1) The document discusses predictive behavioral targeting used on the website ekstrabladet.dk. It describes how user behavior data and survey responses are used to target ads. 2) Two campaigns run by FDM Travels that promoted weekend holidays were analyzed, with one using predictive targeting and one not. The campaign using targeting saw click-through rates up to 55% higher. 3) By understanding users' interests and similarities between them, predictive targeting aims to deliver more relevant ads and improve marketing results for advertisers.

1. EKSTRA BLADET NETSALG
D
Predictive Behavioral Targeting
at ekstrabladet.dk
ekstrabladet dk

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. 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. 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. Challenges
EKSTRA BLAD
Demands for:
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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. 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. 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. 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. Case Study – FDM Travels
EKSTRA BLAD
Campaign: weekend holidays
Ca pa g ee e d o days
DET NETSALG
Aim: sales/purchases
Creatives:

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. 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. 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. 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. 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. 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. 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. Case Study – DFDS Seaways
EKSTRA BLAD
Campaign: Rockcruise competition
DET NETSALG
Aim: Click Through Rate
Creatives:

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. EKSTRA BLAD
Overall Findings
Predictive Behavioral Targeting achieves much better
results than ordinary campaigns
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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. Questions?
EKSTRA BLADET NETSALG
D