KLIKKICOM     --------KLIKKI ASX; OUR  APPROACH
TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS                                                                       ...
NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS                                                                   ...
KLIKKI ASX; OUR APPROACH – IN GENERAL                         PRICING	            AUDIENCE	                     REACH	    ...
KLIKKI ASX; OUR APPROACH - REACH                         PRICING	            AUDIENCE	                     REACH	         ...
REACH: Google exchanges (Doubleclick & Admeld)                                     Over	  3,5	  million	  unique	  visitor...
REACH: Appnexus (Yahoo & Microsoft exchanges)                                      Over	  4	  million	  unique	  visitors	...
REACH: KliKKi network                                     Over	  2	  million	  unique	  visitors	  per	  week	            ...
REACH: Klikki network, Google, Yahoo & Microsoft exchanges                                       Over	  5	  million	  uniq...
REACH: Klikki ASX & TNS metrix                                                      KLIKKI	  ASX	                         ...
REACH: FINNISH PEOPLE1/20/12                  11
REACH – BENEFIT FOR THE ADVETISER                         PRICING	            AUDIENCE	                       REACH	      ...
KLIKKI ASX; OUR APPROACH - AUDIENCE                         PRICING	            AUDIENCE	                       REACH	    ...
AUDIENCE: BASIC TARGETING OPTIONS Where	  users	  are	  and	  in	  what	  Gme?	                                  What	  us...
AUDIENCE: CLASSIC BEHAVIORAL TARGETINGLIMITATIONS:	  •  No	  socio-­‐demographic	     target	  groups	  •  No	  content	  ...
AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING                                                     nugg.ad et selskab i        ...
AUDIENCE: PREDICTIVE ELEMENT EXPLAINED…                                           ‘Tom’|‘Jane’|‘Jim’     ‘Tim’   ‘Joy’   ‘...
AUDIENCE: PREDICTIVE RETARGETING                                            nugg.ad et selskab i                          ...
AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING; DATAENRICHMENTBehavioural profile                           Predicted profile* ...
AUDIENCE – BENEFIT FOR THE ADVERTISER           Extremely specific &          accurate target groups                      ...
KLIKKI ASX; OUR APPROACH - PRICING           Extremely specific &          accurate target groups                         ...
PRICING: BRANDING                                                                           Fixed price          Brand cam...
PRICING: BRANDING                     PredicGve	  behavioral	  targeGng	  +	  30	  %	  1/20/12                            ...
PRICING: AUDIENCE & REACH                                                                           Fixed price          B...
PRICING: AUDIENCE & REACH - DEMAND & SUPPLY                                  •  Real-­‐Time	  Bidding	                    ...
PRICING: AUDIENCE & REACH; PRICING MODELS      GENERAL	  FACTS:	                       GENERAL	  FACTS:	        •  Agreed	...
PRICING – BENEFIT FOR THE ADVERTISER           Extremely specific &                     Always pay the market          acc...
KLIKKI ASX; OUR APPROACH - ONE INTERFACE           Extremely specific &                     Always pay the market         ...
One interface – Setup & Optimization                                        •  One	  point	  of	  access	  to	  all	      ...
One interface – Branding; Reporting                        RECALL	                       LIKEABILITY	                     ...
3.5. One interface – Audience & Reach; Reporting1/20/12                                             33
3.5. KLIKKI ASX; OUR APPROACH - ONE INTERFACE           Extremely specific &                     Always pay the market    ...
KIITOS!   JUKKA SUNDQUIST   HEAD OF DISPLAY   KLIKKICOM OY   JUKKA.SUNDQUIST@KLIKKI.COM   +358 (0)40 587 41281/20/12      ...
KliKKi ASX (TM) - The Next Generation Online Display Solution
KliKKi ASX (TM) - The Next Generation Online Display Solution
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KliKKi ASX (TM) - The Next Generation Online Display Solution

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KliKKi proudly presents the first RTB and audience buying solution in the Nordics.

