dmexco Panel 2017 The Giant Bet with CEO Dirk Kraus
Is mobile everything? Blurring Boundaries vs. Channel specific thinking
Moderator: Mark Wächter
Are the boundaries blurring? Is channel-specific thinking outdated? Or will the stationary and the mobile Internet simply remain two separate worlds? The prevailing opinion in the market is that the boundaries between the stationary and the mobile Internet must be abandoned. That would harmonize our thinking, technology, and creativity. But must we really abandon these boundaries? Or is this only a comfortable oversimplification? Both of these Internet worlds have continued to develop, and in many areas they have converged. However, these developments have also shown that advertising on smartphones and tablets is a game with different rules. Consumers will always want to be addressed in a special way on their mobile devices. Shouldn’t marketers accept the specific characteristics of the various channels, build bridges, and combine their strengths? And where does the road lead from here? What should be our approach to the digital display in the living room — the TV, home movie theater, game station or connection with the World Wide Web? What about the smart home, the connected car, and digital outdoor advertising? Will advertising customers, agencies, and marketers be able to put their focus on the aspects that mobile and stationary applications have in common — or will they instead have to emphasize their channel-specific differences?