Volker Ballueder

Articles by Volker All articles by Volker

• Broadcast And Online Gap Narrowing With TV-Synchronised Advertising  in MAD London on 10/15/2014
  

  The cross-platform and device gap is being increasingly narrowed -- not just through second-screening but through synchronising second-screen activity with television advertising.

• The Big Real Time Data Confusion in Online Media Daily Europe on 08/25/2014
  

  It is digital, computers for that matter, that can help us figure out what's happening and visualise trends. Strava recently mapped all their collected bicycle routes worldwide. So why would anyone with responsibility ignore available data?

• The Blue Ring in Online Media Daily Europe on 07/30/2014
  

  I believe if we get some more cool features into an electronic piece that fits into a ring, why not? Wireless tech, hidden in a piece of jewelry. A bit James Bond like. Yet, if I look at some of those smart watches, I am less convinced it being a jewelry item or fashion accessory.

• The Year Of Mobile! Not Really ... Or? in Online Media Daily Europe on 07/02/2014
  

  Everyone seems to talk about mobile these days, not least when I was in Cannes this month. Yahoo gave a product show centred around mobile. Why is that?

• Wearable Tech: Some Naked Thoughts in Online Media Daily Europe on 05/27/2014
  

  I don't often get excited but if I do....it would be about monitoring, data and control. Who doesn't enjoy being in control? Who doesn't like to look at his life and can say that things are in order, things are on track and you are moving in the right direction.

• What's The Point Of Multi-screen? in Online Media Daily Europe on 04/21/2014
  

  When the TV is on, we can address the same audience on a mobile screen. I think that is exciting.

• Why Login Data Is So Powerful in Online Media Daily Europe on 03/24/2014
  

  After examining big data last month, I thought of exploring login data, which ultimately relates to the former. The idea of solving the connection between screens is key to data collection and usage of data, ultimately targeting of advertisers.

• Never-ending, Always-growing Story in Online Media Daily Europe on 02/24/2014
  

  Everyone talks about big data and that it is all so important to use to target the right audience and user and so on. But how good is third-party data really?

• Viewable Ads in Online Media Daily Europe on 01/27/2014
  

  A new year, a new start for display advertising. Since the rise of RTB, we have been talking about more accountability in display, more like search, less waste and so on. Hence, I thought of a post addressing viewability, but it drifted a bit into a general trends discussion.

• What Is The Second Screen Or Why Are We Discussing It? in Online Media Daily Europe on 12/23/2013
  

  I recently chaired a conference about screens. This was very exciting -- but I keep wondering why we actually have to discuss this topic so often, and in so much depth.

Comments by Volker All comments by Volker

• How Programmatic Can Amplify Your TV Buys by Larry Shender (Programmatic Insider on 07/14/2014)
  

  I understand people's concern re the viewership and direct link between TV and 2nd screen device. Yet, as Ronan pointed out nicely, the probability is key. Extending your offline audience into online and being able to later sync real cookie data against your TV viewer ship is what makes it exciting. Isn't it all about reach and increased ROI?

• RTB Or Programmatic - What's The Difference? by Volker Ballueder (Online Media Daily Europe on 11/25/2013)
  

  Hello Lionel, Now that's a bit gloomy, isn't it? There are lots of people suggesting that there is a dot.com 2 bubble, or that banner advertising doesn't survive. I believe banners and videos are still there to fill the upper funnel, brand awareness and that the move to trade it programmatically makes a lot of sense. Fingers crossed!

• RTB Or Programmatic - What's The Difference? by Volker Ballueder (Online Media Daily Europe on 11/25/2013)
  

  Hi Steve, couldn't agree more. Glad there are guidelines. People still get confuse about RTB vs programmatic. Thanks, Volker Hi Anni, Again, very good point. Mobile is on the rise. There is no doubt about it. Cheers, Volker

• Shifts In Search and Display Brighten Future For Search Marketers by Roger Barnette (Search & Performance Insider on 09/03/2010)
  

  Hi Roger, A very interesting article. Thanks for sharing your thoughts. However, I don't believe that by this time next year the complexity of bid management, and the knowledge of media/publishers across ad exchange and RTB will be available to most agencies. In no offence but the bidding across multiple ad exchanges plus the knowledge of each individual publisher market (particularly in Europe), the use of 3rd party data etc. etc. is a little bit different, maybe even more complex than the bidding of key words. I believe we are, similar to paid search in 2001, a few years away until we can bring automated systems into agencies (DSPs) rather than relying on specialised DEM (Display Engine Marketing agencies).What do you think? Touch base when you are in London next time and we chat about it over pints. Cheers,Volker

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