Dmexco 2018: An Insider’s Guide

August 21, 2018 — by Viktor Zawadzki

If this is your first year attending Dmexco, you’re not alone. This year, 40,000 visitors are expected — about 10,000 more than last year. Some 1,000 exhibitors and more than 500 speakers are also going to be there.

Considering its size, the Cologne, Germany-based Dmexco, held on Sept. 12-13, is a logistical challenge. But it’s also an increasingly important industry event. For many, the show is a vehicle for continuing conversations started at Cannes. At Cannes, you might begin making plans, but at Dmexco you make sure that the plans are in motion.

Beyond those discussions, there’s a lot to explore as well. To get the most of out of the show, here are some tips from a veteran attendee:

  • Scope it out beforehand: You can’t just parachute into Dmexco. You need to research beforehand and identify interesting companies that you want to meet and which help company goals and solve your problems. The alternative—ambling around the trade show floor—is a poor substitute. There is little correlation between the impression that a company’s stand makes at the show and the value of the company itself. Guess what, most companies are great at putting the latest buzzwords on their booth—separating the wheat from the chaff is becoming more and more complex over the last years.
  • Schedule smart: Schedule meetings and plan for breaks. If you are at Dmexco to initiate business, use the Dmexco app to navigate as well as schedule meetings. If you don’t schedule, you’re likely to find that everyone who booked a stand already has a full schedule. It will be hard to find the best representative from the company.
  • Brush up on the following topics: Last year, the implementation of the GDPR was a major preoccupation. This year, expect discussions about artificial intelligence, voice, programmatic and, yes, the GDPR again.
  • Be considerate: From an exhibitor’s point of view, trade shows are draining, expensive affairs. Exhibitors are under pressure to make the most of their time and prove ROI. Be conscious of their time and aim for high-quality conversations and interactions.
  • Party—if you want: If you are below 30 (or maybe even 35?) and want to party-hop, then you’ve come to the right place. Most visitors prefer either OM Club, Online Marketing Rockstars or the official Dmexco party.
  • Book your rides in advance: Getting a cab in an acceptable time frame at Dmexco is usually wishful thinking.
  • Book your accommodation far, far in advance: It’s a good idea to book for 2019 as soon as you leave this year’s show.
  • Check out MediaMath’s booth: We’re at Hall 6.1, Aisle D, No: D041!