The Electronic Retailing Association

Report from the 2018 MCMS Congress

by Amanda Justice

Stefan Sutor, (MD, Medientage München), Dieter Brockmeyer, (Congress Chair), and Dr. Julian Oberdörfer, (CEO, ERA Europe), opened the 2018 MCMS Congress.

The 2018 MCMS Congress took place on Wednesday 20th June 2018 in the Hotel Barceló Sevilla Renacimiento, Seville, Spain on the middle day of the Multi-Channel Home Shopping Conference.

The MCMS Congress always has a pioneering agenda which takes you on a journey through the emerging challenges affecting the future of the Multi-Channel Industry in the next 3, 5 or 10 years.

In 2018, the focus was on the new business opportunities provided by the quickly evolving digital world. The panels gave insights into new strategies to catch the consumer eyeballs and how to convert these into transactions. We also took a look at Alibaba to see what we can learn from Asia.

Presentation Ben Keen: Data, AI, TV and the future of commerce

Ben Keen, Analyst, London, giving the introductory presentation to the discussion topic: Affiliates: Influencer, AI & Big Data – Future of Media and Transaction

Ben Keen made a presentation about industry trends to introduce the topic on which the next two panels would be based:

The exponential growth of ecommerce

The data economy is coming together with media economy e.g. facebook has doubled revenue /user over last 3 yrs, and about

Varying willingness to share personal data (varies dramatically by country).

The drive to make TV more data driven starting with more efficient advertising. e.g. Channel 4 is the first UK broadcaster to offer 100% targeted advertising across all platforms/devices. C4 now looking to make linear TV ads more efficient and starting to use blockchain to verify.

Companies are looking closer at the audience: have they got pets? how old are their children? Are they home owners? Are they early tech adopters?

Closing the last loop: previously never knew if close the transaction but now there is TV ad attribution for in-store purchase.

Taking on the might of Alibaba: Google just invested 550 m $ in Chinese ecom giant JD.com to take on the might of Alibaba – interesting story starting to emerge there. Alibaba 509B market cap and Amazon 783B$ rivalry will determine the future of commerce

More and more ecom referrals are coming from social feeds. social + video + data is powering ecom growth. Internet platforms are using video in a strong way to do that.

Panel: AI and tech revolution shaking future TV and multi-channel business

(L-R) Dimitris Kalamitsos (Spott), Tom Bowers (Observatory) and Charles Dawes (TiVo), discuss Data, AI, TV and the future of commerce with host Ben Keen (Independent Advisor and Analyst)

Ben Keen asked the panelists Dimitris Karamitsos, Spott, Tom Bowers, Observatory, and Charles Dawes, TiVo, to disclose their top 3 technological developments. Dimitris mentioned that the time it takes to make interactive content will halve in the next years (moving towards real time). Tom picked AI - allows for more personalised transaction e.g. interactive playlists or menus, enhancing whats been done on the screen. Charles spoke about the introduction of IP across many devices helping us see what customers are looking at. He also spoke about Recommendations and Voice.

For more details see Charles Dawes article here: 2018 MCMS Speaker Insight: Data, AI, TV and the future of commerce – Charles Dawes discusses 3 trends that are making a difference

Why didn't interactivity happen 15 yrs ago and what is different now? Dimitris commented that technology has changed and also people are more ready to interact with user generated content because they identify themselves more with what they see on the web. Tom emphasised that its essential to add technology in a way thats empathetic to that audience and warned not to just throw interactivity at a programme.

For more insight into interactivity and creating engaging visual content, see ERA Europe's Interview with Tom Bowers here to learn more:

Further topics of discussion were:

Interactive overlays on 2nd screen such as facial recognition, backstories, profiles for people to engage with if they want to, influencers. Charles spoke about the volume and complexity of data that is needed to give second by second background info for whats in a video and recommmended a holistic view of content to ensure you don't disappoint your customers.

Has AI been overhyped? Tom answered that theres a lot of AI out there and its doing us favours but we need to be considerate how receptive audiences are to that. If trust is exploited not going to buy that brand again.

Closing the loop - the underlying trend for more product placement amongst the content, closing the loop to close commercial transaction.

Brands need to connect with their audience: need to build an image round the product and to create trust in the brand. Amazon do not have the connection to the audience, you buy from them because they are fast and cheap but brands need to connect with audience.

