Paris – Big data and the abundance of information that it involves, makes the interpretation and operation of data a complex issue. FigaroMedias provides the harmonisation of the Figaro Group’s entire data set and makes it more usable by performing the transition from BIG DATA to FIGDATA – a service that provides powerful and qualified personal and content-based data.
Three solutions are now on offer: Audience Data, Content-Based Data and CRM Data.
For its Audience Data offers, FigaroMedias has partnered with nugg.ad to make use of its predictive targeting solutions, which allows it to characterise its users according to their socio-demographic profiles, product interests and browsing behavior. The Audience Data offers thus let advertisers improve the performance (for retargeting) and coverage (by increasing audience reach) of their recurrent campaigns.
With its 80 audience segments, FigaroMedias offers ten clusters such as “Affluent People” (e.g. “High Income Earners” and “Luxury Shoppers”) “Powerful People” (e.g. “Independent Women with Children”) and “Life Cycles” (e.g. “Home Mover” and “Families with Young Children”) and also allows the creation of custom targets by crossing these variables.
Based on exclusive productions by the Figaro Group’s newsrooms, the Content-Based Data solution can create platforms that not only address communities more precisely but also build new Audience Data targets. This is enabled by a communications solution of Native Publishing that can combine the variables setting, content and audience.
The Data CRM offer provides exclusive access to the Figaro Groups’ database. This allow advertisers to benefit from the brand values of the Figaro Group via mailings (145,000 geo-locatable postal addresses), sponsoring newsletters (1.9 million contact with 16 topics ) and email distribution (1.6 million contacts with “opt-in” option and 35 targeting criteria), and drive traffic to a wealthy and influential audience.
The FIGDATA solution can thus – in addition to providing banner campaigns – serve as an activatable lever to improve and amplify the performance of ad campaigns.
FigaroMedias is the advertising department of the Figaro Group. It handles the marketing of all the Group’s media brands in their print, web, mobile & tablet versions. The Figaro Group is positioned cross-medially and continuously provides information, services and networking opportunities.
With their creative and original high value content, the Figaro Group’s media brands are present on all print and digital media platforms (10 mobile apps and 10 tablet apps), reaching every second French citizen and two thirds of France’s Premium users on a monthly basis.
The growth of the Group’s digital engagement is apparent by the current market leadership of figaro.fr, which is the leading online news website since more than four years, and is currently the third most popular mobile and tablet news service in France.
nugg.ad AG is the leading provider of target group marketing and supplier of brand engagement measurement 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. Branding campaigns in particular can be implemented more efficiently in the display and video sectors, but also in the mobile sector. Furthermore, advertisers and website operators benefit from a substantiated analysis of their user groups, as well as targeting of relevant content. nugg.ad is opening up new potential with its intelligent data management solution. With this solution, highly-specific audiences are targeted effectively on the basis of intent data. In 2013, nugg.ad launched Programmatic Premium Solutions, a solution which combines automated marketing of premium inventory with reliable target group data to guarantee higher-quality, wider-ranging, more effective RTB premium campaigns. 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 BBC Worldwide, AT Internet, IGN Entertainment, SevenOne Interactive, Axel Springer Media Impact, OMS, IQ media, Ströer Digital Media, Microsoft Advertising, 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.