The Future is Digital Branding - Tomasz Teodorczyk

Who we are?

Sales Director CEE (2007)


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


Our clients (Selection)


nugg.ad| BT 1.0


nugg.ad| Predictive Behavioural Targeting


nugg.ad| Strategic Relevance of Targeting

Targeting

Language Behavioral
Technical
based Targeting
Targeting
Targeting

Browser, Op
Image User
erating Predictive
Time, Date, Series, Fre Keyword Contextual Re- Declared
System, Ban Behavioral
Geo/Regio quency Advertising Advertising Targeting Information
dwitdh, Pro Targeting
Capping Targeting
vider


nugg.ad | A global solution


The future is
Digital branding


Vision 1997: mass-customization of media

Mass-Media
Reach

Direct
Response
Interactive
Media

Direct One-To-One
Response Individualisation

Status Quo

„Digital media is currently used primarily
as a direct response medium. There is an
almost ubiquitous faith in CTR“


The truth

A recent study reveals:
Only 16% of users click on ads!


Thesis

„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.“


Enabler |Platform to support the
brand communiction of the future

Market
Target Groups Ad Material
Research
Reach

GRP - Packages Streaming Awareness & Recall


Enabler|Branding Campaign Structure 2.0

Brand Engagement Platform

Social Media
Cooperation

Promotions

Sales Houses
Homepage

Activities
Content
Agencies
Platform

Platform
Defined reach and frequency
within target group

Brand Performance Platform

nugg.ad | Brand Performance Platform

Advertiser Advertiser Advertiser

Agency Agency Agency Advertiser Advertiser

 GRPs with net reach and
Profile B contact corridor
Provider
 Brand Performance Dashboard
Profile
 Profile Clearing
Provider P P

Media Media Media Media Media

How can we do that?

nugg.ad offers tools for
audience management, brand
measurement as well as brand
optimisation


Target Group Typologies

Demographics
Based on predictive behavioural
targeting, we can create specific
Advertiser Topics target group patterns by combining
Specific affinities several characteristics to provide
new typologies.

Media Nielsen
usage Profiles

Milieus


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


Brand Metrics measured …

brand
sympathy

Measurement
of brand
performance
brand purchase
awareness intent


nugg.ad | Branding Optimiser

Campaign targeted Surveys to User types and contact classes
at initial target capture brand with maximum effects used as
group specification effects pattern for the prediction


nugg.ad| Frequency Targeting

nugg.ad
Open Targeting Platform


nugg.ad | Open Targeting Platform

Based on the positioning as a Business Enabler, nugg.ad provides a platform for a
seamless integration of any kind of partners into the game of digital target group
services, the

nugg.ad - Open Targeting Platform

This platform has been officially launched in Q2/2010 after extensive testing and fine
tuning with several market partners.


nugg.ad | 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


nugg.ad | Branding campaign L’ORÉAL

 through the Open Targeting Platform, nugg.ad and Zed digital ran
the first cross-publisher moving image campaign
 delivered a volume of 5.4 million video adimpressions on leading
German publishers for video-content
 realisation included contact-class optimisation and Brand
Engagement Measurement


nugg.ad | Branding campaign L’ORÉAL

Results:


Questions ?
Comments ?


Thanks a lot !


nugg.ad| Offices & Contacts

Paris Berlin
London Warsaw

Tomasz Teodorczyk
Sales Director CEE
tomasz.teodorczyk@nugg.ad
Tel. +48 601 897 639

Company Investors Board of Directors
40 Employees Ingo Bohlken
• Focus on consultation and development Since 2010 nugg.ad is a
• Deutsche Post DHL
company of Deutsche Post
DHL Dirk Freytag
Predictive Behavioural Targeting = market
• Managing Director
Research plus Analysis
• Measurement of surfing behaviour (clicks)
• ADTECH GmbH
• Demographic surveying of website visitors
• Analysis & delivery of complete profiles


The Future is Digital Branding - Tomasz Teodorczyk

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