Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

KliKKi ASX - Predictive behavioral targeting

1.101 Aufrufe

Veröffentlicht am

Veröffentlicht in: Business, Technologie
  • Als Erste(r) kommentieren

KliKKi ASX - Predictive behavioral targeting

  1. 1. KLIKKICOM --------KLIKKI ASX; OUR APPROACH
  2. 2. TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / BRANDINGLoyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data AUDIENCE Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price REACH Action Sales Tactical campaigns2012-04-16 2
  3. 3. NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 3
  4. 4. KLIKKI ASX: OUR APPROACH – IN GENERAL PRICING AUDIENCE REACH ONE INTERFACE2012-04-16 4
  5. 5. KLIKKI ASX; OUR APPROACH - REACH PRICING AUDIENCE REACH ONE INTERFACE2012-04-16 5
  6. 6. REACH: WHAT IS REAL-TIME BIDDING? TWO DISTINCT LAYERS OFTECHNOLOGY 6
  7. 7. REACH: KliKKi ASX (KliKKi network + exchanges) Over 5 million unique visitors per week Over 75 000 sites Known Finnish sites and Finnish IP addresses from international sites2012-04-16 7
  8. 8. REACH: Klikki ASX & TNS metrix KLIKKI ASX • With over 5 000 000 unique visitors per week Klikki ASX is the largest “site” in Finland • Over 1 600 000 more unique visitors compared to next site2012-04-16 8
  9. 9. KLIKKI ASX: REACH – BENEFIT FOR THE ADVETISER PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 9
  10. 10. KLIKKI ASX: OUR APPROACH – AUDIENCE PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 10
  11. 11. AUDIENCE: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 11
  12. 12. AUDIENCE: BASIC TARGETING OPTIONS Where users are and in what time? What users have done previously? B-to-B (IP addresses) Academic (IP addresses) Geo (country, region & city) Time (e.g. 8 – 11 am) Remarketing Browser (IE, Safari or Chrome) CPA tracking Broadband (Sonera, DNA or Elisa) (Behavioral targeting (Intent)) OS (Windows, Linux…) Vertical (for example Animals  Pets  Pet food and supplies) Content (forums, social networks, video-sharing pages…)2012-04-16 12
  13. 13. AUDIENCE: BEHAVIORAL TARGETING 1.0 nugg.ad et selskab i Deutsche Post DHL koncernen
  14. 14. AUDIENCE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 15
  15. 15. AUDIENCE: BEHAVIORAL TARGETING 2.0 nugg.ad et selskab i Deutsche Post DHL koncernen
  16. 16. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 17
  17. 17. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 18
  18. 18. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 19
  19. 19. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 20
  20. 20. AUDIENCE: BT 2.0 – EXAMPLE 1 – KLIKKI NETWORK2012-04-16 21
  21. 21. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 22
  22. 22. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 23
  23. 23. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 24
  24. 24. AUDIENCE: BT 2.0 – EXAMPLE 2 – KLIKKI NETWORK2012-04-16 25
  25. 25. KLIKKI ASX: AUDIENCE – BENEFIT FOR THE ADVERTISER Extremely specific & accurate target groups PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 27
  26. 26. KLIKKI ASX: OUR APPROACH – PRICING Extremely specific & accurate target groups PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 28
  27. 27. PRICING: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 29
  28. 28. PRICING: AUDIENCE & REACH2012-04-16 30
  29. 29. PRICING: AUDIENCE & REACH; PRICING MODELS GENERAL FACTS: • Agreed fixed CPC –price SPECS: • Klikki takes media risk • CPC price: 1,2 euros • Clicks: 4200 • Campaign price: 5 040 euros NEEDED SPECS: • Campaign period: 4.4. – 30.4. • CPC –price • Targeting: Car related sites • Amount of clicks category, Tampere & Turku • Campaign period area • Basic targeting options and/or BT 1.0.2012-04-16 31
  30. 30. AUDIENCE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 32
  31. 31. PRICING: AUDIENCE & REACH2012-04-16 33
  32. 32. PRICING: BRANDING & AUDIENCE - PRICING MODELS GENERAL FACTS: SPECS: • Agreed fixed CPM –price • CPM price: 3,9 euros • Klikki takes media risk • 15 % • 15 % • CPM price: 2,8 euros • Impressions: 2 500 000 NEEDED SPECS: • Campaign price: 7 500 euros • CPC –price • Campaign period: 4.4. – 30.4. • Amount of clicks • Targeting: Car buying • Campaign period intent, males 40 - 59, high • Possible targeting needs education & income2012-04-16 34
  33. 33. PRICING: BRANDING, AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price BRANDING, AUDI Interest Collecting marketing data Verticals ENCE & REACHTraffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 35
  34. 34. PRICING: DEMAND & SUPPLY • Real-Time Bidding (RTB) • Vickrey auction model • Price in Euros • Quantity in impressions  CPM -pricing2012-04-16 36
  35. 35. PRICING: BRAND, AUDIENCE & REACH - PRICING MODELS GENERAL FACTS: GENERAL FACTS: • Agreed set up price • Agreed monthly budgets • Setting up an account and • Commission percentage, trafficing the banners hourly rate or KPIs NEEDED SPECS: NEEDED SPECS: • Monthly budgets • Monthly budgets • Products / Campaign types • Targeting needed • Products • Remarketing and CPA tracker • Monthly specific specs implemented and timeframes • Targeting needed determined • Goals… • Goals…2012-04-16 37
  36. 36. KLIKKI ASX: PRICING – BENEFIT FOR THE ADVERTISER Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 38
  37. 37. KLIKKI ASX: OUR APPROACH - ONE INTERFACE Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH ONE All Finnish Internet users INTERFACE2012-04-16 39
  38. 38. ONE INTERFACE: AUDIENCE & REACH Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales AUDIENCEdata Collecting marketing & CPC-price CPA-price Networks REACH Traffic Action CPO-price Sales Tactical campaigns2012-04-16 40
  39. 39. ONE INTERFACE: AUDIENCE & REACH - SETUP & OPTIMIZATION • One point of access to all inventory • One optimization platform • Global frequency cap • Global cookies2012-04-16 41
  40. 40. ONE INTERFACE: AUDIENCE & REACH - REPORTING2012-04-16 42
  41. 41. ONE INTERFACE: BRANDING & AUDIENCE Fixed price Brand campaigns Premium CPM-price Awereness Interest Individual sites / Loyalty sections of sites Acceptance BRANDING & AUDIENCE Awereness CPM-price Interest Verticals Collecting marketing data Traffic Event Sales CPC-price Collecting marketing data CPA-price Networks Traffic CPO-price Action Sales Tactical campaigns2012-04-16 43
  42. 42. ONE INTERFACE: BRANDING & AUDIENCE - SETUP & OPTIMIZATION2012-04-16 44
  43. 43. ONE INTERFACE: BRANDING & AUDIENCE - REPORTING RECALL LIKEABILITY PURCHASE INTENTATION2012-04-16 45
  44. 44. KLIKKI ASX: OUR APPROACH Extremely specific & Klikki media risk or always accurate target groups pay the market price PRICING AUDIENCE REACH One access point and ONE All Finnish Internet users reporting based on INTERFACE campaign goals2012-04-16 47
  45. 45. KIITOS! JUKKA SUNDQUIST HEAD OF DISPLAY KLIKKICOM OY JUKKA.SUNDQUIST@KLIKKI.COM +358 (0)40 587 41282012-04-16 48

×