We were there, and were two of 50,000 visitors at the OMR Festival 2019!
On arrival you immediately notice the perfect orderliness: No queues at the registration; a meticulously organized wardrobe solution; and the smooth entry via an embedded chip in the wristband.
The premises were huge, but the corridors filled within minutes. Nevertheless, the atmosphere was very relaxed, exhibitors and visitors were in high spirits, and there was a terrific selection of food and drink everywhere.
Besides great conversations with partners, customers and prospects, we attended many interesting master classes, stage sessions, and speeches. The following top three trends for the coming year crystallized for us very clearly:
1) Artificial Intelligence In All Areas
The topic is far from new, but is more relevant than ever. In almost every area, there are a huge amount of data to be structured, information to be processed, and insights to be gained. Successful brands such as Douglas, Birkenstock and well-known media houses are leading the way: Personalized, interest-based, and data-driven targeting of customers delivers a performance uplift of up to 100%. In addition, this forms the foundation of a trustworthy brand that delivers relevant offers and information to the target group. Still a big topic: GDPR. Even one year after it has come into effect, some areas still remain unclear, leaving an urgent need for clarification.
2) Mobile Marketing
This trend continues from last year: every second person in the world owns a smartphone, which naturally has an effect on the allocation of advertising budgets. In 2018, massive budgets were allocated to investment in mobile marketing, with this trend set to continue to rise. And for good reason: thanks to customer-oriented apps and features such as in-app shopping on Instagram, online purchases are increasingly shifting toward the mobile sector. Brands that want to retain their customers in the long term must be present on these channels in order to keep pace with the competition.
3) ROI Centric
Overall, ROI is increasingly becoming the focus of advertising budget allocation and, thanks to new technologies, can be measured with an ever greater degree of granularity. This, too, is a benefit of artificial intelligence, which advertisers can leverage for commercial purposes: Projections and analyses in real time thus form the foundation for dynamic content creation and ROI optimisation in real time. The fear surrounding a lack of transparency in the area of programmatic marketing is fading, as newer technologies bring ever increasing transparency. This increased transparency also allows optimization and real-time advertising budget allocation in terms of ROI.
All in all, the digital industry continues to develop dynamically, hardly a day goes by without innovation, product developments, and new features. For marketers, it’s always about keeping pace and being part of the progress. The OMR offers a perfectly organized event that is not just about being seen but also about learning and networking.
Wagawin will definitely attend #OMR20 as well!