2018 was a key year for programmatic in Germany – ad spending rose to over € 1.44 billion. As market participants in this country increasingly used programmatic, IX brought together about 300 guests on three days for lively discussions on the status quo of the industry.
In mid-November we discuss opinion leaders in different cities to discuss current trends. Together with our partner OnlineMarketing.de , Index Exchange organized the event series „The Morning Bash“ in Hamburg, Cologne and Berlin. The morning coffee included practical lectures, discussions and networking opportunities.
Sascha Dolling, Focus Group Programmatic Advertising at BVDW and Data Driven Marketing Managing Partner at OMD, Siamac Alexander Rahnavard, Focus Group Programmatic Advertising at BVDW and founder of digital communication agency REAL LOVE, James Prudhomme, Index Exchanges Head of International and many others other decision-makers of the programmatic scene.
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.