2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimization, Enriching...
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The future is digital branding
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Transcript of 2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimization, Enriching...
The future is digital branding
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
Stephan Noller
nugg.ad | facts
Active profiles
280 m Profile requests per second
(at peak times)
12,000
Predictions delivered per month
40 bn Online surveys successfully
completed
1,000,000
International markets
12 Privacy certified
BT 1.0
PredicLve Behavioural TargeLng
Strategic Relevance of TargeLng
Targeting
Technical Targeting
Browser, Operating System,
Bandwitdh, Provider
Time, Date, Geo/Regio
Image Series,
Frequency Capping
Language based
Targeting
Keyword Advertising
Contextual Advertising
Behavioral Targeting
Re-Targeting
Predictive Behavioral Targeting
User Declared
Information Targeting
A global soluLon
X Publisher
Clients
D– A -CH International
Vision 1997: mass-‐customisaLon of media
InteracLve Media
Direct
Response One-‐To-‐One
IndividualisaLon
Mass-‐Media Reach
Direct Response
Status Quo
„Digital media is currently used primarily as a direct response medium. There is an almost
ubiquitous faith in CTR and CPx“
The truth
A recent study reveals: Only 16 % of users click on ads!
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.“
But how?
PlaVorm to support the brand communicaLon of the future
Target Groups Ad Material Market Research
Reach
GRP-‐Packages Streaming Awareness& Recall
Brand Performance PlaYorm
Media Media Media Media Media
Agency Agency Agency
Profile Provider
AdverLser AdverLser AdverLser
Profile Provider
AdverLser AdverLser
B
P P
ü GRPs with net reach and contact corridor
ü Brand Performance Dashboard ü Profile Clearing
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...
Measurement of brand
performance
brand sympathy
purchase intent
brand awareness
Branding OpLmiser
Campaign targeted at iniLal target group
specificaLon
Surveys to capture brand
effects
User types and contact classes with maximum effects used as pa@ern
for the predicLon
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
Branding campaign L‘oréal
– Results:
Nugg.ad Open TargeLng PlaYorm
The supply side revolu>on
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
Combined reach
Publisher
A
reach: 3.000.000
Publisher
B
reach: 2.000.000
Publisher
C
Reach: 4.000.000
OPEN TARGETING PLATFORM
• combined reach:
• 6.900.000
How can we do that?
nugg.ad offers tools for audience management,
brand measurement as well as brand optimisation
Target Group Typologies
Demographics
Topics affini/es
Nielsen consum Profiles
Milieus
media usage
Adver/ser Specific
Based on predictive behavioural
targeting, we can create specific target group patterns by combining several characteristics to provide new typologies.
QuesLons? Commets?
Thanks a lot!
