Tag: mexad

RTB and Branding

Hi all, I just published another article, this time on RTB and Branding over at Econsultancy. I summarise it to “RTB could make a lot of sense for “window shopping” and URL centred branding buys but I believe it adds more value for brands focusing on targeting its audience. RTB delivers cost-effective brand awareness to consumers through various targeting options and channels such as display and video.” However, having seen another presentation and first results on some technology measuring the brand impact of display, I think there is more to come soon. I keep you posted.

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What is RTB and why is it useful?

This article was written by me for iMedia connection, so the original article about RTB: what is it about and why is it useful? can be found there. It is a top level article which sheds some light on what real time bidding (RTB) is all about from a marketing point of view. No technical insights, just a general overview on why it is useful to the advertiser and agencies running online display media campaigns. Everyone seems to be talking about it, but how does it help you? The reader should understand the advantages of RTB and why it will help your campaign improve its performance, its visibility and efficiency. The transparency and increased performance are the key points to take away, as you will see a better ROI from your advertising spend and hence a better performance. Whether this is for direct response or branding campaigns. Overall, the key is not to only have one technology to work across the RTB platforms but the team that is capable of using the technology and utilise it. If you think of an analogy like Formula 1: it is not only the car that matters but also the driver behind the wheel

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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

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Iceland – Rimc Conference 2011

Coming back from Iceland, I am thanking Kristjan Mar Hauksson for an amazing RIMC11 conference, I wanted to sum up the key things I took away from the conference. I skipped to link everyone and everything but if you go to www.rimc.is you find most links. If not, please let me know or the guys from Nordic eMarketing. The venue was set in a shopping mall (how convenient) and the sessions where in a cinema. So it was a great surrounding for the sessions with very comfy seats which took its toll in the “after lunch” sessions. For 2012 I would hope for some pop corn and maybe some ice cream in the breaks? Maybe we can sponsor that? After a keynote from Ingvar Hjalmarsson who proclaimed the first RIMC Internet Personality of the Year award, Rick Kelley started off the conference. Being from Facebook, which now takes over the world with 600m users. Rick gave a good overview on how social media really works. It is all about the product finding the right user, and products evolving depending on the likes and shares of their target audience. Nothing new for us but I think marketers still think about this

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Sunday Column (91)

This week passed very very quickly. But it was a good week looking back. After 8 days of wait my replacement laptop arrived and it only took a few hours to have my life back, reinstalling everything. And, at night, I met a friend of mine I haven’t seen for a long time. She is German, used to live in London but seemed to have found her happiness back home again. It was good to exchange ideas, life thoughts and expectations. Sometimes people own things they aren’t aware of. And, if you read this, you know that you are actually much much happier than many other people. Embrace it! Tuesday was my normal Tai Chi night. I am debating whether I should continue in the new year. I enjoy it very much, but it almost seems, with the upcoming second child, that I might not have time. And I think I could use the time more useful but would I? It is my night (me time) after all, and I should try to keep it that way. Really need to think that through. Now Wednesday the team from mexad went for one drink. Maybe two. It is great to work

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ad exchanges or what is Ballueder up to?

Ok, this post is not the opinion of my company mexad but an article I wanted to write for a while. Many people, including my mum, ask me what I am actually doing all day? What is your company doing, and what is the landscape like? Are you still in digital marketing? So this article really is for my mum, so she understands what I am doing all day 🙂 I worked in search marketing before, and PPC (pay per click) is synchronized bid management on keywords across multiple search engines like Google or Bing. Most people have understood that by now. Now, I moved into display advertising or display optimisation in January, launching a company called mexad in the UK. What mexad or other Display Engine Marketing (DEM) agencies do, is providing a service (mainly) to media planning and buying agencies to access inventory on ad exchanges and optimise display media. We have our own technology that sits across ad exchanges and yield optimisers alike that effectively, similar to PPC, allows synchronized bid management across multiple ad exchange platforms – just that we don’t bid on keywords but on placements. Ad Exchanges and Yield Optimisers, e.g. Right Media, Doubleclick

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Sunday Column (71)

I don’t believe it’s Sunday. Whilst this phrase sounds so familiar, and yes I did have a stressful week, I also made it through probably one of the hottest weeks I had in the UK since I arrived here not short of 9 years ago. What a heat! This week I travelled to Ipswich for a meeting, I moved offices and sweated the last drop of fluid out of my body carrying boxes, furniture and myself up and down our new office, 4th floor in Windmill Street. You can find the new location by just putting “mexad UK” into Google maps: View Larger Map Now that this is done, we can grow our team even further. I am very excited about the opportunities. On the family side of things there was some movement. I write that before having the final discussion with my wife, but I allowed Colin to climb the chest in our living room last week. I admit I even encouraged him a bit, but really, I think that is fine. I didn’t know my wife tried to tell him off for that, and I think Colin used “climbing the chest” to play my wife against me. Glad

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Sunday Column (66)

Now, after I heard the other day that my blog is boring, and that blogging is boring, I don’t really know what to say. I admit that I used to blog more about work related topics or topics of cb consulting. However, to be honest, I haven’t had much time. My latest project, mexad, is going well. I launched the company in the UK (HQ is in Germany, and it is not my company :-)) in January and we started recruiting now, continue recruiting, getting our own office and making a huge progress. I am careful about what to write here, as the technology is so new, advanced and amazing, that too many people want to know too many details 🙂 Nevertheless, it is an amazing start-up to be involved in with a steep learning curve. All that comes of course with lots of work, long hours etc. But I enjoy that, particularly as I sometimes manage to go home early-ish, see the boy off to bed, and then finish what I have to finish from home later. Flexibility is key. So overall I believe that my work-life balance has been good. Of course it has been better, but it

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Sunday Column (60)

Monday started very badly with me injuring my lower back. I had had problems before and noticed it getting a bit weaker but with lots of exercise and walking, I was about 80% back to normal by Friday. So not a good omen for the week, and I had to take it easy at the weekend. However, on a positive side of things, my job develops nicely. I am enjoying it and we are expanding. We are not only looking to expand the team, e.g. seeking an account manager with planning/buying experience, we are also seeking a 300-400 sq ft office in Soho/Covent Garden area. This is very exciting. My CEO was up to support the UK efforts this week, so overall a good and successful work week. Now, my boss hardly made it home but managed to get an emergency seat on the Eurostar. A volcano in Iceland is erupting and the ashes got all flights to and from the UK to a hold. You have surely seen the news. We shall see how long this will last and when everything returns to normal. It is weird to think how our infrastructure can be influenced by nature. There are

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