On the 4-5 June in Warsaw, Poland, IAB Europe will be bringing together hundreds of industry experts to discuss and debate trends and developments within our ever changing market! We have a fantastic speaker line up which we are introducing to you through our ‘Interact Insight – Meet the Speakers’ series. We are excited to welcome Arndt Groth, President of Smaato who will talk about in-app advertising and future of mobile video trend. We asked Arndt what he was looking forward to seeing at Interact, what his 2019 buzzword is, and what top tips he has for visiting Warsaw.
What will you be discussing at Interact?
Arndt Groth: In-app video ads, and especially rewarded video ads, can provide the highest ROI for many brands looking to advertise digitally. That’s becoming more true every day, with mobile usage finally overtaking TV in terms of time spent. I’ll be focusing on the trends surrounding in-app video advertising, with an emphasis on what differentiates the countries and global regions that Smaato serves.
Apart from your own, what’s your must-attend session at Interact?
AG: I’m most looking forward to seeing what Dennis Buchheim from the IAB Tech Lab has to say. The IAB is at the forefront of developing industry-wide solutions to prevent fraud and increase transparency (such as with ads.txt, app-ads.txt, and ad viewability standards), so this should be a very insightful session.
Why should people attend Interact?
AG: You have to go because there’s a really diverse mix of speakers from all sides of the digital advertising industry. Brands, publishers, and everyone in-between will be sharing excellent insights and the network within all IAB countries will be awesome.
What’s your 2019 industry buzzword?
AG: AI. This has been a buzzword for a while now, but we’re now finally seeing tangible and practical applications of AI and Machine Learning in different industries.
What industry developments have you been most excited about this year?
AG: In-app header bidding is the most exciting to me. Header bidding — which flattens the so-called waterfall and puts all programmatic bidders on the same footing — has been around for years on desktop and mobile web. This year we will finally see the equivalent version for apps. For publishers, this means higher revenues. For advertisers, it means more transparency and greater access to inventory.
What do you feel is the biggest challenge to our industry?
AG: More transparency is a must that’s demanded both by users and by advertisers. Taking meaningful action in improving transparency is more challenging. There’s been some solid progress on this front, but the entire digital advertising ecosystem needs to better work together to deliver this transparency.
What trends do you predict for 2020?
AG: For starters, 5G will expand significantly. Having download speeds 20X faster than 4G will make a big impact on how people use their mobile phones.
Beyond 5G, we’re going to be seeing more spending on innovative ad formats, such as augmented reality, more seamless native advertising, and increased interest in rewarded video.
Finally, have you visited Warsaw? If so, what’s your top tourist tip? If not, what are you most excited to do or see?
Łazienki Park in nice weather is a must-see whenever I visit. I’m looking forward to it!
More about Arndt:
Arndt joined Smaato as President in September 2017 and is responsible for Smaato’s core business operations. As one of digital marketing’s pioneers and thought leaders, Arndt brings to Smaato more than twenty years of executive-level experience in business leadership and digital marketing. Prior to joining Smaato, Arndt was CEO of publicly listed PubliGroupe AG in Lausanne, Switzerland, which he guided through its acquisition by Swisscom AG. Previously, Mr. Groth founded DoubleClick Germany and then went on to be DoubleClick’s VP Media Northern Europe.
He has also been the CEO of InteractiveMedia CCSP AG, a subsidiary of Deutsche Telekom AG. His extensive digital marketing experience also includes leading the European expansion of Adconion Media Group, transforming it into one of the largest independent global marketing networks. He has also served as Managing Partner and Chief Executive Officer of ePages. He started his career on the publisher side at the Georg von Holtzbrinck Group and at Hutchison Mobile.
Arndt served as the President of the BVDW (German Association of the Digital Economy), Germany’s leading digital business federation, for 10 years. Additionally, he co-founded one of the digital marketing industry’s most successful, well-known and largest annual trade shows – dmexco (aka OMD).