2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimization, Enriching behavioral scoring with brand relevant predictions
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This document discusses the future of digital branding and predictive behavioral targeting. It argues that digital marketing is on the verge of evolution beyond click-through rates (CTRs) and cost-per-actions (CPAs). The author advocates for addressing the "clicks in the user's head" through brand awareness and effects. Their company, nugg.ad, has created a platform to help measure brand performance and optimize branding campaigns across publishers using predictive profiling and standardized surveys. A branding campaign for L'oreal is highlighted that achieved significant awareness and purchase intent metrics through their open targeting platform and approach.
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2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimization, Enriching behavioral scoring with brand relevant predictions
- 1. The future is digital branding
- 2. Stephan Noller Ø Founder and CEO nugg.ad (2006) Ø Chairman of Policy Commi@ee IAB Europe (2009) Ø Former Head of Digital Audience Products at TNS
- 3. nugg.ad | facts 280 m 12,000 Profile requests per second Active profiles (at peak times) 40 bn Predictions delivered per 1,000,000 Online surveys successfully month completed 12 International markets Privacy certified
- 4. BT 1.0
- 6. Strategic Relevance of TargeLng Targeting Language Behavioral Technical based Targeting Targeting Targeting Browser, Operating Image User Series, Predictive Declared System, Time, Date, Keyword Contextual Re- Behavioral Geo/Regio Frequency Advertising Advertising Targeting Information Bandwitdh, Targeting Capping Targeting Provider
- 7. A global soluLon X Publisher
- 8. Clients D– A -CH International
- 9. Vision 1997: mass-‐customisaLon of media Mass-‐Media Reach Direct Response InteracLve Media Direct One-‐To-‐One Response IndividualisaLon
- 10. Status Quo „Digital media is currently used primarily as a direct response medium. There is an almost ubiquitous faith in CTR and CPx“
- 11. The truth A recent study reveals: Only 16 % of users click on ads!
- 12. PredicLve Behavioural TargeLng „Digital marketing is at the edge of the next evolutional leap! We need to address the clicks in the user’s heads – the brand effects of online advertising.“
- 13. But how?
- 14. PlaVorm to support the brand communicaLon of the future Market Target Groups Ad Material Research Reach GRP-‐Packages Streaming Awareness& Recall
- 15. Brand Performance PlaYorm AdverLser AdverLser AdverLser Agency Agency Agency AdverLser AdverLser ü GRPs with net reach and Profile B contact corridor Provider ü Brand Performance Dashboard Profile ü Profile Clearing Provider P P Media Media Media Media Media
- 16. Standardised Brand Effect Measurement • Three simple questions: Do you • Know ? • Like ? • Want ? • Survey in standard ad formats – easy/cheap to deploy • Control group of unexposed users • Surveys for exposed users in different contact classes
- 17. Brand Metrics measured... brand sympathy Measurement of brand performance brand purchase awareness intent
- 18. Branding OpLmiser Campaign targeted Surveys to User types and contact classes with at iniLal target group capture brand maximum effects used as pa@ern specificaLon effects for the predicLon
- 19. Branding campaign L‘oréal Ø through the Open Targeting Platform, nugg.ad and Zed digital ran the first cross-publisher moving image campaign Ø delivered a volume of 5.4 million video adimpressions on leading German publishers for video-content Ø realisation included contact-class optimisation and Brand Engagement Measurement
- 20. Branding campaign L‘oréal – Results:
- 21. Nugg.ad Open TargeLng PlaYorm The supply side revolu>on
- 22. Open TargeLng PlaYorm nugg.ad -‐ Open Targe/ng Pla1orm the supply side revolu>on • publishers in control of the whole process • single tag solu>on • cross-‐publisher collabora>on without central ad-‐serving
- 23. Combined reach OPEN TARGETING PLATFORM Publisher Publisher Publisher • combined reach: A B C • 6.900.000 reach: reach: Reach: 3.000.000 2.000.000 4.000.000
- 24. How can we do that? nugg.ad offers tools for audience management, brand measurement as well as brand optimisation
- 25. Target Group Typologies Demographics Based on predictive behavioural targeting, we can create specific Adver/ser Topics target group patterns by Specific affini/es combining several characteristics to provide new typologies. media Nielsen consum usage Profiles Milieus
- 27. Thanks a lot!