To find out how new technologies can benefit you today, see Dimitris Karamitsos's article here: MCMS 2018 Speaker Insight: Dimitris Karamitsos discusses AI & Machine Learning for a new generation of marketing & content generation.

How should the traditional TV shopping guys position themselves for these amazing tech opportunities? Something has to change in order to embrace the future e.g. target younger demographic, understand the trends, have deeper understanding about what you are selling. take the leap of faith and try out VR, AI, create sthg new!

Panel: 'Affiliates, Influencer, AI & Big Data: Future of Media & Transaction - will Data Protection kill the new business opportunities?

(L-R) Guillermo Encina Varela (dive.tv), Prof. Mark Cole (Institute for European Media Law) and Kanaway Yusingco (uniquely wired) discuss whether data protection will kill the new opportunities during the panel on 'Affiliates, Influencer, AI & Big Data: Future of Media & Transaction

The importance of Data Protection friendliness: Professor Mark Cole pointed out that one significant change is that new business opportunities have to be measured against their data protection friendliness (in Europe). It only applies for personal data – the more personalised/targeted it gets the more difficult – the data subject has to agree to it and getting informed unambiguous consent is not so easy, especially if the benefit is not so clear. Its irrelevant if you have your company seat in Europe or not, if target audience is European, you need to have a Data Officer in Europe. He added, data protection in communication services makes things harder, but won't kill it.

GDPR helps with relationship building: Kanaway Yusingco (uniquely wired) feels that the GDPR provides two ways to build relationships 1) contractual (tick all boxes), 2) helps to increase trust with the customers which builds the relationship. She advocates: get to know your customer well and tell them how it adds value/solves their problems (communicating the exchange of value clearly is critical)

Customer barometer: Mark Cole advises: your application needs to be compliant – just be very open about what you are doing with your data – if too many people say well i dont want that to happen, it might be a mistake to roll it out. You don't want the user to be surprised e.g. targeted ads – people don't feel comfortable with it.

The European commission are now looking at everything around AI: e.g. Artikel 22 about automatic decisioning (decision based solely on machines) e.g. Amazon's idea of having drones flying product to you you didn' even know you needed but you like when you get! There may come an adaption of data protection framework to include AI (was too small when it was drafted)

Willingness to share data: Kanaway said that there are two key questions we have to ask ourselves: 1) at the human level, is this the right thing to do for my customer? 2) How do we custodian this? She feels blockchain offers good traceability.

Leverage the relationship, not just the transaction: Guillaume commented that what users are looking for is interesting content – some people may engage with cryptocurrency others wont. Kanaway agrees and sees a trend to engage, reward and monetise the base – becomes transactional: I do service for you, you for me – the definition is no longer the company of employees but includes the customers more, bringing them into the fold and leveraging the relationship, not just the transaction.

Presentation Ruomeng Wang: 'How Blockchain democratises the Media Industry'

Ruomeng Wang, (IHS Markit), presenting 'How Blockchain democratises the Media Industry'

Ruomeng Wang, Senior Analyst, IHS Markits, spoke about the promising benefits of blockchain:

The uses of blockchain - now there can be a direct channel between the content creator and the end user e.g. if you write an article can pay for it with blockchain – don't need a subscription model. This will motivate people to develop better content for their customers. Blockchain can help to fight piracy as well. When people make illegal copy and share with friends its hard to track – with blockchain the artist will know it and you will be charged. Micro-payments can allow content creators to monetise their content. In the digital world have copy paste, no original doc – traders have a big issue with counterfeit – would a business opportunity for blockchain be to create an original document that a trader can prove its an original? Alibaba are doing this – buy bottle, has QR code, scan it to open – feeds back to blockchain network this bottle has been opened. Good way to track fake products too.

ERA Europe Members may download Ruomeng Wang's full presentation here.

Panel: Digital Business Transformation – the new magic formula to transaction

(L-R) Simon Ingram (ionoco) and Mattias Bråhammar (Veespo) discussing 'Digital Business Transformation – the new magic formula to transaction' with Ina Bauer (MediaShop)

Simon Ingram, CEO Ionoco, who has over 25 years experience in media, broadcast and production and Mattias Bråhammar, a Swedish expert in media and digital commerce who specialises in new business opportunities and who has worked for all major Home Shopping networks in Germany, Russia and Italy, helped us in our quest to find the magical formula how to find the viewer, catch their interest and convert them into customers.

