SOURCE: dmexco


September 22, 2011 03:06 ET

dmexco 2011: The Digital Business Is Pushing the Global Economy

COLOGNE, GERMANY--(Marketwire - Sep 22, 2011) - The first day of the dmexco clearly demonstrated how great an influence digital networking is in the meantime having on all of the industries and branches of the global economy. As an important indicator of this development, the unabated growth of the online advertising investments, which compared to last year rose by a further 16% up to 6.23 billion Euros in Germany in 2011, is the logical consequence. The Circle of Online Marketers (OVK) presented the current figures at the leading international Expo and Conference for Digital Business in Cologne, which got off to a successful start yesterday with the creative summit meeting, UBERCLOUD.

The increasing digitalisation is presently one of the major driving forces behind the overall global economy. On the first day of the dmexco this was very tangible over the whole of the Expo grounds and in the Conference program with its top line-up. The latest "Online Report 2011/2" of the Circle of Online Marketers (OVK), which was presented today at the biggest and most significant event for the international digital business, underlined the growing influence of digital marketing solutions in Germany. According to the report, in 2011 the turnover of the German online advertising market increased up to 6.23 billion Euros (+16 % compared to the previous year). Hence, the Internet is further expanding its position as the second largest advertising medium. "The Internet share, which in the meantime represents a fifth of the overall gross advertising investments in Germany, emphasises the high relevance of online advertising for brand communications. The ongoing strong demand from the advertising industry for classic online advertising is benefitting greatly from the meanwhile very popular large-surface advertising formats and moving-image advertising," commented Paul Mudter, Chairman of the Circle of Online Marketers.

A clear development that is not only being observed in Germany, but indeed worldwide. The exhibitors of the dmexco are confirming this: "At the moment the digital business is the growth branch worldwide, which demonstrably creates economic growth, productivity and jobs. Since ultimately we all live online: Users browse the internet non-stop looking for information on where they should dine, go shopping or where they should stay. We are reachable everywhere at all times via our Smartphone. So it is no surprise that the digital industry continues to grow and influence the overall global economy very positively," stated Markus Frank (Microsoft). Lars Lehne (Google) is observing a radical change in the entire media landscape and usage as a result of the new digital offers: "The industry is undergoing a fundamental upheaval, which is affecting the media themselves as well as the business models, the advertising communication, the development, simply everything in fact." Carolyn Everson (Facebook) is thus of the opinion that it is high time for the big brands to put an end to their traditional one-way communication strategy and instead take advantage of the new opportunities that the Internet offers, in order to enter a direct dialogue with the consumers: "People expect much more of a brand today, far beyond digital marketing and digital advertising. It is quite natural for people to want to connect with each other. We want to exchange ideas and communicate with each other, which is why the brands should also engage in discussions with people in this way, in order to provide a more creative, more personal and more social marketing experience."

Today at the dmexco Conference top representatives from the entire international digital business discussed how digital marketing can act as a growth accelerator in the individual industries and sectors of economy. Hartmut Ostrowski (Bertelsmann) already outlined the most important demands in his keynote: "Advertising in the digital future is targeted and convergent in its approach, interactive and experimental in terms of creation and its effect is measurable. And above all it occurs in an environment with more creative and more impressive contents that strong media brands are more likely to be surrounded by."

Yesterday, at the dmexco pre-day event UBERCLOUD, the international 2011 creative summit meeting in Europe, the respective top creatives, leaders, talents & digital rock stars examined the new opportunities that are arising in the digital era as a result of the constantly new and increasingly digitally influenced forms of advertising and communication for an effective and creative consumer address. From brand creativity and data visualization, to crowd sourcing, co-creation & collaboration and brand content platforms & storytelling, through to the convergence of media & creativity and expressing brands in the digital age: The event was attended by over 240 marketing, media and creative executives from agencies and advertising firms as well as from media and marketing companies, who learned from leading creative heads such as Doug Jaeger (ADC NY), Benjamin Palmer (The Barbarian Group), Maria Luisa Francoli (MPG), Alex Balfour (London 2012), Gabriel McIntyre (Indie Amsterdam), Joanna Bakas (LHBS Consulting) and Vivian Rosenthal (Goldrun), how they can develop effective and creative concepts, which work on the different channels.

Christian Muche, Director Business Development, Strategy & International dmexco, and Frank Schneider, Director Marketing, Sales & Operations dmexco: "The relevance of the digital industry for the overall global economy is experiencing unabated growth. This is clearly reflected by the huge success of the dmexco 2011. We have been sold out for weeks and can quite proudly claim that the dmexco continues to develop every year in terms of its diversity and quality. This is where the digital trends are set -- but where at the same time the focus lies on the direct business. We look forward with anticipation to tomorrow, the second day of the dmexco 2011."

About the dmexco The dmexco is the international leading expo & conference for digital business. Comprising of a combination between an exposition and a conference, a concept that is unique worldwide, it stands for innovative and future-oriented marketing, advertising and media in the midst of a global growth market. Placing a clear focus on advertising, creativity, branding, relevance and efficiency, the dmexco is in its capacity as the customer and brand-oriented no. 1 branch meeting place, the central, international platform for all players of the marketing, advertising and media scene. The dmexco -- which is free of charge for trade visitors -- is thus the cross-media and transnational central hub for the digital industry: dmexco -- leading the global digital business. A new special conference format on the digital creative business took place for the first time on the eve of the dmexco 2011: The exclusive pre-day event "UBERCLOUD -- The visible mass of digital creativity" (

All further information as well as photos, videos and statements on the dmexco 2011 and UBERCLOUD are posted at,, and

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