Nugg.ad christoph klemann & stéphane printz
-
Upload
at-internet -
Category
Technology
-
view
560 -
download
0
description
Transcript of Nugg.ad christoph klemann & stéphane printz
![Page 1: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/1.jpg)
AUDIENCE SOLUTIONS FOR CLIENTS OF AT INTERNET & ADVERTISING PLATFORMS.
![Page 2: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/2.jpg)
0%# 10%# 20%# 30%# 40%# 50%# 60%#
GERMANY
FRANCE
US
UK
GLOBAL
NO DATA
THIRD PARTY DATA
FIRST PARTY DATA
“WHAT PROPORTION OF YOUR AD PLANNING & BUYING IS BASED ON DATA?“
Econsultancy: Online Advertisers Survey Report 2013
AUDIENCE DATA: THE CORE OF DIGITAL ADVERTISING
![Page 3: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/3.jpg)
BROAD RANGE OF DATA FOR ALL CAMPAIGN GOALS ...
RE
AC
H
Awareness Interest/ Consideration Action/
Purchase
Sociodemo- graphic data &
branding segments
Product interests / modelling
potential buyers
Intent data / identified purchase intention
CRM data (opt-in)
Direct Response KPIs / Conversions
Loyalty
Branding KPIs
![Page 4: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/4.jpg)
nugg.ad IN THE DIGITAL ECOSYSTEM
nugg.ad: COMPATIBLE WITH VARIOUS INTERFACES
![Page 5: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/5.jpg)
BENEFITS WITH AN ADVANCED AUDIENCE SOLUTION
è Covers all advertising goals, incl. cross-publisher campaigns
! Perfect combination of high reach and precision
è Integrated technology: Real-time optimisation & research for brand advertising campaigns
è Also customised solutions for specific advertiser target groups or tailored data management solutions for publishers
![Page 6: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/6.jpg)
KEY CHALLENGES FOR PUBLISHERS / SALES HOUSES
HOW TO GET THE BEST VALUE
OUT OF OUR DATA?
![Page 7: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/7.jpg)
nugg.ad: A HOLISTIC APPROACH TO MONETIZE DATA
![Page 8: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/8.jpg)
Intent data e.g. from publisher sites
DMP / PBT Data Predictions for high reach
CRM or login data DMP / PBT Data Predictions
for high reach
Offline data Data fusion / Crossmedia target groups
Surfing + survey data (Desktop + Mobile)
Predictive Behavioral Targeting
Audience Analytics
Content Targeting
EXAMPLE: DATA SOURCES EXAMPLE: APPLICATION
nugg.ad: A HOLISTIC APPROACH TO MONETIZE DATA
![Page 9: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/9.jpg)
nugg.ad PREDICTIVE BEHAVIORAL TARGETING
SURFING BEHAVIOUR
SURVEY DATA & OTHER SOURCES
REAL-TIME MARKET
RESEARCH
ANONYMOUS USER PROFILE
BRANDING AD e.g. FMCG product
OR USE WITH AT INTERNET / CMS
![Page 10: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/10.jpg)
nugg.ad PREDICTIVE BEHAVIORAL TARGETING
SURFING BEHAVIOUR
SURVEY DATA & OTHER SOURCES
REAL-TIME MARKET
RESEARCH
ANONYMOUS USER PROFILE
BRANDING AD e.g. FMCG product
OR USE WITH AT INTERNET / CMS
![Page 11: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/11.jpg)
1.000.000 DATA POINTS
PER SECOND
REAL-TIME MACHINE LEARNING
Based on various data sources &
algorithms LIVE CLASSIFICATION
MORE THAN 70 DATA POINTS PER USER Extensive audience
information with with high reach
Constantly updated predictions for every user
40.000.000.000 PREDICTIONS PER MONTH
![Page 12: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/12.jpg)
Socio-demographics – Age – Gender – Income – Education level – ...
Consumer behaviour/attitudes: – Planning to move – Shopping preferences – Product preferences – Planning to buy a car – ...
Product interests – Beauty / Care – Consumer electronics – Investment / Funds – Fashion – ...
Affinities – Entertainment – Lifestyle – News – Economy – ...