Infomercial airtime slots getting shorter because of challenges with audience flow: Ina Bauer deals with TV stations but sees the product business side – she negotiates for airtime – the challenge is that TV stations talk don't sell infomercial airtime anymore because they say it hurts audience flow – 5 mins works but you need to go to 30 seconds slots, max 90 seconds and it needs to go to different customers in different channels

Opportunity to look at different target groups on different platforms: Mattias commented that on Instagram no-one expects an advert - expect inspiration. fb is more interactive, on ecom customers learn about the product – each channel has its own relevance scheme – may look into a set of different formats and create different reasons to watch it

Need to understand who you are targeting and how they consume your message. Simon observed that videos on fb are generally under 10 secs – they need to get message across in the first 7 secs! You have to make content relevant for the potential consumers. Can sell same prod to different audiences with different approach

Be willing to take more risks and make mistakes: Ina commented: need to get out of the comfort of the traditional infomercial approach...more risktaking..but how do you know when to stop? Simon responded: don't stop! If you don't try, you're not going to know, just make sure you analyse you success – have to be able to change your mind and follow the money. React and keep reacting! Mattias added: to do this, you cant take an org and try to tranform it – have to create something with a side product where you are completely free

Trust and bulding up brand takes a long time: Ina talked about Katherina Schneider's (similar to) 'Sharktank' show – Katharina has to think, if I put in this money what can I get out of it? The learning is you not only need to think about conversion but also about image and branding. Mattias pointed out that sometimes traditional teleshoppers take 6 months before they decide to purchase – .

Build engagement: Teleshopping companies have so many different products – not like Mercedes – we have so many products we sell, so how do we go for brand image? Simon said: need to create trust so customers come back – people are aware of dodgy deals – if messaging across tradit media + online you've got a better chance of building engagement.

Find trustworthy influencers if you want to be the 'go to' place – they can buy the product somewhere else but you want them to come to you. Mattias commented that people go to HSE to see whats going on today – not looking for a specific product – they go to Amazon if want something specific.

Content is still king, technology just helps: Simon is clear, if content is not on message, its not going to work – technology helps e.g. can take tradit content and amend it – e.g. weather – can change content because its sunny so people can relate to it. If you change something people become aware of it and come back to it.

New opportunities? Simon said being able to react to your market position – changing your message to react to your emotional followers and (for traditional TV), allowing people to buy segmented ads – the opportunity to do targeted advertising – sky charging so much because it works.. For Mattias its AI/machine learning even though not so new – now we have deep learning and computing power in our pockets (smart phone). If we are only using it for profiling not so good but if really serve your customer then has high potential.

Attracting young people: younger generations take certain things for granted and expect certain things – we want the people to be with us and they will go to someone else if we don't give them this type of engagement.

Make people curious about you: all you expect from an Instagram impression is that people get curious and will ask for more – you need them to be curious about you! When Ina did a test on very short commercial breaks she said the goal was just to get customers interested. Simon agrees. You need a constant message, telling people what you are doing – editorial content – maintain the conversation, keep the brand message clear, maintain the relationship – don't do one hit wonders!

Panel: Being Affiliate and other new business opportunities

(L-R) Kanaway Yusingco (uniquely wired), Katharina Schneider, (MediaShop) and Levin Vostell (influry) discussed 'Being Affiliate and other new business opportunities' with host Ina Bauer (MediaShop)

A key speaker was Katharina Schneider, CEO MediaShop, (Austria) and investor on the Austrian equivalent to Sharktank, who shared her experiences. She was joined by Kanaway Yusingco, blockchain and marketing expert from uniquely wired and Levin Vostell from the influencer company influry.

Storytelling: Katharina Schneider said its all about storytelling and about products but the 'Sharktank' show in Austria gave the next step in terms of branding for Mediashop. Kanaway agrees that it always starts from the story – we are all unique, all have different skills and every company is unique.  The consumer gets bombarded with so many ads – they don't remember the facts and figures, they remember the story.  Find your story and taking that, how do you then deliver your value? how do you solve your end consumers probelms? Kanaway made it clear: you need to understand your customers. Balance technology with the human side.

Word of mouth – testimonials and influencers: Levin Vostell says influencers are not just for 14-19 yr old girls who like beauty and fashion. Everyone can be an influencer from 2000 people+ - influencers could be any of us – 25% of 30-50 yr olds remember products that have been advertised by influencers. Then there are micro-influencers – they tell a really authentic story – they don't have 7 content editors – its from themselves. There are the followers of the influencers and the followers of your brand.

