Federal Association of the Digital Economy

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Federal Association of the Digital Economy (BVDW) eV

logo
legal form registered association
founding 17th August 1995
Seat Berlin , GermanyGermanyGermany 
management
  • Marco Junk (GF)
  • Matthias Wahl (President)
Branch Associations
Website www.bvdw.org

The Bundesverband Digitale Wirtschaft eV ( BVDW ), formerly the German Multimedia Association (dmmv), was founded on August 17, 1995. The association sees itself as representing the interests of all companies that operate a digital business model or whose added value is based on the use of digital technologies. The association represents over 650 members from the industry segments of internet agencies , e-commerce , online media planning , mobile marketing and mobile product development, online marketing , performance marketing and social media . In 2015, the range of topics was expanded to include the areas of eHealth , digital industry, smart home and connected mobility.

The headquarters of the BVDW was relocated from Düsseldorf to Berlin in 2018 .

Presidium and management

In addition to President Matthias Wahl , the BVDW Presidium consists of the six Vice-Presidents Anke Herbener, Thomas Duhr, Achim Himmelreich, Stephan Noller , Marco Zingler and Alexander Kiock. Marco Junk is the managing director.

Bodies

The BVDW organizes the thematic work in focus groups, specialist groups and departments that are oriented towards the range of topics in the digital economy.

Focus groups

  • Affiliate Marketing : Thematizes the marketing of products, content and services by linking content on partner sites, where the provisioning takes place depending on the model (pay per click, lead).
  • Audio: Informs the specialist public about the medium of online audio and places particular emphasis on promoting market establishment, standards and transparency.
  • Moving image : Provides information on the latest trends and developments and aims to establish moving images on all end devices as an integral part of the communication mix.
  • Connected Health: Works on questions about eHealth and how the developments in this area can be used safely and efficiently. Above all, apps and wearables are in focus.
  • Connected Mobility: Working on the conception of an intermodal, digital identification, billing and ticketing system. The group also addresses automated driving and data-based business models in the field of networked mobility and deals with data protection and data ownership in the connected car.
  • Content Marketing : advocates a uniform understanding of the term, common standards and a professional approach to the topic. The focus group also operates a proactive media approach and certifies agencies, publishers and service providers according to their own quality standard.
  • Digital Commerce : Accompanies and promotes the digitization of retail in all facets of social change. Digital Marketing Quality: Deals with the quality assurance of digital advertising at and with marketers, media agencies or advertisers and technology service providers.
  • Digital Marketing Quality: The aim of the focus group is to make the quality of the delivery of digital advertising measurable and to standardize it. To this end, it has created standardized key figures and thus enabled a uniform evaluation process.
  • E-Mail : Unites experts under the umbrella of the BVDW who promote the dialogue between e-mail (service) providers, dialogue agencies and e-mail marketers.
  • Mobile: The Mobile Focus Group sees itself as the expert body for technologies, applications and services related to mobile devices.
  • Programmatic Advertising : The aim of the focus group is cross-segment cooperation for the market-appropriate development of the automated trading of digital media in Germany.
  • Search: Bundles the subject areas of Search Engine Advertising ( SEA ) and Search Engine Optimization ( SEO ). The group mainly consists of search and media agencies as well as tool providers and also serves as an interface to search engine operators.
  • Smart Home : This focus group is dedicated to the new business models, technologies and application scenarios that arise from the smart or connected home.
  • Social media : sees itself as a guide for digital experts and digital medium-sized companies. The aim is to show the potential of social media, to explain current developments and to provide assistance in dealing with social and economic changes.
  • Virtual and Augmented Reality : The aim is to provide information about the use of VR / AR and so-called Mixed Reality (MR) in companies and to check their technical development, applicability and benefits for companies and consumers.

Expert circles

  • Digital Dating: In the Digital Dating specialist group, the BVDW unites different digital platforms that contribute reliably, transparently and entertainingly to networking people.
  • Full-service digital agencies: the voice of the German digital agencies and, in addition to overarching projects such as rankings, awards and category marketing, deals with the subject-specific topic of customer relationship management (CRM).
  • Online media agencies (FOMA): Representation of the interests of German online media agencies. Represents the interests of buyers of online media services in all relevant industry bodies.
  • Sales Activation Agencies (SAA): Expert group of leading point of sale marketing agencies in Germany and at the same time Germany representative of the IMC (Integrated Marketing Communication Councils) of the EACA (European Association of Communication Agencies) in Europe. The core task of the expert group is to define professional quality standards in point-of-sale marketing and to monitor compliance with them.

