Humancredit Advertiser Pitch 17 Slides INDEX-U4 EN

1. Humancredit.
Humanizing Brands. Minimizing Wastage. Engaging Audiences.
Good Ads Donate for Good Causes of Your Choice.
Surf’n do Good!
June 23th, 2014 | Advertiser Pitch | 16 Slides

2. 2
What do you
know about
her?
What
interests
does she
have?
What
products
is she
in-market to
buy?
What is she
likely to buy
next?
How do you
reach more
like her?
Does she like
your brand?
Anna, 27, makes her travel arrangements relaxed online…
www.opodo.de
FREE SERVICES

3. 3
$100
billion
p.a.
Advertisers try to reach Anna, but achieve the opposite!
1. targeting
her devices
BLACK
BOX
2. collecting
her data
3. analyzing
her behaviour
BRANDS &
ADVERTISERS
$
5. ad-flooding her
computer
4. trading her profile
opodo ad
www.pcwelt.de
AD
classified data
student + 27
+ opodo.de
-----------------
disruptive user
experience
she feels
spied out
intransparent
data supply chain
wastage of time and
money
consumer having no say and need to
accept what is being pushed
bad targeting quality

4. 4
using ad-blockerdisabling cookies
Anna tries to put her digital life under control…
…getting more frustrated
and resigned.

5. 5
Why does nobody ask Anna about her needs and interests?
What kind of personal information
would she actively want to share?
What kind of advertisement would
be relevant
to her?
What feedback does she have about
your ads, your products
and your brand?
Maybe she doesn’t want to be only an economic
asset and would like to engage herself for a better
world?

6. 6
Humancredit brings a new dimension to your consumer dialog.
Humancredit is:
• a premium ad brand for engaged advertisement,
• a transparent data management platform for authorized user data,
• a simple extension of existing ad formats, which allows
deeper consumer ad-engagement,
• a non-profit company which transfers the created added value
to humanitarian projects according to the will of the users.
consumer
advertiser

7. 7
voluntarily share data
get relevant advertisement
self-determination
transparency
participation
do good
consumer engagement
transparency
efficiency
image
added value for consumers and advertisers
fee for premium user data
access to premium user profiles
added value goes to humanitarian projects
consumer
advertiser
market exchange
non-market exchange
Humancredit adds an ethical dimension to digital marketing.

8. 8
sign up
www.humancredit.cc
online
FB
App
Plug-
In
Mobile
App
install
Browse and automatically generate “Humancredits”!
1.
2.
3.
on all your devices
The collected “Humancredits” will be donated automatically
to humanitarian projects according to the users donation preference.
Humancredit enables users to browse the web as usual and do good!

9. 9
Humancredit creates added value for all parties of the value chain.
Advertiser Ad Agency
Demand
Side
Platform
Ad
Exchange
Supply Side
Platform
Publisher User
(Source: Company data, Credit Suisse estimates February 2012)
Core Display Advertising Value Chain
Ad Network
Data Exchanges & DMPs
DMP for
Authorized User Data
Advertiser Re-targeting Search
Offline to
Online
Hybrid
Data Suppliers
Information
& Content
Eyeballs/
Clicks
Legend
Ad $’s

10. 10
www.humancredit.ccwww.plista.comwww.tagesspiegel.de
Werbung mit dem „Knopf“ spendet für Deine Aufmerksamkeit.
Das neue Premiumdienst für sozial engagierte Werbung von plista spendet
Geld für jede Einblendung einer mit „Knopf“ gekennzeichneten Anzeige –
wer die Spende bekommt entscheiden die Nutzer. Die innovative... mehr...
Anzeigen
How a prototype will work (in cooperation with an ad-network).

