2011.03 stephan noller - moving from performance marketing to branding optimization, enriching...
DESCRIPTION
Behave yourself. Interest based advertising conference.TRANSCRIPT
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The future is digital branding
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Ø Founder and CEO nugg.ad (2006)
Ø Chairman of Policy Commi@ee IAB Europe (2009)
Ø Former Head of Digital Audience Products at TNS
Stephan Noller
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nugg.ad | facts
Active profiles
280 m Profile requests per second
(at peak times)
12,000
Predictions delivered per month
40 bn Online surveys successfully
completed
1,000,000
International markets
12 Privacy certified
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BT 1.0
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PredicLve Behavioural TargeLng
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Strategic Relevance of TargeLng
Targeting
Technical Targeting
Browser, Operating System,
Bandwitdh, Provider
Time, Date, Geo/Regio
Image Series,
Frequency Capping
Language based
Targeting
Keyword Advertising
Contextual Advertising
Behavioral Targeting
Re-Targeting
Predictive Behavioral Targeting
User Declared
Information Targeting
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A global soluLon
X Publisher
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Clients
D– A -CH International
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Vision 1997: mass-‐customisaLon of media
InteracLve Media
Direct
Response One-‐To-‐One
IndividualisaLon
Mass-‐Media Reach
Direct Response
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Status Quo
„Digital media is currently used primarily as a direct response medium. There is an almost
ubiquitous faith in CTR and CPx“
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The truth
A recent study reveals: Only 16 % of users click on ads!
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PredicLve Behavioural TargeLng
„Digital marketing is at the edge of the next evolutional leap! We need to address the
clicks in the user’s heads – the brand effects of online
advertising.“
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But how?
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PlaVorm to support the brand communicaLon of the future
Target Groups Ad Material Market Research
Reach
GRP-‐Packages Streaming Awareness& Recall
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Brand Performance PlaYorm
Media Media Media Media Media
Agency Agency Agency
Profile Provider
AdverLser AdverLser AdverLser
Profile Provider
AdverLser AdverLser
B
P P
ü GRPs with net reach and contact corridor
ü Brand Performance Dashboard ü Profile Clearing
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Standardised Brand Effect Measurement
• Three simple questions: Do you
• Know ? • Like ? • Want ?
• Survey in standard ad
formats – easy/cheap to deploy
• Control group of unexposed users
• Surveys for exposed users in different contact classes
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Brand Metrics measured...
Measurement of brand
performance
brand sympathy
purchase intent
brand awareness
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Branding OpLmiser
Campaign targeted at iniLal target group
specificaLon
Surveys to capture brand
effects
User types and contact classes with maximum effects used as pa@ern
for the predicLon
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Branding campaign L‘oréal
Ø through the Open Targeting Platform, nugg.ad and Zed digital ran the first cross-publisher moving image campaign
Ø delivered a volume of 5.4 million video adimpressions on leading German publishers for video-content
Ø realisation included contact-class optimisation and Brand Engagement Measurement
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Branding campaign L‘oréal
– Results:
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Nugg.ad Open TargeLng PlaYorm
The supply side revolu>on
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Open TargeLng PlaYorm
nugg.ad -‐ Open Targe/ng Pla1orm the supply side revolu>on
• publishers in control of the whole process • single tag solu>on • cross-‐publisher collabora>on without central ad-‐serving
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Combined reach
Publisher
A
reach: 3.000.000
Publisher
B
reach: 2.000.000
Publisher
C
Reach: 4.000.000
OPEN TARGETING PLATFORM
• combined reach:
• 6.900.000
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How can we do that?
nugg.ad offers tools for audience management,
brand measurement as well as brand optimisation
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Target Group Typologies
Demographics
Topics affini/es
Nielsen consum Profiles
Milieus
media usage
Adver/ser Specific
Based on predictive behavioural
targeting, we can create specific target group patterns by combining several characteristics to provide new typologies.
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QuesLons? Commets?
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Thanks a lot!