Holistic Approach to Audience Management

Transcript

1 Holistic Approach to Audience Management

2 nugg.ad: Europe s Audience Experts Fondata nel 2006 a Berlino Dal 2010 acquisita da Deutsche Post / DHL Uffici a Berlino, Londra, Copenhagen, Paris, Warsaw, Amsterdam, Oslo, Hamburg, Cologne, Milano La più grande piattaforma di targeting in Europa con tecnologia per sviluppare target groups, brand advertising e Data Management evoluto. Partnership con i maggiori publishers, concessionarie, centri media & SSPs

3 PREVISIONI AL MESE DATI GESTITI AL SECONDO REAL-TIME MACHINE LEARNING Basato su varie fonti di dati & algoritmi LIVE CLASSIFICATION Previsioni costantemente aggiornate per ogni singolo user SMART DATA TECHNOLOGY MORE THAN 70 DATA POINTS PER USER Informazioni estese sull audience

4 Audience Data Management in funzione degli obiettivi Awareness Interest/ Consideration Action/ Purchase Loyalty REACH Sociodemographic data & branding segments Product interests / modelling potential buyers Intent data / identified purchase intention CRM data (opt-in)

5 Dal targeting benefici per buyer e seller : ecpm sul target group per gli advertisers Migliori cpm per i publishers Ridotta Media loss entrambi Target group share CPM CPM On target reached Media loss Senza targeting 20% 5 Euro 25 Euro 80% Predictive Behavioral Targeting 60% 8 Euro 12 Euro 40%

6 Come identificare ed arrivare ad un determinato target? Io sono il Target

7 Targeting contestuale/semantico Site sport Site auto Site finance Site auto Site finance Site sport Site finance Site sport Site auto Mi trovo proprio in quel gruppo Copertura del target

8 Behavioural Targeting Behavioural targeting (BT) Site sport Site auto Site sport Site auto Site finance Site sport Site finance Site sport Site auto Dovrei essere un uomo visto che mi trovi su siti maschili Copertura del target

9 nugg.ad identifica in real time il profilo p Uomo, 25-35, Reddito Elevato Copertura del target PREDICTIVE BEHAVIOURAL TARGETING

10 nugg.ad Predictive Behavioural targeting (PB SURFING BEHAVIOUR SURVEY DATA & ALTRE FONTI ANALISI REAL-TIME IDENTIFICAZIONE TARGET USER PROFILE BRANDING ADV e.g. FMCG product O USO IN CMS / WEB ANALYTICS TOOLS

11 PREMIUM TARGET GROUPS PREDICTIVE BEHAVIOURAL TARGETING SEGMENTI COMBINABILI Socio-demographics Age Gender Income Education level... Product interests Beauty / Care Consumer electronics Investment / Funds Fashion... Consumer behaviour/attitudes: Planning to move Shopping preferences Product preferences Planning to buy a car... Affinities Entertainment Lifestyle News Economy...

12 nugg.ad nel DIGITAL ADVERTISING ECOSYSTEM nugg.ad: si integra con le maggiori piattaforme

13 nugg.ad nel DIGITAL ADVERTISING ECOSYSTEM nugg.ad: si integra con le maggiori piattaforme

14 Impatto sulle metriche della Brand Advertising CASE STUDIES nugg.ad Brand Awareness + 50% Growth in Sales + 200% Purchase Intention + 245% Brand Awareness + 35% Purchase Intention + 48% Target Group Share + 92% Target Group Share + 129% Brand Awareness + 73% Brand Awareness + 41% Brand Awareness + 50% Purchase Intention + 84% Willingness to Donate + 20%

15 L approccio nugg.ad nugg.ad offre ai clienti: Tecnologia evoluta di semplice implementazione e utilizzo Massima reach indipendente dai canali tematici Consulenza e supporto per training e sviluppo soluzioni personalizzate Massima Data Protection

16 THE POWER OF PUBLISHER

17 A PROGRAMMATIC ADVERTISING COOPERATION

18 EVOLUTION - MILLION EUROS - FRANCE SOURCE : IDC 2014

19 28 WELL KNOWN MEDIA GROUPS (+200 MEDIA BRANDS)

20 28 WELL KNOWN MEDIA GROUPS (+200 MEDIA BRANDS)

21 BILLION IMPRESSIONS AVAILABLE - FRANCE 27 AMAURY FIGARO TF1 LAGARDERE GOOGLE SOURCE : IDC 2014

22 BILLION IMPRESSIONS AVAILABLE - FRANCE LA PLACE MEDIA FACEBOOK GOOGLE SOURCE : IDC 2014

23 LA PLACE MEDIA & PUBLISHER SALES HOUSES INVENTORY WORKFLOW TYPE OF DEMAND PUBLISHER SALES HOUSES Site / Brand Manual Agencies / Advertisers Semi-BIind Programmatic Trading Desks LA PLACE MEDIA

24 CROSS-DEVICE AUDIENCE SOLUTION DESKTOP VIDEO MOBILE APP

25 CROSS-DEVICE AUDIENCE SOLUTION MEDIA BRANDS

26 CROSS-DEVICE AUDIENCE SOLUTION ARTICLES & CONTENT

27 CROSS-DEVICE AUDIENCE SOLUTION 1000x x x250 Expand 1000x x x x x x90 728x270 PLACEMENT & FORMATS

28 CROSS-DEVICE AUDIENCE SOLUTION + PROPRIETARY DATA

29 CROSS-DEVICE AUDIENCE SOLUTION INNOVATIVE SOLUTION

30 SOME FIGURES CPM Increase Year on Year Of our Revenue is above 2 CPM For CPM with audience targeting STRATEGY OF VALUE CREATION

31 A PROGRAMMATIC ADVERTISING COOPERATION

32 Ellis Bosisio, Chief Operating Officer Milano, 24/11/14

33 PROGRAMMATI BUYNG Global Display Programmatic+RTB Market ($Bil) 20,8 3,3 9,9 1,5 6,7 1,1 4,5 2,7 0,7 1,4 0,3 0,4 0, ,5 2,3? Source: IDC RoW Western EU

34 FORZE IN CAMPO - RILEVANZA

35 SOLUZIONE DATI E PROFILAZIONE SCALA - ALLEANZE

36 GRAZIE