CO
MB
INA
BL
E S
EG
ME
NT
S PREMIUM TARGET GROUPS WITH PREDICTIVE BEHAVIOURAL TARGETING
![Page 13: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/13.jpg)
þ We never store data with direct reference to individuals
þ We use an extensive anonymisation approach
nugg.ad IS THE ONLY TARGETING COMPANY WHOSE PRODUCT HAS A VALID EUROPRISE PRIVACY CERTIFICATION
![Page 14: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/14.jpg)
DIGITAL ADVERTISING GOES PROGRAMMATIC.
![Page 15: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/15.jpg)
GROWTH FORECAST: PROGRAMMATIC SPENDINGS IN GERMANY
RTB MARKET GERMANY SOURCE: International Data Corporation (IDC) 2012
0"
5"
10"
15"
20"
25"
1%
20%
2010 2011 2012 2013 2014 2015
RTB-SHARE OF DISPLAY SALES IN GERMANY
![Page 16: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/16.jpg)
R.I.P.
OUTLOOK: ONLINE INDUSTRY 2020
![Page 17: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/17.jpg)
R.I.P.
VIDEO
MOBILE BANNERS / RICH MEDIA
ETC.
OUTLOOK: ONLINE INDUSTRY 2020
![Page 18: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/18.jpg)
PREMIUM INVENTORY
WITH MAXIMUM CROSS- PUBLISHER REACH
AUDIENCE DATA
BRANDING KPIs
FOUNDATION FOR EFFECTIVE PROGRAMMATIC CAMPAIGNS
![Page 19: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/19.jpg)
EXAMPLE: PREMIUM RTB ALLIANCE: nugg.ad & LA PLACE MEDIA
þ Premium target groups with high reach: 30m unique users in France
þ Measurement on 150 premium sites
þ Brand metrics & research
![Page 20: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/20.jpg)
OUR FULL RANGE OF SOLUTIONS
PREDICTIVE BEHAVIOURAL TARGETING
BRANDING SOLUTIONS
DATA SOLUTIONS
CONTENT SOLUTIONS
MOBILE SOLUTIONS
OPEN TARGETING PLATFORMTM
Effectively reaching target groups
State of the art brand advertising technology
Specific and intent based target groups
Audience Analytics & Content Targeting
Cutting-edge infrastructure for Mobile Targeting
Cross-publisher campaigns with large reach
Evaluation, Research & Insights
PROGRAMMATIC PREMIUM SOLUTIONS
Audience & brand technology for automated platforms
![Page 21: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/21.jpg)
OUR FULL RANGE OF SOLUTIONS
PREDICTIVE BEHAVIOURAL TARGETING
BRANDING SOLUTIONS
DATA SOLUTIONS
CONTENT SOLUTIONS
MOBILE SOLUTIONS
OPEN TARGETING PLATFORMTM
Effectively reaching target groups
State of the art brand advertising technology
Specific and intent based target groups
Audience Analytics & Content Targeting
Cutting-edge infrastructure for Mobile Targeting
Cross-publisher campaigns with large reach
Evaluation, Research & Insights
PROGRAMMATIC PREMIUM SOLUTIONS
Audience & brand technology for automated platforms
![Page 22: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/22.jpg)
TARGET GROUP DATA FOR AT INTERNET-CLIENTS FOR EXTENDED ANALYTICS-FUNCTIONALITIES
AT INTERNET AND nugg.ad ENTER INTO WORLDWIDE PARTNERSHIP
![Page 23: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/23.jpg)
WHO visits the website?
TARGET GROUP DATA FOR AT INTERNET-CLIENTS FOR EXTENDED ANALYTICS-FUNCTIONALITIES
![Page 24: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/24.jpg)
TARGET GROUP DATA WITH nugg.ad AUDIENCE ANALYTICS
Enables as extension to AT Internet‘s Analyzer III or DataExplorer III detailed insights into your visitor structure.
![Page 25: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/25.jpg)
Enables as extension to AT Internet‘s Analyzer III or DataExplorer III detailed insights into your visitor structure.
TARGET GROUP DATA WITH nugg.ad AUDIENCE ANALYTICS
![Page 26: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/26.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
WHAT DOES AUDIENCE ANALYTICS OFFER? • Realtime target group data (sociodemographics, product
interests, consumer behaviour) integrated in AT Internet‘s web analytics interface
• No registration data of users are necessary (works for first time visitors as well)
• Certified data protection by European authorities
![Page 27: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/27.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
WHICH TARGET GROUP DATA IS AVAILABLE? • Sociodemographics
e.g. age, gender, income, kids, education
• Product interests e.g. fashion, funds, car, groceries, travel
• Consumer behaviour e.g. intent to buy a car, everyday shopping at organic/health food stores
![Page 28: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/28.jpg)
EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE
![Page 29: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/29.jpg)
EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE
![Page 30: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/30.jpg)
EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE
![Page 31: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/31.jpg)
EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE
![Page 32: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/32.jpg)
WHAT ARE THE ADVANTAGES? • Additional realtime target group data within the familiar AT Internet
environment
• Clever alternative (no media disruption!) to expensive, badly comparable, own market research
• Even for first-time visitors (no registration data necessary!)
