web app or an optimised mobile web page suffice tomorrow? And why has couponing, which has been established for decades, suddenly become so interesting for users on their mobile devices? Yet, is the industry on the right track with these developments or are the current concepts merely an intermediary stage on the way to completely new forms of customer address in the mobile marketing sector? The question as to whether the technical evolutions such as location-based advertising or augmented reality will be able to continue to compensate for the shortcomings of the lacking measurability and advertising standards is equally decisive for the commercial advertising success. |
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16:45 - 17:15
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| Thema | Special Innovations: Live-Presentations - what's next in Social Gaming and Augmented Reality | ||
| Inhalt | We will be celebrating the culmination of the two-day Conference program with a live presentation in the Congress Hall: Let two innovative and internationally successful celebrities show you what “The Next Big Thing” in the augmented reality and social games sectors is going to be. The presentation is going to be of a playful nature, lively and totally without PowerPoint charts! | ||
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09:00 - 10:00
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| Thema | The Cologne Matinee: The post PC era - a realistic outlook for marketing, advertising & media | |||
| Inhalt | For invited guests only! The new and innovative Executive Talk as the perfect prelude to the second dmexco conference day will be broadcasted and streamed. Please follow our Open Space Matinée with international leaders and visionaries at http://www.dmexco.de/Cologne_Matinee_2011 live and watch an inspiring discussion about future trends. |
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| Intro |
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| Zeit |
10:30 - 11:15
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| Thema | Opening-Debate: Media Value and the Evaluation of Digital Leads | ||||
| Inhalt | The media value issue is not only important from a cross-media point of view, it is also media-immanent particularly for the onliners: How much is a dedicated Facebook contact “worth” compared to an in the meantime rather rare banner click or an only passively browsed advertising spot in an editorial environment? Who is best informed about “his” users and who can market this knowledge to increase the value? Furthermore, how can the individual disciplines within the medium online be assessed? And how can justice be done to the different usage and involvement situations? Of course the lacking currency standards across all the media plays a major role here. But on which criteria do the advertisers base their decision as to how much budget should flow into the individual digital channels and measures? Are the decisions based on that famous “gut feeling“ or are there any additional criteria that can be used as an aid to evaluate the individual contacts? And finally: What arguments do the marketers put forward themselves and what support do they lend the advertisers and media planners in this connection? In this session you can listen to the practical experiences, opinions and solutions approaches of outstanding brands. | ||||
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11:15 - 12:00
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| Thema | Debate Ad Innovations: The Digital Development of Advertising | |||
| Inhalt | It is not a new problem: As was the case with the classic media, digital advertising formats and placements also get worn out eventually. It is claimed, however, that particularly Internet advertising can and should be more innovative, more creative and more entertaining due to the manifold technical tools and interaction possibilities. This even leads to the fact that digital developments are having more and more influence on the classic advertising formats, such as augmented reality, digital signage or video advertising. At the same time with its new disciplines (social, mobile, local) and exciting technologies (i.e. targeting) the Web delivers an excellent environment for innovative advertising formats. But what are the key drivers in digital ad innovations and to what extent can the digital developments be applied to the classic formats? Is it going to be the new channels such as social or mobile that create the next generation of advertising media in the digital marketing sector? Or do real innovative advertising formats arise through the interlinking of the classic and digital possibilities? In this exciting and forward-looking debate you will gain an insight of the new digital forms of advertising and the effects across the communication channels! | |||
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| Zeit |
12:00 - 12:45
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| Thema | Debate Brand Advertising: Brands created by Digital | ||||