Presented by Jukka Sundquist
Head of Display, KliKKi

Published in: Technology, Business
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KliKKi ASX (TM) - The Next Generation Online Display Solution

  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 campaigns1/20/12 2
  3. 3. NEXT GENERATION 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 campaigns1/20/12 3
  4. 4. KLIKKI ASX; OUR APPROACH – IN GENERAL PRICING   AUDIENCE   REACH   ONE   INTERFACE  1/20/12 4
  5. 5. KLIKKI ASX; OUR APPROACH - REACH PRICING   AUDIENCE   REACH   ONE   INTERFACE  1/20/12 5
  6. 6. REACH: Google exchanges (Doubleclick & Admeld) Over  3,5  million  unique  visitors  per  week   Over  35  000  sites   Finnish  IP  addresses  from  internaGonal  sites  1/20/12 6
  7. 7. REACH: Appnexus (Yahoo & Microsoft exchanges) Over  4  million  unique  visitors  per  week*   Over  40  000  sites*   Finnish  IP  addresses  from  internaGonal  sites     *  Numbers  are  es+mates  1/20/12 7
  8. 8. REACH: KliKKi network Over  2  million  unique  visitors  per  week   Over  500  sites   Known  Finnish  sites  1/20/12 8
  9. 9. REACH: Klikki network, Google, Yahoo & Microsoft exchanges Over  5  million  unique  visitors  per  week   Over  75  000  sites   Known  Finnish  sites  and  Finnish  IP  addresses   from  internaGonal  sites  1/20/12 9
  10. 10. 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  site  1/20/12 10
  11. 11. REACH: FINNISH PEOPLE1/20/12 11
  12. 12. REACH – BENEFIT FOR THE ADVETISER PRICING   AUDIENCE   REACH   ONE   All Finnish Internet users INTERFACE  1/20/12 12
  13. 13. KLIKKI ASX; OUR APPROACH - AUDIENCE PRICING   AUDIENCE   REACH   ONE   All Finnish Internet users INTERFACE  1/20/12 13
  14. 14. AUDIENCE: BASIC TARGETING OPTIONS Where  users  are  and  in  what  Gme?   What  users  have  done   previously?   B-­‐to-­‐B  (IP  addresses)   Academic  (IP  addresses)   Geo  (country,  region  &  city)   Time  (e.g.  8  –  11  am)   Remarke+ng   Browser  (IE,  Safari  or  Chrome)   CPA  tracking   Broadband  (Sonera,  DNA  or  Elisa)   (Behavioral  targe+ng  (Intent))   OS  (Windows,  Linux…)   Ver+cal  (for  example  Animals  à  Pets  à  Pet  food  and   supplies)   Content  (forums,  social  networks,  video-­‐sharing  pages…)  1/20/12 14
  15. 15. AUDIENCE: CLASSIC BEHAVIORAL TARGETINGLIMITATIONS:  •  No  socio-­‐demographic   target  groups  •  No  content  for  some   products  •  1st  visits/cookiedeleters   nugg.ad et selskab i Deutsche Post DHL koncernen
  16. 16. AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING nugg.ad et selskab i Deutsche Post DHL koncernen
  17. 17. AUDIENCE: PREDICTIVE ELEMENT EXPLAINED… ‘Tom’|‘Jane’|‘Jim’ ‘Tim’ ‘Joy’ ‘John’ ‘x’ faz.net/society 1 2 1 1 2 1 3Content Channels faz.net/finance 3 1 3 3 1 3 2(Measured) faz.net/mystery 0 2 3 0 2 3 3 faz.net/movie 2 1 2 2 1 2 2Demography Gender 0 1 0 0 1 ? ?(Survey) Age 3 2 1 3 2 ? ?Product Interests Body Care 2 4 2 2 4 ? ?(Survey) Credits 0 1 2 0 1 ? ?Psychography(Survey) Trendsetter 0 2 2 0 2 ? ? Step  3a:  Iden+fy  sta+s+cal  twin  of  Tim   Step  3b:  Tim  recieves  the  “missing  values”  from  his  “twin”  Tom   nugg.ad et selskab i Deutsche Post DHL koncernen
