nrg|AudienceProfiles
Discover the audience structure of your online advertising campaign with nrg|AudienceProfiles. Measure precisely the profile of the the audience you reached and find the ideal placements for your online campaign.
Answers to your questions
nrg|AudienceProfiles offers a quick and cost-effective way to check whether your campaign is being delivered to your target audience and shows the socio-demographic structure reached. nurago‘s real-time ad contact measurement system enables you to not only assess the media planning efficiency of your campaign, but also optimise it while still live.
Use it to answer questions like:
- Are you reaching the desired target group with your campaign – or are you experiencing high levels of waste?
- Which advertising environments are most effective in reaching your target audience?
- How is your target group structured in terms of sociodemographic characteristics?
- How does contact frequency differ between users with specific socio-demographic profiles?
Method
Key socio-demographic data for each panelist is stored centrally by the panel provider and updated frequently. Panel members also opt in to be continuously marked with a nurago cookie. At the beginning of your campaign, nurago generates a customised sub-panel for your campaign using only panel members with a traceable cookie history. This sub-panel is weighted according to the socio-demographic structure of the Internet audience where your campaign will be served and acts as a basis for the actual campaign tracking.
A small piece of tracking code is added to your advertising materials during the process of entering them into the AdServer system, allowing us to register each panel member‘s contact with the campaign to the highest possible precision. During the campaign period, each exposure of a panel member is added to the aggregated profiling data in real-time, allowing for live analysis of the campaign’s audience structure. The standard socio-demographic characteristics included in the analysis like age, sex, education, income, etc. can be extended with a variety of specific variables such as hobbies, product interests, attitudes and more in order to provide insightful reports at any level of detail, even for campaigns aimed at niche segments.
nrg|AudienceProfiles minimises the typical methodological problems related to cookie based web analysis approaches by using a central touchpoint approach which connects cookies of panel members on different devices and refreshes deleted cookies with historical data intact. nurago‘s tracking codes are compatible with all advertising materials that can be equipped with impression or click tracking tags during the implementation process on the AdServer. These include standard banner formats and rich media ads, as well as pre-rolls and video ads.
Structure data report
In addition to exposure frequency distribution, the following socio-demographic variables are provided by default:
- Gender
- Age (also in combination with gender)
- Personal net income
- Annual household income
- Household size
- Education level
- Profession
- Region
The structure of the panelists reached, as well as the structure of all distributed ad impressions is continually provided for all segments. Aditionally, a separate targeting check can be carried out that calculates the proportion of ad impressions in the target group in relation to the ad impressions delivered overall, delivering a reliable targeting waste figure.
Supplementary module - Special Variables:
Choose from hundreds of data points about product interests, lifestyle-characteristics, purchase intentions and information about household members, in order to track performance against the data points that are especially important for your target group.
Combinations with other nurago products:
Combine nrg|AudienceProfiles with an advertising effectiveness study by simply and cost-efficiently adding nrg|ExposureEffects to your research project. In addition to the reached audience, you can measure how many of your delivered ad impressions were actually visible on the screens of the users - and for how long - with nrg|DeliveryControl. All analyses will be structured according to the different placements within your campaign, enabling you to optimise your campaign planning in a targeted way. We would be happy to discuss a customised approach combining nrg|AudienceProfiles, nrg|ExposureEffects and nrg|DeliveryControl.
