Five trends from DMEXCO 2019

DMEXCO is one of the compulsory events of the German e-commerce, adtech and digital economy. Many international companies use the conference and trade fair in Cologne to present their products and services on the European stage. We have compiled a brief overview of important trends for all those who could not be there or who would like a summary of DMEXCO in view of the sheer abundance of topics.

Source: DMEXCO Presse

Connected TV
In traditional media formats, advertising expenditure is falling steadily – especially in linear television. Planning and performance measurement in classic TV simply cannot keep up with the possibilities offered by digital counterparts. Connected TV (CTV), on the other hand, is increasingly becoming the focus of attention for advertisers – not least because it is better suited to the new habits of viewers and offers enormous potential due to its measurability and monitoring options. The technology company The Trade Desk offers advertisers the right tools to reach their target groups on all relevant channels such as CTV, In-App, video and audio streaming services, digital out-of-home or display.


Brands make use of Direct Sales
Today, many retailers no longer want to rely solely on existing platforms, but want to set up their own shop and serve all channels from there. This path leads back to the roots of sales, namely direct-to-consumer (DTC) sales. The risk is zero when entrepreneurs start sales with their own online shop. Building one is easy with Shopify, the leading multi-channel trading platform. With this solution, shops can be designed, set up and managed for a variety of sales channels such as the web, mobile usage, social media, marketplaces, stationary retail and pop-up stores. The business can thus be scaled in all directions – industry giants such as Gymshark, Urbanara and Horizn Studios have thus built up their businesses from the start.

Progressive Web Apps
Progressive Web Apps (PWA) are a significant trend for online merchants. Compared to a native app, a PWA can be opened in the browser without sacrificing functionality – so full screen, offline mode, and push notifications are still possible without the user having to download an app. Dealers also benefit from bypassing the App store. The open source product Vue Storefront is one of the fastest growing e-commerce platforms in this area. The developer, the international e-commerce software provider Divante, describes PWAs as “revolutionary for online commerce”.


Internet of Things offers new Opportunities for Marketing and Smart Vending
But not only the digital is in focus this year. Even supposed “offline” areas from marketing and retail must constantly evolve. Internet of Things” (IoT) plays an important role here, because exciting projects can be implemented with the help of sensors and networked systems. The IoT start-up IOX shows what the future of advertising posters could look like, for example.  With haptic sensors and loudspeakers, the company transforms paper into an interactive sound experience. In the retail sector, IoT also offers undreamt-of possibilities in the areas of targeting and lead generation. From IOX’s point of view, the topic “Smart Vending” is particularly promising this year. Supposedly boring vending machines or refrigerators become high-tech instruments for sales. Intelligent sensors monitor fill levels and temperatures, report faults and offer completely new payment experiences thanks to NFC (contactless exchange of data) or voice recognition. In combination with RFID (technology for localization and automatic identification by radio waves), QR codes, e-mail registration and beacons (hardware transmitters that send signals to portable electronic devices in the vicinity), users can also track, target and provide individual offers offline. 

Autoscaling Cloud Infrastructure
In e-commerce, optimal user experience and transaction speeds are the key to success. Poor loading times or even a system failure of the web shop are a reason for the migration of customers – one second loading time costs around 16 percent customer satisfaction. Real-time autoscaling platforms such as gridscale‘s Public Cloud provide the infrastructure for smooth shop operations. Seasonal fluctuations and peak loads are reliably cushioned, and a cost-efficient pay-as-you-go model guarantees e-commerce providers a competitive advantage in a margin-sensitive industry. In addition, open interfaces of the platform allow any connection to merchandise management and other IT systems. gridscale offers its users the possibility to realize hosting and infrastructure projects particularly quickly, easily and cost-efficiently as a cloud solution. Agencies use the company’s solutions to manage complex structures with numerous clients and projects. The online trade in turn relies on the high reliability, performance and autoscaling of gridscale’s public cloud platform.


Andreas Krönke, Unit Director Technology
Andreas Krönke has been Unit Director Technology at PIABO since 2016. He is responsible for clients in areas such as Fintech, Software as a Service, HR-Tech, Greentech, Adtech, Venture Capital and Professional Services. His clients include Stripe, GitHub, Shopify, Silicon Valley Bank, ALBA BluehouseLab, Visable, Personio, Holvi, SevenVentures, The Trade Desk and Factory Berlin.