Reaching the right audience Why Targeting is even more important on Mobile.
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1 Reaching the right audience Why Targeting is even more important on Mobile. Markus Breuer; nugg.ad AG Zagreb, November 12th, 2015
2 MOBILE TRAFFIC WILL OVERTAKE SOON
3 SOON: INTERNET USAGE = MOBILE USAGE
4 What s wrong with this guy?
5 THAT S WHY WE NEED SMARTER MOBILE ADVERTISING
6 IT IS REALLY HARD TO MONETIZE MOBILE
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9 The Mobile Ad Dilemma A MOBILE AD IS EITHER INEFFECTIVELY TINY OR ANNOYINGLY BIG
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15 SPOT THE DIFFERENCE!
16 GREAT! NO ADVERTISING ON THE WEB!
17 BUT WE NEED ADVERTISING...
18 BECAUSE ADVERTISING POWERS THE WEB
19 WHERE THE MONEY COMES FROM Advertsing
20 THE ONLY WAY OUT The Mobile Ad Dilemma
21 1 PLACING ADS MORE SELECTIVELY!
22 2 PLACING ADS MORE EFFECTIVELY!
23 In Other Words USE TARGETING!
24 Reaching your real target audience
25 Target Wasted impressions
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27 Target Wasted impressions
28 Predictions are available for each user based on extrapolated survey data and surfing behaviour BEHAV. TARGETING PREDICTIVE TARGETING 4 5 affinities 4 demographic variables Automotive Finance Travel Telecom Gender Age segment Household income Household leadership
29 REACHING TARGET GROUPS ON MOBILE EFFECTIVELY Our Mobile Solutions offer: Mobile targeting campaigns with proven technology from the market leader Highly relevant, standardised sociodemographic segments and product interests for advertisers Your Benefits: New potential sales, targeting products and higher CPMs for publishers More effective campaigns for advertisers Easy implementation on mobile sites Mobile Audience Analytics with detailed target group information
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31 NO HAIR DYE, NO COLORFUL SNEAKERS, NO COREGA TABS FOR MARKUS z
32 EVERYTHING IS FINE. EVERYONE IS HAPPY.
33 BACKUPS TARGETING WORKS!
34 CASE STUDY TOYOTA: BRAND IMPACT OPTIMISATION CAMPAIGN GOAL: Increase brand impact in two target groups in France CAR BUYERS / years / high income LOHAS / years / high income
35 CASE STUDY TOYOTA: BRAND IMPACT OPTIMISATION CAMPAIGN: 100% Online Video at TF1 / 2.0 Mio. Ais APPROACH: nugg.ad Predictive Audience Targeting + Brand Engagement Measurement
36 CASE STUDY TOYOTA: RESULTS BRAND AWARENESS + 39 % WITHOUT TARGETING CAR BUYERS LOHAS
37 CASE STUDY TOYOTA: RESULTS PURCHASE INTENT + 48 % WITHOUT TARGETING CAR BUYERS LOHAS
38 CASE STUDY PLAYSTATION: CUSTOMISED BRAND AUDIENCE TARGETING GOAL: Reach owners of a PlayStation 4 with maximum reach, based on brand focused publisher data
39 CASE STUDY PLAYSTATION: CUSTOMISED BRAND AUDIENCE TARGETING APPROACH: 1. Target group measurement on SevenOne s PlayStation related websites 2. Customised target group model to address PlayStation 4 owners with maximum reach 3. Efficiency evaluation of the video campaign in comparison to a non data-driven flight
40 CASE STUDY PLAYSTATION: RESULTS +40% MORE PS4- OWNERS HAVE BEEN MEASURED IN THE ADDRESSED AUDIENCE + AS WELL AS AN INCREASE OF +75% IN AFFINITY
41 CASE STUDY PAYPAL: TV/ONLINE CROSS-SCREEN TARGETING GOAL Increase: Net reach Ad recognition Brand Impact
42 CASE STUDY PAYPAL: TV/ONLINE CROSS-SCREEN TARGETING CAMPAIGN: Integrated TV-/online-video campaign nugg.ad & VivaKi X-Cross approach to optimise net reach Single source Media Efficiency Panel / GfK + nugg.ad s smart real-time technology Unified target group: Jahre
43 CASE STUDY PAYPAL: RESULTS As an advertiser, we do not only need to be present in online media but it is our goal to synchronise the channels in a best possible way in order to optimally distribute our brand message. With X-Cross, we were able to increase the efficiency. Anja Urlichs, Head of Marketing PayPal Germany
44 CASE STUDY BWIN: PROGRAMMATIC BRAND AUDIENCE TARGETING GOAL: Increase awareness for bwin s X Poker tour with display campaign Using nugg.ad s Brand Audience Targeting technology for more effectiveness & insights
45 CASE STUDY BWIN: PROGRAMMATIC BRAND AUDIENCE TARGETING THE APPROACH:
46 CASE STUDY BWIN: PROGRAMMATIC BRAND AUDIENCE TARGETING THE RESULT: STRONG INCREASE IN BRAND AWARENESS AND EXTENSIVE TARGET GROUP INSIGHTS BRAND AWARENESS: Cadreon offers us a new level of audience targeting efficiency in programmatic branding with a tailored audience solution by nugg.ad in combination with La Place Media premium inventory.