Departments

  • The working world of the future: The department deals with the topics of the labor market and personnel in the digital sector.
  • Data Economy: The "Data Economy" department is working on solutions to ensure future-oriented market design, data-driven added value and cross-market cooperation.
  • Digital politics: Central body for dealing with political issues in the BVDW. The department "Digital Policy" serves to find and formulate the association and industrial policy positions on all current regulatory projects and also to represent these positions to decision-makers from politics and administration.
  • Europe and international affairs: In the department "Europe and international affairs" the BVDW bundles its activities in u. a. the topics of data policy and internet governance.
  • Forum Digital Transformation and Internet of Things : Platform for the exchange between companies in traditional industries and those in the digital economy to jointly promote digital competence. In a cross-company opinion-forming process, common interests are identified in order to represent them to politicians, among other things.
  • Market Research : The "Market Research" section is dedicated to the topics of research, statistics and market figures relating to the digital economy that are relevant to all member companies.
  • Online-Vermarkterkreis im BVDW (OVK): Consisting of 18 of the largest German online marketers, the central body of this branch. The primary goals are to increase market transparency and planning security, as well as standardization and quality assurance measures for the entire online marketing industry.
  • Law: Legal advice and support in the application of applicable law for member companies in BVDW projects and for the BVDW committees.

Start-ups initiative

Across the board structure, the aim of the "Start-ups initiative in the BVDW" is to optimally support start-ups in their start-up and growth phases with know-how and access to networks and stakeholders.

Digital Industry Initiative

The "Initiative Digitale Industrie" stands for the connection between the manufacturing industry and digital expertise. The aim is to tackle the next steps in digitization and to penetrate the entire economy, from large companies to small businesses, with this topic.

Events and Awards

The association organizes numerous events each year. One of the most important BVDW events since 2009 has been the dmexco congress fair in Cologne, which arose from Online Marketing Düsseldorf , and the former German Multimedia Congress (DMMK). BVDW is the trademark owner of dmexco. Further events are the App Economy Night , the BVDW Data Summit , the Moving Image Conference , the Influencer Marketing Day , the Let's talk Programmatic! , the Internet Political Evening and since 2018 think.beta . The Voice World Summit , which took place for the first time in February 2019, is also new .

The association has been organizing the German Digital Award , the official successor to the DMMA OnlineStar , since 2015 . In addition, since 2012 the BVDW has presented the Challenge Award, a prize for young professionals from agencies in the digital economy, which is presented at the dmexco. Until 2010, the BVDW organized the OVK Award, which primarily focused on online advertising campaigns. Another prize is the POS Marketing Award , which was presented by the POS Marketing Association (Posma) from 2001 to 2016 . The BVDW has presented the award since 2017 and uses it to honor creative POS marketing campaigns every year .

Market figures and publications

The association publishes the market figures and a forecast for the German online advertising market in the OVK Online Report every six months . Since 2014, the OVK Online Report has only shown net figures for the advertising market. Previously, gross figures, i.e. H. communicated by the association without deduction of agency discounts and commissions on sales. The consideration of sales in the area of ​​search engine marketing and affiliate programs, which was customary up to this point in time, has also been dispensed with since then. The sales in the area of ​​search engine marketing were pure net figures, which were combined with the gross figures of the OVK. In comparison with the size of the advertising volume and the associated market dominance of Google with around 3 billion euros in sales in Germany, the annual sales figures of German marketers are comparatively low. In addition, Facebook's sales figures of around 1 billion euros are missing from the market figures in order to provide a complete overview of the online advertising market in Germany.

The association also publishes the internet agency ranking (formerly New Media Service Ranking) of the internet agencies with the highest turnover in Germany every year. The association also publishes guidelines on a regular basis, including in the area of social media . The BVDW also publishes various surveys, surveys and studies on all aspects of the digital economy.

network

The association works with various public institutions, associations and organizations in Germany and on an international level. The focus is on economic issues and representation of interests in terms of media policy.

International

National

Web links

Individual evidence

  1. ↑ Heise Online: "dmmv is now called Bundesverband Digitale Wirtschaft" , June 29, 2004
  2. ↑ Uli Busch: Marco Junk is the new managing director at BVDW. Advertise & Sell, October 28, 2014, accessed September 26, 2017 .
  3. ↑ Advertising & Selling: "Countdown for the Dmexco" , September 16, 2009
  4. ↑ Ingo Rentz: BVDW awards new creative award for the first time. Horizont, October 27, 2014, accessed September 26, 2017 .
  5. ↑ Uli Busch: "Challenge 2012": BVDW is looking for young talents. Advertise & Sell, May 30, 2012, accessed September 26, 2017 .
  6. ↑ Frauke Schobelt: Mobile.de and pilot agencies win OVK Award 2010. Werben & Sell, September 15, 2010, accessed on September 26, 2017 .
  7. ^ Associations: Posma dissolves and slips under the roof of the BVDW. Retrieved February 25, 2019 .
  8. ↑ OVK online report download archive. OVK, accessed September 26, 2017 .
  9. ↑ Mike Schnoor: Only 6.8 percent growth: Display advertising ranks fourth in the media mix with net sales of 1.4 billion euros. DigiBuzz, September 10, 2014, accessed September 26, 2017 .
  10. ↑ Mehrdad Amirkhizi: OMG estimate: This is how much Google and Facebook are doing in Germany. Horizont, September 13, 2017, accessed September 26, 2017 .
  11. ↑ Advertise & Sell Online: “Internet Agency Ranking 2010 is starting” , February 19, 2010
  12. ↑ iBusiness Online: "Internet Agency Ranking 2010: Significant changes in the agency world" , April 22, 2010
  13. ↑ New BVDW guidelines: Social media monitoring in practice | Brandwatch. Retrieved on July 24, 2017 (German).