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MAIN STAGE
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STAGE II
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MASTERCLASSES
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MASTERCLASSES II
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08:30
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09:20
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09:30Presentation
Think of a Color That Doesn't Exist
A lot has been said about artificial intelligence in the past few years. As generative AI becomes mainstream and people get more used to leverage AI tools to develop work, it is natural that we all ask whether AI is an opportunity or a threat. Fernando Machado, marketing advisor for NotCo and Garnett Station Partners (former CMO of Activision Blizzard and Burger King), discusses how the combination of AI and human talent can unlock creativity like never before. -
10:30
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11:00Presentation
Leading Advertisers Strategy
Leading advertisers report about their strategies and successes.Sven Hasselmann Deutsche Bahn Claudia Dreismann Lufthansa Group Simone Bremser Deutsche Telekom Selina Peukert MARS WRIGLEY Philipp Mey Eurowings Thorsten Schapmann BeiersdorfPresentation:
Ralf Scharnhorst Scharnhorst Media, m42m -
11:45Panel discussion
Retail Media Flywheel: How retailers can use their transaction data for and with advertisers.
Retail media is one of the most exciting concepts for the future of programmatic growth. What have advertisers learned and how should they position themselves in the future? What is the added value for advertisers from the transaction data of retailers? How is the flywheel for retailers being created?Sabine Jünger OTTO Patricia Grundmann OBI First Media Group Christian Raveaux REWE Group Steffen Sommerfeld L'Oréal Björn Wolak DocMorris Robert Jozic Schwarz MediaPresentation:
Kolja Brosche LiveRamp / SkillProjects
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Presentation
10:00 Campaign? Campaign!
Jung von Matt has been creating momentum for three decades through the power of the unexpected. And thus an above-average communication impact for brands. The CEO of Jung von Matt shows how digital campaigns today have to target many filter bubbles in order to still reach everyone in the end. still reach everyone, the CEO of Jung von Matt uses the example of global brand management for BMW. From the metaverse Joytopia and the interactive science fiction podcast Hypnopolis to the first car creator in the world's most successful video game Fortnite. Only brands that constantly reinvent themselves in communication can remain true to its core in the end. Joy forever! -
Panel discussion
11:00 Successful in the FMCG market
Leading FMCG companies provide insights into their approach to challenges and opportunities in changing markets. How do these companies operate in the dynamic market environment and what best practices do they apply to increase their competitiveness?Maximilian Steudel Dr. Oetker Sébastien Henrotay Danone Maximilian Donnermeyer Wholey Lea Drusio Nestlé Purina PetCare Felix Löhr togocashews | CajuPresentation:
Silke Reuter planetao -
Panel discussion
11:45 Beyond Cookies: Building Trust in a Cookieless World through Effective Consent Strategies
How are advertisers preparing for the new era of privacy-compliant marketing and what are the alternatives for personalized advertising?Lidia Schneck Google Jessica Wegner Douglas Marketing Solutions Arnd Schröder Verti Versicherung Katharina Weiß Sky Deutschland Marco Kersch adality Stefan Knöppel Bayer VitalPresentation:
Annika Geiger Magnite
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Presentation
10:00 Sustainable Digitalization - why digital marketing should be environmentally friendly
The Hamburg-based NGO Viva con Agua uses digital marketing to draw countless people's attention to the global water situation. As an environmental organization, a clear stance on climate and water protection is elementary and part of the brand communication. But what is the water footprint of your own website? Are Google Ads really more sustainable than posters at the main train station? And isn't data protection actually social sustainability? These and many other questions accompany Viva con Agua on its way to more growth. At d3con, you can get an insight into the answers. -
10:30 Addressing target groups after the end of cookies: maximizing reach in B2B segments
In the post-cookie era, innovative approaches need to be found to effectively utilize the limited reach of B2B target group segments. XING Marketing Solutions and emetriq have taken a joint approach to increasing reach based on XING's first-party data in order to ensure segment targeting even after the cookie has been removed. In their masterclass, Jens Meyer (XING) and Stephan Jäckel (emetriq) will discuss strategic considerations, the concept of the cooperation and specific practical examples of B2B reach optimization and data extrapolation. -
Presentation
11:00 Behind the Scenes of Programmatic DOOH - How successful campaigns are created
No cases. No show. WallDecaux shows hands on the development of a programmatic DOOH campaign. In 30 minutes, we go through the most important tools for award-winning campaigns, from implementation and optimization to reporting. With the experience of over 3,000 programmatic DOOH campaigns, WallDecaux illustrates the pitfalls of setting up a campaign and the secret source for convincing results that amaze clients and bosses alike. -
