COLOGNE — Is a big touchscreen in a car a driving aid – or a media device? Is an internet-connected fridge one of life’s little efficiencies, or a chance to communicate with householders? And how do you dress up these innovations anyway?

Those were some of the questions on lips at the big DMEXCO marketing conference in Cologne this past week, as the event welcomed a host of new companies trying to answer a set of new questions.

In this interview with Beet.TV, DMEXCO co-founder Christian Muche explains: “Those brands – new brands like Samsung, BMW, Mercedes-Benz, Getty Images, Pixar – who had nothing to do with DMEXCO in the past but are now joining DMEXCO not just to show their product or devices but to discuss with the ecosystem how marketing will be changed because of this.

“Does an additional screen in your car mean any new content, any new way to approach to consumers?”

The two-day Digital Marketing Exposition & Conference feature 570 international speakers during 250 hours of conference programming, attracting more than 50,000 attendees and 1,000 exhibitors inhabiting just over 1 million square feet of floor space at the Koelnmesse center.

Beet.TV recorded interviews chronicling innovations and visionary trends impacting brand marketers, agencies, media companies and technology providers.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders.  The series is sponsored by Videology.   For more Beet.TV coverage of DMEXCO, please visit this page.