klikki asx - predictive behavioral targeting

KLIKKICOM--------

KLIKKI ASX; OUR APPROACH

TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

AUDIENCE

REACH

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

BRANDING

NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

AUDIENCE & REACH

BRANDING & AUDIENCE

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KLIKKI ASX: OUR APPROACH – IN GENERAL

ONE INTERFACE

AUDIENCE

PRICING

REACH

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KLIKKI ASX; OUR APPROACH - REACH

ONE INTERFACE

AUDIENCE

PRICING

REACH

6

REACH: WHAT IS REAL-TIME BIDDING? TWO DISTINCT LAYERS OF TECHNOLOGY

REACH: KliKKi ASX (KliKKi network + exchanges)

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Over 5 million unique visitors per week

Over 75 000 sites

Known Finnish sites and Finnish IP addresses from international sites

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REACH: Klikki ASX & TNS metrix

KLIKKI ASX• With over 5 000 000 unique visitors per

week Klikki ASX is the largest “site” in Finland

• Over 1 600 000 more unique visitors compared to next site

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KLIKKI ASX: REACH – BENEFIT FOR THE ADVETISER

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

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KLIKKI ASX: OUR APPROACH – AUDIENCE

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

AUDIENCE: AUDIENCE & REACH

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

AUDIENCE & REACH

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

AUDIENCE: BASIC TARGETING OPTIONS

Where users are and in what time? What users have done previously?

B-to-B (IP addresses)

RemarketingCPA tracking

(Behavioral targeting (Intent))

Academic (IP addresses)

Geo (country, region & city)

Time (e.g. 8 – 11 am)

Browser (IE, Safari or Chrome)

Broadband (Sonera, DNA or Elisa)

OS (Windows, Linux…)

Vertical (for example Animals Pets Pet food and supplies)Content (forums, social networks, video-sharing pages…)

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nugg.ad et selskab i Deutsche Post DHL koncernen

AUDIENCE: BEHAVIORAL TARGETING 1.0

AUDIENCE: BRANDING & AUDIENCE

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

BRANDING & AUDIENCE

nugg.ad et selskab i Deutsche Post DHL koncernen

AUDIENCE: BEHAVIORAL TARGETING 2.0

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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK

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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK

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KLIKKI ASX: AUDIENCE – BENEFIT FOR THE ADVERTISER

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

Extremely specific & accurate target groups

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KLIKKI ASX: OUR APPROACH – PRICING

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

Extremely specific & accurate target groups

PRICING: AUDIENCE & REACH

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

AUDIENCE & REACH

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

[CAMPAIGN]

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PRICING: AUDIENCE & REACH [CAMPAIGN]

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PRICING: AUDIENCE & REACH; PRICING MODELS

GENERAL FACTS:• Agreed fixed CPC –price• Klikki takes media risk

NEEDED SPECS:• CPC –price• Amount of clicks• Campaign period• Basic targeting options

and/or BT 1.0.

SPECS:• CPC price: 1,2 euros• Clicks: 4200• Campaign price: 5 040 euros• Campaign period: 4.4. – 30.4.• Targeting: Car related sites

category, Tampere & Turku area

FIXED CPC -MODEL EXAMPLE

[CAMPAIGN]

AUDIENCE: BRANDING & AUDIENCE

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

BRANDING & AUDIENCE

[CAMPAIGN]

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PRICING: AUDIENCE & REACH [CAMPAIGN]

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PRICING: BRANDING & AUDIENCE - PRICING MODELS

GENERAL FACTS:• Agreed fixed CPM –price• Klikki takes media risk

NEEDED SPECS:• CPC –price• Amount of clicks• Campaign period• Possible targeting needs

SPECS:• CPM price: 3,9 euros

• 15 %• 15 %

• CPM price: 2,8 euros• Impressions: 2 500 000• Campaign price: 7 500 euros• Campaign period: 4.4. – 30.4.• Targeting: Car buying intent,

males 40 - 59, high education & income

FIXED CPM -MODEL EXAMPLE

[CAMPAIGN]

PRICING: BRANDING, AUDIENCE & REACH

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

BRANDING, AUDIENCE &

REACH

[ONGOING]

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PRICING: DEMAND & SUPPLY

• Real-Time Bidding (RTB)

• Vickrey auction model• Price in Euros• Quantity in impressions CPM -pricing

[ONGOING]

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PRICING: BRAND, AUDIENCE & REACH - PRICING MODELS

GENERAL FACTS:• Agreed monthly budgets• Commission percentage,

hourly rate or KPIs

GENERAL FACTS:• Agreed set up price• Setting up an account and

trafficing the banners

NEEDED SPECS:• Monthly budgets• Products / Campaign types• Targeting needed• Remarketing and CPA tracker

implemented and timeframes determined

• Goals…

NEEDED SPECS:• Monthly budgets• Products• Monthly specific specs• Targeting needed• Goals…

SETUP FEE ONGOING FEE

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KLIKKI ASX: PRICING – BENEFIT FOR THE ADVERTISER

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

Extremely specific & accurate target groups

Klikki media risk or always pay the market price

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KLIKKI ASX: OUR APPROACH - ONE INTERFACE

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

Extremely specific & accurate target groups

Klikki media risk or always pay the market price

ONE INTERFACE: AUDIENCE & REACH

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

AUDIENCE & REACH

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

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ONE INTERFACE: AUDIENCE & REACH - SETUP & OPTIMIZATION

• One point of access to all inventory

• One optimization platform• Global frequency cap• Global cookies

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ONE INTERFACE: AUDIENCE & REACH - REPORTING

ONE INTERFACE: BRANDING & AUDIENCE

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AwerenessInterestLoyalty

Acceptance

AwerenessInterest

Collecting marketing dataTrafficEventSales

Collecting marketing dataTrafficActionSales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

Fixed pricePremium CPM-price

CPM-price

CPC-priceCPA-priceCPO-price

BRANDING & AUDIENCE

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ONE INTERFACE: BRANDING & AUDIENCE - SETUP & OPTIMIZATION

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ONE INTERFACE: BRANDING & AUDIENCE - REPORTING

RECALL

LIKEABILITY

PURCHASE INTENTATION

Branding optimizer has an effect on all three branding goals!

Control Group = 764; Test Group = 1695, Branding opt. = 1105

Brand Awareness Brand Sympathy Purchase Intention0%

10%

20%

30%

40%

50%

60%

16%12%

30%

16%

10%

31%34%

22%

43%

Control survey, RON survey and Branding optimizer survey results

Control Group Pretest (no CampaignContact) Test Group (CampaignContact)Branding opt. total

ONE INTERFACE: BRANDING & AUDIENCE - REPORTING

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KLIKKI ASX: OUR APPROACH

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

Extremely specific & accurate target groups

Klikki media risk or always pay the market price

One access point and reporting based on

campaign goals

KIITOS!

JUKKA SUNDQUIST

HEAD OF DISPLAY

KLIKKICOM OY

JUKKA.SUNDQUIST@KLIKKI.COM

+358 (0)40 587 4128

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