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Cross-media: nugg.ad and Deutsche Post Direkt connect online and offline environments

• Target Group Insights identifies target groups on customer websites
• Online Insights can be used for postal mailing campaigns
• microdialog targeting reaches offline target groups on the internet

Bonn, 14th March 2013: nugg.ad, a subsidiary of Deutsche Post DHL and Europe’s leading provider of digital target group marketing, is introducing solutions for integrated dialogue marketing as a joint venture with the address specialist Deutsche Post Direkt. By linking efficient processes used online and offline, it is possible to identify target groups accurately and target them with synchronised advertising by post as well as display campaigns on the internet. This means that advertisers benefit from the combination of strengths from traditional direct marketing and online marketing, and are breaking new ground in addressing new customers. This opens up a new dimension in cross-media targeting to direct marketers that is compliant with data privacy regulations.

nugg.ad and Deutsche Post Direkt have developed the following solutions, which can be combined with each other:

The Target Group Insights make it possible to identify target groups precisely based on user distribution, for instance on the advertising customer’s company website or web shop. The customer receives a report showing the analysis of his user distribution according to socio-demographics and product interests. The results collected can if required serve as a starting point for more nugg.ad and Deutsche Post Direkt products. In this way the target group insights gained online can be translated into an offline environment and serve as a basis for personalised or partially addressed mailings. So, if you discover that visitors to a customer website tend to be middle-aged men with an interest in luxury goods, it is possible to address this target group directly by means of a postal mailing campaign. It is also possible to use this strategy in reverse – from offline to online: with microdialog targeting, advertisers who have successfully used target group addresses supplied by Deutsche Post Direkt to target new customers can also address the same target groups using display campaigns, thereby increasing the coverage for new customer acquisition.

“Deutsche Post acts innovatively when it comes to the subject of online marketing”, says Stephan Noller, CEO of nugg.ad. “The products offered jointly with Deutsche Post Direkt reinforce that, and provide completely new inspiration for the advertising market with regard to cross-media targeting of new customers.”

“We are delighted about our cooperation with nugg.ad”, says Oliver Reinke, Managing Director of Deutsche Post Direkt. “By interlinking our dialogue marketing solutions, we are attracting more attention from the target group, as well as greater coverage and penetration. This means that advertisers are investing their marketing budgets particularly prudently.”

Both the offline and online profile offered by Deutsch Post subsidiaries Deutsche Post Direkt and nugg.ad operate without reference to specific individuals and comply with data privacy legislation.

For the offline profile, the first step for Deutsche Post Direkt is to enrich the addresses from the customer database with statistical information from the micro-geographic microdialog system. This includes socio-demographic data, consumer information, structural characteristics, as well as regional data. The characteristic customer features are identified by carrying out customer profile analysis, and are displayed as weighted data in a score card. nugg.ad’s Target Group Insights function is used to analyse visitors to a company website or internet shop by carrying out real-time market research. Pseudonymous data derived from surfing habits, surveys and external sources are combined and turned into groups that are relevant for advertising purposes but have no reference to individuals. Deutsche Post Direkt now selects suitable postal addresses for the mailing campaign on the basis of the target group characteristics on the score card and the online profile.

Contact for press queries:

nugg.ad AG
Marketing & Communications
Christian Hillemeyer
Tel.: +49 (0)30 293 819 99 -18
E-Mail: christian.hillemeyer@nugg.ad
Internet: www.nugg.ad
Follow us on: www.twitter.com/nugg.ad

Deutsche Post DHL
Media Relations
Alexander Edenhofer
Tel.: +49 (0)228 182-9944
E-Mail: pressestelle@deutschepost.de
E-Postbrief: pressestelle.konzern@dpdhl.epost.de
Internet: www.dp-dhl.de/presse
Follow us on: twitter.com/DeutschePostDHL


nugg.ad – Predictive Behavioural Targeting

nugg.ad AG is the leading provider of Predictive Behavioural Targeting solutions to empower advertising in digital media. nugg.ad makes it possible for advertisers, media agencies and marketers to significantly increase the effectiveness of their ads by delivering them to more relevant target groups. The unique approach of the Predictive Behavioural Targeting makes it possible to enrich simple usage data with survey data
about socio-demographics, product interests and lifestyles. This process utilises predictions (statistical profiles) without using any data that can be traced to individual users. That is why nugg.ad was the first provider of targeting services to receive the Privacy Seal by the Independent Centre for Privacy Protection Schleswig-Holstein (ICPP).
In Europe, the nugg.ad product is also certified with the European Privacy Seal, EuroPriSe. nugg.ad was awarded the "Red Herring 100 Europe“ and the "European Seal of E-Excellence“ in 2008. As of 2010, nugg.ad is a company of Deutsche Post DHL.

The clients of nugg.ad include IGN Entertainment, SevenOne Interactive, Axel Springer Media Impact, eBay Advertising Group, OMS, freeXmedia, IQ media, Ströer Interactive, Unister Media, Glam Media, KRONE.at, Zed digital, OMD, Carat, Vivaki, Starcom and others. In addition to its headquarters in Berlin, nugg.ad has offices across Europe including Warsaw, Paris, Copenhagen, Amsterdam and London.

Further information is available at www.nugg.ad

 

Deutsche Post – Die Post für Deutschland

Deutsche Post is Europe’s largest postal service provider, the market leader in the German letter and package market, and takes a leading position in international mail. With its strong Deutsche Post brand, the company is developing its status and branding as “The postal service for Germany”. The portfolio ranges from standardised products to custom-designed solutions for private and business customers in the areas of letter-based communication, dialogue marketing and package transport. Deutsche Post will continue to promote the link between physical and electronic communication, thereby reinforcing the company’s position as the comprehensive service provider for secure, simple and reliable communication. Deutsche Post is part of the Deutsche Post DHL group. The group achieved sales of 53 billion Euros in 2011.


Deutsche Post Direkt – the address management specialists

Deutsche Post Direkt offers a complete range of services when it comes to address management. The Deutsche Post subsidiary was founded in 1998 and now has more than 100 employees at its premises in Bonn. The company focus is the development of standard products and individually-tailored address solutions to optimise direct advertising. The company is divided into four business areas, and the services provided by each of these can be combined seamlessly: address validation, address enrichment, address analysis and address rental. High-profile customers rely on the expertise of this address specialist, in particular from the automotive, financial service, fundraising, retail/consumer goods, telecommunication and publishing sectors: for instance Porsche, ING-DiBa, SOS-Kinderdorf, Procter & Gamble, The Phone House and Konradin Mediengruppe. Deutsche Post Direkt holds the IT security certificate in accordance with ISO 27001 and is a member of the Deutscher Dialogmarketing Verband DDV.
Further information is available from www.postdirekt.de

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