Presentation
11:30 Your post-cookie shopping list
We dive into the complex world of the post-cookie depreciation and look at ways the industry is reacting. In this masterclass, Johannes Paysen, MD Central Europe will go one step further and provide you with a cartful of insights and a shopping list of things you need be thinking about to ensure your business is prepped to ring up success. -
Presentation
11:45 AI as a game changer in cross-channel marketing
A lack of holistic cross-channel solutions results in silo planning and optimization. Our integrated approach combines the performance of individual channels with the precision and reach of location-based playout. AI-supported technologies overcome hurdles in the highly fragmented programmatic environment and optimize media performance across channels in real time. -
Presentation
12:00 Priorities, Challenges and Opportunities for Chief Marketing Officers and Media Teams - How AI, Automation and ARM are shaping the advertising industry
With an ever-expanding number of channels, platforms, and technologies, the advertising landscape has become increasingly fragmented. Additionally, limited access to data is leading to transparency problems, inefficiency, and waste. With this in mind, the Gartner CMO Leadership Vision for 2024 outlines the key drivers of success including the transformative impact of new AI and Automation technologies, the importance of cross-channel customer acquisition strategies and cross-functional collaboration. In this masterclass we will discuss how to navigate these changes effectively, exploring the perspectives of CMOs and media teams alongside their current and future priorities.
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Presentation
10:00 Unleashing the Power of Amazon Prime Video Advertising: A Game Changer for Advertisers?
Since February 5th, Amazon has enabled their advertising customers to reach 17 million households that use Prime Video with advertising. In the living room. On the big screen. Jens Jokschat, founder & managing director of the Amazon marketing and retail media agency PrimeUp, explains why this will be a game changer for brands and how Prime Video can be integrated into any programmatic advertising strategy with the help of intelligent control.Presentation:
Erik Siekmann Digital Forward -
Presentation
10:30 Connected TV: How Omnicom and Nissan are successfully using the new TV
With its variety of free-to-air broadcasting, expanded digital capabilities and the promise of incremental reach, connected TV represents one of the biggest opportunities for advertisers today. Listen to how Omnicom and Nissan are succeeding with CTV today: What role does CTV play in today's living rooms? How can advertisers and brands take advantage of CTV? How to leverage CTV targeting and measurement? Omnicom and The Trade Desk are presenting how CTV can be used successfully as part of a case study.Presentation:
Erik Siekmann Digital Forward -
Presentation
11:30 Efficiency and growth along the full funnel - How do successful advertisers achieve this given the current challenges?
Erik and Rouven report on where the market really stands from over 100 media and marketing audits. Data intransparency, customer centricity, silo mentality... - what challenges are most advertisers currently struggling with behind closed doors and what are the really good advertisers simply doing better? Here you will find out which levers you can use to prepare yourself correctly for the future, when skills such as responsibility, know-how and transparency become increasingly important.
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13:30Panel discussion
Getting Retail Media on Track: The Advertisers Perspective & Code of Conduct
In this panel, leading advertisers and media experts will discuss the development and importance of a retail media code of conduct. Representatives from advertisers, the OWM board and Accenture Song, who conducted a comprehensive retail media study for OWM, will come together to discuss how this Code of Conduct can shape and improve the programmatic marketing landscape. This panel offers insights into challenges and opportunities associated with implementing the Code of Conduct and highlights the role of transparency, ethics and efficiency in the future design of retail media.Selina Peukert MARS WRIGLEY Robert Jozic Schwarz Media Annette Calandrini Ferrero Prisca Jansche Eckes-GraniniPresentation:
Karin Libowitzky Accenture Song -
14:15Panel discussion
Global Markets Experts
Leading experts from international markets discuss the latest trends in programmatic. What can the German market learn from the colleagues in the US and UK?Fernando Machado NotCo Boris Idesman AUTO1 Group Courtland Dearing Douglas Marketing Solutions Julia Rast GroupM Celeny Da Silva MarketMakers Jill Orr CriteoPresentation:
Daniel Knapp IAB Europe
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Panel discussion
13:30 Agency managing directors panel
How do agencies have to define their role new today and which challenges and chances does programmatic bring with itself for the relationships between agencies and advertisers?Benjamin Bunte pilot Agenturgruppe Jenny Görlich OMD Germany Andrea Malgara Mediaplus Group Sissy Pflaum-Griffiths PHD Chris Jungjohann Ogilvy Josephine Gerves Digitas PixelparkPresentation:
Marcel Heuer HEUER MEDIA -
Panel discussion
14:15 Data driven marketing for the middle class
