nugg.ad christoph klemann & stéphane printz

AUDIENCE SOLUTIONS FOR CLIENTS OF AT INTERNET & ADVERTISING PLATFORMS.

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

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

nugg.ad IN THE DIGITAL ECOSYSTEM

nugg.ad: COMPATIBLE WITH VARIOUS INTERFACES

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

KEY CHALLENGES FOR PUBLISHERS / SALES HOUSES

HOW TO GET THE BEST VALUE

OUT OF OUR DATA?

nugg.ad: A HOLISTIC APPROACH TO MONETIZE DATA

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

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

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

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

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

DIGITAL ADVERTISING GOES PROGRAMMATIC.

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

R.I.P.

OUTLOOK: ONLINE INDUSTRY 2020

R.I.P.

VIDEO

MOBILE BANNERS / RICH MEDIA

ETC.

OUTLOOK: ONLINE INDUSTRY 2020

PREMIUM INVENTORY

WITH MAXIMUM CROSS- PUBLISHER REACH

AUDIENCE DATA

BRANDING KPIs

FOUNDATION FOR EFFECTIVE PROGRAMMATIC CAMPAIGNS

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

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

TARGET GROUP DATA FOR AT INTERNET-CLIENTS FOR EXTENDED ANALYTICS-FUNCTIONALITIES

AT INTERNET AND nugg.ad ENTER INTO WORLDWIDE PARTNERSHIP

WHO visits the website?

TARGET GROUP DATA FOR AT INTERNET-CLIENTS FOR EXTENDED ANALYTICS-FUNCTIONALITIES

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.

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

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


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

EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE

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


Visits (insgesamt)


EXAMPLE ANALYSIS | WITHOUT AUDIENCE ANALYTICS

visits (total)

„Did my marke6ng measure on 10th dec. drive more men or women to my site? “


„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


„Interes6ng! The measure obviously reached more 20-‐29yrs than 30-‐39yrs than actually planned... “


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


„...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,- €



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…

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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).

nugg.ad ist ein Unternehmen von Deutsche Post DHL

FOLLOW US: twitter.com/nuggad facebook.com/nuggad

[email protected]

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

nugg.ad christoph klemann & stéphane printz

Technology

data sourcesexample

broad range of data

survey data desktop

audience solutions

brand advertising campaigns

targeting company

internet advertising

advertising goals