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

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

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Behave yourself. Interest based advertising conference.

Behave yourself. Interest based advertising conference.

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

    • The  future  is  digital  branding  
    • 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  
    • 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
    • BT  1.0  
    • PredicLve  Behavioural  TargeLng  
    • 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
    • A  global  soluLon  X  Publisher  
    • Clients  D– A -CH International
    • Vision  1997:  mass-­‐customisaLon  of  media   Mass-­‐Media   Reach   Direct   Response InteracLve   Media   Direct   One-­‐To-­‐One  Response IndividualisaLon
    • Status  Quo      „Digital media is currently used primarily as a direct response medium. There is an almostubiquitous faith in CTR and CPx“
    • The  truth   A recent study reveals:Only 16 % of users click on ads!
    • 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.“      
    • But how?
    • PlaVorm  to  support  the  brand   communicaLon  of  the  future   Market  Target  Groups   Ad  Material   Research   Reach   GRP-­‐Packages   Streaming   Awareness&  Recall  
    • 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  
    • 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
    • Brand  Metrics  measured...   brand sympathy   Measurement of brand performance   brand purchaseawareness   intent  
    • 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  
    • 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  
    • Branding  campaign  L‘oréal  –  Results:
    • Nugg.ad  Open  TargeLng   PlaYorm    The  supply  side  revolu>on  
    • 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    
    • 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
    • How  can  we  do  that?       nugg.ad offers tools for audience management, brand measurement as well as brand optimisation      
    • 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  
    • QuesLons?  Commets?  
    • Thanks  a  lot!