KliKKi ASX - Predictive behavioral targeting

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KliKKi ASX - Predictive behavioral targeting

  1. 1. KLIKKICOM --------KLIKKI ASX; OUR APPROACH
  2. 2. TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / BRANDINGLoyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data AUDIENCE Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price REACH Action Sales Tactical campaigns2012-04-16 2
  3. 3. NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 3
  4. 4. KLIKKI ASX: OUR APPROACH – IN GENERAL PRICING AUDIENCE REACH ONE INTERFACE2012-04-16 4
  5. 5. KLIKKI ASX; OUR APPROACH - REACH PRICING AUDIENCE REACH ONE INTERFACE2012-04-16 5
  6. 6. REACH: WHAT IS REAL-TIME BIDDING? TWO DISTINCT LAYERS OFTECHNOLOGY 6
  7. 7. REACH: KliKKi ASX (KliKKi network + exchanges) Over 5 million unique visitors per week Over 75 000 sites Known Finnish sites and Finnish IP addresses from international sites2012-04-16 7
  8. 8. REACH: Klikki ASX & TNS metrix KLIKKI ASX • With over 5 000 000 unique visitors per week Klikki ASX is the largest “site” in Finland • Over 1 600 000 more unique visitors compared to next site2012-04-16 8
  9. 9. KLIKKI ASX: REACH – BENEFIT FOR THE ADVETISER PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 9
  10. 10. KLIKKI ASX: OUR APPROACH – AUDIENCE PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 10
  11. 11. AUDIENCE: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 11
  12. 12. AUDIENCE: BASIC TARGETING OPTIONS Where users are and in what time? What users have done previously? B-to-B (IP addresses) Academic (IP addresses) Geo (country, region & city) Time (e.g. 8 – 11 am) Remarketing Browser (IE, Safari or Chrome) CPA tracking Broadband (Sonera, DNA or Elisa) (Behavioral targeting (Intent)) OS (Windows, Linux…) Vertical (for example Animals  Pets  Pet food and supplies) Content (forums, social networks, video-sharing pages…)2012-04-16 12
  13. 13. AUDIENCE: BEHAVIORAL TARGETING 1.0 nugg.ad et selskab i Deutsche Post DHL koncernen
  14. 14. AUDIENCE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 15
  15. 15. AUDIENCE: BEHAVIORAL TARGETING 2.0 nugg.ad et selskab i Deutsche Post DHL koncernen
  16. 16. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 17
  17. 17. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 18
  18. 18. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 19
  19. 19. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 20
  20. 20. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 21
  21. 21. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 22
  22. 22. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 23
  23. 23. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 24
  24. 24. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 25
  25. 25. KLIKKI ASX: AUDIENCE – BENEFIT FOR THE ADVERTISER Extremely specific & accurate target groups PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 27
  26. 26. KLIKKI ASX: OUR APPROACH – PRICING Extremely specific & accurate target groups PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 28
  27. 27. PRICING: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 29
  28. 28. PRICING: AUDIENCE & REACH2012-04-16 30
  29. 29. PRICING: AUDIENCE & REACH; PRICING MODELS GENERAL FACTS: • Agreed fixed CPC –price SPECS: • Klikki takes media risk • CPC price: 1,2 euros • Clicks: 4200 • Campaign price: 5 040 euros NEEDED SPECS: • Campaign period: 4.4. – 30.4. • CPC –price • Targeting: Car related sites • Amount of clicks category, Tampere & Turku • Campaign period area • Basic targeting options and/or BT 1.0.2012-04-16 31
  30. 30. AUDIENCE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 32
  31. 31. PRICING: AUDIENCE & REACH2012-04-16 33
  32. 32. PRICING: BRANDING & AUDIENCE - PRICING MODELS GENERAL FACTS: SPECS: • Agreed fixed CPM –price • CPM price: 3,9 euros • Klikki takes media risk • 15 % • 15 % • CPM price: 2,8 euros • Impressions: 2 500 000 NEEDED SPECS: • Campaign price: 7 500 euros • CPC –price • Campaign period: 4.4. – 30.4. • Amount of clicks • Targeting: Car buying • Campaign period intent, males 40 - 59, high • Possible targeting needs education & income2012-04-16 34
  33. 33. PRICING: BRANDING, AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price BRANDING, AUDI Interest Collecting marketing data Verticals ENCE & REACHTraffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 35
  34. 34. PRICING: DEMAND & SUPPLY • Real-Time Bidding (RTB) • Vickrey auction model • Price in Euros • Quantity in impressions  CPM -pricing2012-04-16 36
  35. 35. PRICING: BRAND, AUDIENCE & REACH - PRICING MODELS GENERAL FACTS: GENERAL FACTS: • Agreed set up price • Agreed monthly budgets • Setting up an account and • Commission percentage, trafficing the banners hourly rate or KPIs NEEDED SPECS: NEEDED SPECS: • Monthly budgets • Monthly budgets • Products / Campaign types • Targeting needed • Products • Remarketing and CPA tracker • Monthly specific specs implemented and timeframes • Targeting needed determined • Goals… • Goals…2012-04-16 37
  36. 36. KLIKKI ASX: PRICING – BENEFIT FOR THE ADVERTISER Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 38
  37. 37. KLIKKI ASX: OUR APPROACH - ONE INTERFACE Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 39
  38. 38. ONE INTERFACE: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 40
  39. 39. ONE INTERFACE: AUDIENCE & REACH - SETUP & OPTIMIZATION • One point of access to all inventory • One optimization platform • Global frequency cap • Global cookies2012-04-16 41
  40. 40. ONE INTERFACE: AUDIENCE & REACH - REPORTING2012-04-16 42
  41. 41. ONE INTERFACE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 43
  42. 42. ONE INTERFACE: BRANDING & AUDIENCE - SETUP & OPTIMIZATION2012-04-16 44
  43. 43. ONE INTERFACE: BRANDING & AUDIENCE - REPORTING RECALL LIKEABILITY PURCHASE INTENTATION2012-04-16 45
  44. 44. KLIKKI ASX: OUR APPROACH Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH One access point and ONE All Finnish Internet users reporting based on INTERFACE campaign goals2012-04-16 47
  45. 45. KIITOS! JUKKA SUNDQUIST HEAD OF DISPLAY KLIKKICOM OY JUKKA.SUNDQUIST@KLIKKI.COM +358 (0)40 587 41282012-04-16 48

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