Thomas Schnoor's presentation about the end of the display world as we know it.

1. THE END OF THE WORLD AS
WE KNOW IT
- The portrait of a conflict…
Thomas Schnoor – MD nugg.ad nordic

2. TABLE OF CONTENT
I. INTRODUCTION
II. THE PAST – COUNTING CLICKS
III. THE FUTURE – BRAND PERFORMANCE
IV. DOES IT REALLY WORK? – MEDIA CASES

3. I. INTRODUCTION

4. ABOUT nugg.ad
Founded in 2006 by Ex TNS directors
Since 2010 a company of Deutsche Post DHL
nugg.ad developed the first real-time
Predictive Behavioural Targeting solution
Employees primarily from TNS & AC Nielsen
Thomas Schnoor former TNS Gallup Director

5. WE ARE EUROPE„S LARGEST
TARGETING PLATFORM:
nugg.ad ist ein Unternehmen von
Deutsche Post DHL

6. Predictive Behavioural Targeting

7. nugg.ad | Real Target groups
Behavioural profile Predicted profile by nugg.ad
 News Sex Health
 Sport Age 20 - 29 Travel
 Finance Number of persons in household Finance
 Travel Education level Cars Sport
 Cars Decisionmaker Real Estate
Personal care
 Real estate Business travel FMCG products
 Health
Children in household Personal income
Title Impulse buyers Early adopters

8. TRENDANALYSIS 2012
Top 350 advertisers in Denmark
Figures in the columns represents how many advertisers that previously used the platforms.
Last column represents the proportion who expects to use in 2012. Used in 2010 Used in 2011 Plan to use in 2012
Online marketing 90% 97% 97%
Paid search 70% 78% 84%
Display advertising 82% 83% 82%
Social media (Facebook etc) 54% 67% 78%
(Predictive) Behavioural targeting 52% 76%
TV 81% 76% 72%
Nationwide newspapers 76% 79% 69%
Below-the-line aktiviteter 66% 64% 64%
Magazins, eg monthly etc. 68% 67% 63%
Mobile marketing 26% 36% 63%
Source: Trendanalysen 2012, TNS Gallup, Mindshare

9. II. THE PAST – COUNTING
CLICKS

10. VISION IN THE EARLY DAYS:
MASS-CUSTOMIZATION OF MEDIA
Interactive
Media

11. VISION IN THE EARLY DAYS:
MASS-CUSTOMIZATION OF MEDIA
Mass Media
Reach
Interactive
Media

12. VISION IN THE EARLY DAYS:
MASS-CUSTOMIZATION OF MEDIA
Mass Media
Reach
Interactive
Media
1-to-1
Individuali-
sation

13. VISION IN THE EARLY DAYS:
MASS-CUSTOMIZATION OF MEDIA
(IN AN IDEAL WORLD)
Mass Media
Reach
Interactive
Media
1-to-1
Direct
Individuali-
Response
sation

14. VISION IN THE EARLY DAYS:
MASS-CUSTOMIZATION OF MEDIA
Mass-Media
Reach
Direct
Interactive
Media
Response
1-to-1
Direct
Individuali-
Response
sation

15. CURRENT STATUS
Advertisers only believe in CTR and Conversions
and prefer response oriented campaigns.
Decreasing clickrates

16. LIGHT AT THE END OF THE TUNNEL
60% of agencies cite
brand recall and intent to
purchase as the most
important measures
of online success.
Collective: ”Digital Advertising
2011: A Portrait of Conflict”

17. IT SEEMS LIKE TIME„S UP FOR ONLY
COUNTING CLICKS.

18. CURRENT
STATUS
FMCG advertisers started to
discover the potential of online
branding campaigns. Online-
video advertising budgets
have increased 100%
year on year.
Financial Times, 2011

19. WE
HAVE TO
TAKE
ACCOUNT
OF THE
„MENTAL
CLICK“.

20. III. THE FUTURE – BRAND
PERFORMANCE

21. DIGITAL BRANDING CAMPAIGNS
traditional digital
Branding
Direct-
Marketing

22. THE NEXT EVOLUTION IN
DIGITAL MARKETING
Makes little sense to apply direct marketing
mechanisms on branding campaigns.
We need to apply classical branding
mechanisms in the digital world.

