5 things we learnt at DMEXCO this year
It’s all about VR: VR (Virtual Reality) was undoubtedly the king of DMEXCO this year, with a tonne of different talks dedicated to VR and a lot of back channel chat about the subject too. Beyond the usual Oculus chat, it was particularly interesting to see the range of real life successful examples of VR, particularly using YouTube and Facebook 360 which enables VR at scale - scale being the biggest limiter for VR to date.
The New York Times team are a smart bunch: possibly the most interesting talk of the conference was from the New York Times’ Meredith Kopit Levien, who explained how they were using VR as a core new format for their editorial and native advertising content alongside the launch of their NYTVR app. More surprising was her explanation of how the NYT was innovating with SMS, with an example from the Olympics where 20,000 NYT readers signed up for regular SMS updates from a NYT sports journalist covering the games.
Pokemon Go has taken AR into marketing mainstream: Augmented Reality for a long time has seemed gimmicky and not particularly sticky for users. No more. Ambarish Mitra, founder of Blippar, explained how Pokemon Go had pushed AR into the mainstream, and how for marketers AR has the ability to turn any object in the world into interactive media. Mitra also discussed the concept of ‘aCommerce’, the idea that with AR the world is quite literally your shop window.
IOT meets marketing: The internet of things (IOT) is starting to find its relevance in the world of marketing. There was an interesting talk from Osram’s Dr Christoph Peitz and Bosch’s Dr Kallenbach high-lighting the new possibilities and applications of IOT in marketing, including the idea of *toothpaste data* and thoughts around how this might be used by companies like Procter and Gamble.
Yossi Vardi is a crazy man: the legendary Yossi chaired the most fun talk of the conference, using his wit and charm to explore the Israeli start-up scene with Taboola’s Adam Singolda and Shaul Olmert.