Oliver Busch

"Neither Fish Nor Fowl: How to create Predictability for Advertisers’ fast growing CTV spend?“ (German)

#37 Make your Advisory Board your Powerhouse (German) How to be doomed for failure or set up for success, based on 5 factors: Purpose. People. Charter. Formats.

„E-Commerce under Disruption“

"Growing success, growing challenges? Quo vadis, DOOH?“

(German) Recognizing + successfully implementing trends by focusing limited resources on the right developments.

(german summary) 60 years celebration of "Werben & Verkaufen" magazine, and we're looking to the future of marketing: At the panel discussion as part of the anniversary celebration, Marlene Ronstedt, Céline Flores Willers, Oliver Busch and Francisca Maass discussed trends and hypes around AI, Web3.0 and the question of how to still get attention today with W&V Editor-in-Chief Verena Gründel. (print: Franziska Mozart)

(german) Erik Siekmann's renown Marketing Transformation Podcast no. 160 🚀 deals with "How to adapt #MarketingInnovation (faster)". The intertwined trends of #AI, #AR + #VR were perfect examples for the #BridgeBuilding approach: spanning a clarified prediction on technologies' #FutureImpact to immediately pragmatic & meaningful actions. Of course, this suspense curve invited to stop by with #AppleVisionPro impact on the ecosystem.

(german) Marketing has always had to recognize innovation early, differentiate hypes from trends, grasp the long-term direction of development, and find very pragmatic steps forward - to learn what works, what positions, what scales. What creates competitive advantages.

(german) The increasing dynamics of technical disruption keep even the most experienced marketing decision-makers on their toes: omni-channel, identities, incrementality? Media-mix-modeling takes over from multi-touch-attribution? AI-powered contextual/semantic analytics replaces behavioral profiles? At AdTrader's main day I discussed the now essential opportunities to create competitive advantages programmatically with 3 outstandingly renowned + diverse guests: Thuy-Ngan Trinh, MD & CMO at… Mehr anzeigen

(german) The increasing dynamics of technical disruption keep even the most experienced marketing decision-makers on their toes: omni-channel, identities, incrementality? Media-mix-modeling takes over from multi-touch-attribution? AI-powered contextual/semantic analytics replaces behavioral profiles? At AdTrader's main day I discussed the now essential opportunities to create competitive advantages programmatically with 3 outstandingly renowned + diverse guests: Thuy-Ngan Trinh, MD & CMO at Incubator Project A Ventures. Jesh Sukhwani, Global Director Media + Data at Lenovo. Nora Kulling, VP Global Marketing with Spread Group. Weniger anzeigen

(primarily german) For 12 years the d3con is the place for innovation in ad technology. Moderator Oliver Busch hosts 10 inspiring guests for fast-paced, innovative elevator pitches to win the audiences' vote for the innovation of the year.

Recorded rehearsal of my #DMT22 international keynote “The Future of the Internet: The Metaverse is coming.”, including full Interview with Meta VP Brett Vogel in HORIZON World and with #1 author + forethinker Matthew Ball in HORIZON Venues.

15 entertaining minutes full of product insights session on the Metaverse ... in the metaverse.

(german) No company has fuelled the hype about Web3 as much as Facebook with its renaming to Meta. But at the Advertising Effectiveness Summit, Meta manager Oliver Busch advocated a more sober view of the topic. It is not so much the technology that is important, but the view of the people and the brands.

(german) The best agency competition: Ad Girls Club founders are awarded Brave Hearts 2022.
Nothing less than combating sexism in the advertising industry: that is the self-declared goal of the Ad Girls Clubs collective, which was founded in 2020 and published its manifesto in October 2021. The two founders behind it - Lisa Eppel and Isabel Gabor - have now been awarded the so-called Brave Hearts 2022 as part of "The best Agency" agency competition.

(german) Marketing is always changing. But the metaverse marks the beginning of the most comprehensive and lasting change for people and brands since the advent of the internet.

Open to all 60 associated marketing associations and their 12.000 members across the region.

1. Seminar Day: 02.06. „Bridge to Metaverse”
2. Seminar Day: 23.06. „Opportunities in the Metaverse (Transformation)”
3. Seminar Day: 07.07. „Metaverse cases”
4. Seminar Day : 04.08. „AR as a bridge technology”

How could the Metaverse be better explained than demonstrating it from within: join Pilot Media CEO Kristian Meinken & Oliver Busch in the office and at the beach for an entertaining 5 minute VR interview within Meta Workrooms.

The Metaverse in full focus of Deloitte's stage at the OMR conference 2022

(english) Accenture's client conference on the future technology, transformation and acceleration of intelligent operations in business. André Holhozinskyj, DACH Lead Accenture ASG: „Intelligent Operations are the fast lane to future-ready enterprises”

(german) The internet of the future is called Metaverse. In the livetalk we talk to experts who are already there: Oliver Busch from Meta, Josephine Greves from Dept, Isabelle Rogat from Thjnk and Mark Wächter from BVDW.

