EKSTRA BLADET NETSALG
          D




                        Predictive Behavioral Targeting
                            ...
Introduction
EKSTRA BLAD




                                                   Maria Voigt
                              ...
Introduction to ekstrabladet.dk
EKSTRA BLAD




                         Part of the media concern
                       ...
The Danish Market
EKSTRA BLADET NETSALG
          D




                                            90% of the Danish popu...
Challenges
EKSTRA BLAD




                           Demands for:
          DET NETSALG




                            B...
Predictive Behavioral Targeting (1/3)
EKSTRA BLAD




                                                                    ...
Predictive Behavioral Targeting (2/3)
EKSTRA BLAD




                                                                    ...
Predictive Behavioral Targeting (3/3)
EKSTRA BLAD




                                                                    ...
Case Study – FDM Travels
EKSTRA BLAD




                               Campaign: weekend holidays
                       ...
Case Study – FDM Travels
EKSTRA BLAD




                                                   300
          DET NETSALG




...
Case Study – FDM Travels
EKSTRA BLAD




                                                   300
          DET NETSALG




...
Case Study – FDM Travels
EKSTRA BLAD




                                                   300
          DET NETSALG




...
Case Study – FDM Travels
EKSTRA BLAD




                                                   300
          DET NETSALG




...
Case Study – FDM Travels
EKSTRA BLAD




                                                   300
          DET NETSALG




...
Case Study – FDM Travels
EKSTRA BLAD




                                                   300
                          ...
FDM Travels: Conversion Rates/Online Sales
EKSTRA BLAD




                                      Not only click through ra...
Case Study – DFDS Seaways
EKSTRA BLAD




                             Campaign: Rockcruise competition
          DET NETS...
Case Study – DFDS Seaways
EKSTRA BLAD




                        300
          DET NETSALG




                          ...
EKSTRA BLAD
                        Overall Findings

                               Predictive Behavioral Targeting achie...
Questions?
EKSTRA BLADET NETSALG
          D
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Ekstra Bladet - nugg.ad Case Study @ Interact

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Ekstra Bladet - nugg.ad Case Study @ Interact

