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EUROPE‘S AUDIENCE EXPERTS.

Interact Berlin 2015 / Martin Hubert / CEO nugg.ad 


WHY SMART DATA SHAKES UP DIGITAL ADVERTI...
DATA IS IN THE CENTER OF DIGITAL ADVERTISING. 

of all companies confirm that data is very important
or essential for their...
BRAVE NEW DATA WORLD!
BRAVE NEW DATA WORLD! BUT ...


Online „data silos“ are widely spread.



Especially on programmatic platforms, available ...
THE DATA-DRIVEN EVOLUTION SHAKES UP DIGITAL ADVERTISING.

Contextual
Data
Predictive
Data
Integrated 
Smart Data
Factual
D...
SMART DATA BRIDGING THE GAP BETWEEN BRAND & PERFORMANCE.
INTEGRATED SMART DATA ALONG THE USER JOURNEY.

Initial
Consideration
Purchase
Evaluation Phase
Loyalty 
Loop
INTEGRATED SMART DATA ALONG THE USER JOURNEY.

Factual
Intent Data
Initial
Consideration
Branding Segments
& Target Groups...
INTEGRATED SMART DATA ALONG THE USER JOURNEY.

Factual
Intent Data
Initial
Consideration
Branding Segments
& Target Groups...
SMART TECHNOLOGY WITH TRUE REAL-TIME CAPABILITIES.

Especially for programmatic
advertising, data needs to be
collected, a...
SMART DATA PROVIDES ADVANCED TARGET GROUP TYPOLOGIES. 

+ INTELLIGENT
COMBINATION
OF VARIOUS SEGMENTS
(E.G. FACTUAL & 
PRE...
SMART TECHNOLOGY DISSOLVES DATA SILOS.

VIDEO
DISPLAY
MOBILE
PROGRAMMATIC / RTB
OFFLINE / CROSS-MEDIA
CMS OR SHOP SYSTEM
W...
SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.

Which audience 
do you reach?
How often?
With which level
of impac...
CAMPAIGN DATA
BRAND IMPACT
AD EXPOSURE
TARGET GROUP / BRAND INSIGHTS
SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY...
BRAND 
AWARENESS
+ 35 %
TARGET 
GROUP SHARE
+ 95 %
PURCHASE
INTENTION
+ 49 %
nugg.ad CASE STUDIES
COST PER
LEAD
– 27 %
BRA...
BUT: 

TECHNOLOGY IS NOT THE ONLY THING THAT MATTERS
IN DATA-DRIVEN ADVERTISING.
MANY PLAYERS IN THE MARKET APPEAR TO BE LOST IN DATA.

Which data is usefull ?
 Data costs ?
Overall data strategy ?
Data ...
QUANTITY: Target group reach is essential – especially for brand advertising
GRANULARITY & QUALITY: Precision matters & de...
CURRENT DEVELOPMENT: PROGRAMMATIC PUBLISHER ALLIANCES
WITH AN ADVANCED DATA OFFERING 

Premium
Publishers
Network
•  Leading provider of multichannel audience targeting,
smart data management and branding technology
•  Award winning dat...
1,000,000 
max. analysed data
points per second 
40 Bn.
predictions per month
EUROPE‘S 
AUDIENCE
EXPERTS
twitter.com/nugga...
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Interact 2015, Martin Hubert - nugg.ad

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"Why smart data shakes up digital advertising ?"

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Interact 2015, Martin Hubert - nugg.ad