  18. 18. AUDIENCE: PREDICTIVE RETARGETING nugg.ad et selskab i Deutsche Post DHL koncernen
  19. 19. AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING; DATAENRICHMENTBehavioural profile Predicted profile* News§  News Men Finance High income§  Sport Property Age 20 - 29§  Finance Snacks§  Travel Sport Impulse buyers Health Travel Early adopters§  Cars Fashion Personal care§  Real estate Convenience Foods§  Health Cars *A profile can consist of 70 variables
  20. 20. AUDIENCE – BENEFIT FOR THE ADVERTISER Extremely specific & accurate target groups PRICING   AUDIENCE   REACH   ONE   All Finnish Internet users INTERFACE  1/20/12 22
  21. 21. KLIKKI ASX; OUR APPROACH - PRICING Extremely specific & accurate target groups PRICING   AUDIENCE   REACH   ONE   All Finnish Internet users INTERFACE  1/20/12 23
  22. 22. PRICING: BRANDING Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / BRANDINGLoyalty sections of sites Acceptance 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 campaigns1/20/12 24
  23. 23. PRICING: BRANDING PredicGve  behavioral  targeGng  +  30  %  1/20/12 25
  24. 24. 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 AUDIENCE Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price REACH Action Sales Tactical campaigns1/20/12 26
  25. 25. PRICING: AUDIENCE & REACH - DEMAND & SUPPLY •  Real-­‐Time  Bidding   (RTB)   •  Vickrey  aucGon  model   •  Price  in  Euros   •  QuanGty  in  impressions     CPM  -­‐pricing  1/20/12 27
  26. 26. PRICING: AUDIENCE & REACH; PRICING MODELS GENERAL  FACTS:   GENERAL  FACTS:   •  Agreed  fixed  CPC  –price   •  Agreed  maximum  CPM  –price   •  Klikki  takes  media  risk   •  The  price  includes   commission   NEEDED  SPECS:   NEEDED  SPECS:   •  CPC  –price   •  Max  CPM  –price   •  Amount  of  clicks   •  Amount  of  clicks  or   •  Campaign  period   impressions   •  Possible  targeGng  needs   •  Campaign  period   •  Possible  targeGng  needs  1/20/12 28
  27. 27. PRICING – BENEFIT FOR THE ADVERTISER Extremely specific & Always pay the market accurate target groups price PRICING   AUDIENCE   REACH   ONE   All Finnish Internet users INTERFACE  1/20/12 29
  28. 28. KLIKKI ASX; OUR APPROACH - ONE INTERFACE Extremely specific & Always pay the market accurate target groups price PRICING   AUDIENCE   REACH   ONE   All Finnish Internet users INTERFACE  1/20/12 30
  29. 29. One interface – Setup & Optimization •  One  point  of  access  to  all   inventory   •  One  opGmizaGon  plahorm   •  Global  frequency  cap   •  Global  cookies  1/20/12 31
  30. 30. One interface – Branding; Reporting RECALL   LIKEABILITY   PURCHASE  INTENTATION  1/20/12 32
  31. 31. 3.5. One interface – Audience & Reach; Reporting1/20/12 33
  32. 32. 3.5. KLIKKI ASX; OUR APPROACH - ONE INTERFACE Extremely specific & Always pay the market accurate target groups price PRICING   AUDIENCE   REACH   One access point and ONE   All Finnish Internet users reporting based on INTERFACE   campaign goals1/20/12 34
  33. 33. KIITOS! JUKKA SUNDQUIST HEAD OF DISPLAY KLIKKICOM OY JUKKA.SUNDQUIST@KLIKKI.COM +358 (0)40 587 41281/20/12 35

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