The document provides an overview of trends and insights from the 2017 dmexco conference. It includes summaries of panels on the changing landscape of brand discovery and when content marketing turns smart. Specifically, it discusses how brand discovery is moving beyond search engines to marketplaces like Amazon, and the importance of taking a holistic approach across paid, owned and earned opportunities on these platforms. It also highlights how content marketing is being enhanced through more dynamic and personalized content driven by audience data and insights.

1. TRENDS
& INSIGHTS
dmexco 2017

2. INSIDE THE REPORT The Changing Landscape of Brand Discovery
MICHAEL KAHN, PERFORMICS
Six Cool Discoveries from Start-Ups
JIM KITE, PUBLICIS MEDIA
When Content Marketing Turns Smart
BELINDA ROWE, PUBLICIS MEDIA
Lightening the Age of Transformation served as
the 2017 dmexco conference motto. Inside this
report, Publicis Media experts explore
perspectives on this theme, shedding further
light on the convergence of digital and physical
worlds.
Read on for the full report or click on the links to
the right to go directly to a topic.

3. The Changing Landscape of Brand Discovery
MICHAEL KAHN, GLOBAL CEO PERFORMICS & PERFORMANCE PRACTICE LEAD PUBLICIS MEDIA
Over the past years, we’ve observed the trend of brand discovery behaviors moving far beyond the traditional search engine box to direct
commerce marketplaces like Amazon, Walmart, Tmall.com, Souq.com and Flipkart. According to Forrester, 31% of people used Amazon to
research their most recent purchase (vs. 21% for search engines).
All brands, especially those in the Retail and CPG space, must plan and activate a marketplace strategy that aligns with the changing
landscape of brand discovery. Four key trends for brands looking to discover exactly how to connect marketplaces to performance:
THINK OF SEARCH AS A BEHAVIOR, NOT A CHANNEL: It’s imperative to stop thinking about search as a channel, and start thinking about
search as a behavior that spans across all marketing mediums, including marketplaces. Marketers can create and convert demand
wherever it’s expressed by interpreting consumer data, understanding consumer intent and connecting the journey, end to end.
TAKE A HOLISTIC APPROACH TO MARKETPLACES: In planning, start with inputs like consumer intent data, platform data
(e.g. Amazon metrics) and data from other channels like search, social and display. Then, create and align content across
paid, owned and earned commerce opportunities. Brands should test and learn to not only continually refine keywords and
content, but also inform marketplace strategies like new product development, packaging or SKU prioritization.
MOVE FROM PLAIN TEXT TO FULL SENSES: Commerce marketplaces are leading the way in voice search.
Amazon is expected to ship 10+ million voice assistance devices in 2017, and Google, Baidu, Alibaba and
Facebook are nipping on Amazon’s heels. With a voice assistant in every home—directly connected to a
commerce marketplace like Amazon—brands must structure their product listings and content for voice search
visibility. Search keyword and copy strategies, in particular, must reflect the conversational nature of voice
search, as opposed to traditional text search.
EMPLOY MARKETPLACE INTELLIGENCE: Many commerce marketplaces are in the early stages,
especially when it comes to reporting. Brands should consider utilizing third-party applications that
enable insights—such as granular reporting, performance pacing or budget forecasting—beyond
what’s currently available via the platforms directly.

