Nugg.ad christoph klemann & stéphane printz

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Information about Nugg.ad christoph klemann & stéphane printz

Published on December 9, 2013

Author: AT-Internet

Source: slideshare.net

Description

Audience solutions for clients of AT Internet and Advertising platforms

AUDIENCE SOLUTIONS FOR CLIENTS OF AT INTERNET & ADVERTISING PLATFORMS.

“WHAT PROPORTION OF YOUR AD PLANNING & BUYING IS BASED ON DATA?“ GLOBAL UK NO DATA US THIRD PARTY DATA FRANCE FIRST PARTY DATA GERMANY 0%# 10%# 20%# 30%# 40%# 50%# 60%# Econsultancy: Online Advertisers Survey Report 2013 AUDIENCE DATA: THE CORE OF DIGITAL ADVERTISING

BROAD RANGE OF DATA FOR ALL CAMPAIGN GOALS ... Awareness REACH Sociodemographic data & branding segments Interest/ Consideration Product interests / modelling potential buyers Action/ Purchase Intent data / identified purchase intention Loyalty CRM data (opt-in) sions g Brandin KPIs Conver e KPIs / espons Direct R

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  Also customised solutions for specific advertiser target groups or tailored data management solutions for publishers è  Integrated technology: Real-time optimisation & research for brand advertising campaigns

KEY CHALLENGES FOR PUBLISHERS / SALES HOUSES HOW TO GET THE BEST VALUE OUT OF OUR DATA?

nugg.ad: A HOLISTIC APPROACH TO MONETIZE DATA

EXAMPLE: DATA SOURCES   EXAMPLE: APPLICATION   Predictive Behavioral Targeting Surfing + survey data (Desktop + Mobile) Audience Analytics Content Targeting 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 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

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

40.000.000.000 1.000.000 PREDICTIONS PER MONTH DATA POINTS PER SECOND REAL-TIME MACHINE LEARNING Based on various data sources & algorithms LIVE CLASSIFICATION Constantly updated predictions for every user MORE THAN 70 DATA POINTS PER USER Extensive audience information with with high reach

COMBINABLE SEGMENTS PREMIUM TARGET GROUPS WITH PREDICTIVE BEHAVIOURAL TARGETING 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 – ...

nugg.ad IS THE ONLY TARGETING COMPANY WHOSE PRODUCT HAS A VALID EUROPRISE PRIVACY CERTIFICATION þ  We never store data with direct reference to individuals þ  We use an extensive anonymisation approach

DIGITAL ADVERTISING GOES PROGRAMMATIC.

GROWTH FORECAST: PROGRAMMATIC SPENDINGS IN GERMANY RTB-SHARE OF DISPLAY SALES IN GERMANY 25" 20% 20" 15" 10" 5" 1% 0" 2010 2011 2012 2013 2014 RTB MARKET GERMANY SOURCE: International Data Corporation (IDC) 2012 2015

OUTLOOK: ONLINE INDUSTRY 2020 R.I.P.

OUTLOOK: ONLINE INDUSTRY 2020 R.I.P. BANNERS / RICH MEDIA MOBILE VIDEO ETC.

FOUNDATION FOR EFFECTIVE PROGRAMMATIC CAMPAIGNS BRANDING KPIs   AUDIENCE DATA   PREMIUM INVENTORY WITH MAXIMUM CROSSPUBLISHER REACH  

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 Effectively reaching State of the art brand advertising target groups technology CONTENT SOLUTIONS MOBILE SOLUTIONS Audience Analytics Cutting-edge & Content Targeting infrastructure for Mobile Targeting DATA SOLUTIONS Specific and intent based target groups PROGRAMMATIC PREMIUM SOLUTIONS Audience & brand technology for automated platforms OPEN TARGETING PLATFORMTM Cross-publisher campaigns with large reach Evaluation, Research & Insights

OUR FULL RANGE OF SOLUTIONS PREDICTIVE BEHAVIOURAL TARGETING BRANDING SOLUTIONS Effectively reaching State of the art brand advertising target groups technology CONTENT SOLUTIONS MOBILE SOLUTIONS Audience Analytics Cutting-edge & Content Targeting infrastructure for Mobile Targeting DATA SOLUTIONS Specific and intent based target groups PROGRAMMATIC PREMIUM SOLUTIONS Audience & brand technology for automated platforms OPEN TARGETING PLATFORMTM Cross-publisher campaigns with large reach Evaluation, Research & Insights

AT INTERNET AND nugg.ad ENTER INTO WORLDWIDE PARTNERSHIP TARGET GROUP DATA FOR AT INTERNET-CLIENTS FOR EXTENDED ANALYTICS-FUNCTIONALITIES

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.

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.

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

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

EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE

EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE

EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE

EIN NEUES LEVEL DER QUALITATIVEN WEBANALYSE

AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“ 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.“ EXAMPLE ANALYSIS | WITHOUT AUDIENCE ANALYTICS visits  (total)   Visits  (insgesamt)   „Did  my  marke6ng  measure  on  10th  dec.  drive  more  men  or  women  to  my  site?  “  

AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“ EXAMPLE ANALYSIS | WITH AUDIENCE ANALYTICS 120000   100000   80000   60000   visits men 40000   visits women 20000   0   04.12. 05.12. 06.12. 07.12. 08.12. 09.12. 10.12. 11.12. 12.12. „We  reached  definitely  more  men!“   13.12.

AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“ EXAMPLE ANALYSIS | WITH AUDIENCE ANALYTICS 90000   80000   70000   60000   Visits 14-19yrs Visits 20-29yrs Visits 30-39yrs Visits 40-49yrs Visits 50-59yrs Visits 60+yrs 50000   40000   30000   20000   10000   0   04.12. 05.12. 06.12. 07.12. 08.12. 09.12. 10.12. 11.12. 12.12. 13.12. „Interes6ng!  The  measure  obviously  reached  more  20-­‐29yrs  than  30-­‐39yrs  than  actually   planned...  “  

AUDIENCE ANALYTICS @ AT INTERNET „A breakdown of website visitors in target groups.“ EXAMPLE ANALYSIS | WITH AUDIENCE ANALYTICS 80000   70000   60000   50000   Visits: no income Visits: <1.000,- € Visits: 1.000-2.000,- € Visits: 2.000-3.000,- € Visits: 3.000-4.000,- € Visits: >4.000,- € 40000   30000   20000   10000   0   04.12. 05.12. 06.12. 07.12. 08.12. 09.12. 10.12. 11.12. 12.12. 13.12. „...and  those  addi6onal  users  had  mostly  an  income  of  1.000-­‐2.000,-­‐  €.“  

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…

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).

EUROPE‘S LARGEST TARGETING PLATFORM FOLLOW US: 1.2 Bn. active profiles twitter.com/nuggad facebook.com/nuggad christoph.klemann@nugg.ad www.nugg.ad 1.000.000 analyzed data points per second (peak) 40 Bn. predictions per month nugg.ad  ist  ein  Unternehmen  von   Deutsche  Post  DHL  

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