Sasserath+ creates new perspectives for people, brands and organisations on identity, transformation, innovation, digitalisation and sustainability for a better future. In this podcast episode, they talk to Oliver Busch - Director DACH | Agencies & Ecosystem at Meta. So the topic was obvious: the transformation of the Facebook brand to Meta.

(german) Perhaps the first podcast in the metaverse! And then the meta itself is about exactly that: "This metaverse". Well, if that's not the perfect prerequisite for exploring this inflationary topic.
Together with Oliver (Director DACH @ Meta), Jason dives deep into the controversial hype. What is the Metaverse? Why is it inevitably coming? How can I use the Metaverse as a company - In the future, but also already in the here and now?

(german) In the vision of the metaverse, reality and virtuality merge - with unimagined possibilities. Oliver Busch, Director DACH at Meta, explains what the metaverse is all about and its potential.

(german) Mark Zuckerberg sees the metaverse as nothing less than the new evolutionary stage of the internet. But what does it mean when employees work together in virtual reality in the future? Will physical meetings be a thing of the past? And who will set the rules in the 3D world?

There is a gold-rush atmosphere: a fan of Snoop Dogg has spent 450,000 dollars to buy the property next to the rapper's mansion - in virtual reality (VR), mind you. How the metaverse will change working life… Mehr anzeigen

(german) Mark Zuckerberg sees the metaverse as nothing less than the new evolutionary stage of the internet. But what does it mean when employees work together in virtual reality in the future? Will physical meetings be a thing of the past? And who will set the rules in the 3D world?

There is a gold-rush atmosphere: a fan of Snoop Dogg has spent 450,000 dollars to buy the property next to the rapper's mansion - in virtual reality (VR), mind you. How the metaverse will change working life and society is discussed by Oliver Busch, Head of Agency & Ecosystem DACH at Meta, Christoph Fleischmann, founder and CEO of the VR start-up Arthur Technologies, and Thorsten Giersch, Editor-in-Chief of Kienbaum Consultants International, in a new episode of the videocast "CEO-TALK: #WePowerment". Weniger anzeigen

(english) What is virtuality? A brief journey through its origins, the hardware and software making it possible.

A world in transition: Let's discuss inclusivity, affordability, and accessibility. But also sustainability and the transformation in shopping, working, gaming, health, and education.

Metaverse and new economies: The birth of a new culture? From avatars to altered personalities to who (and what) rules this "parallel society": governance and the power of money.

(german) Moderated by Xenia Daum (styria digital one), Oliver Busch (Facebook), Petri Kokko (Google), Markus Plank (iab Austria) and Alberto Sanz de Lama (Herold) discussed the strategies of individual players and the effects on local markets. The panellists were unanimous that the corona pandemic has driven forward digitalisation - also in Austria. Nevertheless, Busch sees Austrian advertising as "still not very digital, let alone mobile, compared to the EU. And: when it comes to the… Mehr anzeigen

(german) Moderated by Xenia Daum (styria digital one), Oliver Busch (Facebook), Petri Kokko (Google), Markus Plank (iab Austria) and Alberto Sanz de Lama (Herold) discussed the strategies of individual players and the effects on local markets. The panellists were unanimous that the corona pandemic has driven forward digitalisation - also in Austria. Nevertheless, Busch sees Austrian advertising as "still not very digital, let alone mobile, compared to the EU. And: when it comes to the discussion on value creation, he appeals for cooperation instead of "American platforms versus local platforms". (...) Weniger anzeigen

(german) Lead article in BVDW's (iab) annual Programmatic Advertising industry compendium for the DACH region.

Programmatic advertising - everyone immediately associates this with technology, but guaranteed not with creative creation. But are creation and inanimate data really incompatible, or does their confrontation their confrontation through Programmatic Creation open up new opportunities?

Digital transformation is not an option in creation, but a necessity in order to survive in competition. When the media offer is becoming richer and richer, when every content competes with each other for the attention of consumers always, everywhere and on all devices, then advertising must now become smarter. Programmatic creativity is becoming a key competence for companies and agencies as well as employees and students who know how to use the dynamic for their success. After linking… Mehr anzeigen

Digital transformation is not an option in creation, but a necessity in order to survive in competition. When the media offer is becoming richer and richer, when every content competes with each other for the attention of consumers always, everywhere and on all devices, then advertising must now become smarter. Programmatic creativity is becoming a key competence for companies and agencies as well as employees and students who know how to use the dynamic for their success. After linking technology and media, excellence in conception and creation is now on the CMOs' learning agenda for 2017. Weniger anzeigen

(german) ... "With the rapid growth, the issues that advertisers, marketers and media agencies have to deal with are also changing. "Programmatic advertising is not entering calmer waters, it remains disruptive," says Oliver Busch, Deputy Chairman of the Programmatic Advertising Focus Group at the BVDW and Head of Agency at Facebook." ...