Branding and performance increase are essential for middle class companies. Why is Programmatic especially relevant for middle size companies and which concrete strategies lead to success?Oliver Hanke GloryFeel Jack Rodriguez KFC Julia Graeber Vedes Falko Hartmann CLASSICO Textilhandel Fabian Haustein unger fashion Markus Meyer eismannPresentation:
Marcel Heuer HEUER MEDIA
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Presentation
13:30 Cracking the Programmatic Code: Omnichannel, Cookieless and AI demystified
In a rapidly evolving digital landscape, finding your next customer amidst the vast open internet can be daunting. With third-party cookies fading away, the challenge grows. But fear not, as AI emerges as the guiding force. Join our masterclass to uncover how AI deciphers online behaviors, enabling omnichannel strategies that thrive in a cookieless world. Don't miss out on unlocking the secrets to digital success. -
Presentation
14:00 Next level targeting: successfully addressing target groups with contextual audiences
Interest-based targeting in real time without third-party cookies? Contextual advertising makes it possible! Find out what insights you can gain about your target groups and what benefits contextual advertising has for your campaign strategy. We'll show you how to master the challenges of the complex post-cookie world and reach the target groups that are relevant to you - effectively and in compliance with data protection regulations. -
Presentation
14:30 Breaking Silos: How to Optimise your Media Mix with Cross-Media Measurement
Most advertisers have to rely on siloed campaign reports for each of their advertising channels, making it difficult to get an overview of their total campaign performance and how each channel contributes. This challenges the ability to determine where ad budgets are spent most efficiently. Learn how cross-media measurement can help you optimise your marketing mix and grow your business.
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Presentation
13:30 Drive to Store Excellence: advertising effectiveness of digital activation
For retailers and brands, this opens up unimagined possibilities in offer communication. How can the success of cross-platform digital campaigns be successfully measured right through to the checkout? Julia Sontag and Steffen Schöne reveal the answer. -
Presentation
14:00 Acquiring high-value customers by combining AI with 1st party data
Advertisers aim to grow their customer base with marketing, but focusing on long-term growth by acquiring high-value customers is for many advertisers even more important. In this Masterclass we will cover how Google AI-enhanced ad solutions support this objective and how you can lead and control these with your 1st party data. We also shine light on how your path to 1st party data plus AI can look like while leveraging privacy-centric measurement solutions.
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15:30Presentation
Agile omni-channel strategy as success driver for H&M
H&M's omni-channel strategy is one of its key success drivers: the continuous expansion of its online presence in parallel with optimization in its physical stores enables a fluid and flexible customer experience. For example, the use of innovative technologies in the stores creates an even more relevant offer for the respective local clientele. In addition, the Member program with targeted activation via the app has already enabled many millions of members in Germany to become loyal fans. -
16:00Panel discussion
How brands can effectively reach the global gaming community
Gaming marketing is an important part of modern marketing strategies in 2024. How do companies reach the special target group of gamers and what trends and developments can be expected in this dynamic market?Andreas Billker Pringles DACH bei Kellogg Mathias Würdemann InnoGames Bruno Kollhorst Techniker Krankenkasse Christopher Mitchell Razer Thorsten Schapmann Beiersdorf Felix Harms TabblerPresentation:
Sabrina Kraft Growth Specialist for E-Commerce -
16:45Presentation
How B2B & B2C companies can cooperate in marketing to attract attention
As a low-involvement brand, DB Cargo is always looking for new ways and cooperation opportunities to get its USP across to people. We do this until even the last person knows that the most sustainable way to transport goods is by rail. -
17:00Presentation
B2B-Advertisers Strategy
Leading B2B marketing managers demonstrate their strategies and marketing technology setups.Jenny Gruner Hapag-Lloyd Torben Fangmann LMZ Lenkering Lena Derrix Boels Petra Bernhardt IBM Caroline Bulla HILTIPresentation:
Ina Börner NO DIRTY TALK -
17:45
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Presentation
15:30 d3con Creation Awards
These leading creative agencies each present a case together with a client that revolves around their own imagination and inventiveness. It's all about exciting storytelling, innovative ideas and interesting backgrounds - there are no limits to imagination or creativity! Who will convince the jury and earn the first d3con creation Award ever? -
Presentation
16:30 TikTok Performance Marketing 2.0 - New formats, new creatives, new approaches
Tim Schmidt will take you on dm Drogerie's journey at d3con. As Head of Performance Marketing & Media, he strives to efficiently maximize the online success of dm Drogerie. In doing so, he places a particular focus on combining out-of-the-box creation and a well thought-out performance strategy. This has made dm Drogerie one of the most popular Gen-Z brands. In his talk, Tim will give you valuable insights into how exactly the path to a successful brand on TikTok can look like. His talk promises current inspiring approaches and practical performance marketing tips to get off to an efficient start on this platform. -
