KliKKi ASX - Predictive behavioral targeting
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Transcript of KliKKi ASX - Predictive behavioral targeting
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KLIKKICOM--------
KLIKKI ASX; OUR APPROACH
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TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE
REACH
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
BRANDING
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NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
AUDIENCE & REACH
BRANDING & AUDIENCE
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KLIKKI ASX: OUR APPROACH – IN GENERAL
ONE INTERFACE
AUDIENCE
PRICING
REACH
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KLIKKI ASX; OUR APPROACH - REACH
ONE INTERFACE
AUDIENCE
PRICING
REACH
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REACH: WHAT IS REAL-TIME BIDDING? TWO DISTINCT LAYERS OF TECHNOLOGY
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REACH: KliKKi ASX (KliKKi network + exchanges)
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Over 5 million unique visitors per week
Over 75 000 sites
Known Finnish sites and Finnish IP addresses from international sites
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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
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KLIKKI ASX: REACH – BENEFIT FOR THE ADVETISER
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
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KLIKKI ASX: OUR APPROACH – AUDIENCE
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
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AUDIENCE: AUDIENCE & REACH
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE & REACH
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
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AUDIENCE: BASIC TARGETING OPTIONS
Where users are and in what time? What users have done previously?
B-to-B (IP addresses)
RemarketingCPA tracking
(Behavioral targeting (Intent))
Academic (IP addresses)
Geo (country, region & city)
Time (e.g. 8 – 11 am)
Browser (IE, Safari or Chrome)
Broadband (Sonera, DNA or Elisa)
OS (Windows, Linux…)
Vertical (for example Animals Pets Pet food and supplies)Content (forums, social networks, video-sharing pages…)
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nugg.ad et selskab i Deutsche Post DHL koncernen
AUDIENCE: BEHAVIORAL TARGETING 1.0
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AUDIENCE: BRANDING & AUDIENCE
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
BRANDING & AUDIENCE
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nugg.ad et selskab i Deutsche Post DHL koncernen
AUDIENCE: BEHAVIORAL TARGETING 2.0
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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK
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AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK
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KLIKKI ASX: AUDIENCE – BENEFIT FOR THE ADVERTISER
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
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KLIKKI ASX: OUR APPROACH – PRICING
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
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PRICING: AUDIENCE & REACH
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE & REACH
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
[CAMPAIGN]
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PRICING: AUDIENCE & REACH [CAMPAIGN]
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PRICING: AUDIENCE & REACH; PRICING MODELS
GENERAL FACTS:• Agreed fixed CPC –price• Klikki takes media risk
NEEDED SPECS:• CPC –price• Amount of clicks• Campaign period• Basic targeting options
and/or BT 1.0.
SPECS:• CPC price: 1,2 euros• Clicks: 4200• Campaign price: 5 040 euros• Campaign period: 4.4. – 30.4.• Targeting: Car related sites
category, Tampere & Turku area
FIXED CPC -MODEL EXAMPLE
[CAMPAIGN]
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AUDIENCE: BRANDING & AUDIENCE
2023-04-12 32
AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
BRANDING & AUDIENCE
[CAMPAIGN]
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PRICING: AUDIENCE & REACH [CAMPAIGN]
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PRICING: BRANDING & AUDIENCE - PRICING MODELS
GENERAL FACTS:• Agreed fixed CPM –price• Klikki takes media risk
NEEDED SPECS:• CPC –price• Amount of clicks• Campaign period• Possible targeting needs
SPECS:• CPM price: 3,9 euros
• 15 %• 15 %
• CPM price: 2,8 euros• Impressions: 2 500 000• Campaign price: 7 500 euros• Campaign period: 4.4. – 30.4.• Targeting: Car buying intent,
males 40 - 59, high education & income
FIXED CPM -MODEL EXAMPLE
[CAMPAIGN]
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PRICING: BRANDING, AUDIENCE & REACH
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
BRANDING, AUDIENCE &
REACH
[ONGOING]
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PRICING: DEMAND & SUPPLY
• Real-Time Bidding (RTB)
• Vickrey auction model• Price in Euros• Quantity in impressions CPM -pricing
[ONGOING]
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PRICING: BRAND, AUDIENCE & REACH - PRICING MODELS
GENERAL FACTS:• Agreed monthly budgets• Commission percentage,
hourly rate or KPIs
GENERAL FACTS:• Agreed set up price• Setting up an account and
trafficing the banners
NEEDED SPECS:• Monthly budgets• Products / Campaign types• Targeting needed• Remarketing and CPA tracker
implemented and timeframes determined
• Goals…
NEEDED SPECS:• Monthly budgets• Products• Monthly specific specs• Targeting needed• Goals…
SETUP FEE ONGOING FEE
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KLIKKI ASX: PRICING – BENEFIT FOR THE ADVERTISER
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
Klikki media risk or always pay the market price
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KLIKKI ASX: OUR APPROACH - ONE INTERFACE
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
Klikki media risk or always pay the market price
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ONE INTERFACE: AUDIENCE & REACH
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE & REACH
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
![Page 41: KliKKi ASX - Predictive behavioral targeting](https://reader035.fdocuments.net/reader035/viewer/2022062705/5568be54d8b42a7c7d8b4c9a/html5/thumbnails/41.jpg)
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ONE INTERFACE: AUDIENCE & REACH - SETUP & OPTIMIZATION
• One point of access to all inventory
• One optimization platform• Global frequency cap• Global cookies
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ONE INTERFACE: AUDIENCE & REACH - REPORTING
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ONE INTERFACE: BRANDING & AUDIENCE
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AwerenessInterestLoyalty
Acceptance
AwerenessInterest
Collecting marketing dataTrafficEventSales
Collecting marketing dataTrafficActionSales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
Fixed pricePremium CPM-price
CPM-price
CPC-priceCPA-priceCPO-price
BRANDING & AUDIENCE
![Page 44: KliKKi ASX - Predictive behavioral targeting](https://reader035.fdocuments.net/reader035/viewer/2022062705/5568be54d8b42a7c7d8b4c9a/html5/thumbnails/44.jpg)
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ONE INTERFACE: BRANDING & AUDIENCE - SETUP & OPTIMIZATION
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ONE INTERFACE: BRANDING & AUDIENCE - REPORTING
RECALL
LIKEABILITY
PURCHASE INTENTATION
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Branding optimizer has an effect on all three branding goals!
Control Group = 764; Test Group = 1695, Branding opt. = 1105
Brand Awareness Brand Sympathy Purchase Intention0%
10%
20%
30%
40%
50%
60%
16%12%
30%
16%
10%
31%34%
22%
43%
Control survey, RON survey and Branding optimizer survey results
Control Group Pretest (no CampaignContact) Test Group (CampaignContact)Branding opt. total
ONE INTERFACE: BRANDING & AUDIENCE - REPORTING
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KLIKKI ASX: OUR APPROACH
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
Klikki media risk or always pay the market price
One access point and reporting based on
campaign goals
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KIITOS!
JUKKA SUNDQUIST
HEAD OF DISPLAY
KLIKKICOM OY
+358 (0)40 587 4128
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