content targeting

10_– 12 October 2011, Vienna, Reed Messe Wien

Session: Innovative AdvertisingTitle: Content TargetingSpeaker: Markus Breuer, nugg.ad AG

Media Port

nugg.ad ist ein Unternehmen von Deutsche Post DHL

AN INCONVENIENT TRUTH …


For each individual visitor 95% of your website 80% of your homepage 99% of your ads

are totally irrelevant!


How many of these headlines

were „interesting“ for you,

personally?


Wouldn‘t it be nice, if every visitor of your

website would only see pages, …

... which primarily present topics/products,

what are of interest to him/her?

... which approach her/him in a way that is

appropriate for his/her age, gender, education,

lifestyle etc.?

… which would lead to a longer visit, more

page impressions and more add impressions?


EXACTLY THAT IS CONTENT TARGETING!


Content Targeting

Better operating results by delivering more relevant content

Pit Gottschalk (Axel Springer AG) & Markus Breuer (nugg.ad AG) Ifra - Vienna, Oct. 12th 2011


PRESENTING RELEVANT CONTENT TO A BROAD TARGET GROUP

The Goal:


A TARGET GROUP

Our product is intended for customers in the hedonistic milieu (and to 30% in the expeditive milieu) Our customers’ household income is average or slightly above average. Most of them are between 25 and 45. Some 65% are women.


This is a rather broad „target“, isn‘t it?


Exactly how do I approach a visitor, who is 65% female and 35% male?


Most websites are ‘short sighted’

today, using a blurry focus,

intentionally.


And this is the result

of such a blurry vision …


„Something for everybody“

Do we really want that?


Content Targeting – based on

tried-and-proven predictive

behavioral targeting helps you put

a sharp focus on the really

relevant sub-segments.


The Audience Now


The Audience With Targeting


Use Facts to Approach Your Customer

Gender

Occupation

Household size

Household leadership

Household provider

Age

Personal income

Education

Children

Household income


THE ALTERNATIVE TO “BLURRY”:

CONTENT TARGETING


A SIMPLIFIED EXAMPLE … Content Targeting


THE PROJECT APPROACH

1.  Determining readers demographics and interests

2.  Classifying content according to interests

3.  Prioritising according to matching interests


Three Partners

Relevant News

Axel Springer •  Premium Content •  Premium Brands • Huge Reach

retresco • ClassificaCon •  PresenaCon Layer • Content Backend

nugg.ad •  Profiles • Behavioral data


BUT, COULDN’T WE DO IT WITH USER PREFERENCES?


No, because …

nearly nobody uses it!

Typically less than 5% of users


BUT, WHAT ABOUT USING INFORMATION FROM SOCIAL NETWORKS?


Won’t work well, because …

friends are NOT great curators!

The superior approach:


Know your Readers!


CAUSE & EFFECT

1.  The best content

2.  Presented according to reader’s interests

  More page views   More ad impressions

  Higher reader satisfaction


VISIT US AT

BOOTH A-270 & BOOTH A-670

THE END


DISCLAIMER

This document and the informaCon it contains are confidenCal, for the private use only of the recipient. It should not be copied or reproduced in whole or in part without the prior wriKen consent of nugg.ad AG, Berlin (the “Company”), and should not be distributed to any other person.

Although the informaCon and recommendaCons in this document are presented in good faith and believed to be correct, nugg.ad AG makes no representaCons or warranCes as to the completeness, Cmeliness or accuracy of the informaCon. InformaCon is supplied upon the condiCon that the persons receiving same will make their own determinaCon as to its suitability for their purposes prior to use. In no event will nugg.ad AG be responsible for damages of any nature whatsoever resulCng from the use of or reliance upon informaCon from this document or the products to which the informaCon refers.

THIS DOCUMENT IS PROVIDED ON AN "AS IS" BASIS. NO REPRESENTATIONS OR WARRANTIES, EITHER EXPRESS OR IMPLIED, OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE OR OF ANY OTHER NATURE ARE MADE HEREUNDER WITH RESPECT TO INFORMATION OR THE PRODUCTS TO WHICH INFORMATION REFERS

content targeting

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content targetingbetter

ag ifra vienna

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