(english) ISBN:9783319250212, 3319250213. ebook Edition (2015), Hardcover Edition (2016), Paperback Edition (2018)

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers… Mehr anzeigen

(english) ISBN:9783319250212, 3319250213. ebook Edition (2015), Hardcover Edition (2016), Paperback Edition (2018)

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds. Weniger anzeigen

The editor's lead article in the first and most sold english book on Programmatic Advertising gives a full overview on the programmatic ecosystem including its components, connections, ways of working, cope and prediction.

(german) Oliver Busch, Facebook, discusses the 6 crucial trends for 2015 in the RTA and explains what role Facebook and adblockers play in this.

(german) This basic work on real-time advertising explains in a practical and well-founded way what role automated real-time advertising plays in an orchestrated media mix and how it works from the ground up. Because: Realtime Advertising is as new, threatening and full of opportunities for marketing managers as Internet advertising was at the turn of the millennium, and even for many marketing and media experts it needs to be explained.

(german) It is well known that the innovation-loving digital marketing industry sees itself in a constant state of change and declares the search for "the next big thing" to be a permanent task, if not a business model in itself. But for years now, no other topic area has filled both the congresses' theme plans and their halls as sustainably as the data-driven automation of marketing. A closer look at the principles and goals of "real-time advertising" quickly reveals why this topic will… Mehr anzeigen

(german) It is well known that the innovation-loving digital marketing industry sees itself in a constant state of change and declares the search for "the next big thing" to be a permanent task, if not a business model in itself. But for years now, no other topic area has filled both the congresses' theme plans and their halls as sustainably as the data-driven automation of marketing. A closer look at the principles and goals of "real-time advertising" quickly reveals why this topic will continue to captivate the cross-media creative and media industry for years to come - even if more and more at one's own desk than in the audience. Weniger anzeigen

(german) A statement that was almost threatened with the stake in 2013: "All media advertising will be part of the programmatic ecosystem by 2020". The thesis paper by the two programmatic pioneers Oliver Busch and Viktor Zawadzki shows the programmatic future of classic media genres such as outdoor advertising, TV, radio, dialogue advertising, print and POS in 2020 along their increasing digitalization.

Our forecast for Programmatic/Real-time Advertising in 2020 (written in 2012):… Mehr anzeigen

(german) A statement that was almost threatened with the stake in 2013: "All media advertising will be part of the programmatic ecosystem by 2020". The thesis paper by the two programmatic pioneers Oliver Busch and Viktor Zawadzki shows the programmatic future of classic media genres such as outdoor advertising, TV, radio, dialogue advertising, print and POS in 2020 along their increasing digitalization.

Our forecast for Programmatic/Real-time Advertising in 2020 (written in 2012):
"We firmly believe that we will soon witness a multi-year, sustainable rollout of the Real-time Advertising principle in traditional media types.
1. In outdoor advertising (digital Out-of-Home, dOoH), marketers are already deep in the process of making advertising spaces bookable in real-time. Time frame: a few months
2. In TV, Real-time Advertising is beginning to make its way into the domestic living room, based on the technology of Smart TVs and internet-capable set-top boxes. Time frame: 2 to 6 years
3. Radio will follow TV as its smaller sibling into automation with a slight delay, further driven by the ongoing development of digital web radio. Time frame: 3 to 6 years
4. However, dialogue advertising has the potential, through integration with media planning, to bring a quantum leap to data-driven marketing. Time frame: a few months
5. Print media will likely be the last to be reached by Real-time Advertising, but even here there are conceivable ways to dynamically enhance placement and content in daily newspapers and magazines. Time frame: 4 to 8 years Weniger anzeigen

(german) "With Data Driven Advertising and Programmatic Buying & Selling, Realtime Advertising has arrived on the German market. Realtime advertising is a central success factor of the media business of the future and one of the most important advantages of digital channels in the competition for media budgets. But where there are opportunities, potentials and benefits, there are always challenges as well. In the new BVDW 'Realtime Advertising Compass', the Lab Realtime Advertising highlights… Mehr anzeigen

(german) "With Data Driven Advertising and Programmatic Buying & Selling, Realtime Advertising has arrived on the German market. Realtime advertising is a central success factor of the media business of the future and one of the most important advantages of digital channels in the competition for media budgets. But where there are opportunities, potentials and benefits, there are always challenges as well. In the new BVDW 'Realtime Advertising Compass', the Lab Realtime Advertising highlights the most important developments around the topic. Finally, examples from corporate practice provide the reader with important impulses for active implementation in their own company," says BVDW President Matthias Ehrlich. Weniger anzeigen

(german) Lead article in BVDW's (iab) first Programmatic Advertising industry compendium for the DACH region.

