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