Ekstra Bladet - nugg.ad Case Study @ Interact
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Ekstra Bladet - nugg.ad Case Study @ Interact Presentation Transcript

  • 1. EKSTRA BLADET NETSALG D Predictive Behavioral Targeting at ekstrabladet.dk ekstrabladet dk
  • 2. Introduction EKSTRA BLAD Maria Voigt Project Manager – ekstrabladet.dk DET NETSALG Marketing Research Department Predictive Targeting Evaluation Project Advertising Method Expert Stephan Noller Managing Director – nugg.ad Founded nugg.ad in 2006 Profound experience in data analysis at TNS Group (Emnid, Infratest) at industry association AGOF
  • 3. Introduction to ekstrabladet.dk EKSTRA BLAD Part of the media concern JP/Politikens Hus DET NETSALG Largest news site in Denmark The site: Breaking news User profile In comparison Ekstra Bladet is like: Aftonbladet, Sweden VG, N VG Norway Bild, Germany The Sun, UK
  • 4. The Danish Market EKSTRA BLADET NETSALG D 90% of the Danish population p p have internet access. Danish internet population 4 million real users 3 billion page impressions
  • 5. Challenges EKSTRA BLAD Demands for: DET NETSALG Better results (more clicks, more sales) Documented pay-off Is targeting the solution? Ekstra Bladet tested two campaigns using Predictive Behavioral Targeting (PBT) from nugg.ad
  • 6. Predictive Behavioral Targeting (1/3) EKSTRA BLAD Jim | Jane | Tom Tim ekstrabladet.dk/news 1 2 1 1 DET NETSALG Content Channels ekstrabladet.dk/people 3 1 3 3 (Measured) ekstrabladet.dk/sport 0 2 3 3 ekstrabladet.dk/tech 2 1 2 2 Step 1: Click Measurement (all Users)
  • 7. Predictive Behavioral Targeting (2/3) EKSTRA BLAD Jim | Jane | Tom Tim ekstrabladet.dk/news 1 2 1 1 DET NETSALG Content Channels ekstrabladet.dk/people 3 1 3 3 (Measured) ekstrabladet.dk/sport 0 2 3 3 ekstrabladet.dk/tech 2 1 2 2 Demography Gender 0 1 0 (Survey) Age 3 3 Product Interests Body Care 2 4 2 (Survey) Food 0 1 2 Psychography (Survey) Trendsetter 0 2 2 Step 2: Online Survey (Sample)
  • 8. Predictive Behavioral Targeting (3/3) EKSTRA BLAD Jim | Jane | Tom Tim ekstrabladet.dk/news 1 2 1 1 DET NETSALG Content Channels ekstrabladet.dk/people 3 1 3 3 (Measured) ekstrabladet.dk/sport 0 2 3 3 ekstrabladet.dk/tech 2 1 2 2 Demography Gender 0 1 0 0 (Survey) Age 3 3 3 Product Interests Body Care 2 4 2 2 (Survey) Food 0 1 2 2 Psychography (Survey) Trendsetter 0 2 2 2 Step 3a: Search for Tims nearest statistical twin p Step 3b: Tim inherits missing values from his “twin” Tom
  • 9. Case Study – FDM Travels EKSTRA BLAD Campaign: weekend holidays Ca pa g ee e d o days DET NETSALG Aim: sales/purchases Creatives:
  • 10. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 150 136 no PBT C 100 PBT 100 50 0 Holidays Day 1‐2
  • 11. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 150 136 no PBT C 100 100 PBT 100 93 50 0 Holidays Plane or Train Tickets Day 1‐2 Day 3‐4
  • 12. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 155 150 136 no PBT C 100 100 100 PBT 100 93 50 0 Holidays Plane or Train Household income Tickets >54.000€ AND (Holidays OR Plane or Train Tickets) Day 1‐2 Day 3‐4 Day 5‐6
  • 13. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 155 150 136 no PBT C 106 PBT 100 100 100 100 100 93 50 0 Holidays Plane or Train Household income Household income Tickets >54.000€ AND >54.000€ (Holidays OR Plane or Train Tickets) Day 1‐2 Day 3‐4 Day 5‐6 Day 7‐8
  • 14. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 183 R 155 150 136 no PBT C 106 PBT 100 100 100 100 100 100 93 50 0 Holidays Plane or Train Household income Household income Women Tickets >54.000€ AND >54.000€ (Holidays OR Plane or Train Tickets) Day 1‐2 Day 3‐4 Day 5‐6 Day 7‐8 Day 9‐10
  • 15. Case Study – FDM Travels EKSTRA BLAD 300 280 DET NETSALG 250 Index Click Through Rate 200 183 R 155 150 136 no PBT C 106 PBT 100 100 100 100 100 100 100 93 50 0 Holidays Plane or Train Household income Household income Women Holiday AND Tickets >54.000€ AND >54.000€ Household Income (Holidays OR Plane >54.000€ AND or Train Tickets) Women Day 1‐2 Day 3‐4 Day 5‐6 Day 7‐8 Day 9‐10 Day 11‐12
  • 16. FDM Travels: Conversion Rates/Online Sales EKSTRA BLAD Not only click through rates increased. Also sales, which was the aim of the campaign, did. DET NETSALG 300 275 250 200 Index Conversion Rate e no PBT 150 PBT C 100 100 50 0
  • 17. Case Study – DFDS Seaways EKSTRA BLAD Campaign: Rockcruise competition DET NETSALG Aim: Click Through Rate Creatives:
  • 18. Case Study – DFDS Seaways EKSTRA BLAD 300 DET NETSALG 247 250 239 200 145 150 125 no PBT 118 PBT 100 100 100 100 96 100 100 100 50 0 Top Article Top Article Top Article Couples 30-49 20-29
  • 19. EKSTRA BLAD Overall Findings Predictive Behavioral Targeting achieves much better results than ordinary campaigns DET NETSALG Creatives and target group must be harmonized Targeting criteria m st be combined smartl must smartly Targeting helps the advertiser redefine/optimize the target group Publisher can offer the advertisers a better product with optimized inventory
  • 20. Questions? EKSTRA BLADET NETSALG D