Volker Ballueder

How can real-time bidding be used for branding?

I have been asked and am happy to give my opinion on real-time bidding (RTB) and branding. The underlying question for me is more about the definition of 'display media for branding'.

We are testing and running branding campaigns depending on clients’ wishes, but there is still lots to learn about what is possible and what makes sense for our clients.

For a DR (direct response) campaign we have clear KPIs, such as CPA targets, driving revenue or just simply CTR. However, you could argue that branding is more about an advertiser being seen on a certain publisher or in an environment of a specific audience.

Traditionally, branding used to be measured through surveys valuing the impact of online display, TV or outdoor.