4. Six Discoveries from Start-Ups
JIM KITE, STRATEGIC DEVELOPMENT DIRECTOR EMEA, PUBLICIS MEDIA
360 ̊ VIDEO IS A
PRACTICAL FIRST
STEP TO VR
VIDEO STREAMING
WITH CLICK TO
ACTION OVERLAYS
Cost and complexity
remain barriers to
entry for most brands
using VR to engage
consumers. Emerging
360̊ solutions like
Blend Media make
immersive content
easy through a drag-
and-drop web editor
and a global network of
expert creators.
Implication for brands:
Immersive is the latest
evolution of the video
marketing strategy.
Giving consumers the
feeling of “being there”
is not just VR/AR/MR
but 360 ̊ content.
Video recognition
algorithm and analytics
processes from
AdScanner recognize,
track and catalogue TV
ads in IPTV homes by
the second. Included
are customizable
notifications of
predefined scenarios of
a brand or competitor’s
presence in TV.
Implication for brands:
Brands now have
access to merged
holistic measurement
and analytics
capabilities integrated
with brand-owned KPIs
and third-party data.
New-gen personalized
video companies like
StoryTEQ help brands
become more relevant
and boost engagement.
This is delivered by
adapting the flow of a
video with modular
scenes to match
viewers interests—all in
real-time.
Implication for brands:
Video personalization is
about being relevant.
New tools like StoryTEQ
ensure your content is
viewed in the right
place, at the right time.
A simple and cost
efficient brand tracker
solution using chatbots
on a brand’s website or
Facebook page is now
available from French
start-up Queeco. This
micro-survey technique
reduces the need to
continuously issue
brand health surveys
and questionnaires.
Implication for brands:
Surveys on social media
and websites are an
always-on solution to
brand image research
to capture the impact of
brands’ actions as and
when they happen.
CPG brands and retailers
can now reach German
consumers with
individual price
promotions that exceed
eCoupon ROI
benchmarks. So1's AI
methodology precisely
calculates the price
reduction required to
induce valuable
customers to switch.
Implication for brands:
Uniform and single price
offer promotions are
coming to an end as they
can now be subject to
the same level of 1:1
targeting as media.
THE RISE (AND RISE)
OF PERSONALIZED
VIDEO
REAL-TIME
DETECTION OF TV
COMMERCIALS
CHATBOTS ASSIST
WITH BRAND
TRACKING
REACH
CONSUMERS WITH
MOST EFFECTIVE
DISCOUNTS
Live streaming and on-
demand videos viewed
through websites or
native mobile apps can
now have commerce and
viewer engagement
elements added.
Promethean’s click-to-
action SaaS player
overlays also deliver
horizontal reporting of all
tagged content.
Implication for brands:
Seamless online viewer
interaction with
sponsored live content
(e.g. sports, concerts) is
now possible with
simultaneous push
notification overlays.

5. When Content Marketing Turns Smart
BELINDA ROWE, GLOBAL PRACTICE LEAD, CONTENT, PUBLICIS MEDIA
Marketing automation has given the industry a new way to leverage insights to continually personalize content. Technology continues to enable creativity, allowing
content to be more agile, relevant and effective than ever before. Four tips for marketers looking to enhance their content marketing efforts in a data-driven world:
DYNAMIC CREATIVITY STILL REQUIRES A HUMAN TOUCH: While dynamic creative is powered by data, technology and in the future, machine learning, it still requires a
human touch to be effectively executed. Technology allows faster processing of audience data to capture insights in order to design more relevant messages at the right
time and place of the consumer journey. Nonetheless, data needs human strategy analysis and an always-on vision, which should be provided by a team that
understands the dynamic consumer landscape as well as a brand’s marketing strategies.
MOBILIZE YOUR ORGANIZATION FOR SUCCESS: An increasingly complex environment requires the assembly of the right talent, consisting of data scientists and
technologists integrated with strategy, media, content and creative talent to provide a seamless experience for advertisers. Strong organizational models should allow
for speed and agility to take advantage of cultural moments and the small “relevancy windows” they present to truly capture an audience.
GET TO KNOW YOUR AUDIENCE: Dynamic creative is a great way to link passions, emotions, attitudes and ideas to data so that brands can better connect with
audiences. This model can be tailored across the customer journey, by audience, so that brands are building the most immersive and engaging content wherever
possible. For beauty brands, we have seen a significant increase in engagement, sales and efficiency with data-driven content and sequential storytelling across the
customer journey.
BALANCE BETWEEN INSPIRATION VS. DESIRE FOR GROWTH: Authentic content will always be desirable to consumers and it’s important to remain true to a brand’s
purpose. REI, for example, inspires audiences to “opt outside” and experience the outdoors with engaging and immersive films that enrich their lives. When amplified
with relevant content through the different stages of the customer journey that is socially and programmatically delivered, sales and brand growth will follow.