predictive behavioral targeting 280509

Delivering People Not Pages

Predictive Behavioral Targeting

1.What we do

Predictions & Predicting Explained

Challenge | Lack of Product Relevant Websites

Traditional Behavioural Targeting (BT) works for Cars, Finance and Travel. But no online behaviour is

available for Lemonade, Chocolate or Cosmetics.

Fast Moving Consumer Goods (FMCG) requires user data on Socio-Demographics, Interests and

Lifestyle.

Process | 3 Steps To Target

Element 1| Click Behaviour Measurement

Click Behaviour

Measuring click behaviour (using cookies) delivers information on the subject and frequency of visits to each page of your website.

Measurements taken from all active cookies

Element 2 | Surveying

Online Surveying

Surveying website users delivers important data on socio-demographics, lifestyle and product interests

Measurement of all non-deleted cookies

Process Two | Survey Invitation

Process Two | Survey example

Element 3 | Creation of Profiles / Statistical Models

Creation of Profiles

Surveyed users are compared with non-surveyed users in real-time, using statistical models = Predictions

Measurement data from all active cookies

Surveying of website

users

100% Site Visitor Coverage

Element 5 | Delivery of the Predictions

Profile Delivery

An advertisement, e.g. for toilet paper, will only be delivered to the person who does the household shopping

Measurement data from all active cookies

Survey of website visitors

100% coverage of all website users

Profiling

1. Sociodemographical Data

• Gender

• Age Groups

• Household Leader

• Houshold Income

• Employment status

2. Product Interests: • Food

• Body, hair or dental-care products

• Household hygiene papers

• Cleaning agents

• Health supplements

Further Interests/Affinities• Autos

• Travel

• Finance

product interests available in combination with gender or/and age group

age group or/and education available in combination with gender

Segmentation | Recommended Construction

Max. 3criteria

combined recommended

Combination of sociodemographic data, affinities and/or product interests

nugg.ad | Target Groups (on the German market)

Travel & CarsPrivate & Business

Fashion

Food & Drink Lifestyle & Leisure

Finance Consumer Electronics

Beauty & Care Health

Top Groups; Travel & Cars, Beauty & Care, Demographics

Home & Garden

2.Success Criteria

Targeted Campaigns

Campaign Learning´s | Success Criteria

Increase Reach within target group

Increase Click-Thru-Rates (CTR´s)

Increase Conversions

Reduce Media Loss (brand impact)

3.Budget Efficiency

Reduce Media Loss | with PBT

only 33% of users are Female => 67% media loss

PBT reduces media loss by 36 percentage points

Advertisers save 43% in terms of real CPM

    Rate Card CPM Real CPM Efficiency

Percentage of target group reached without PBT

33% € 10.00 € 30.30 

Percentage of target group reached with PBT

69% € 12.00 € 17.39 +43%

“..You are not advertising for clicks or gross rating points….What you're

advertising for is to sell me stuff or change perception, and that's what we

need to be measuring again..”

Carrie Frolich, Managing Partner, Digital Interaction MEC Interaction NYC

Closing Statement | Carrie Frohlich