11. 11
authorized data
“recognition”
“my decision”
collects members,
can recognize member
“matching”
“my advertisement
on demand”
creates lists of
interests,
can match member
to list,
can collect additional
information
“interaction”
“my impact”
can deliver positive
& negative feedback,
can close ad,
can deliver surveys
• be part of a community
engagement
• fill in a survey
• give feedback
• wish list –(black-, white)
+ Browser Plug-In
+ Facebook App
+ Search intentions
• sign-up
• donation preferences
• opt-in
• demographic profile
• look & click
“my personal box”“I’m a member”“I want bio” “my opinion””
Realization Step-by-step.
“brand only”
“I appreciate this!”
(collects clicks)
time

12. 12
ADVERTISERS & BRANDS
WEB USER COMMON GOODS
NO DRUGS, NO GUNS, NO SLAVERY!
Only brands which fulfill the ethical criteria of
Humancredit will be admitted.
TRANSPARENT APPLICATION OF FUNDS!
Only humanitarian projects whit a transparent
process will take part n the platform.
Humanize your brand – with strong values and clear statement.

13. 13
charity plug-in on | donate now chrdavid | 10.467 Humancredits | log out
13.203
example with a Humancredit browser plug-in
1.
Reduce your wastage – with a premium audience targeting.
13.203 84.673
fill in & donate
2 minutes
20 questions
200 Humancredits
relevant advertisement, that
reaches the right audience at the
right time.
fair advertisement, that
pays for the engagement
time of every user.
interactive advertisement, that let
your consumers articulate their
preferences.
Premium advertisement, with the
Humancredit certificate for social
engagement.

14. 14
(users get ca. €100 p.a.)
fee for every annual
membership
5-50€/year
fee for each profile
actualization:
20¢
fee for each
interaction:
5¢-5€
fee for each
browser minute:
1-10¢/h
Reward the contributions of an engaged audience!
basic license for
Humancredit certificate
x €/month (tbd.)

15. 15
“Audience-targeted ads
increase frequency
and exposure to
the most relevant
audiences at the most
relevant times and
have been shown to
boost campaign ROI
by at least 10%.”
Rex Briggs, Author
ROI: Return on Investment or
Return of Investment, 2009
Win transparency and boost ROI along your purchase funnel!
customer
awareness
brand
awareness
brand
consideration
brand preference
purchase
intention
purchase
customer
loyalty
customer
advocacy
++ ethical motivated customers
++ sharing customer values
++ social engagement
++ differentiation through
premium ad brand
++ intention actively
shared by customer
++ transparent
acquisition
++ funding customer’s
donations
++ open dialog channel

16. 16
Humanize your brand!
minimize your wastage!
engage your audience!
Become a first mover – with Humancredit.

17. www.humancredit.cc
georgi@humancredit.cc

18. Back-Up.

19. 19
$100
billion
p.a.
Humancredit creates an alternative way of digital cooperation.
1. unauthorized
targeting
BLACK
BOX
2. not
transparent
storage
www.opodo.de
3. not precisely
selected profiles
BRANDS &
ADVERTISERS
5. mediocre
targeting
opodo ad
1. authorized &
self-managed data
$
$
3. premium user selections
2. certified
“legal data”
4. ads from “good brands” with seal
for “engaged advertisement”
6. Humancredit ads which pay for Anna’s attention &
fit to Anna’s interests
fee for using the Humancredit brand
+ user consumer generated added value
7. donating Humancredits for
“Anna’s humanitarian projects”
5. premium
targeted ads
$
4. trading her profile
www.pcwelt.de
AD
classified data
student + 27
+ opodo.de
-----------------

20. 20
Example A: Humancredit & the direct sales supply chain model.
Advertiser Ad Agency Publisher User
Source: Company data, Credit Suisse estimates February 2012
DMP for
Authorized User Data
Information
& Content
Eyeballs/
Clicks
Legend
Ad $’s

21. 21
Advertiser Ad Agency
Demand
Side
Platform
Ad
Exchange
Supply Side
Platform
Publisher User
Source: Company data, Credit Suisse estimates February 2012
Ad Network
DMP for
Authorized User Data
Example B: Humancredit & the indirect network supply chain model.
Information
& Content
Eyeballs/
Clicks
Legend
Ad $’s