| Inhalt | Do digital media succeed in providing better and more efficient branding support compared to the “classic” channels? This is the question the author of the media theory “Media create brands” and Henkel Manager, Dr. Martin Andree, is going to open this debate. In a short introduction he will present a “Best of Digital Branding” ranking on the basis of different KPIs. Many advertisers are no longer occupied with the question as to whether, but are now already exclusively interested in how the digital measures can contribute towards brand building. With the rise of social media and the hype of targeting, the efficiency of the different digital media needs to be benchmarked and put into a model. Ultimately, the hard facts decide: Which media are the frontrunners when it comes down to the brand building of FMCGs? What do earned and owned media achieve compared to paid media? What influence does the environment have on the brand? And the burning question on everyone’s lips is which digital advertising channels and tools have a positive effect on brand building and which developments can only be considered to be reach enhancing measures. Listen to an exciting intro and a lively debate between leading national representatives from the media and marketing sector on the theme of brand management in the digital era. | ||||
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| Zeit |
13:15 - 13:45
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| Thema | One2One - Uncovered: The Cologne Debate | ||
| Inhalt | Content will follow soon. | ||
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| Zeit |
13:45 - 14:30
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| Thema | Debate Audience Engagement: Spotlight on engaged Consumers Advertising Strategies | ||||
| Inhalt | Let's focus on engaged consumer advertising strategies in an eCommerce and social environment! Online retail media has become a new way for brands to engage with consumers at multiple points of the shopping cycle. But is the eCommerce platform the way to get the best results and engage consumers or is creating an eCommerce channel within a social media outlet like Facebook the better advertiser option? What are the best ways to connect with users at the online point of sale? Is social advertising in online retail media indeed an online high street for brands to reach purchase-ready, engaged audiences? Is it the clue to driving brand engagement and performance at its best? Or is it no more than any other point of sale – with less control when we think about social media channels? Learn more from leading and innovative heads discussing the challenges and advantages of this upcoming market and what kind of user knowledge and relationship is needed to ensure a more effective usage. | ||||
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| Zeit |
14:30 - 15:00
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| Thema | Debate Smart TV: Digital advertising 2.0? | |||
| Inhalt | Does it happen on the TV or on the web? Hybrid or better Smart-TVs stands for the merging of the two media, Internet and TV. On the one side we have the new technical standards of the TV companies like HbbTV incl. back channel, on the other side the big digital players like Google, Apple and Yahoo! with their singular solutions. The fact is that the future looks very rosy for couch potatoes, because their remote controls don't cause any media interruption. But have the technical boundaries already been drawn or what does multiscreen advertising really mean? If you believe that it is still just a future dream, then take part in this session and experience how the advertisers are already aligning their campaigns to match and which players have already marked out their claims to push the business of tomorrow. | |||
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| Zeit |
15:15 - 16:00
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| Thema | Debate Ad Trading: How Real Time Bidding will change the Media Buying Market | |||||
| Inhalt | Whether on the marketer, publisher, SSP and DSP or agency network front: There’s plenty of activity on the RTB market. The players of the display market are positioning themselves – in the light of the growing acceptance and the resulting turnover rates - and want to secure themselves a piece of the “Real Time” pie. Many of the market participants believe that the online advertising market will reorganise itself as a result of the implementation of RTB. The forecasts prophesy that the turnover share of the display campaigns that will be sold in a fully-automated manner in Germany alone in 2011 will rise by up to 15 percent. However, how far will RTB revolutionise the purchase of media services? Who will dominate the market and who will be relinquishing market power? And above all: Does the underlying auction mechanism provide a marketable price that supports the display prices offered by the marketers or will it rather endanger them mid-term? Listen to an exciting discussion between the various European market participants! | |||||