  1. 1. EKSTRA BLADET NETSALG D Predictive Behavioral Targeting at ekstrabladet.dk ekstrabladet dk
  2. 2. Introduction EKSTRA BLAD Maria Voigt Project Manager – ekstrabladet.dk DET NETSALG Marketing Research Department Predictive Targeting Evaluation Project Advertising Method Expert Stephan Noller Managing Director – nugg.ad Founded nugg.ad in 2006 Profound experience in data analysis at TNS Group (Emnid, Infratest) at industry association AGOF
  3. 3. Introduction to ekstrabladet.dk EKSTRA BLAD Part of the media concern JP/Politikens Hus DET NETSALG Largest news site in Denmark The site: Breaking news User profile In comparison Ekstra Bladet is like: Aftonbladet, Sweden VG, N VG Norway Bild, Germany The Sun, UK
  4. 4. The Danish Market EKSTRA BLADET NETSALG D 90% of the Danish population p p have internet access. Danish internet population 4 million real users 3 billion page impressions
  5. 5. Challenges EKSTRA BLAD Demands for: DET NETSALG Better results (more clicks, more sales) Documented pay-off Is targeting the solution? Ekstra Bladet tested two campaigns using Predictive Behavioral Targeting (PBT) from nugg.ad
  6. 6. Predictive Behavioral Targeting (1/3) EKSTRA BLAD Jim | Jane | Tom Tim ekstrabladet.dk/news 1 2 1 1 DET NETSALG Content Channels ekstrabladet.dk/people 3 1 3 3 (Measured) ekstrabladet.dk/sport 0 2 3 3 ekstrabladet.dk/tech 2 1 2 2 Step 1: Click Measurement (all Users)
  7. 7. Predictive Behavioral Targeting (2/3) EKSTRA BLAD Jim | Jane | Tom Tim ekstrabladet.dk/news 1 2 1 1 DET NETSALG Content Channels ekstrabladet.dk/people 3 1 3 3 (Measured) ekstrabladet.dk/sport 0 2 3 3 ekstrabladet.dk/tech 2 1 2 2 Demography Gender 0 1 0 (Survey) Age 3 3 Product Interests Body Care 2 4 2 (Survey) Food 0 1 2 Psychography (Survey) Trendsetter 0 2 2 Step 2: Online Survey (Sample)
  8. 8. Predictive Behavioral Targeting (3/3) EKSTRA BLAD Jim | Jane | Tom Tim ekstrabladet.dk/news 1 2 1 1 DET NETSALG Content Channels ekstrabladet.dk/people 3 1 3 3 (Measured) ekstrabladet.dk/sport 0 2 3 3 ekstrabladet.dk/tech 2 1 2 2 Demography Gender 0 1 0 0 (Survey) Age 3 3 3 Product Interests Body Care 2 4 2 2 (Survey) Food 0 1 2 2 Psychography (Survey) Trendsetter 0 2 2 2 Step 3a: Search for Tims nearest statistical twin p Step 3b: Tim inherits missing values from his “twin” Tom
  9. 9. Case Study – FDM Travels EKSTRA BLAD Campaign: weekend holidays Ca pa g ee e d o days DET NETSALG Aim: sales/purchases Creatives:
  10. 10. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 150 136 no PBT C 100 PBT 100 50 0 Holidays Day 1‐2
  11. 11. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 150 136 no PBT C 100 100 PBT 100 93 50 0 Holidays Plane or Train Tickets Day 1‐2 Day 3‐4
  12. 12. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 155 150 136 no PBT C 100 100 100 PBT 100 93 50 0 Holidays Plane or Train Household income Tickets >54.000€ AND (Holidays OR Plane or Train Tickets) Day 1‐2 Day 3‐4 Day 5‐6
  13. 13. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 R 155 150 136 no PBT C 106 PBT 100 100 100 100 100 93 50 0 Holidays Plane or Train Household income Household income Tickets >54.000€ AND >54.000€ (Holidays OR Plane or Train Tickets) Day 1‐2 Day 3‐4 Day 5‐6 Day 7‐8
  14. 14. Case Study – FDM Travels EKSTRA BLAD 300 DET NETSALG 250 Index Click Through Rate 200 183 R 155 150 136 no PBT C 106 PBT 100 100 100 100 100 100 93 50 0 Holidays Plane or Train Household income Household income Women Tickets >54.000€ AND >54.000€ (Holidays OR Plane or Train Tickets) Day 1‐2 Day 3‐4 Day 5‐6 Day 7‐8 Day 9‐10
  15. 15. Case Study – FDM Travels EKSTRA BLAD 300 280 DET NETSALG 250 Index Click Through Rate 200 183 R 155 150 136 no PBT C 106 PBT 100 100 100 100 100 100 100 93 50 0 Holidays Plane or Train Household income Household income Women Holiday AND Tickets >54.000€ AND >54.000€ Household Income (Holidays OR Plane >54.000€ AND or Train Tickets) Women Day 1‐2 Day 3‐4 Day 5‐6 Day 7‐8 Day 9‐10 Day 11‐12
  16. 16. FDM Travels: Conversion Rates/Online Sales EKSTRA BLAD Not only click through rates increased. Also sales, which was the aim of the campaign, did. DET NETSALG 300 275 250 200 Index Conversion Rate e no PBT 150 PBT C 100 100 50 0
  17. 17. Case Study – DFDS Seaways EKSTRA BLAD Campaign: Rockcruise competition DET NETSALG Aim: Click Through Rate Creatives:
  18. 18. Case Study – DFDS Seaways EKSTRA BLAD 300 DET NETSALG 247 250 239 200 145 150 125 no PBT 118 PBT 100 100 100 100 96 100 100 100 50 0 Top Article Top Article Top Article Couples 30-49 20-29
  19. 19. EKSTRA BLAD Overall Findings Predictive Behavioral Targeting achieves much better results than ordinary campaigns DET NETSALG Creatives and target group must be harmonized Targeting criteria m st be combined smartl must smartly Targeting helps the advertiser redefine/optimize the target group Publisher can offer the advertisers a better product with optimized inventory
  20. 20. Questions? EKSTRA BLADET NETSALG D

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