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EUROPE‘S AUDIENCE EXPERTS.
Interact Berlin 2015 / Martin Hubert / CEO nugg.ad
WHY SMART DATA SHAKES UP DIGITAL ADVERTISING.
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
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:
THE DATA-DRIVEN EVOLUTION SHAKES UP DIGITAL ADVERTISING.
Contextual Data
Predictive Data
Integrated Smart Data
Factual Data
INTEGRATED SMART DATA ALONG THE USER JOURNEY.
Initial Consideration
Purchase
Evaluation Phase
Loyalty Loop
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)
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.
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.
SMART DATA PROVIDES ADVANCED TARGET GROUP TYPOLOGIES.
+ INTELLIGENT COMBINATION
OF VARIOUS SEGMENTS (E.G. FACTUAL &
PREDICTIVE DATA)
SMART TECHNOLOGY DISSOLVES DATA SILOS.
VIDEO
DISPLAY
MOBILE
PROGRAMMATIC / RTB
OFFLINE / CROSS-MEDIA
CMS OR SHOP SYSTEM
WEB ANALYTICS
SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.
Which audience do you reach?
How often? With which level
of impact?
CAMPAIGN DATA
BRAND IMPACT
AD EXPOSURE
TARGET GROUP / BRAND INSIGHTS
SMART KPIs: TRANSPARENCY ALONG THE WHOLE USER JOURNEY.
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.
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 ?
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.
CURRENT DEVELOPMENT: PROGRAMMATIC PUBLISHER ALLIANCES WITH AN ADVANCED DATA OFFERING
Premium Publishers Network
• 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