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16:00 - 16:45
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| Thema | Spotlight Crossmedia Reality: Just a Fake or the universal Remedy? | |||||
| Inhalt | Display, video, search, mobile, social, augmented reality, location-based services – the new digital channels, technologies and platforms are expanding the modes of play for cross-media advertising campaigns. The possibilities for integrated campaigns are become more diverse, but their realisation is in turn becoming considerably more complex. In the meantime some of the market participants believe that cross-media is undergoing a genuine crisis due to this immense complexity. They are complaining about a lack of universal standards, high production costs and the growing risk of investments. But how do the advertising customers actually define cross-media? Is it a question of linking old media with new or do people already understand it to be the versatile spectrum of the digital channels? What strategies, advisers and agency models are needed to make cross-media “producible” and “manageable” again? What is the right approach to achieve the ideal communication mix in 2011? Because one thing is indisputable: An individual and intelligent cross-media assignment strategy attracts more attention! We even dare to claim that cross-media is an absolute must due to the increasingly fragmented media landscape! The current reality on the other hand seems to be making do with the implementation of various media and channels without concept-related or target group-independent coordination. Is that all that remains of cross-media at the end of the day? | |||||
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| Zeit |
16:45 - 17:15
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| Thema | Digital Outlook 2012 - The Hot Chair | |||||
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| Seminar 1 | Seminar 2 | Seminar 3 | Seminar 4 | Seminar 5 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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10:00 - 10:45 E-Mail Marketing BVDW E-Mail 360° - E-Mail Marketing & Social Communication Magnus Schmidt |
10:00 - 10:45 Media AGOF e.V. Fit für jede (Media-)Lebenslage? Das AGOF Akademie Workout Marion Beckers |
10:00 - 10:45 Online-Vermarktung SevenOne Media GmbH Schluss mit Kleinanzeigen! Axel Mattis |
10:00 - 10:45 Targeting, Tracking, Ad-Serving ad pepper media GmbH User gezielt erreichen trotz Content-Explosion: wie der Zugang zu Premium-Inventar des Mid- und Long-Tail erleichtert wird Torsten Engelken |
10:00 - 10:45 Media BVDW Online Media Trends 2012 Sascha Jansen Manfred Klaus Uli Kramer Christian Zimmer |
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11:00 - 11:45 E-Mail Marketing eCircle GmbH Die E-Mail-Marketing Revolution - wie Unternehmen Kosten sparen und trotzdem mehr Umsatz erzielen! Martin Czermin |
11:00 - 11:45 Marktforschung Axel Springer AG, Interrogare GmbH Mediennutzung und Werbewirkung auf iPads: Ergebnisse aus dem Media Impact Panel Daniel Rieber Arne Thurich |
11:00 - 11:45 Online-Vermarktung mobile.de Advertsing Aktuelle Studien-Erkenntnisse zum privaten Autokauf und Nutzung für automobile Online-Kampagnen. Markus Roosen |
11:00 - 11:45 Targeting, Tracking, Ad-Serving BVDW Targeting - Internet Geschäftsmodelle zwischen Innovation und (Selbst-)Regulierung Uli Heimann Thomas Schauf Adelfried Türling |
11:00 - 11:45 Media AutoScout24 Media Bedürfnisbezogene Werbung für die Finanzbranche im Internet und Mobile Jochen Ammelung |
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12:00 - 12:45 E-Mail Marketing promio.net GmbH Refinanzierung der E-Mail-Kommunikation: Wie Sie Ihren ROI durch Newsletter-Anzeigen optimieren können Sebrus Berchtenbreiter |
12:00 - 12:45 Marktforschung GfK Panel Services Deutschland It's all about ROI. How to maximize cross media efficiency with the GfK Media Efficiency Panel (MEP) Stephan Knäble |
12:00 - 12:45 Online-Vermarktung Axel Springer AG - Axel Springer Media Impact Branding im Netz. Marco Barei Rene Golze Donata Hopfen Manfred Klaus Alexander von Reibnitz |
12:00 - 12:45 Targeting, Tracking, Ad-Serving Tribal Fusion Die Zukunft digitaler Video-Werbung: TV-Werbeausgaben kreativ und effizient ergänzen und verlänger Dilip DaSilva |
12:00 - 12:45 Targeting, Tracking, Ad-Serving BVDW Lab Adserver im BVDW Klaus Heeder Felix Ritter |
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13:00 - 13:45 E-Mail Marketing emarsys eMarketing Systems Top 10 der Praxistipps zur nachhaltigen Steigerung des E-Mail-Marketing ROI Daniel Harari |
13:00 - 13:45 Performance Marketing BVDW Performance Marketing in the elevator Harald R. Fortmann |
13:00 - 13:45 Online-Vermarktung United Internet Media AG Aus die Maus - Neue Metriken zur Leistungsbewertung von Online jenseits von Click & View Time Michael Burst Oliver Migge |
