After a two-year break due to the pandemic, DMEXCO 2022 was once again held at the Cologne exhibition center. Around 40,000 visitors from 91 countries and around 560 partner companies attended Europe’s most important conference fair for digital marketing and technology. The focus of the fair was on social progress in the digital age. The motto was “We progress together”. There was a lot of talk about the future of advertising. According to the report, video advertising and retail media will be the main growth drivers in digital advertising. Video production is driving growth.

Retail media as a growth engine for digital advertising

As mentioned earlier, according to presentations at the event, retail media will be the biggest driver of digital advertising in the coming years. According to estimates by online media agencies, advertising sales on retail companies’ online marketplaces will double in just three years. This gives a very positive assessment of the development of the trade media in Germany.

DMEXCO 2022 – Creativity and sustainability

During the event, the important coexistence of information and creation was also addressed, as according to analyses, data-driven creativity will have even more power in the future. In this sense, there are also concerns about gas emissions, since it is known that the marketing industry also has its share in the greenhouse effect. Everyone knows their responsibilities, but progress is much slower than necessary. This is the dilemma companies face, on the one hand purchasing, on the other hand public pressure and on the other hand the attitude debate. In actual planning it goes faster than in reality.

Web 3

The expanded concept of DMEXCO, which this year included the thematic areas of the Worlds of Agency, e-commerce, technology and media, offered good orientation in the showrooms. In a very practical way, DMEXCO presented insights from the world of NFTs and Metaverse together with w3.fund. On the second day, the DMEXCO Social Talk by Social Match gathered influencers. The discussion centered around the fact that buying followers is becoming less common and that subtle botting is now being used much more. To do this, a lot of data must be collected across all channels, otherwise part of the budget invested in advertising may be lost. What really stood out this year was the content and the presentations, which were very focused on digital marketing. The discussion around Web 3, according to participant reports, was stimulating. DMEXCO 2022 has shown that holistic solutions must be sought. With personalized advertising, with data protection, with industry standards and, above all, the pursuit of greater sustainability in the digital world.

Speakers at DMEXCO 2022

DMEXCO 2022 offered many well-known personalities of the global digital industry the long-awaited stage. Around 40% of the speakers at DMEXCO were women. The event also had a good share of speakers from abroad. DMEXCO 2022 was considered the leading business event for the digital marketing and technology industry. The data on the number of trade visitors shows that the event has returned to the pre-pandemic level. In 2023, DMEXCO will once again take place at the 20. and 21 September at the Koelnmesse website.

DMEXCO 2022 – one of the leading trade fairs for the entire digital economy.

According to attendee evaluations, DMEXCO 2022 has proven to be one of the largest trade shows for the entire digital economy. On stage, it was possible to see where the journey was headed. Namely, more digital communication, more marketing via retail media, video formats that are becoming more and more important and one of the biggest trends right now, the metaverse.

Plan digital advertising with eBakery

The fair showed that the digital world is becoming more and more promising. We at eBakery can help you with all these news from the digital world. Contact us.

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