Audience solutions for clients of AT Internet and Advertising platforms

1. AUDIENCE SOLUTIONS FOR CLIENTS OF
AT INTERNET & ADVERTISING PLATFORMS.

2. “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

3. 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

4. nugg.ad IN THE DIGITAL ECOSYSTEM
nugg.ad: COMPATIBLE WITH VARIOUS INTERFACES

5. 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

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

7. nugg.ad: A HOLISTIC APPROACH
TO MONETIZE DATA

8. 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

9. 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

10. 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

11. 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

12. 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
– ...

13. 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

14. DIGITAL ADVERTISING GOES PROGRAMMATIC.

15. 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

16. OUTLOOK:
ONLINE INDUSTRY 2020
R.I.P.

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

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

19. 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

20. 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

21. 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

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

23. WHO
visits the website?
TARGET GROUP DATA FOR AT INTERNET-CLIENTS
FOR EXTENDED ANALYTICS-FUNCTIONALITIES

24. 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.

25. 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.

26. 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

27. 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

28. EIN NEUES LEVEL DER
QUALITATIVEN WEBANALYSE

29. EIN NEUES LEVEL DER
QUALITATIVEN WEBANALYSE

30. EIN NEUES LEVEL DER
QUALITATIVEN WEBANALYSE

31. EIN NEUES LEVEL DER
QUALITATIVEN WEBANALYSE

32. 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

33. 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?
“

34. 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.

35. 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...
“

36. 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,-­‐
€.“

37. 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…

39. 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).

40. 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