13:00 - 13:45 Targeting, Tracking, Ad-Serving Improve Digital Werden Algorithmen den Menschen an der Schnittstelle von Angebot und Nachfrage im Onlinewerbemarkt ersetzen? Donald Hamilton |
13:00 - 13:45 Digital Content BVDW Audiowerbung im Web - Der frische Wind in Ihrem Mediamix! Rainer Henze Timo Mauter Matthias Mroczkowski Stefan Ulber |
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14:00 - 14:45 E-Mail Marketing optivo GmbH Erfolgreiches E-Mail-Marketing für Start-ups und Neustarter Ulf Richter |
14:00 - 14:45 Performance Marketing intelliAd Retargeting - Wirkungsanalyse im Multichannel-Vergleich Johannes Falk Tobias Kiessling |
14:00 - 14:45 Online-Vermarktung MovingIMAGE24 Onlinevideos - Erfolgsfaktoren für die Unternehmenskommunikation Dr. Rainer Zugehör |
14:00 - 14:45 Targeting, Tracking, Ad-Serving xplosion interactive Retargeting aus der Sicht potenzieller Käufer Markus Backs |
14:00 - 14:45 Digital Content Yahoo! Germany Endless Choices: kreative und individuelle Markeninszenierung mit Yahoo! Studio Heiko Genzlinger Robert Hermann |
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15:00 - 15:45 Performance Marketing Gutscheinconnection GmbH Der richtige Umgang mit Online-Gutscheinen Oliver Stoll |
15:00 - 15:45 Performance Marketing Performance Media Deutschland GmbH Multikanalanalyse: Neue Budgetallokation in den digitalen Kanälen? Christoph Schäfer |
15:00 - 15:45 Online-Vermarktung Admeld Wie Real-Time-Bidding den Einkauf und Verkauf von Online-Werbung verändert Jason Kelly |
15:00 - 15:45 Multi-Channel Marketing Cadreon Technologie- und Servicegetriebenes Zielgruppenmanagement Quentin George |
15:00 - 15:45 Online Vermarktung AdMonsters ROI is the only acronym you need: buy-side automation and efficiencies Rob Beeler Lucia Mastromauro Cristina Sagarduy Joe Zawadzki |
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16:00 - 16:45 Mobile Marketing TOMORROW FOCUS Media Mobile Effects 2011 - Wie Mobile Social Media verändert. Radu Immenroth Mareike Rehm Karin Rothstock |
16:00 - 16:45 Performance Marketing QUISMA GmbH Die richtige Zielgruppe zum besten Preis: Real Time Bidding David Klement |
16:00 - 16:45 Online-Vermarktung BVDW Neue Standards und Services für das Ad Management und Adserver Karsten Duennemann Alexandra Frase Jens Pöppelmann |
16:00 - 16:45 Targeting, Tracking, Ad-Serving AudienceScience Audience Targeting: Understanding that Not All Targeting is Created Equal Frederike Voss |
16:00 - 16:45 E-Commerce comScore, Inc. How Web Analytics Help Optimize Your Business Ralf Haberich Andreas Stuht |
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10:00 - 10:30 Mobile Value Exchange - wie Rabattpunkte und Gutscheine zu ihren wahren Werten kommen. Dr. Thomas Bodmer | iPoxo IT GmbH
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10:30 - 11:00 Who shares?! Eine kleine Psychologie des Weitersagens. Jesko Arlt | Namics (Deutschland) GmbH
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11:00 - 11:30 RTB eCommerce - Real-Time Bidding für Advertiser Lothar Krause | sociomantic labs
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11:30 - 12:00 Der Tod von Social Media? Jan Krömer | infospeed GmbH
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12:00 - 12:30 Das Handy im Mittelpunkt des Media-Mixes: Streuverlust-Minimierung, Interaktion und Dialog im Mobile Marketing René Bellack | Out There Media
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12:30 - 13:00 SEO-Domainkonzeption für Großunternehmen Christian Weckopp | TWT Interactive GmbH
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13:00 - 13:30 Mehr Conversion durch Testberichte Arie Struik | alaTest
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13:30 - 14:00 Virale Reichweitenverstärker im ganzheitlichen E-Mail-Marketing - Mit Bestandskundenkampagnen und Social-Media Neukunden gewinnen Anselm Müller | fabio tripicchio e-Mail-marketing
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14:00 - 14:30 Content will kill your agency. Marcus Brown | Booming
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14:30 - 15:00 Game Over - Do you want to play again? Christoph Kolb | widjet GmbH
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15:00 - 15:30 User follows Content - Der Megatrend Vertikalisierung und die Auswirkungen auf den Online-Werbemarkt Florian Calmbach | netzathleten media
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15:30 - 16:00 Navigating through the Connected Device Universe Oliver Liesaus | Brightcove
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16:00 - 16:30 Fanpage statt Domain: Welche Gefahren Facebook, Google, Twitter und Apple für Unternehmen bergen Tim Schumacher | Sedo
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16:30 - 17:00 DieRedaktion.de - DIE JOURNALISMUS-BÖRSE Uli Kievernagel | DieRedaktion.de / Deutsche Post AG
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17:00 - 17:30 Social Media und E-Mail: Das Traumpaar Dr. Torsten Schwarz | Absolit Consulting
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noch keine Termine ausgewählt...