47 CASE STUDY DE CECCO: BRAND AWARENESS & SALES IMPACT GOAL: Increase brand awareness for De Cecco pasta in Denmark
48 CASE STUDY DE CECCO: BRAND AWARENESS & SALES IMPACT CAMPAIGN: An online only campaign across leading Danish Publishers: 6 Mio. ad impressions Branding Optimiser: nugg.ad machine-learning technology based on market research to identify & target the audience Evaluation by TNS Gallup
49 CASE STUDY DE CECCO: RESULTS
50 CASE STUDY DE CECCO: RESULTS
51 CASE STUDY SUPER BRUGSEN: CUSTOMISED CONSUMER TARGETING GOAL Addressing individual consumer segments based on anonymised shopping & user data
52 CASE STUDY SUPER BRUGSEN: CUSTOMISED CONSUMER TARGETING APPROACH: 1. nugg.ad s data science experts analysed shopping meta data & online data from Super Brugsen 2. Data fusion with digital audience segments from nugg.ad (shopping preferences & socio-demographic data) 3. nugg.ad machine learning technology analysing segments in real-time on the Ekstra Bladet website
53 CASE STUDY SUPER BRUGSEN: RESULTS
54 CASE STUDY SONNENKRAFT: INDIVIDUAL AUDIENCE TARGETING GOAL: Increase campaign performance / generate leads to win new clients
55 CASE STUDY SONNENKRAFT: INDIVIDUAL AUDIENCE TARGETING CAMPAIGN: Display adbundle campaign through the sales house adscale 4 weeks with 6.2 Mio. ad impressions Target Group Insights measurement Approaching prospects with customised nugg.ad Brand Audience Targeting
56 CASE STUDY SONNENKRAFT: INDIVIDUAL AUDIENCE TARGETING APPROACH: nugg.ad TARGET GROUP INSIGHTS & BRAND AUDIENCE TARGETING 1. Target group measurement on the Sonnenkraft.de website + gaining detailed Target Group Insights 2. Development of a specific target group model to reach prospects effectively 3. Approaching prospects in real-time with nugg.ad s customised Brand Audience Targeting
57 CASE STUDY SONNENKRAFT: RESULT
58 CASE STUDY PEUGEOT: FACTUAL INTENT DATA Campaign Goals: Minimisation of Cost per lead Increase leads
59 CASE STUDY PEUGEOT: FACTUAL INTENT DATA Campaign: Display Ads, cross-publisher, 4 weeks Target group: estate car Infrastructure: User, who intend to buy a mini van / bus or nugg.ad Data Management Platform with high quality intent data via data exchange + nugg.ad Open Targeting Platform TM
60 CASE STUDY PEUGEOT: FACTUAL INTENT DATA Cost per Lead: 27 per cent in comparison to average campaigns (incl. costs for data) Conversions: higher conversion rate + 7,9 per cent points
61 KONTAKT: nugg.ad predictive behavioral targeting Markus Breuer Director Mobile & Emerging Channels
62 SOURCES Thumbs up (by under Creative Commons license (CC) Smile (by under Creative Commons license (CC)
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