2018 proved to be a pivotal year for programmatic in Germany — with annual ad spend expected to total €1.44 billion. As this emerging market continues to adapt to programmatic, IX decided to bring together nearly 300 guests over the span of three days for conversation on programmatic over coffee and breakfast.
In mid-November 2018, we hit the road to discuss industry trends with thought leaders in Germany. In partnership with OnlineMarketing.de, a German site dedicated to online marketing, Index Exchange co-hosted a series of events, dubbed “The Morning Bash,” in Hamburg, Cologne and Berlin for a morning session chock full of presentations from decision makers, fireside chats, networking, coffee and more.
Attendees heard from Sascha Dolling, Focus Group Programmatic Advertising in BVDW and Managing Partner of Data Driven Marketing at OMD, Siamac Alexander Rahnavard, Focus GroupProgrammatic Advertising at BVDW and founder of ECHTE LIEBE – Agency for Digital Communications, IX’s Head of International, James Prudhomme, and an array of other decision makers in the programmatic industry.
James Prudhomme opened each conversation with insights on how we are collaborating with German partners to better understand the needs of this specific market. “We’re here today to build trust in the market, and we know that success in the German market takes a long time.” Prudhomme says.
“We’ve made big investments over the year. Jörg Vogelsang began spearheading this market. We opened our Düsseldorf office, and we’re opening a second office soon in Germany. We’ve invested in infrastructure — with 1,000 servers in our Frankfurt data center. We started working with smaller publishers in Germany, and now working with larger ones. We’ve come a long way but we also know that that there’s still work to be done. And trust to be built.”
Programmatic adoption is in the early stages in the German market, and panelists and attendees know this, too. “Customers must integrate Programmatic,” Niels Klamma, Toyota says at the Cologne breakfast. “About 80 percent of the budgets are spent in walled gardens, and that’s really where we have to work on.”
While we continue to invest in the German market and educate the marketplace on programmatic trends, tune into our video above to hear what we discussed in this 3-city series. Read more about the Roadshow learnings from here and relive the experience by flipping through our Facebook album.