The Future is Digital Branding - Tomasz Teodorczyk

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"The Future is Digital Branding" - Prezentare sustinuta de Tomasz Teodorczyk Sales Director CEE NuggAd in cadrul IAB Forum Romania - 5 Oct 2011

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The Future is Digital Branding - Tomasz Teodorczyk

  1. 1. The future is digital branding!nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  2. 2. Who we are? Sales Director CEE (2007)nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  3. 3. nugg.ad | Facts 280 m 12,000 Profile requests per second Active profiles (at peak times) 40 bn Predictions delivered per 1,000,000 Online surveys successfully month completed 12 International markets Privacy certifiednugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  4. 4. Our clients (Selection)nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  5. 5. nugg.ad| BT 1.0nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  6. 6. nugg.ad| Predictive Behavioural Targetingnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  7. 7. nugg.ad| Strategic Relevance of Targeting Targeting Language Behavioral Technical based Targeting Targeting Targeting Browser, Op Image User erating Predictive Time, Date, Series, Fre Keyword Contextual Re- Declared System, Ban Behavioral Geo/Regio quency Advertising Advertising Targeting Information dwitdh, Pro Targeting Capping Targeting vidernugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  8. 8. nugg.ad | A global solutionnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  9. 9. The future is Digital brandingnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  10. 10. Vision 1997: mass-customization of media Mass-Media Reach Direct Response Interactive Media Direct One-To-One Response Individualisation
  11. 11. Status Quo „Digital media is currently used primarily as a direct response medium. There is an almost ubiquitous faith in CTR“nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  12. 12. The truth A recent study reveals: Only 16% of users click on ads!nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  13. 13. Thesis „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.“nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  14. 14. Enabler |Platform to support the brand communiction of the future Market Target Groups Ad Material Research Reach GRP - Packages Streaming Awareness & Recallnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  15. 15. Enabler|Branding Campaign Structure 2.0 Brand Engagement Platform Social Media Cooperation Promotions Sales Houses Homepage Activities Content Agencies Platform Platform Defined reach and frequency within target group Brand Performance Platform
  16. 16. nugg.ad | Brand Performance Platform Advertiser Advertiser Advertiser Agency Agency Agency Advertiser Advertiser  GRPs with net reach and Profile B contact corridor Provider  Brand Performance Dashboard Profile  Profile Clearing Provider P P Media Media Media Media Media
  17. 17. How can we do that? nugg.ad offers tools for audience management, brand measurement as well as brand optimisationnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  18. 18. Target Group Typologies Demographics Based on predictive behavioural targeting, we can create specific Advertiser Topics target group patterns by combining Specific affinities several characteristics to provide new typologies. Media Nielsen usage Profiles Milieusnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  19. 19. 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 classesnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  20. 20. Brand Metrics measured … brand sympathy Measurement of brand performance brand purchase awareness intentnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  21. 21. nugg.ad | Branding Optimiser Campaign targeted Surveys to User types and contact classes at initial target capture brand with maximum effects used as group specification effects pattern for the predictionnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  22. 22. nugg.ad| Frequency Targeting nugg.ad Open Targeting Platformnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  23. 23. nugg.ad | Open Targeting Platform Based on the positioning as a Business Enabler, nugg.ad provides a platform for a seamless integration of any kind of partners into the game of digital target group services, the nugg.ad - Open Targeting Platform This platform has been officially launched in Q2/2010 after extensive testing and fine tuning with several market partners.nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  24. 24. nugg.ad | Combined reach OPEN TARGETING PLATFORM Publisher Publisher Publisher combined reach: A B C 6.900.000 reach: reach: Reach: 3.000.000 2.000.000 4.000.000nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  25. 25. nugg.ad | Branding campaign L’ORÉAL  through the Open Targeting Platform, nugg.ad and Zed digital ran the first cross-publisher moving image campaign  delivered a volume of 5.4 million video adimpressions on leading German publishers for video-content  realisation included contact-class optimisation and Brand Engagement Measurementnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  26. 26. nugg.ad | Branding campaign L’ORÉAL Results:nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  27. 27. Questions ? Comments ?nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  28. 28. Thanks a lot !nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
  29. 29. nugg.ad| Offices & Contacts Paris Berlin London Warsaw Tomasz Teodorczyk Sales Director CEE tomasz.teodorczyk@nugg.ad Tel. +48 601 897 639 Company Investors Board of Directors 40 Employees Ingo Bohlken • Focus on consultation and development Since 2010 nugg.ad is a • Deutsche Post DHL company of Deutsche Post DHL Dirk Freytag Predictive Behavioural Targeting = market • Managing Director Research plus Analysis • Measurement of surfing behaviour (clicks) • ADTECH GmbH • Demographic surveying of website visitors • Analysis & delivery of complete profilesnugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com

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