humancredit - advertiser pitch index-u4

Humancredit.Humanizing Brands. Minimizing Wastage. Engaging Audiences.

Good Ads Donate for Good Causes of Your Choice.Surf’n do Good!

June 23th, 2014 | Advertiser Pitch | 16 Slides

DRAFT INDEX U4

2

What do you know about her?

What interests does she

have?

What products

is she in-market to buy?

What is she likely to

buy next?

How do you reach more

like her?

Does she like your brand?

Anna, 27, makes her travel arrangements relaxed online…

www.opodo.de

FREE SERVICES

3

$100billion p.a.

Advertisers try to reach Anna, but achieve the opposite!

1. targeting her devices

BLACK BOX

2. collecting her data

3. analyzing her behaviour

BRANDS & ADVERTISERS

$

5. ad-flooding her computer

4. trading her profile

opodo ad

www.pcwelt.de

AD

classified datastudent + 27+ opodo.de

-----------------

disruptive user experience

she feels spied out

intransparent data supply chain

wastage of time and money

consumer having no say and need to accept what is being pushed

ad-blinded

bad targeting quality

4

using ad-blockerdisabling cookies

Anna tries to put her digital life under control…

getting enforced

to allow cookies

…getting more frustrated

and resigned.

making more

disruptive user

experience

5

Why does nobody ask Anna about her needs and interests?

What kind of personal information would she actively

want to share?

What kind of advertisement would be relevant

to her?

What feedback does she have about your ads, your products

and your brand?

Maybe she doesn’t want to be only an economic asset and would like to engage

herself for a better world?

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Humancredit brings a new dimension to your consumer dialog.

Humancredit is:

• a premium ad brand for engaged advertisement,

• a transparent data management platform for authorized user data,

• a simple extension of existing ad formats, which allows

deeper consumer ad-engagement,

• a non-profit company which transfers the created added value

to humanitarian projects according to the will of the users.

consumer advertiser

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voluntarily share data

get relevant advertisement

self-determinationtransparencyparticipationdo good

consumer engagement transparency

efficiencyimage

added value for consumers and advertisers

fee for premium user data

access to premium user profiles

distributing donations funding donations

added value goes to humanitarian projects

consumer advertiser

market exchange

non-market exchange

Humancredit adds an ethical dimension to digital marketing.

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sign up

www.humancredit.cc

onlineFB

AppPlug-In

Mobile App

install

Browse and automatically generate “Humancredits”!

1.

2.

3.

on all your devices

The collected “Humancredits” will be donated automatically

to humanitarian projects according to the users donation preference.

Humancredit enables users to browse the web as usual and do good!

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Humancredit creates added value for all parties of the value chain.

Advertiser Ad Agency

Demand Side

Platform

Ad Exchange

Supply Side

PlatformPublisher User

(Source: Company data, Credit Suisse estimates February 2012)

Core Display Advertising Value Chain

Ad Network

Data Exchanges & DMPs

DMP for Authorized User Data

AdvertiserRe-

targetingSearch

Offline to Online

Hybrid

Data Suppliers

Information & Content

Eyeballs/Clicks

Legend

Ad $’s

10

www.humancredit.ccwww.plista.comwww.tagesspiegel.de

Werbung mit dem „Knopf“ spendet für Deine Aufmerksamkeit.Das neue Premiumdienst für sozial engagierte Werbung von plista spendet Geld für jede Einblendung einer mit „Knopf“ gekennzeichneten Anzeige – wer die Spende bekommt entscheiden die Nutzer. Die innovative... mehr...

Anzeigen

How a prototype will work (in cooperation with an ad-network).

draft

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authorized data

“recognition”

“my decision”

collects members,

can recognize member

“matching”

“my advertisement on

demand”

creates lists of interests,

can match

member to list,

can collect additional

information

“interaction”

“my impact”

can deliver positive & negative feedback,

can close ad,

can deliver surveys

• be part of a community

engagem

ent

• fill in a survey• give feedback

• wish list –(black-, white)+ Browser Plug-In+ Facebook App+ Search intentions

• sign-up• donation preferences• opt-in• demographic profile

• look & click

“my personal box”“I’m a member”“I want bio” “my opinion””

Realization Step-by-step.

“brand only”

“I appreciate this!”

(collects clicks)

time

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ADVERTISERS & BRANDS

WEB USER COMMON GOODS

NO DRUGS, NO GUNS, NO SLAVERY!

Only brands which fulfill the ethical criteria of Humancredit will be admitted.

TRANSPARENT APPLICATION OF FUNDS!

Only humanitarian projects whit a transparent process will take part n the platform.

Humanize your brand – with strong values and clear statement.

in progress

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charity plug-in on | donate now

chrdavid | 10.467 Humancredits | log out

13.203

example with a Humancredit browser plug-in

1.

Reduce your wastage – with a premium audience targeting.

13.203 84.673

fill in & donate

2 minutes20 questions

200 Humancredits

relevant advertisement, that reaches the right audience at the right time.

fair advertisement, thatpays for the engagement time of every user.

interactive advertisement, that let your consumers articulate their preferences.

Premium advertisement, with the Humancredit certificate for social engagement.

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(users get ca. €100 p.a.)

fee for every annualmembership5-50€/year

fee for each profile actualization: 20¢

fee for eachinteraction:

5¢-5€

fee for each browser minute:

1-10¢/h

Reward the contributions of an engaged audience!

basic license for Humancredit certificate x €/month (tbd.)

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“Audience-targeted adsincrease frequencyand exposure tothe most relevantaudiences at the mostrelevant times andhave been shown toboost campaign ROIby at least 10%.”

Rex Briggs, AuthorROI: Return on Investment orReturn of Investment, 2009

Win transparency and boost ROI along your purchase funnel!

customer awareness

brandawareness

brandconsideration

brand preference

purchaseintention

purchase

customer loyalty

customer advocacy

++ ethical motivated customers

++ sharing customer values

++ social engagement

++ differentiation throughpremium ad brand

++ intention actively shared by customer

++ transparentacquisition

++ funding customer’sdonations

++ open dialog channel

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Humanize your brand!

minimize your wastage!

engage your audience!

Become a first mover – with Humancredit.

www.humancredit.cc

georgi@humancredit.cc

Back-Up.

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$100billion p.a.

Humancredit creates an alternative way of digital cooperation.

1. unauthorizedtargeting

BLACK BOX

2. not transparent

storage

www.opodo.de

3. not precisely selected profiles

BRANDS & ADVERTISERS

5. mediocre targeting

opodo ad

1. authorized & self-managed data

$

$

3. premium user selections

2. certified“legal data”

4. ads from “good brands” with seal for “engaged advertisement”

6. Humancredit ads which pay for Anna’s attention & fit to Anna’s interests

fee for using the Humancredit brand+ user consumer generated added

value

7. donating Humancredits for “Anna’s humanitarian projects”

5. premium targeted ads

$

4. trading her profile

www.pcwelt.de

AD

classified datastudent + 27+ opodo.de

-----------------

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Example A: Humancredit & the direct sales supply chain model.

Advertiser Ad Agency Publisher User

Source: Company data, Credit Suisse estimates February 2012

DMP for Authorized User Data

Information & Content

Eyeballs/Clicks

Legend

Ad $’s

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Advertiser Ad Agency

Demand Side

Platform

Ad Exchange

Supply Side

PlatformPublisher User

Source: Company data, Credit Suisse estimates February 2012

Ad Network

DMP for Authorized User Data

Example B: Humancredit & the indirect network supply chain model.

Information & Content

Eyeballs/Clicks

Legend

Ad $’s