"Why smart data shakes up digital advertising ?"

1. EUROPE‘S AUDIENCE EXPERTS.
Interact Berlin 2015 / Martin Hubert / CEO nugg.ad
WHY SMART DATA SHAKES UP DIGITAL ADVERTISING.

2. DATA IS IN THE CENTER OF DIGITAL ADVERTISING.
of all companies confirm that data is very important
or essential for their marketing & advertising efforts.
> 80 %
> 90 %
of all companies think data will be more
/ substantially important in the future.
Winterberry Group / GlobalDMA 2014

3. BRAVE NEW DATA WORLD!

4. BRAVE NEW DATA WORLD! BUT ...
Online „data silos“ are widely spread.
Especially on programmatic platforms, available data
segments don‘t match the real need of the demand side.
Companies / publishers tend to collect „all data available“ –
rather than building up truly relevant data sets.
Typical problems & obstacles in data-driven advertising:

5. THE DATA-DRIVEN EVOLUTION SHAKES UP DIGITAL ADVERTISING.
Contextual
Data
Predictive
Data
Integrated
Smart Data
Factual
Data

6. SMART DATA BRIDGING THE GAP BETWEEN BRAND & PERFORMANCE.

7. INTEGRATED SMART DATA ALONG THE USER JOURNEY.
Initial
Consideration
Purchase
Evaluation Phase
Loyalty
Loop

8. INTEGRATED SMART DATA ALONG THE USER JOURNEY.
Factual
Intent Data
Initial
Consideration
Branding Segments
& Target Groups
Product Interest Data
Modelling
Potential Buyers
Purchase
CRM Data
(Opt-In)

9. INTEGRATED SMART DATA ALONG THE USER JOURNEY.
Factual
Intent Data
Initial
Consideration
Branding Segments
& Target Groups
Product Interest Data
Modelling
Potential Buyers
Purchase
CRM Data
(Opt-In)
REQUIREMENT: INTEGRATED PROGRAMMATIC
ADVERTISING NEEDS ADVANCED TECHNOLOGY,
KPIs & AUDIENCE CENTRIC THINKING.

10. SMART TECHNOLOGY WITH TRUE REAL-TIME CAPABILITIES.
Especially for programmatic
advertising, data needs to be
collected, analysed, computed
& evaluated in real-time.
Example: nugg.ad real-time system
analyses 1.000.000 data points per sec.

11. SMART DATA PROVIDES ADVANCED TARGET GROUP TYPOLOGIES.
+ INTELLIGENT
COMBINATION
OF VARIOUS SEGMENTS
(E.G. FACTUAL &
PREDICTIVE DATA)

12. SMART TECHNOLOGY DISSOLVES DATA SILOS.
VIDEO
DISPLAY
MOBILE
PROGRAMMATIC / RTB
OFFLINE / CROSS-MEDIA
CMS OR SHOP SYSTEM
WEB ANALYTICS

13. SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.
Which audience
do you reach?
How often?
With which level
of impact?

14. CAMPAIGN DATA
BRAND IMPACT
AD EXPOSURE
TARGET GROUP / BRAND INSIGHTS
SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.

15. BRAND
AWARENESS
+ 35 %
TARGET
GROUP SHARE
+ 95 %
PURCHASE
INTENTION
+ 49 %
nugg.ad CASE STUDIES
COST PER
LEAD
– 27 %
BRAND
AFFINITY
+ 38 %
SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.

16. BUT:
TECHNOLOGY IS NOT THE ONLY THING THAT MATTERS
IN DATA-DRIVEN ADVERTISING.

17. MANY PLAYERS IN THE MARKET APPEAR TO BE LOST IN DATA.
Which data is usefull ?
Data costs ?
Overall data strategy ?
Data protection & security ?
Standardisation vs.
Individualisation ?

18. QUANTITY: Target group reach is essential – especially for brand advertising
GRANULARITY & QUALITY: Precision matters & defines effectiveness
DIVERSIFICATION: Smart technology helps to cover the entire user journey
DATA PROTECTION & SECURITY: Regulation & market requirements need to be implemented
RELEVANCE: Which data segments are truly relevant & demanded?
KEY QUESTIONS TO CREATE A SMART, AUDIENCE CENTRIC STRATEGY.

19. CURRENT DEVELOPMENT: PROGRAMMATIC PUBLISHER ALLIANCES
WITH AN ADVANCED DATA OFFERING
Premium
Publishers
Network

20. • Leading provider of multichannel audience targeting,
smart data management and branding technology
• Award winning data protection technology
• A company of Deutsche Post DHL Group since 2010
• Many offices across Europe (Berlin, Copenhagen, Cologne,
Paris, Hamburg, Oslo, Stockholm, Milan, Warsaw etc.)
nugg.ad – EUROPE‘S AUDIENCE EXPERTS

21. 1,000,000
max. analysed data
points per second
40 Bn.
predictions per month
EUROPE‘S
AUDIENCE
EXPERTS
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linkedin.com
www.nugg.ad
MANY THANKS!