humancredit - advertiser pitch index-u4
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Humancredit Advertiser Pitch 17 Slides INDEX-U4 ENTRANSCRIPT
Humancredit.Humanizing Brands. Minimizing Wastage. Engaging Audiences.
Good Ads Donate for Good Causes of Your Choice.Surf’n do Good!
June 23th, 2014 | Advertiser Pitch | 16 Slides
DRAFT INDEX U4
2
What do you know about her?
What interests does she
have?
What products
is she in-market to buy?
What is she likely to
buy next?
How do you reach more
like her?
Does she like your brand?
Anna, 27, makes her travel arrangements relaxed online…
www.opodo.de
FREE SERVICES
3
$100billion p.a.
Advertisers try to reach Anna, but achieve the opposite!
1. targeting her devices
BLACK BOX
2. collecting her data
3. analyzing her behaviour
BRANDS & ADVERTISERS
$
5. ad-flooding her computer
4. trading her profile
opodo ad
www.pcwelt.de
AD
classified datastudent + 27+ opodo.de
-----------------
disruptive user experience
she feels spied out
intransparent data supply chain
wastage of time and money
consumer having no say and need to accept what is being pushed
ad-blinded
bad targeting quality
4
using ad-blockerdisabling cookies
Anna tries to put her digital life under control…
getting enforced
to allow cookies
…getting more frustrated
and resigned.
making more
disruptive user
experience
5
Why does nobody ask Anna about her needs and interests?
What kind of personal information would she actively
want to share?
What kind of advertisement would be relevant
to her?
What feedback does she have about your ads, your products
and your brand?
Maybe she doesn’t want to be only an economic asset and would like to engage
herself for a better world?
6
Humancredit brings a new dimension to your consumer dialog.
Humancredit is:
• a premium ad brand for engaged advertisement,
• a transparent data management platform for authorized user data,
• a simple extension of existing ad formats, which allows
deeper consumer ad-engagement,
• a non-profit company which transfers the created added value
to humanitarian projects according to the will of the users.
consumer advertiser
7
voluntarily share data
get relevant advertisement
self-determinationtransparencyparticipationdo good
consumer engagement transparency
efficiencyimage
added value for consumers and advertisers
fee for premium user data
access to premium user profiles
distributing donations funding donations
added value goes to humanitarian projects
consumer advertiser
market exchange
non-market exchange
Humancredit adds an ethical dimension to digital marketing.
8
sign up
www.humancredit.cc
onlineFB
AppPlug-In
Mobile App
install
Browse and automatically generate “Humancredits”!
1.
2.
3.
on all your devices
The collected “Humancredits” will be donated automatically
to humanitarian projects according to the users donation preference.
Humancredit enables users to browse the web as usual and do good!
9
Humancredit creates added value for all parties of the value chain.
Advertiser Ad Agency
Demand Side
Platform
Ad Exchange
Supply Side
PlatformPublisher User
(Source: Company data, Credit Suisse estimates February 2012)
Core Display Advertising Value Chain
Ad Network
Data Exchanges & DMPs
DMP for Authorized User Data
AdvertiserRe-
targetingSearch
Offline to Online
Hybrid
Data Suppliers
Information & Content
Eyeballs/Clicks
Legend
Ad $’s
10
www.humancredit.ccwww.plista.comwww.tagesspiegel.de
Werbung mit dem „Knopf“ spendet für Deine Aufmerksamkeit.Das neue Premiumdienst für sozial engagierte Werbung von plista spendet Geld für jede Einblendung einer mit „Knopf“ gekennzeichneten Anzeige – wer die Spende bekommt entscheiden die Nutzer. Die innovative... mehr...
