klikki asx (tm) - the next generation online display solution
DESCRIPTION
KliKKi proudly presents the first RTB and audience buying solution in the Nordics.Presented by Jukka SundquistHead of Display, KliKKiTRANSCRIPT
KLIKKICOM --------
KLIKKI ASX; OUR APPROACH
TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS
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Awereness Interest Loyalty
Acceptance
Awereness Interest
Collecting marketing data Traffic Event Sales
Collecting marketing data Traffic Action Sales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE
REACH
Fixed price Premium CPM-price
CPM-price
CPC-price CPA-price CPO-price
BRANDING
NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS
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Awereness Interest Loyalty
Acceptance
Awereness Interest
Collecting marketing data Traffic Event Sales
Collecting marketing data Traffic Action Sales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE
REACH
Fixed price Premium CPM-price
CPM-price
CPC-price CPA-price CPO-price
BRANDING
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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
REACH: Google exchanges (Doubleclick & Admeld)
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Over 3,5 million unique visitors per week
Over 35 000 sites
Finnish IP addresses from internaGonal sites
REACH: Appnexus (Yahoo & Microsoft exchanges)
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Over 4 million unique visitors per week*
Over 40 000 sites*
Finnish IP addresses from internaGonal sites
* Numbers are es+mates
REACH: KliKKi network
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Over 2 million unique visitors per week
Over 500 sites
Known Finnish sites
REACH: Klikki network, Google, Yahoo & Microsoft exchanges
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Over 5 million unique visitors per week
Over 75 000 sites
Known Finnish sites and Finnish IP addresses from internaGonal sites
REACH: Klikki ASX & TNS metrix
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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
REACH: FINNISH PEOPLE
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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
AUDIENCE: BASIC TARGETING OPTIONS
Where users are and in what Gme? What users have done previously?
B-‐to-‐B (IP addresses)
Remarke+ng CPA tracking
(Behavioral targe+ng (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…)
Ver+cal (for example Animals à Pets à 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: CLASSIC BEHAVIORAL TARGETING
LIMITATIONS: • No socio-‐demographic
target groups • No content for some
products • 1st visits/cookiedeleters
nugg.ad et selskab i Deutsche Post DHL koncernen
AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING
nugg.ad et selskab i Deutsche Post DHL koncernen
Step 3a: Iden+fy sta+s+cal twin of Tim Step 3b: Tim recieves the “missing values” from his “twin” Tom
‘Tom’|‘Jane’|‘Jim’ ‘Tim’ ‘Joy’ ‘John’ ‘x’
Product Interests (Survey)
Body Care 2 4 2
Credits 0 1 2
Demography (Survey)
Gender 0 1 0
Age 3 2 1
Psychography(Survey) Trendsetter 0 2 2
1
3
0
2
Content Channels (Measured)
faz.net/society 1 2 1
faz.net/finance 3 1 3
faz.net/mystery 0 2 3
faz.net/movie 2 1 2
2
1
2
1
1
3
3
2
3
2
3
2
0
3
2
0
0
1
2
4
1
2
?
?
?
?
?
?
?
?
?
?
AUDIENCE: PREDICTIVE ELEMENT EXPLAINED…
nugg.ad et selskab i Deutsche Post DHL koncernen
AUDIENCE: PREDICTIVE RETARGETING
Behavioural profile
§ News
§ Sport
§ Finance
§ Travel
§ Cars
§ Real estate
§ Health
News
Predicted profile*
Men
Age 20 - 29 High income
Sport
Finance
Travel
Cars
Property
Health
Fashion
Snacks
Convenience Foods Personal care
Impulse buyers
Early adopters
*A profile can consist of 70 variables
AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING; DATA ENRICHMENT
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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
PRICING: BRANDING
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Awereness Interest Loyalty
Acceptance
Awereness Interest
Collecting marketing data Traffic Event Sales
Collecting marketing data Traffic Action Sales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
Fixed price Premium CPM-price
CPM-price
CPC-price CPA-price CPO-price
BRANDING
PRICING: BRANDING
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PredicGve behavioral targeGng + 30 %
PRICING: AUDIENCE & REACH
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Awereness Interest Loyalty
Acceptance
Awereness Interest
Collecting marketing data Traffic Event Sales
Collecting marketing data Traffic Action Sales
Brand campaigns
Tactical campaigns
Individual sites / sections of sites
Verticals
Networks
AUDIENCE
REACH
Fixed price Premium CPM-price
CPM-price
CPC-price CPA-price CPO-price
PRICING: AUDIENCE & REACH - DEMAND & SUPPLY
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• Real-‐Time Bidding (RTB)
• Vickrey aucGon model • Price in Euros • QuanGty in impressions CPM -‐pricing
PRICING: AUDIENCE & REACH; PRICING MODELS
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GENERAL FACTS: • Agreed maximum CPM –price • The price includes
commission
GENERAL FACTS: • Agreed fixed CPC –price • Klikki takes media risk
NEEDED SPECS: • CPC –price • Amount of clicks • Campaign period • Possible targeGng needs
NEEDED SPECS: • Max CPM –price • Amount of clicks or
impressions • Campaign period • Possible targeGng needs
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PRICING – BENEFIT FOR THE ADVERTISER
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
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
Always pay the market price
One interface – Setup & Optimization
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• One point of access to all inventory
• One opGmizaGon plahorm • Global frequency cap • Global cookies
One interface – Branding; Reporting
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RECALL
LIKEABILITY
PURCHASE INTENTATION
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3.5. One interface – Audience & Reach; Reporting
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3.5. KLIKKI ASX; OUR APPROACH - ONE INTERFACE
ONE INTERFACE
AUDIENCE
PRICING
REACH
All Finnish Internet users
Extremely specific & accurate target groups
Always pay the market price
One access point and reporting based on
campaign goals
KIITOS!
JUKKA SUNDQUIST HEAD OF DISPLAY KLIKKICOM OY [email protected] +358 (0)40 587 4128
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