  1. 1. EUROPE‘S AUDIENCE EXPERTS. Interact Berlin 2015 / Martin Hubert / CEO nugg.ad WHY SMART DATA SHAKES UP DIGITAL ADVERTISING.
  2. 2. DATA IS IN THE CENTER OF DIGITAL ADVERTISING. of all companies confirm that data is very important or essential for their marketing & advertising efforts. > 80 % > 90 % of all companies think data will be more / substantially important in the future. Winterberry Group / GlobalDMA 2014
  3. 3. BRAVE NEW DATA WORLD!
  4. 4. BRAVE NEW DATA WORLD! BUT ... Online „data silos“ are widely spread. Especially on programmatic platforms, available data segments don‘t match the real need of the demand side. Companies / publishers tend to collect „all data available“ – rather than building up truly relevant data sets. Typical problems & obstacles in data-driven advertising:
  5. 5. THE DATA-DRIVEN EVOLUTION SHAKES UP DIGITAL ADVERTISING. Contextual Data Predictive Data Integrated Smart Data Factual Data
  6. 6. SMART DATA BRIDGING THE GAP BETWEEN BRAND & PERFORMANCE.
  7. 7. INTEGRATED SMART DATA ALONG THE USER JOURNEY. Initial Consideration Purchase Evaluation Phase Loyalty Loop
  8. 8. INTEGRATED SMART DATA ALONG THE USER JOURNEY. Factual Intent Data Initial Consideration Branding Segments & Target Groups Product Interest Data Modelling Potential Buyers Purchase CRM Data (Opt-In)
  9. 9. INTEGRATED SMART DATA ALONG THE USER JOURNEY. Factual Intent Data Initial Consideration Branding Segments & Target Groups Product Interest Data Modelling Potential Buyers Purchase CRM Data (Opt-In) REQUIREMENT: INTEGRATED PROGRAMMATIC ADVERTISING NEEDS ADVANCED TECHNOLOGY, KPIs & AUDIENCE CENTRIC THINKING.
  10. 10. SMART TECHNOLOGY WITH TRUE REAL-TIME CAPABILITIES. Especially for programmatic advertising, data needs to be collected, analysed, computed & evaluated in real-time. Example: nugg.ad real-time system analyses 1.000.000 data points per sec.
  11. 11. SMART DATA PROVIDES ADVANCED TARGET GROUP TYPOLOGIES. + INTELLIGENT COMBINATION OF VARIOUS SEGMENTS (E.G. FACTUAL & PREDICTIVE DATA)
  12. 12. SMART TECHNOLOGY DISSOLVES DATA SILOS. VIDEO DISPLAY MOBILE PROGRAMMATIC / RTB OFFLINE / CROSS-MEDIA CMS OR SHOP SYSTEM WEB ANALYTICS
  13. 13. SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY. Which audience do you reach? How often? With which level of impact?
  14. 14. CAMPAIGN DATA BRAND IMPACT AD EXPOSURE TARGET GROUP / BRAND INSIGHTS SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.
  15. 15. BRAND AWARENESS + 35 % TARGET GROUP SHARE + 95 % PURCHASE INTENTION + 49 % nugg.ad CASE STUDIES COST PER LEAD – 27 % BRAND AFFINITY + 38 % SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.
  16. 16. BUT: TECHNOLOGY IS NOT THE ONLY THING THAT MATTERS IN DATA-DRIVEN ADVERTISING.
  17. 17. MANY PLAYERS IN THE MARKET APPEAR TO BE LOST IN DATA. Which data is usefull ? Data costs ? Overall data strategy ? Data protection & security ? Standardisation vs. Individualisation ?
  18. 18. QUANTITY: Target group reach is essential – especially for brand advertising GRANULARITY & QUALITY: Precision matters & defines effectiveness DIVERSIFICATION: Smart technology helps to cover the entire user journey DATA PROTECTION & SECURITY: Regulation & market requirements need to be implemented RELEVANCE: Which data segments are truly relevant & demanded? KEY QUESTIONS TO CREATE A SMART, AUDIENCE CENTRIC STRATEGY.
  19. 19. CURRENT DEVELOPMENT: PROGRAMMATIC PUBLISHER ALLIANCES WITH AN ADVANCED DATA OFFERING Premium Publishers Network
  20. 20. •  Leading provider of multichannel audience targeting, smart data management and branding technology •  Award winning data protection technology •  A company of Deutsche Post DHL Group since 2010 •  Many offices across Europe (Berlin, Copenhagen, Cologne, Paris, Hamburg, Oslo, Stockholm, Milan, Warsaw etc.) nugg.ad – EUROPE‘S AUDIENCE EXPERTS
  21. 21. 1,000,000 max. analysed data points per second 40 Bn. predictions per month EUROPE‘S AUDIENCE EXPERTS twitter.com/nuggad facebook.com/nuggad linkedin.com www.nugg.ad MANY THANKS!

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