Interact 2015, Martin Hubert - nugg.ad

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!

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

SMART DATA BRIDGING THE GAP BETWEEN BRAND & PERFORMANCE.

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.

BUT:

TECHNOLOGY IS NOT THE ONLY THING THAT MATTERS IN DATA-DRIVEN ADVERTISING.

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

1,000,000 max. analysed data points per second

40 Bn. predictions per month

EUROPE‘S AUDIENCE EXPERTS

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MANY THANKS!