Nurago conducted a study comparing Predictive Behavioural Targeting using nugg.ad technology to classical channel rotation. For the study, a Garnier Men's skin care campaign was divided into two identical campaigns - one using nugg.ad targeting and one using channel rotation. The nugg.ad targeting campaign achieved a 168% increase in reaching the target group of men aged 20-39 compared to the channel rotation campaign.

1. nurago reveals that Predictive Behavioural Targeting
outperforms classical channel rotation
Achievement report:
up to 168% increase in target group share
Independent market research com- CAMPAIGN RESULT
pany nurago GmbH has undertaken To ensure a fair comparison, the Nurago’s final analysis of the target
a comparative study to explore the entire Garnier Men Mineral campaign group reach of both campaigns pro-
performance of nugg.ad technology (made up exclusively of video adver- duced clear results. Through the use
in comparison to classical channel tising) was divided into two identical of nugg.ad‘s Predictive Behavioural
rotation with respect to growing campaigns. The first was marked with Targeting a 168% increase in the
target group share. the Predictive Behavioural Target- target group reach was achieved
ing of nugg.ad, and the second was in comparison to the untargeted
To conduct this study, the product delivered using a standard run of channel rotation.
nrg | AudienceProfiles was used. channel campaign, in channels that
The process involved marking the were predisposed to the demographic
entire Garnier Men Minerals cam- grouping.
paign with a ’cookie‘. This
marking process was carried Both campaigns were delivered in
out evenly for both nugg.ad the portfolio of four leading German
targeting as well as in classical publishers to the predefined target
channel rotation. The campaign group of men aged 20-39 years.
exposure was then measured The total volume of the video adver-
in a large Online Access Panel. tisements (Pre-Roll, Mid-Roll, Video
The results were unambiguous, Interstitial) amounted to approxi-
showing the use of nugg.ad mately 9 million ad impressions.
targeting produced an increase of
168% in the reach of the target group.
nugg.ad increases in target group share CLASSIC nugg.ad TARGETING
(index figures) CHANNEL ROTATION
300
250
TARGET GROUP SHARE X up to +168%
268 Comparison of effectiveness in reaching target groups:
200 CAMPAIGN GOAL nugg.ad vs. classic channel rotation
236
150
TARGET GROUP Men aged 20-39
100 169
147
50 DURATION 4 weeks
0
Approx. 9 million ad impressions:
publisher publisher publisher publisher VOLUME & ADVERTISING pre-roll, mid-roll, video interstitial
1 2 3 4
contact
+44 (0) 2031 785 087 | uk@nugg.ad
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