Berlin/Heidelberg, 07.04.2014. The SINUS Institute, specialised in psychological and socio-scientific research and consulting, and nugg.ad, Europe’s leading specialist in digital target group marketing and brand engagement measurement, have converted the Sinus-Milieus® into digital form for the first time in Germany. As of now, advertisers benefit from the digital Sinus-Milieus®, which this exclusive partnership makes available. With the digital Sinus-Milieus® cross-media strategies can now be optimised, which means “nugg.ad Audience Analytics” is able to identify website visitors effectively and reach strategic online target groups more efficiently.
Sinus-Milieus® are a scientifically based and internationally accepted target group model that considers the real living environments of people, and then groups them into their basic attitudes and lifestyles. The SINUS Institute’s long-standing socio-cultural expertise together combined with nugg.ad’s state-of-the-art prediction engine are the ideal basis for applying the Sinus-Milieus® to the online world too. For this purpose statistical models were developed, which were analysed and evaluated via a double-sided and iterative evaluation approach on the basis of more than 10,000 cases.
Due to the translation of the Sinus-Milieus® into digital communications channels by the nugg.ad research unit “Audience & Research”, significant added values arise for advertisers with immediate effect when they precisely address and evaluate their target groups. With nugg.ad’s Predictive Behavioural Targeting solutions coupled with Sinus-Milieus® such as “Liberal-Intellectuals”, “Performers”, or “Socio-Ecologists”, online campaigns can be driven in a tailor-made fashion. For the milieu-specific evaluation and optimisation of digital content, nugg.ad’s Target Group Insights and Content Solutions are a sustainable choice.
Anna Cremers, Head of the Audience & Research unit at nugg.ad is looking forward to the future cooperation with the SINUS Institute: “Sinus-Milieus® have already been integrated into offline media planning for quite some time, but have now found their way into the online environment through this exclusive partnership, especially providing an extensive range of benefits for cross-media targeting. The strategic target group model of the Sinus-Milieus® can now be integrated holistically into offline/online media planning.
Jan Hecht, Director of Marketing Research Studies at the SINUS Institute has high expectations regarding the new cooperation: “As the leading provider of digital target group marketing in Germany, nugg.ad is the ideal partner for SINUS to identify milieus on the internet. With the digital Sinus-Milieus®, advertisers can now organise their strategic target groups crossmedially. In addition, they can analyse the visitors of their websites according to Sinus-Milieus®. I am convinced that this way, we will live up to our expectation to reach people – offline as well as online.“
About the SINUS Institute:
SINUS Markt- und Sozialforschung, Heidelberg/Berlin, has been a specialist in psychological and social science research and consulting for over 30 years. The Institute develops strategies for companies and institutions that utilise the socio-cultural shift as a success factor. Sinus-Milieus®, developed on the concept of real living environment research, have been the most known and most influential segmentation approaches for many years – be it for fundamental socio-scientific research or for strategic marketing and communication activities. SINUS is part of the INTEGRAL - SINUS group with 50 employees and offices in Heidelberg, Berlin, Vienna and Jakarta. Many companies (brand and media industry, large service providers) as well as non-profit organisations (ministries, associations, churches, universities) work with the research and advisory approaches of SINUS, as they help to better understand the change and structure of society.
For more information about SINUS, please visit www.sinus-institut.de or follow us on Facebook
About nugg.ad - Europe's Audience Experts:
nugg.ad was founded in 2006 and is Europe's largest targeting platform with cutting edge real-time technology for audience targeting, efficient brand advertising and data management. Powered by machine learning, the company enables its partners to deliver highly target group-specific digital advertising for display, video and mobile advertising - on direct sales or programmatic platforms. Furthermore, advertisers and website operators benefit from a substantiated analysis of their user groups, as well as targeting of relevant content. For its unique data protection approach, nugg.ad has been awarded several privacy certificates, such as the EDAA Trust Seal by ePrivacyconsult GmbH in recognition of its exemplary Online Behavioral Advertising practices and the European Privacy Seal, EuroPriSe. nugg.ad is a company of Deutsche Post DHL since 2010 and has a number of strategic partnerships with global players including VivaKi, Carat & OMG on the agency side, publishers such as Axel Springer Media Impact, OMS, BBC Worldwide & Bauer Media as well as advertisers like Burger King, bwin, L'Oréal, Kellogg's & Hewlett Packard. nugg.ad has offices across Europe including Berlin, London, Warsaw, Paris, Copenhagen, Oslo and Amsterdam.