• Valuable information to optimize stickiness and conversions
• Certified data protection by European authorities
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
![Page 33: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/33.jpg)
Visits (insgesamt)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
EXAMPLE ANALYSIS | WITHOUT AUDIENCE ANALYTICS
visits (total)
„Did my marke6ng measure on 10th dec. drive more men or women to my site? “
![Page 34: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/34.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
„We reached definitely more men!“
EXAMPLE ANALYSIS | WITH AUDIENCE ANALYTICS
0
20000
40000
60000
80000
100000
120000
04.12. 05.12. 06.12. 07.12. 08.12. 09.12. 10.12. 11.12. 12.12. 13.12.
visits men
visits women
![Page 35: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/35.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
„Interes6ng! The measure obviously reached more 20-‐29yrs than 30-‐39yrs than actually planned... “
EXAMPLE ANALYSIS | WITH AUDIENCE ANALYTICS
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
04.12. 05.12. 06.12. 07.12. 08.12. 09.12. 10.12. 11.12. 12.12. 13.12.
Visits 14-19yrs Visits 20-29yrs Visits 30-39yrs Visits 40-49yrs Visits 50-59yrs Visits 60+yrs
![Page 36: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/36.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
„...and those addi6onal users had mostly an income of 1.000-‐2.000,-‐ €.“
0
10000
20000
30000
40000
50000
60000
70000
80000
04.12. 05.12. 06.12. 07.12. 08.12. 09.12. 10.12. 11.12. 12.12. 13.12.
Visits: no income Visits: <1.000,- € Visits: 1.000-2.000,- € Visits: 2.000-3.000,- € Visits: 3.000-4.000,- € Visits: >4.000,- €
EXAMPLE ANALYSIS | WITH AUDIENCE ANALYTICS
![Page 37: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/37.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
FURTHER USE CASES... • Conversions of the most successful product – differentiated by
income/education/age!
• “The order process has changed, the bounce rate increases. Why?” • Check: Bounce rate of an order process step – split by gender • Answer: “Especially women do not feel addressed!”
• Click paths of my website – split by household decider (yes/no), gender or age or…
![Page 38: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/38.jpg)
$7�,QWHUQHW'DWDEDVH
3XEOLVKHU�ZHEVLWHQXJJ�DG�6HUYHU
$QDO\]HU�,,,���'DWD([SORUHU�,,,
3DJH�,PSUHVVLRQV9LVLWVHWF�
$JH*HQGHU(GXFDWLRQ
$GGLWLRQDO�QXJJ�DG$XGLHQFH�$QDO\WLFV
$7�,QWHUQHWFDOO
QXJJ�DGFDOO 5HTXHVW�SUHGLFWLRQ��IURQWHQG�FDOO�
'HOLYHU�SUHGLFWLRQ�LQ�UHDO
�WLPH
'HOLYHU�$7�,QWHUQHW�GDWD�VHW���QXJJ�DG�
SUHGLFWLRQ
![Page 39: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/39.jpg)
AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“
WHO IS AUDIENCE ANALYTICS INTERESTING FOR? • eCommerce
• eCommerce-websites receive precious information for optimization (especially before the paywall).
• News- or branding-/product-websites • The necessity is even more urgent for content-provider –
because without registration data, there is no target group information of visitors.
• Website owner who need target group data for optimization as well as for media buying (targeting campaigns).
![Page 40: Nugg.ad christoph klemann & stéphane printz](https://reader033.fdocuments.net/reader033/viewer/2022052905/5584e40fd8b42a84408b5246/html5/thumbnails/40.jpg)
nugg.ad ist ein Unternehmen von Deutsche Post DHL
FOLLOW US: twitter.com/nuggad facebook.com/nuggad
www.nugg.ad
1.2 Bn. active profiles
1.000.000 analyzed data points
per second (peak)
40 Bn. predictions per month
EUROPE‘S LARGEST TARGETING
PLATFORM