The Future is Digital Branding - Tomasz Teodorczyk
1. The future
is digital branding!
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
2. Who we are?
Sales Director CEE (2007)
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
3. nugg.ad | Facts
280 m 12,000
Profile requests per second
Active profiles
(at peak times)
40 bn
Predictions delivered per
1,000,000
Online surveys successfully
month completed
12
International markets
Privacy certified
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
4. Our clients (Selection)
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
5. nugg.ad| BT 1.0
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
6. nugg.ad| Predictive Behavioural Targeting
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
7. nugg.ad| Strategic Relevance of Targeting
Targeting
Language Behavioral
Technical
based Targeting
Targeting
Targeting
Browser, Op
Image User
erating Predictive
Time, Date, Series, Fre Keyword Contextual Re- Declared
System, Ban Behavioral
Geo/Regio quency Advertising Advertising Targeting Information
dwitdh, Pro Targeting
Capping Targeting
vider
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
8. nugg.ad | A global solution
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
9. The future is
Digital branding
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
10. Vision 1997: mass-customization of media
Mass-Media
Reach
Direct
Response
Interactive
Media
Direct One-To-One
Response Individualisation
11. Status Quo
„Digital media is currently used primarily
as a direct response medium. There is an
almost ubiquitous faith in CTR“
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
12. The truth
A recent study reveals:
Only 16% of users click on ads!
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
13. Thesis
„Digital marketing is at the edge of
the next evolutional leap! We
need to address the clicks in the
user’s heads – the brand effects
of online advertising.“
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
14. Enabler |Platform to support the
brand communiction of the future
Market
Target Groups Ad Material
Research
Reach
GRP - Packages Streaming Awareness & Recall
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
15. Enabler|Branding Campaign Structure 2.0
Brand Engagement Platform
Social Media
Cooperation
Promotions
Sales Houses
Homepage
Activities
Content
Agencies
Platform
Platform
Defined reach and frequency
within target group
Brand Performance Platform
16. nugg.ad | Brand Performance Platform
Advertiser Advertiser Advertiser
Agency Agency Agency Advertiser Advertiser
GRPs with net reach and
Profile B contact corridor
Provider
Brand Performance Dashboard
Profile
Profile Clearing
Provider P P
Media Media Media Media Media
17. How can we do that?
nugg.ad offers tools for
audience management, brand
measurement as well as brand
optimisation
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
18. Target Group Typologies
Demographics
Based on predictive behavioural
targeting, we can create specific
Advertiser Topics target group patterns by combining
Specific affinities several characteristics to provide
new typologies.
Media Nielsen
usage Profiles
Milieus
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
19. Standardised Brand Effect Measurement
• Three simple questions:
Do you
• Know ?
• Like ?
• Want ?
• Survey in standard ad
formats – easy/cheap to
deploy
• Control group of
unexposed users
• Surveys for exposed users
in different contact
classes
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
20. Brand Metrics measured …
brand
sympathy
Measurement
of brand
performance
brand purchase
awareness intent
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
21. nugg.ad | Branding Optimiser
Campaign targeted Surveys to User types and contact classes
at initial target capture brand with maximum effects used as
group specification effects pattern for the prediction
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
22. nugg.ad| Frequency Targeting
nugg.ad
Open Targeting Platform
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
23. nugg.ad | Open Targeting Platform
Based on the positioning as a Business Enabler, nugg.ad provides a platform for a
seamless integration of any kind of partners into the game of digital target group
services, the
nugg.ad - Open Targeting Platform
This platform has been officially launched in Q2/2010 after extensive testing and fine
tuning with several market partners.
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
24. nugg.ad | Combined reach
OPEN TARGETING
PLATFORM
Publisher Publisher Publisher
combined reach:
A B C
6.900.000
reach: reach: Reach:
3.000.000 2.000.000 4.000.000
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
25. nugg.ad | Branding campaign L’ORÉAL
through the Open Targeting Platform, nugg.ad and Zed digital ran
the first cross-publisher moving image campaign
delivered a volume of 5.4 million video adimpressions on leading
German publishers for video-content
realisation included contact-class optimisation and Brand
Engagement Measurement
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
26. nugg.ad | Branding campaign L’ORÉAL
Results:
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
27. Questions ?
Comments ?
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
28. Thanks a lot !
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com
29. nugg.ad| Offices & Contacts
Paris Berlin
London Warsaw
Tomasz Teodorczyk
Sales Director CEE
tomasz.teodorczyk@nugg.ad
Tel. +48 601 897 639
Company Investors Board of Directors
40 Employees Ingo Bohlken
• Focus on consultation and development Since 2010 nugg.ad is a
• Deutsche Post DHL
company of Deutsche Post
DHL Dirk Freytag
Predictive Behavioural Targeting = market
• Managing Director
Research plus Analysis
• Measurement of surfing behaviour (clicks)
• ADTECH GmbH
• Demographic surveying of website visitors
• Analysis & delivery of complete profiles
nugg.ad | predictive behavioral targeting | rotherstr. 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL www.nugg.ad | blog.nugg.ad | www.predictive-behavioral-targeting.com