MWG Big Data & Media - Stephan Noller (nugg.ad)
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THE BIG DATA MEDIA REVOLUTION Stephan Noller – CEO nugg.ad MWG – Big Data & Media Amsterdam, November 20th 2012
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De MWG organiseerde op dinsdag 20 november 2012 in CoolBrands House in Amsterdam een kennis- en inspiratiesessie rondom het thema Big Data. Wat is het en wat zijn de trends? Big Data wordt ook in de media-industrie ongetwijfeld een big issue. Moderator: John Faasse (Uitbijter). Sprekers: Marjolijn Kamphuis (Medeoprichter en CEO Foodzy.com/Eigenaar OKGO), Stef van Grieken (Voorzitter Het Nieuwe Stemmen), Nick North (Global lead media GfK UK), Stephan Noller (CEO nugg.ad), Mervyn Brookson (Manager Business Information & Performance UM)
Transcript of MWG Big Data & Media - Stephan Noller (nugg.ad)
THE BIG DATA MEDIA REVOLUTION
Stephan Noller – CEO nugg.ad MWG – Big Data & Media Amsterdam, November 20th 2012
APPR.
310 BN. EUR
(2,7 % OF EU 27 GDP)
THE VALUE OF ONLINE
DATA
APPR.
910 BN. EUR
(7,9 % OF EU 27 GDP)
DATA DRIVEN TECHNOLOGY ON THE RISE
Source: EDiMA, European Digital Media Association, 2012
FOR THE MEDIA INDUSTRY BIG DATA MEANS ...
AUTOMATISATION OF THE ENTIRE MEDIA & DATA INFRASTRUCTURE
1.1 Bn. active profiles
COUNTLESS OPTIONS TO DEFINE & REACH THE RIGHT AUDIENCE
Business Decision Makers
Intent to buy a car +
income: 3.000-
4.000 EUR
Shopping preference: supermarket Gender: male
Age: 30-39 years
Interested in consumer electronics
+ Household size 2 and more
High affinity econonmy
+ Geo-Targeting
Hot Spots e.g.: Luxury Shoppers
Car Buyers Health/Fitness
...
....
TOOLS FOR REAL-TIME OPTIMISATION, BRAND METRICS & INSIGHTS
ANONYMOUSUSER
PROFILE
CONTACT CLASSOPTIMISATION
(OPTIONAL)
BRANDING OPTIMISER(OPTIONAL)
Brand AwarenessBrand Affinity
Purchase Intention
CONTACT CLASSMEASUREMENT
BRAND ENGAGEMENTMEASUREMENTBrand Awareness
Brand AffinityPurchase Intention
INSIGHTS &REPORTINGS
PREDICTIVE ADi.e. FMCG products
CASE STUDY: BIG DATA AT WORK
Increase brand awareness & sales for De Cecco pasta An online only campaign across leading Danish publishers
nugg.ad Branding Technology:
Powered by our targeting engine working with up to 15.000 profile
updates per second
RESULTS SALES & BRAND IMPACT
AIDED BRAND AWARENESS
PRE-TEST MID-TEST POST-TEST
TNS Gallup measurement
MAJOR ADVERTISERS ALREADY BENEFIT FROM THE DATA DRIVEN REVOLUTION
TWO EFFECTS ...
IN A DATA DRIVEN WORLD OF MEDIA:
The role of media planners
will significantly change
IN A DATA DRIVEN WORLD OF MEDIA:
One major priority: To balance privacy requirements and
business opportunities
The role of media planners
will significantly change
FOLLOW US: twitter.com/stephannoller twitter.com/nuggad facebook.com/nuggad www.nugg.ad
THANK YOU!
1.1 Bn. active profiles
15.000 profile updates per
second (peak)
40 Bn. predictions per month
EUROPE‘S AUDIENCE EXPERTS
