Sunday Column (108)

A quick week lies behind us. I am trying to remember how Monday started, but can hardly remember. It was probably just life as usual.

Tuesday I went to a conference from the AOP where we discussed ad exchange optimisation and internal networks. The big agency groups were there and it was interesting to see all of the groups’ solutions surrounding ad exchanges. From my point of view, GroupM’s Jakob Nielsen presented his group’s solution very well. However, looking at the responses and discussion, I also believe things are still in early stages with most agencies. Probably this is a post in itself. However, those of you who have read mexad CEO’s article on DEM, DSP, WTF will understand that it is far too early to rely on technology and that only well trained and experiences people can handle the bidding well across all the ad exchange platforms. With the experience we have, we seem to be miles ahead, and it also seems as if our positioning is much clearer than comparable companies….as some seem to build networks rather than offering an independent service solution.

Enough about my little part of the industry. Besides ad exchanges, I listened to a lot of social media this week. I attended the imedia Brand Summit in Brighton. where I felt home in terms of social media and the overall state of the online industry. My main takings however are that when I was heavily involved in the search, social and mobile marketing side of things, that we discussed the same topics. I still don’t believe that some brands haven’t figured out all the ideas around Twitter, Facebook and Mobile advertising, don’t make use of search and put display into the mix. I don’t want to have a go, but it seems as if the same topics are discussed for over 3 years. It makes me think I should work more as a consultant to the online and digital industry. I believe I have the skills and the broader 360 degree view to do a good job. However, maybe my dream to become Marketing Director of a Whisky Distillery in the Highlands, earning a good living and living the life, will one day become true….but until then I stay put where I am, as I enjoy very much what I am doing. Now, we look forward to the agency summit in the summer. It will be another, more advanced discussion all around. Or will it?

Enough said about work, our part of the industry is still very young, and things are developing quickly. Now, I finished the week off with some visitors from Germany, e.g. Rohan’s godfather, who I have known for many years. Avoiding the awful demonstrations in London over the weekend, we managed to go to the Imperial War Museum, and Colin had a blast running around. We also managed to go through the odd bottle of vino and having a great time and conversation. Today I feel a bit knackered, given the fact the clocks went forward, and that I am still lacking sleep due to the wee one. So bring on another week…I’ll be fine.

Have a good one,
Volker