Panel discussion
16:45 Performance Marketing Pros
Leading performance marketers present their strategies and tech setups. In which structures and channels and together with whom do successful performance marketers work today?Nils Schönburg PAUL HEWITT Carl-Frederic Korn Krüger-Dirndl Timo Schulte Oscar Bravo | LUFTHANSA GROUP Karen Mauer Congstar Eva Schumacher Bears with BenefitsPresentation:
Karin Libowitzky Accenture Song
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Presentation
15:30 Curating your competitive edge: How media buyers can create unique buying strategies with curation
"As a brand advertiser, true success is all about differentiation. But if everyone is using the same buying platform to target the same users at the same time, how can media buyers really make that happen? One solution which is making waves in the industry right now is curation. By enabling media buyers to package together unique data assets with specific ad inventory as programmatic deals at scale, curation opens the door to the development of truly differentiated buying strategies. In the process, it brings buyers and sellers closer together, driving incremental revenue and improving campaign performance across the board. In this session, Franziska Ferraz, Criteo’s Managing Director of Publisher Partnerships EMEA, and Corinna Hohenleitner, Director Activation CEU, will explain the value of curation in creating differentiated buying strategies, and how it can help media buyers Centralise their programmatic campaigns, Drive media buying efficiencies and incremental revenue, Restore their competitive edge" -
Presentation
16:00 Unleash your data power - Playbook für die Zukunft mit First-Party-Daten
3rd party cookies are on the verge of being phased out this year, making first party data increasingly central and key to targeted marketing. Learn how global brands are engaging audiences and gaining new insights into their customers in a privacy compliant way - without the use of 3rd party cookies. -
Presentation
16:45 PREPIT becomes PREPITS - Evaluation of sustainable targeting in the cookieless era
In summer 2022, GroupM Germany launched the PREPIT cookieless evaluation benchmark, which has since been firmly anchored in the Test & Learn setup so that all targeting types can be evaluated uniformly based on 6 dimensions. Now GroupM is taking the next necessary step and adding the 7th dimension "Sustainability" to PREPIT. Find out more in the masterclass about what GroupM has already done to not only communicate sustainability, but also to live it.
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Presentation
15:30 Why aggregators are the future of retail media: Maximum reach and relevance for successful campaigns
With 31 million active customers, 12 million app users and more than 4 million ""points-earning"" transactions per day, PAYBACK is an immensely strong player in the commerce media market. As a data-driven marketing expert, the market-leading loyalty program offers great opportunities to implement retail media strategies holistically and thus plays a decisive role in increasing efficiency and optimizing retail media. At d3con, Rouven Aretz from PAYBACK will use exciting best cases to show how campaigns can be successfully implemented at different retailers by addressing target groups effectively and, above all, deterministically. -
Presentation
16:00 Bridging the screen gap: MagentaTV data for holistic media planning
Linear TV as an advertising channel is under pressure. In order to reach young target groups, TV commercials must be extended digitally. But the media planning gap between TV and digital is deep. Stephan Jäckel debunks myths and presents how MagentaTV data significantly increased the incremental net reach of a Unilever campaign. He shows how to close the screen gap between TV and digital. -
Presentation
16:30 Driving Outcomes Through Attention
Privacy-friendly attention metrics that deliver meaningful outcomes stand out among the sea of KPIs that promise granular control over advertising campaigns. Join Jakob Gomersall, Sr. Enterprise Sales Director, DoubleVerify, for a look at the capabilities that modern attention solutions need to demonstrate and what role they play in campaign planning and real-time optimization. -
Panel discussion
17:00 Effective marketing through e-sampling: strategies and successes
Sampling is often underestimated, although as the second largest purchase driver it has a significant influence on customers' purchasing decisions. This raises the question of how sampling can be efficiently and effectively integrated into the overall marketing strategy. PUIG and SoPost have been mastering this challenge together for 3 years. Using various Puig campaigns as examples, Magali Kirsch and Ana Veronica Heine are showing interesting insights and learnings on how to collect leads with product samples and encourage them to buy, collect valuable customer data, generate feedback and reviews and increase brand awareness. In addition, the media control through the selection of suitable platforms based on KPIs and the targeting of relevant target groups will be highlighted.
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18:00