KliKKi ASX - Predictive behavioral targeting
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The document discusses Klikki ASX's approach to display advertising, which focuses on reach, audience, pricing, and a single interface. It outlines traditional vs. next generation campaigns and describes how Klikki ASX uses real-time bidding and behavioral targeting to build large audiences and provide accurate targeting. Pricing models include CPM, CPC, and monthly budgets. The single interface allows advertisers to access all inventory, optimize campaigns, and obtain reporting on goals and metrics like recall and purchase intent.
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KliKKi ASX - Predictive behavioral targeting
- 1. KLIKKICOM -------- KLIKKI ASX; OUR APPROACH
- 2. TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / BRANDINGLoyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data AUDIENCE Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price REACH Action Sales Tactical campaigns 2012-04-16 2
- 3. NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns 2012-04-16 3
- 4. KLIKKI ASX: OUR APPROACH – IN GENERAL PRICING AUDIENCE REACH ONE INTERFACE 2012-04-16 4
- 5. KLIKKI ASX; OUR APPROACH - REACH PRICING AUDIENCE REACH ONE INTERFACE 2012-04-16 5
- 6. REACH: WHAT IS REAL-TIME BIDDING? TWO DISTINCT LAYERS OF TECHNOLOGY 6
- 7. REACH: KliKKi ASX (KliKKi network + exchanges) Over 5 million unique visitors per week Over 75 000 sites Known Finnish sites and Finnish IP addresses from international sites 2012-04-16 7
- 8. REACH: Klikki ASX & TNS metrix KLIKKI ASX • With over 5 000 000 unique visitors per week Klikki ASX is the largest “site” in Finland • Over 1 600 000 more unique visitors compared to next site 2012-04-16 8
- 9. KLIKKI ASX: REACH – BENEFIT FOR THE ADVETISER PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE 2012-04-16 9
- 10. KLIKKI ASX: OUR APPROACH – AUDIENCE PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE 2012-04-16 10
- 11. AUDIENCE: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns 2012-04-16 11
- 12. AUDIENCE: BASIC TARGETING OPTIONS Where users are and in what time? What users have done previously? B-to-B (IP addresses) Academic (IP addresses) Geo (country, region & city) Time (e.g. 8 – 11 am) Remarketing Browser (IE, Safari or Chrome) CPA tracking Broadband (Sonera, DNA or Elisa) (Behavioral targeting (Intent)) OS (Windows, Linux…) Vertical (for example Animals Pets Pet food and supplies) Content (forums, social networks, video-sharing pages…) 2012-04-16 12
- 13. AUDIENCE: BEHAVIORAL TARGETING 1.0 nugg.ad et selskab i Deutsche Post DHL koncernen
- 15. AUDIENCE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns 2012-04-16 15
- 16. AUDIENCE: BEHAVIORAL TARGETING 2.0 nugg.ad et selskab i Deutsche Post DHL koncernen
- 17. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK 2012-04-16 17
- 18. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK 2012-04-16 18
- 19. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK 2012-04-16 19
- 20. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK 2012-04-16 20
- 21. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK 2012-04-16 21
- 22. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK 2012-04-16 22
- 23. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK 2012-04-16 23
- 24. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK 2012-04-16 24
- 25. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK 2012-04-16 25
- 27. KLIKKI ASX: AUDIENCE – BENEFIT FOR THE ADVERTISER Extremely specific & accurate target groups PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE 2012-04-16 27
- 28. KLIKKI ASX: OUR APPROACH – PRICING Extremely specific & accurate target groups PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE 2012-04-16 28
- 29. PRICING: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns 2012-04-16 29
- 30. PRICING: AUDIENCE & REACH 2012-04-16 30
- 31. PRICING: AUDIENCE & REACH; PRICING MODELS GENERAL FACTS: • Agreed fixed CPC –price SPECS: • Klikki takes media risk • CPC price: 1,2 euros • Clicks: 4200 • Campaign price: 5 040 euros NEEDED SPECS: • Campaign period: 4.4. – 30.4. • CPC –price • Targeting: Car related sites • Amount of clicks category, Tampere & Turku • Campaign period area • Basic targeting options and/or BT 1.0. 2012-04-16 31
- 32. AUDIENCE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns 2012-04-16 32
- 33. PRICING: AUDIENCE & REACH 2012-04-16 33
- 34. PRICING: BRANDING & AUDIENCE - PRICING MODELS GENERAL FACTS: SPECS: • Agreed fixed CPM –price • CPM price: 3,9 euros • Klikki takes media risk • 15 % • 15 % • CPM price: 2,8 euros • Impressions: 2 500 000 NEEDED SPECS: • Campaign price: 7 500 euros • CPC –price • Campaign period: 4.4. – 30.4. • Amount of clicks • Targeting: Car buying • Campaign period intent, males 40 - 59, high • Possible targeting needs education & income 2012-04-16 34
- 35. PRICING: BRANDING, AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price BRANDING, AUDI Interest Collecting marketing data Verticals ENCE & REACHTraffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns 2012-04-16 35
- 36. PRICING: DEMAND & SUPPLY • Real-Time Bidding (RTB) • Vickrey auction model • Price in Euros • Quantity in impressions CPM -pricing 2012-04-16 36
- 37. PRICING: BRAND, AUDIENCE & REACH - PRICING MODELS GENERAL FACTS: GENERAL FACTS: • Agreed set up price • Agreed monthly budgets • Setting up an account and • Commission percentage, trafficing the banners hourly rate or KPIs NEEDED SPECS: NEEDED SPECS: • Monthly budgets • Monthly budgets • Products / Campaign types • Targeting needed • Products • Remarketing and CPA tracker • Monthly specific specs implemented and timeframes • Targeting needed determined • Goals… • Goals… 2012-04-16 37
- 38. KLIKKI ASX: PRICING – BENEFIT FOR THE ADVERTISER Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE 2012-04-16 38
- 39. KLIKKI ASX: OUR APPROACH - ONE INTERFACE Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE 2012-04-16 39
- 40. ONE INTERFACE: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns 2012-04-16 40
- 41. ONE INTERFACE: AUDIENCE & REACH - SETUP & OPTIMIZATION • One point of access to all inventory • One optimization platform • Global frequency cap • Global cookies 2012-04-16 41
- 42. ONE INTERFACE: AUDIENCE & REACH - REPORTING 2012-04-16 42
- 43. ONE INTERFACE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns 2012-04-16 43
- 44. ONE INTERFACE: BRANDING & AUDIENCE - SETUP & OPTIMIZATION 2012-04-16 44
- 45. ONE INTERFACE: BRANDING & AUDIENCE - REPORTING RECALL LIKEABILITY PURCHASE INTENTATION 2012-04-16 45
- 47. KLIKKI ASX: OUR APPROACH Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH One access point and ONE All Finnish Internet users reporting based on INTERFACE campaign goals 2012-04-16 47
- 48. KIITOS! JUKKA SUNDQUIST HEAD OF DISPLAY KLIKKICOM OY JUKKA.SUNDQUIST@KLIKKI.COM +358 (0)40 587 4128 2012-04-16 48