23. What are important for advertisers in Print and TV…
• Specific targetgroup
• High reach
• Predefined frequency
• Measurable brand impact
• High quality environment
nugg.ad et selskab i
Deutsche Post DHL koncernen

24. IV:BRANDING
SOLUTIONS

25. BRANDING METRICS – just like TV & Print
49%
Product:
L’Oréal Excell 10
33%
BRAND
AWARENESS
+50%
without campaign contact with campaign contact

26. …AND WHAT ARE ADVERTISERS DOING
RIGHT NOW?
comScore, 2012

27. HOW CAN WE ACHIEVE
LARGE-SCALE REACH
– COMPARABLE WITH TV?

28. TV budgets and Branding metrics
depends on…
• Precise targetgroup definition
• High reach & frequency in quality networks
(ability to control the frequency corridor)
• An integrated platform which can report
uplifts in branding metrics

29. Microsoft, AOL, And Yahoo Announce Huge Ad-Selling Partnership
Microsoft, AOL, and Yahoo have agreed to begin selling remnant, or "class
two," inventory on each other's sites, Peter Kafka reports.
"The theory," says Kafka, "is that if, say, AOL has a big order for a certain kind
of ad impressions, it will fill it with its own inventory as well as what’s available
from Microsoft and Yahoo.“
The companies will split the revenues on any sales made this way.
The goal: win back some of the ad dollars flowing to ad
networks, Facebook, and Google.
Source: http://www.businessinsider.com/microsoft-aol-and-yahoo-announce-
huge-ad-selling-partnership

30. Same trend in Denmark & Finland
PBT Network: EkstraBladet, eBay Classified, Bilbasen, BT, sporten.dk, kino.dk,
Onside.dk, lokalavisen.dk, TV3 Viasat, SBS TV (kanal 4,5 & 6) and Borsen.dk
PBT Plus Network: Berlingske.dk, Jyllands-Posten.dk, Politiken.dk, Business.dk,
epn.dk etc.
Jubii PBT Network: Jubii, Lauritz.com, Yahoo.dk, CPH.dk, Pricerunner.dk, DMI.dk,
Kogebogen.dk, Proinvestor, Yahoo, Momondo, Proinvestor etc.
Klikki PBT Network
Other PBT networks will approach the market shortly…
These “networks” have realised that it is impossible to fight Facebook, and Google
alone and expands their commercial reach and value proposition by selling PBT
advertising in the networks

31. BRANDING SOLUTIONS

32. VI. DOES IT REALLY
WORK? + Media CASE

36. OTHER CASES

37. CASE STUDY: BRAND ENGAGEMENT MEASURE-
MENT & CONTACT CLASS MANAGEMENT
Goal: Increase brand awareness of
Garnier “Pure Active“
Campaign: 3 weeks | 6,8 mio. pre-roll video ads
Targetgroup: Men, 14-29 years,
brand engagement measurement,
contact class management
Results: Brand awareness uplift +41%

38. CASE STUDY: BRANDING OPTIMISER
Purchase intention for
ROYAL CANIN AGEING +12
Goal: Increase purchase intention
for the product “AGEING +12“
Campaign: 4 weeks, AdBundle in RON
Product: Branding Optimiser
Results: Purchase intention uplift +84%

39. CASE STUDY: BRANDING OPTIMISER
Goal: Increasing brand awareness
for the Chevrolet Orlando
Campaign: 8 weeks, MR, superbanner,
skyscraper, banderole ads
Targetgroup: Men, 30-59 years, with children younger than14 yrs
Result: Brand awareness uplift for the model Orlando +50%

40. MANY MAJOR TV ADVERTISERS DO ALREADY
IMPROVE THEIR BRAND IMPACT WITH nugg.ad

41. NUGG.AD COOPERATE WITH MEDIA AGENCIES

42. Coop between agencies and Media
MEDIA PUBLISHERS/
AGENCIES AD NETWORKS

43. FINALLY THERE IS ONE MORE REALLY
IMPORTANT ISSUE FOR US & MORE
IMPORTANTLY FOR OUR PARTNERS.

44. EU commision European Privacy Seal – nugg.ad is one of only 18 companies
nugg.ad et selskab i
Deutsche Post DHL koncernen

45. Nugg.ads role in the political landscape