Taking a holistic approach at DMEXCO: Why collaboration and innovation are vital for the future of premium video

Marie Giesbert VP, Marketing

Team FreeWheel was once again thrilled to take part in DMEXCO 2018. Still a key event in the ad tech calendar, it is an amazing meeting place for major players in the digital, marketing and innovation sectors.

« Innovation » continued to be a main topic in Cologne; however, this year the emphasis was also on personalisation and taking a more « holistic » approach. So not just looking at the latest technologies, but seeing how they could bring the most relevant and accurate propositions to the market in terms of user experience, while also benefiting business processes. As a result, three major trends were confirmed during the event:

  • A growing appetite for new formats such as addressable TV (IPTV) and connected TV (OTT, Smart TV)
  • Premium video content Premium must be professionally-produced, feature in a curated and brand-safe context to highly engaged audiences
  • To create optimal incremental value, premium video actors must develop unified technology platforms, holistic monetisation business models, and easier, more transparent trading processes.

Collaboration between media companies, publishers and ad tech providers is key. This is why we were delighted to bring together both supply and demand at our DMEXCO booth, giving thought leaders from around the world the opportunity to share their experiences and discuss FreeWheel product innovations. The occasion also saw the latest edition of our EU Client Summit, where members of the FreeWheel team and other industry influencers gave their insights into key industry trends, as well as discussing the challenges and opportunities ahead.

We are now more than ready to enter with our partners and peers « the new video monetisation models era » and build a TV and video ecosystem based on these shared insights, testimonies and knowledge. Thank you to the 450 DMEXCO attendees who stopped by our amazing winter garden booth this year !

If you could not attend DMEXCO 2018 or you wish to relive your FreeWheel 2018 DMEXCO experience, please feel free to:

Hope to see you next year in Cologne!