Author: Volker Ballueder

Volker Ballueder

Volker is heading the UK office for Display Engine Marketing (DEM) specialists mexad as Managing Director / Country Manager. His role involves leading a team & overseeing all aspects of the business such as Sales, Client Services, Forecasting, Finance, P&L, HR and Marketing.

mexad is the worldwide leading DEM specialist with offices in Germany, the UK, France, Italy, Spain, and Brazil. mexad offers synchronised bid management in real time (RTB) across all major display bidding platform like ad exchanges and supply side platforms (SSP).

mexad is a platform agnostic service provider which optimises display campaigns towards your campaign objectives. mexad gives media buying agencies direct access to all relevant RTB-platforms, increases advertisers' ROI, offering full price transparency, and giving insight into your campaign performance.

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.