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viscom

viscom provides a valuable platform for newcomers from the advertising industry. From 18 to 20 October, creative startups and young entrepreneurs are welcome in Düsseldorf to present their exciting new products to about 10,000 international trade visitors – and they’ll get a special deal, too.

Making it possible is a partnership of Europe’s trade fair for visual communication with the German Federal Ministry for Economic Affairs and Energy (BMWi), which will cover up to 60 per cent of the costs for stand construction and rent. Berlin-based startup Omnimundus is one company that’s already taking advantage of the offer.

Programmatic advertising for smartphones

The company, which was founded a year ago, will be at viscom to present an innovative DOOH solution dubbed omni.vision and omni.tablet. By connecting digital signage screens in supermarkets, doctor’s offices or taxis with mobile consumer devices, it provides a straightforward way to bring exciting content and advertising to the end customer. Consumers can view news on their mobile devices and directly buy advertised products on the go. Of particular interest to advertisers: for the first time ever, they can use the in-product programmatic-advertising platform to book individual advertising slots – filtered by location, time and, in future, even by target audience. “We consider viscom the perfect trade fair for product launches”, says managing director David Pain. “Here we can directly target and reach out-of-home advertisers, media producers and marketing managers, plus we see the trade fair as a huge opportunity to acquire new customers.”

Mobile advertising with heating effect

Cologne-based thermofer would concur with that assessment. The trailblazer for innovative heating solutions already experienced the power of viscom when it showcased its FRAME mobile infrared heating system in 2016. The company will be back in 2017. thermofer is most interested in being close to printers and providers of printing services. “Finished with high-quality printing processes, for example, our mobile infrared heater can boost purchase incentives”, explains managing director Tim Winterscheid. That’s because the thermofer heating system is integrated in a frame fitted with printable fabrics, which means it can be deployed as an advertising vehicle at events and at the POS, to name just two applications. “That’s why exhibition stand builders and shopfitters are part of our main target audience”, says Winterscheid. “We’re also looking for partners to help us advance our heating fabric. We already got some interesting leads at viscom 2016. That’s why we’re coming back this year.”

viscom sponsorship programme: How can I participate?

Providing support to young, innovative companies has become a tradition at Europe’s trade fair for visual communication. For what will already be the eighth time, the BMWi has accepted viscom to a ministry-run programme aimed at enabling young, innovative companies to participate in trade fairs across Germany. Companies headquartered in Germany are eligible to apply if they are younger than ten years and employ fewer than 50 people. In addition, the annual balance sheet total, or annual sales, respectively, must not exceed €10 million. Interested parties have until 22 August 2017 to apply for inclusion in the viscom funding programme.