The	  future	  is	  digital	  branding	  
Stephan	  Noller	  	  Ø 	  Founder	  and	  CEO	  nugg.ad	  (2006)	  	  Ø 	  Chairman	  of	  Policy	  Commi@ee	  IAB	  Eu...
nugg.ad	  |	  facts	  280 m                                12,000                                    Profile requests per ...
BT	  1.0	  
PredicLve	  Behavioural	  TargeLng	  
Strategic	  Relevance	  of	  TargeLng	                                         Targeting                                  ...
A	  global	  soluLon	  X	  Publisher	  
Clients	  D– A -CH            International
Vision	  1997:	  mass-­‐customisaLon	  of	  media	                      Mass-­‐Media	                        Reach	       ...
Status	  Quo	                 	                 	  „Digital media is currently used primarily as a direct response  medium...
The	  truth	      A recent study reveals:Only 16 % of users click on ads!
PredicLve	  Behavioural	  TargeLng	                            	          „Digital marketing is at the        edge of the ...
But how?
PlaVorm	  to	  support	  the	  brand	                             communicaLon	  of	  the	  future	                       ...
Brand	  Performance	  PlaYorm	  AdverLser	     AdverLser	      AdverLser	   Agency	        Agency	               Agency	  ...
Standardised	  Brand	  Effect	  Measurement	                       •  Three simple questions:                        Do you...
Brand	  Metrics	  measured...	                         brand                     sympathy 	                   Measurement ...
Branding	  OpLmiser	   Campaign	  targeted	                 Surveys	  to	      User	  types	  and	  contact	  classes	  wi...
Branding	  campaign	  L‘oréal	  Ø  through the Open Targeting Platform, nugg.ad and Zed digital ran       the first cross...
Branding	  campaign	  L‘oréal	  –    Results:
Nugg.ad	  Open	  TargeLng	             PlaYorm	                    	  The	  supply	  side	  revolu>on	  
Open	  TargeLng	  PlaYorm	  	                       nugg.ad	  -­‐	  Open	  Targe/ng	  Pla1orm	                            ...
Combined	  reach	              OPEN TARGETING              PLATFORMPublisher         Publisher	        Publisher	         ...
How	  can	  we	  do	  that?	                    	                    	      nugg.ad offers tools for    audience managemen...
Target	  Group	  Typologies	                                                   	                  Demographics	           ...
QuesLons?	  Commets?	  
Thanks	  a	  lot!	  
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2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimization, Enriching behavioral scoring with brand relevant predictions

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2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimization, Enriching behavioral scoring with brand relevant predictions

  1. 1. The  future  is  digital  branding  
  2. 2. Stephan  Noller    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  
  3. 3. nugg.ad  |  facts  280 m 12,000 Profile requests per second Active profiles (at peak times)40 bnPredictions delivered per 1,000,000 Online surveys successfully month completed 12International markets Privacy certified
  4. 4. BT  1.0  
  5. 5. PredicLve  Behavioural  TargeLng  
  6. 6. Strategic  Relevance  of  TargeLng   Targeting Language Behavioral Technical based Targeting Targeting Targeting Browser, Operating Image User Series, Predictive Declared System, Time, Date, Keyword Contextual Re- Behavioral Geo/Regio Frequency Advertising Advertising Targeting InformationBandwitdh, Targeting Capping Targeting Provider
  7. 7. A  global  soluLon  X  Publisher  
  8. 8. Clients  D– A -CH International
  9. 9. Vision  1997:  mass-­‐customisaLon  of  media   Mass-­‐Media   Reach   Direct   Response InteracLve   Media   Direct   One-­‐To-­‐One  Response IndividualisaLon
  10. 10. Status  Quo      „Digital media is currently used primarily as a direct response medium. There is an almostubiquitous faith in CTR and CPx“
  11. 11. The  truth   A recent study reveals:Only 16 % of users click on ads!
  12. 12. 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.“      
  13. 13. But how?
  14. 14. PlaVorm  to  support  the  brand   communicaLon  of  the  future   Market  Target  Groups   Ad  Material   Research   Reach   GRP-­‐Packages   Streaming   Awareness&  Recall  
  15. 15. Brand  Performance  PlaYorm  AdverLser   AdverLser   AdverLser   Agency   Agency   Agency   AdverLser   AdverLser   ü  GRPs  with  net  reach  and   Profile   B   contact  corridor   Provider   ü  Brand  Performance  Dashboard   Profile   ü  Profile  Clearing   Provider   P   P   Media   Media   Media   Media   Media  
  16. 16. 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
  17. 17. Brand  Metrics  measured...   brand sympathy   Measurement of brand performance   brand purchaseawareness   intent  
  18. 18. Branding  OpLmiser   Campaign  targeted   Surveys  to   User  types  and  contact  classes  with  at  iniLal  target  group   capture  brand   maximum  effects  used  as  pa@ern   specificaLon   effects   for  the  predicLon  
  19. 19. Branding  campaign  L‘oréal  Ø  through the Open Targeting Platform, nugg.ad and Zed digital ran the first cross-publisher moving image campaignØ  delivered a volume of 5.4 million video adimpressions on leading German publishers for video-contentØ  realisation included contact-class optimisation and Brand Engagement Measurement  
  20. 20. Branding  campaign  L‘oréal  –  Results:
  21. 21. Nugg.ad  Open  TargeLng   PlaYorm    The  supply  side  revolu>on  
  22. 22. 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    
  23. 23. Combined  reach   OPEN TARGETING PLATFORMPublisher Publisher   Publisher   •  combined reach: A B C •  6.900.000 reach: reach:     Reach:  3.000.000 2.000.000  4.000.000
  24. 24. How  can  we  do  that?       nugg.ad offers tools for audience management, brand measurement as well as brand optimisation      
  25. 25. Target  Group  Typologies     Demographics   Based on predictive behavioural targeting, we can create specificAdver/ser   Topics   target group patterns by Specific   affini/es   combining several characteristics to provide new typologies. media   Nielsen   consum   usage   Profiles   Milieus  
  26. 26. QuesLons?  Commets?  
  27. 27. Thanks  a  lot!  
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