How do you do influencer marketing? Levin says you need to put in a lot of work to work with influencers – its like reaching out to high school students – really hard. Thats where his company comes in. Influry are data driven: they have 50 million influencers worldwide on their database. You can select an image or video that you want to be published by the influencers. First you choose the creative and then the influencer. What content should be published, to who and how many – then they can match the right influencer within their database – they will get a photo and text of how it should like e.g. should be a picture of me and a watch saying certain text, then you get chance to access 10 million consumers with lots of little influencers. Then you can build a relationship with the followers.

Get the story out there: Kanaway said you can't advertise on fb any more or google adverts – you need to get the story out there, to reach out to communities, tweeting products, being part of engagement, get them involved in product devlopment.

New target groups? When asked whether MediaShop have found new target groups, Katharina answered that TV will always be the driver but there are other groups who don't watch TV in the same way – lots of people know MediaShop prods even if they don't watch TV – they did a study with 19-23 yrs – they know MediaShop and know the products but would never buy on TV even if they find product interesting – thats why they went to fb and social media – its an additional target group for their market.

The brand needs to fit the audience of the influencer: Simon pointed out that influencers have got into trouble for not making it clear that they are being paid to market that. Is this an issue? Levin said that people thought the customer would be mad and wouldnt buy (90% of products are sponsored) but its no problem, your brand just needs to fit the audience of the influencer – if talking to a mum with 20,000 followers with cool cooking products, you as an influencer are adding value by supplying good content even though its being paid – if they are advertising high heels its not relevant, but this adds value to the industry. It highlights that you really need to know the data and to understand who is the target audience – he doesnt think this is bad.

Be open and honest about what you are doing: Katharina recommends you tell customer you want to sell, don't try to hide it. MediaShop opened up a special youtube channel (hidden selling) with really good content but didnt sell anything although they tried it for 8-9 weeks. Kanaway agreed: you must say it how it is – its a trial – you will earn more trust if you say we want you to engage, we would like to get your feedback.

Will there be new media regulation on influencer marketing? Mark Cole is of the opinion that even an unboxing event could be too focussed on a product – thinks there will be more rules coming and asked whether Influry are getting ready for the new media regulation? Levin isn't worried – Berlin court ruling: Instagram – every mention of a brand has to be labelled as an ad even though not paid - people are arguing that its too much – think its important to label because most people think its only teen stuff, not for grown-up industry – influencer marketing needs to grow up with regulations and must play by the rules – we are not playing the manager of the influencers but invest a lot of education to influencer how they can become more professional and play by the rules

Where can you find the target audience and the platform: Julian asked: assuming in future there is no linear tv, where will I meet the customer in the right mood? Do influencers have the capacity to replace tradtional testimonials – our business is all about transaction – image might be important but transaction is more important. Kanaway answered: you want your influencers to be your customers – get them to love your product – they will give you the most genuine testimonials – they will use it in a real life setting, they will come up with innovative ways of how to use it and sell it – its all about the journey to get there.

The real threat: Katharina believes that although everyone is talking about what will happen if there is no linear TV any more, this not a threat, this is a chance! The real threat is Amazon, counterfeits, whats going on from China – the real threat is on the product side – without product all the sales channels will not help

The rise of influencer marketing: Every 6th person in Germany bought product which had been promoted by influencers – that was early 2017 before shoppable products on Instagram – Levin is sure: in a couple of years the number will be way higher.

For more details see Ina Bauer's article here.

EU Regulatory Update AVMSD - Post Revision is Pre-Revision vs. the European digital single market of multi-channel transaction

Professor Mark Cole (EMR) gave the EU regulatory Update: AVMSD - Post Revision is Pre-Revision vs. the European digital single market of multi-channel transaction.

Professor Mark Cole (EMR) Luxembourg, gave this year's EU Regulatory Update

Here are just a few takeaways:

ecommerce directive – the commission said would look at everything except ecommerce

online platforms are going to be responsible players as well

GDPR – intended to have it in place until a certain time – there has been a very strong lobby for everyone who relies on tracking and dedicated advertising. Mark Cole doesnt think will get final text in 2019 – until get new e-privacy regulation the stricter GDPR will apply. It won't be obsolete – they will have to come up with some harmonised approach, but might take longer depending which authority takes measures.

ERA Europe members may download Mark Cole's EU regulatory update here.