Anzeigen
How a prototype will work (in cooperation with an ad-network).
draft
11
authorized data
“recognition”
“my decision”
collects members,
can recognize member
“matching”
“my advertisement on
demand”
creates lists of interests,
can match
member to list,
can collect additional
information
“interaction”
“my impact”
can deliver positive & negative feedback,
can close ad,
can deliver surveys
• be part of a community
engagem
ent
• fill in a survey• give feedback
• wish list –(black-, white)+ Browser Plug-In+ Facebook App+ Search intentions
• sign-up• donation preferences• opt-in• demographic profile
• look & click
“my personal box”“I’m a member”“I want bio” “my opinion””
Realization Step-by-step.
“brand only”
“I appreciate this!”
(collects clicks)
time
12
ADVERTISERS & BRANDS
WEB USER COMMON GOODS
NO DRUGS, NO GUNS, NO SLAVERY!
Only brands which fulfill the ethical criteria of Humancredit will be admitted.
TRANSPARENT APPLICATION OF FUNDS!
Only humanitarian projects whit a transparent process will take part n the platform.
Humanize your brand – with strong values and clear statement.
in progress
13
charity plug-in on | donate now
chrdavid | 10.467 Humancredits | log out
13.203
example with a Humancredit browser plug-in
1.
Reduce your wastage – with a premium audience targeting.
13.203 84.673
fill in & donate
2 minutes20 questions
200 Humancredits
relevant advertisement, that reaches the right audience at the right time.
fair advertisement, thatpays for the engagement time of every user.
interactive advertisement, that let your consumers articulate their preferences.
Premium advertisement, with the Humancredit certificate for social engagement.
14
(users get ca. €100 p.a.)
fee for every annualmembership5-50€/year
fee for each profile actualization: 20¢
fee for eachinteraction:
5¢-5€
fee for each browser minute:
1-10¢/h
Reward the contributions of an engaged audience!
basic license for Humancredit certificate x €/month (tbd.)
15
“Audience-targeted adsincrease frequencyand exposure tothe most relevantaudiences at the mostrelevant times andhave been shown toboost campaign ROIby at least 10%.”
Rex Briggs, AuthorROI: Return on Investment orReturn of Investment, 2009
Win transparency and boost ROI along your purchase funnel!
customer awareness
brandawareness
brandconsideration
brand preference
purchaseintention
purchase
customer loyalty
customer advocacy
++ ethical motivated customers
++ sharing customer values
++ social engagement
++ differentiation throughpremium ad brand
++ intention actively shared by customer
++ transparentacquisition
++ funding customer’sdonations
++ open dialog channel
16
Humanize your brand!
minimize your wastage!
engage your audience!
Become a first mover – with Humancredit.
www.humancredit.cc
Back-Up.
19
$100billion p.a.
Humancredit creates an alternative way of digital cooperation.
1. unauthorizedtargeting
BLACK BOX
2. not transparent
storage
www.opodo.de
3. not precisely selected profiles
BRANDS & ADVERTISERS
5. mediocre targeting
opodo ad
1. authorized & self-managed data
$
$
3. premium user selections
2. certified“legal data”
4. ads from “good brands” with seal for “engaged advertisement”
6. Humancredit ads which pay for Anna’s attention & fit to Anna’s interests
fee for using the Humancredit brand+ user consumer generated added
value
7. donating Humancredits for “Anna’s humanitarian projects”
5. premium targeted ads
$
4. trading her profile
www.pcwelt.de
AD
classified datastudent + 27+ opodo.de
-----------------
20
Example A: Humancredit & the direct sales supply chain model.
Advertiser Ad Agency Publisher User
Source: Company data, Credit Suisse estimates February 2012
DMP for Authorized User Data
Information & Content
Eyeballs/Clicks
Legend
Ad $’s
21
Advertiser Ad Agency
Demand Side
Platform
Ad Exchange
Supply Side
PlatformPublisher User
Source: Company data, Credit Suisse estimates February 2012
Ad Network
DMP for Authorized User Data
Example B: Humancredit & the indirect network supply chain model.
Information & Content
Eyeballs/Clicks
Legend
Ad $’s