Jonathan Gardner, director, communications at Turn, returns from Dmexco 2014 in Cologne, Germany with seven learnings from the world’s largest ad tech convention.
1. Marketers are frustrated with siloed views of their customers and are seeking ways to unify that information and deliver consistent and coordinated experiences. Fragmentation of the user attention span across devices and channels is a problem facing brands and agencies across all markets. The challenge is in connecting those dots – and that requires data.
2. Many marketers are aware of the enormous value their own first-party audience data contains and have become adept at applying that data for ad targeting; we are now starting to see marketers thinking creatively about how to extend the value of those audience insights beyond advertising across the broader marketing organisation. We expect that areas such as content strategy, budget allocation, creative development and more will start to see the application of data drive results.
3. It’s clear that marketers have embraced programmatic, and are looking to extend a programmatic approach to all channels – including TV. Already driving results in video, social and mobile, plugging TV into the programmatic ecosystem will allow brands to use data insights for intelligent campaign planning. What is also clear, however, is that the industry infrastructure needed to enable programmatic TV is far from ready in Europe.
4. Mobile is front and centre in the minds of European marketers. They are eager to move advertising spend into mobile, and want to understand how they can integrate mobile into their broader marketing mix. Data on mobile audiences and viable, privacy-compliant methods for tracking devices are critical.
5. While CRM onboarding for desktop has been a focus for many in the industry, marketers increasingly are demanding solutions that address CRM onboarding for both mobile and desktop instead of viewing these as two distinct problems. Europe’s adoption of mobile marketing has been rapid and continues to have strong momentum, driving technology vendors to provide solutions with robust and integrated mobile capabilities.
6. Marketers are realising that technology is not a strategy in and of itself, but can be the key to enhancing existing strategies. Executing on data properly requires developing skills internally within an organisation and investing the time to evaluate and refine your implementation of these new tools.
7. European marketers are frustrated by the fragmentation of the advertising technology landscape, and increasingly are seeking a unified solution that can integrate data and execute campaigns from and through all channels.