Executive Panel: Affiliates; Influencer, AI & Big Data - where are we heading?

Executive Panel: Affiliates; Influencer, AI & Big Data: (L-R) Oliver Hately, (Emota) Brussels, Peter Matzneller, (DLM) Berlin, Joan Barata, (CommVision) Vienna, Francisco Javier Cabrera, (European Audiovisual Observatory) Strasbourg, and Dr. Julian Oberndörfer (ERA Europe) with host Dieter Brockmeyer (Congress Chair) discuss the question 'Where are we heading?'

Experts on the Executive Panel on Affiliates; Influencer, AI & Big Data included Oliver Hately, (Emota) Brussels, Peter Matzneller, (DLM) Berlin, Joan Barata, (CommVision) Vienna, Francisco Javier Cabrera, (European Audiovisual Observatory) and Dr. Julian Oberndörfer, (ERA Europe).

Topics covered included:

Smaller players - if you are too prescriptive then you are prohibiting products coming to market – EMOTA have been working on smaller players – liability for collection for VAT – looking at how that will be implemented right now

Regulators now looking at AI – if create sthg too stringent will be restrictive. new tech moves faster than regulations

Need the relaxation of the 20% rule – we have seen cross border obligation as a matter of principle not acceptable – yes we are TV and TV goes across border by satellite. What matters most is counterfeits coming from China at low price without shipment costs, killing price competition. Also not paying VAT is a massive issue – sit on our back regarding intellectual property and branding – products come into the market in neutral packets – they don't care about data protection but there needs to be protection – Julian thinks the consumer is frightened by the combination of AI and Big Data – theoretical things are in place but now need to be enforced

Fair level playing field needs to apply all digital platforms regardless of what they trade – everything is interconnected

Need to work with customs to control products effectively: Market surveillance has faced financial cuts since the crash – we need to control products effectively without impeding the flow of trade. Need to work with customs – e-labelling solutions or physical checks? There are rogues who send individual packages and don't pay VAT betw. 10-20€ value. The gift convention is decades old – if send goods and declare them as a gift

There are ways to take people into liability – can identify counterfeits – can notify platforms and they must react but the problem is that the harm is already done

Freedom of expression issues: youtube is now a hybrid for many different things – anyone can put videos there – goes into freedom of expression issues

Asia doesn't have our issues: Data protecton and regulatory issues could be the model for the digital age and to export that globally. Asia doesnt have all the issues that we are confronted with.

GDPR and Blockchain in conflict: GDPR says you have to erase data but you can't do this with blockchain – does this mean that blockchain is dead in Europe?

Is regulation stifling innovation? or slowing it down to make it more agreeable for everyone or are we doing harm to the future of the European economy and society

Principle of proportionality – European citizens have certain expectations that differ from e.g. the Americans

Caution with global context: Oliver Hately reminded the group that its important to think of small companies so need to be careful when look at things from global context.

MCMS Outlook Presentation: What makes Alibaba strong?

Ronald Ter Voert, VP Business Development and Marketing (Exmachina Group) Amsterdam, presenting examples of 'What makes Alibaba strong'

Ronald Ter Voert, VP Business Development and Marketing (Exmachina Group) Amsterdam, gave a really interesting presentation about 'What makes Alibaba strong'

With Amazon its just the beginning: Ronald pointed out that we have now had over three decades of ecom. Amazon was established in 1994 and is now at 10% of retail but he said its not yet at full power, its just the beginning.

Digital Experience Shopping: The shopping experience is changing – 50% of customers say they are busy with their phone while they are in the store. We are now in the next phase: digital experience shopping - from functional to inspirational, retail as entertainment, see now buy now, viewers in front of their mobile phone. He used many examples from Alibaba (established 1999) which is now pioneering shoppable video. Video streaming is seamlessly integrated with the ecom platform of Alibaba.

For more details see 'What makes Alibaba strong' here.

Panel: Tackling the Alibaba Challenge - what can we learn from China?

(L-R) Ruomeng Wang (IHS Markits), Dieter Brockmeyer (host) and Ronald Ter Voert (ExMachina) discussing what we can learn from China

Its early days but everyone thinks China is the exception and that what works there can't work in the rest of the world.

