The end of the world

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Thomas Schnoor's presentation about the end of the display world as we know it.

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The end of the world

  1. 1. THE END OF THE WORLD ASWE KNOW IT- The portrait of a conflict…Thomas Schnoor – MD nugg.ad nordic
  2. 2. TABLE OF CONTENTI. INTRODUCTIONII. THE PAST – COUNTING CLICKSIII. THE FUTURE – BRAND PERFORMANCEIV. DOES IT REALLY WORK? – MEDIA CASES
  3. 3. I. INTRODUCTION
  4. 4. ABOUT nugg.adFounded in 2006 by Ex TNS directorsSince 2010 a company of Deutsche Post DHL nugg.ad developed the first real-time Predictive Behavioural Targeting solution Employees primarily from TNS & AC Nielsen Thomas Schnoor former TNS Gallup Director
  5. 5. WE ARE EUROPE„S LARGESTTARGETING PLATFORM: nugg.ad ist ein Unternehmen von Deutsche Post DHL
  6. 6. Predictive Behavioural Targeting
  7. 7. nugg.ad | Real Target groupsBehavioural profile Predicted profile by nugg.ad News Sex Health Sport Age 20 - 29 Travel Finance Number of persons in household Finance Travel Education level Cars Sport Cars Decisionmaker Real Estate Personal care Real estate Business travel FMCG products Health Children in household Personal income Title Impulse buyers Early adopters
  8. 8. TRENDANALYSIS 2012Top 350 advertisers in DenmarkFigures in the columns represents how many advertisers that previously used the platforms.Last column represents the proportion who expects to use in 2012. Used in 2010 Used in 2011 Plan to use in 2012Online marketing 90% 97% 97%Paid search 70% 78% 84%Display advertising 82% 83% 82%Social media (Facebook etc) 54% 67% 78%(Predictive) Behavioural targeting 52% 76%TV 81% 76% 72%Nationwide newspapers 76% 79% 69%Below-the-line aktiviteter 66% 64% 64%Magazins, eg monthly etc. 68% 67% 63%Mobile marketing 26% 36% 63%Source: Trendanalysen 2012, TNS Gallup, Mindshare
  9. 9. II. THE PAST – COUNTINGCLICKS
  10. 10. VISION IN THE EARLY DAYS:MASS-CUSTOMIZATION OF MEDIA Interactive Media
  11. 11. VISION IN THE EARLY DAYS:MASS-CUSTOMIZATION OF MEDIA Mass Media Reach Interactive Media
  12. 12. VISION IN THE EARLY DAYS:MASS-CUSTOMIZATION OF MEDIA Mass Media Reach Interactive Media 1-to-1 Individuali- sation
  13. 13. VISION IN THE EARLY DAYS:MASS-CUSTOMIZATION OF MEDIA(IN AN IDEAL WORLD) Mass Media Reach Interactive Media 1-to-1 Direct Individuali- Response sation
  14. 14. VISION IN THE EARLY DAYS:MASS-CUSTOMIZATION OF MEDIA Mass-Media Reach Direct Interactive Media Response 1-to-1 Direct Individuali- Response sation
  15. 15. CURRENT STATUS Advertisers only believe in CTR and Conversions and prefer response oriented campaigns. Decreasing clickrates
  16. 16. LIGHT AT THE END OF THE TUNNEL 60% of agencies cite brand recall and intent to purchase as the most important measures of online success. Collective: ”Digital Advertising 2011: A Portrait of Conflict”
  17. 17. IT SEEMS LIKE TIME„S UP FOR ONLYCOUNTING CLICKS.
  18. 18. CURRENTSTATUS FMCG advertisers started to discover the potential of online branding campaigns. Online- video advertising budgets have increased 100% year on year. Financial Times, 2011
  19. 19. WEHAVE TO TAKEACCOUNT OF THE„MENTAL CLICK“.
  20. 20. III. THE FUTURE – BRANDPERFORMANCE
  21. 21. DIGITAL BRANDING CAMPAIGNS traditional digital Branding Direct- Marketing
  22. 22. THE NEXT EVOLUTION INDIGITAL MARKETING Makes little sense to apply direct marketing mechanisms on branding campaigns. We need to apply classical branding mechanisms in the digital world.