(german) Whether it's the "second digital revolution" or just a marketing evolution, real-time advertising (RTA) will change the digital advertising market in all its facets and disciplines in the next five years. The parallel digitisation of once analogue media genres as well as the advancing fusion of digital media with advertising media creation and dialogue advertising increase both the importance and complexity of this development. For the first time in its existence, the young industry is… Mehr anzeigen

(german) Whether it's the "second digital revolution" or just a marketing evolution, real-time advertising (RTA) will change the digital advertising market in all its facets and disciplines in the next five years. The parallel digitisation of once analogue media genres as well as the advancing fusion of digital media with advertising media creation and dialogue advertising increase both the importance and complexity of this development. For the first time in its existence, the young industry is confronted with progress that forces a fundamental rethinking - a situation that should be well known to "traditional" industries.

As the largest representative body of the digital economy, the Bundesverband Digitale Wirtschaft (BVDW) e.V. wants to actively accompany the automated trade of digital media and remove barriers that hinder development. To this end, the BVDW has founded the Lab Realtime Advertising, an interdisciplinary committee composed of members of the Online-Vermarkterkreis (OVK), the Fachgruppe Online-Mediaagenturen (FOMA) and the Fachgruppe Performance Marketing. In the Lab, the various market players come together to discuss the facets of the automated trade of digital media and to support the market-adequate development of the in Germany.

The discussion paper serves as a basis for further debate within and outside the BVDW initiative. The two authors, Oliver Busch and Birger Bardowicks, explain the origins and functioning as well as future developments and opportunities for market players from their point of view and are aimed equally at decision-makers on the part of advertisers and digital media as well as agencies and marketers as consultants and intermediaries. It is intended for internal discussion and the development of future-oriented strategies for the real-time advertising age. Weniger anzeigen

(german) The online marketing market is diverse, not only in terms of formats. With digital advertising (web/mobile, display/video/social), search engine advertising (web/mobile), search engine optimisation (web/mobile) and affiliate marketing (web/mobile), there are four disciplines in total, each of which has specific technical requirements. Oliver Busch, Managing Director of Spree7, gives a classification and definition.

(german) With real-time advertising, brands evaluate every advertising contact before the purchase.

(german) The 2010 World Cup is approaching, and this raises the question for advertisers of how and where it makes sense to place advertising. Where are the most people interested in football on the internet who can be addressed with targeted advertising measures?

(german) Behavioral, contextual and even semantic targeting: well-placed advertising works better than campaigns based on the scattergun principle. Of course, this truism also applies to the internet - and yet the majority of advertising placements on the net today are not really relevant to either the consumer or the advertiser. But what can be done to ensure that the advertisements that are intended to reach a user are actually received? The answer is "targeting". But what is behind it, what… Mehr anzeigen

(german) Behavioral, contextual and even semantic targeting: well-placed advertising works better than campaigns based on the scattergun principle. Of course, this truism also applies to the internet - and yet the majority of advertising placements on the net today are not really relevant to either the consumer or the advertiser. But what can be done to ensure that the advertisements that are intended to reach a user are actually received? The answer is "targeting". But what is behind it, what methods are there, how do they differ and which is the right one for "my" campaign? Weniger anzeigen

(german) First fundamental book article on building and steering brands in the digital age.

(german) Steering international brands in(to) the Digital age. The World Wide Web has created a new platform for the global economy. There are already 200 million consumers, i.e. potential buyers. For all national and international brands, the Internet is therefore important not only as a communication channel, but also as a fully-fledged marketing platform.

(german) The internet community is growing faster and faster and the economy has also awakened. In the heat of the online battle, however, the basic rules of strategic brand management have been largely disregarded. It is important to recognise the new rules, challenges
challenges and opportunities of brand management on the internet.

(german) The Internet encourages customer disloyalty because they are just a mouse click away from the competitor's offer, they say. At the same time, however, the new medium also opens up new ways of retaining customers. This applies both to e-commerce providers who operate their own stores on the Internet and to other companies that want to strengthen brand loyalty via this communication channel.

(german) The web is currently the new platform of the global economy. Euphoria, confusion and ignorance characterize the spectrum of reactions on the part of decision-makers. The fact is that there are already more than 275 million consumers on this platform, and the number of users continues to grow.

(german) 32p Management Summary of the 1st German diploma thesis on "Brand building on the Web" (grade: very good)

Thesis (grade: very good)

Thesis (grade: very good)