Don't be afraid to innovate - thats what Alibaba did! Ronald Ter Voert thinks that sales & marketing people need to experiment and take a little risk but he believes you can change behaviour – peoples mindset is changing. Ruomeng Wang agrees: don't be afraid to innovate – thats what Alibaba did! She quotes the example of interactivity: when shake your phone have a random chance of receiving the goods. The ecom platform adopts technology and innovation e.g. a voucher comes in cool way – theres an app which you play on phone - they try to tempt you to a mall to look for the vouchers (capitalising on the success of pokemon go). Ronald: its important to get in the mood of the readers for the next event – need to understand all about your consumer to be in the front line of innovation.

We Chat is not so easy - first, you have to work out how you can attract customers to use your service. With We Chat, you scan the qr code and can pay everthing from chewing gum to an appartment. Here its much more of a problem – is it hard to adopt here with our consumer mindset and the regulator? Ronald: facebook will have several We Chat features combined in its app. The whole new generation will grow up with We Chat. At the moment you are used to paying with a card, but now have to get used to just using your phone. Ruomeng said lots of clients ask if can do sthg like We Chat but its not so easy - first, you have to work out how you can attract customers to use your service.

Check out the Twitch platform – games & interaction, channel about food - could be sthg like shopping and video at twitch too – Ronald thinks its the next generation.

Alibaba are considering going West. Alibaba has a relatively small penetration outside its own country.  ben keen asked if the panel expect that to change? Ronald doesn't. He expects Amazon to be much bigger because Alibaba is at a disadvantage to get into western world ...but they are thinking about it! Ruomeng confirms that at the moment they are followoing their Chinese tourists e.g creating payment systems with the House of Fraser, but they are observing and exploring the market. Ronald added: there is always room for new companies.

Discovering Asia-style in the West! Julian Oberndörfer commented – the Eastern approach is about having fun but isn't the West different? Ronald said its like Pinterest - its all about discovery and its a small step from discovery to the fun part – but you cant expect to go from step 1 to step 4 in one day.

Bang the Drum II!: Rick Petry discussed the outcome of the MCMS with Dieter Brockmeyer and Dr. Julian Oberndoerfer

The audience at the 2018 MCMS Congress

Rick Petry, Dieter Brockmeyer and Dr. Julian Oberndoerfer discussed the outcome of the MCMS.

Julian Oberndörfer found the day a really interesting 'journey'. His learnings?..he is convinced that there is a lot to learn if we look more eastwards.  Maybe we have some cultural issues that means we don't apply all the technology but there are some very impressive things going on. He particularly liked to learn more aspects of blockchain and to hear it could be a problem solver for counterfeiting. It is clear that life is becoming more complicated but offering more chances and getting more interesting for the consumer. Content will remain king and the content in OUR community is king, but we need to embrace the consumer more intelligently and we need to shape the message about the product – need a different message on each platform.

Rick Petry summarised: People have a desire to be part of something greater than themselves – the desire for community. Blockchain is also a manifestation of this. Also Alibaba interactions are in the context of the group. This group is transactional in nature but now its about relationships – as direct marketers, we need more patience, to take the longer view, its no longer about sales right out of the gate, more about lifetime value, more about sustaining a long-term relationship with the customer. If you dont have a product which holds up to scrutiny you are in trouble. Need Amazon to clear up the Amazon marketplace – presents a real danger because they allow counterfeiters to sell stuff.

In his closing statement, Julian said "We had a lot of good feedback from today that we had very interesting content.  Thank you to our panelists and thank you to Dieter Brockmeyer for putting it all together".

Dieter also made his closing statement with particular emphasis on thanking all the wonderful speakers!

After the event, our cooperation partner for the MCMS, Stefan Sutor, MD, Medientage München commented: “I enjoyed the MCMS Congress 2018 where I received a great amount of useful insights and it also was a great opportunity to network with people. It was particularly exciting to meet the speakers from so many countries in person and to exchange views on what is to come. Often I would have liked the speakers to show more of their very interesting cases and not just talk about them. Maybe next year we can realise a slot with more practical showcases.“

We all look forward to welcoming you to next years MCMS on 19th June 2019 at the Corinthia Hotel in Budapest.

About the MCMS

ERA Europe proudly presented the 2018 MCMS Congress in cooperation with Medientage München.

The annual MCMS Congress is a high-level 1-day discussion forum for global multi-channel specialists from diverse sides of the Media Industry. The aim of the congress is to create a fruitful exchange between thought leaders and neighbouring multi-channel industries so that they can inspire and learn from each other and gain insights into how to monetise new business opportunities.