  23. 23. What are important for advertisers in Print and TV…• Specific targetgroup• High reach• Predefined frequency• Measurable brand impact• High quality environment nugg.ad et selskab i Deutsche Post DHL koncernen
  24. 24. IV:BRANDINGSOLUTIONS
  25. 25. BRANDING METRICS – just like TV & Print 49% Product: L’Oréal Excell 10 33% BRAND AWARENESS +50%without campaign contact with campaign contact
  26. 26. …AND WHAT ARE ADVERTISERS DOINGRIGHT NOW? comScore, 2012
  27. 27. HOW CAN WE ACHIEVE LARGE-SCALE REACH– COMPARABLE WITH TV?
  28. 28. TV budgets and Branding metricsdepends on…• Precise targetgroup definition• High reach & frequency in quality networks (ability to control the frequency corridor)• An integrated platform which can report uplifts in branding metrics
  29. 29. Microsoft, AOL, And Yahoo Announce Huge Ad-Selling PartnershipMicrosoft, AOL, and Yahoo have agreed to begin selling remnant, or "classtwo," inventory on each others sites, Peter Kafka reports."The theory," says Kafka, "is that if, say, AOL has a big order for a certain kindof ad impressions, it will fill it with its own inventory as well as what’s availablefrom Microsoft and Yahoo.“The companies will split the revenues on any sales made this way.The goal: win back some of the ad dollars flowing to adnetworks, Facebook, and Google.Source: http://www.businessinsider.com/microsoft-aol-and-yahoo-announce-huge-ad-selling-partnership
  30. 30. Same trend in Denmark & FinlandPBT Network: EkstraBladet, eBay Classified, Bilbasen, BT, sporten.dk, kino.dk,Onside.dk, lokalavisen.dk, TV3 Viasat, SBS TV (kanal 4,5 & 6) and Borsen.dkPBT Plus Network: Berlingske.dk, Jyllands-Posten.dk, Politiken.dk, Business.dk,epn.dk etc.Jubii PBT Network: Jubii, Lauritz.com, Yahoo.dk, CPH.dk, Pricerunner.dk, DMI.dk,Kogebogen.dk, Proinvestor, Yahoo, Momondo, Proinvestor etc.Klikki PBT NetworkOther PBT networks will approach the market shortly…These “networks” have realised that it is impossible to fight Facebook, and Googlealone and expands their commercial reach and value proposition by selling PBTadvertising in the networks
  31. 31. BRANDING SOLUTIONS
  32. 32. VI. DOES IT REALLYWORK? + Media CASE
  33. 33. OTHER CASES
  34. 34. CASE STUDY: BRAND ENGAGEMENT MEASURE-MENT & CONTACT CLASS MANAGEMENTGoal: Increase brand awareness of Garnier “Pure Active“Campaign: 3 weeks | 6,8 mio. pre-roll video adsTargetgroup: Men, 14-29 years, brand engagement measurement, contact class managementResults: Brand awareness uplift +41%
  35. 35. CASE STUDY: BRANDING OPTIMISER Purchase intention for ROYAL CANIN AGEING +12Goal: Increase purchase intention for the product “AGEING +12“Campaign: 4 weeks, AdBundle in RONProduct: Branding OptimiserResults: Purchase intention uplift +84%
  36. 36. CASE STUDY: BRANDING OPTIMISERGoal: Increasing brand awareness for the Chevrolet OrlandoCampaign: 8 weeks, MR, superbanner, skyscraper, banderole adsTargetgroup: Men, 30-59 years, with children younger than14 yrsResult: Brand awareness uplift for the model Orlando +50%
  37. 37. MANY MAJOR TV ADVERTISERS DO ALREADYIMPROVE THEIR BRAND IMPACT WITH nugg.ad
  38. 38. NUGG.AD COOPERATE WITH MEDIA AGENCIES
  39. 39. Coop between agencies and Media MEDIA PUBLISHERS/ AGENCIES AD NETWORKS
  40. 40. FINALLY THERE IS ONE MORE REALLYIMPORTANT ISSUE FOR US & MOREIMPORTANTLY FOR OUR PARTNERS.
  41. 41. EU commision European Privacy Seal – nugg.ad is one of only 18 companies nugg.ad et selskab i Deutsche Post DHL koncernen
  42. 42. Nugg.ads role in the political landscape

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