NEUTRUM
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Hase und Igel
Hase und Igel

Targeting

Hitting the Mark without Cookies

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Themennavigator

You don’t make products for everyone, so don’t advertise them to everyone

Instead, target your advertising to the right people in the right environment. But how do you ensure that? Personas and socio-demographics are of little use for targeting, because you can’t check who is really sitting in front of the screen. Cookies were very useful – but are slowly dying out. And Database/1st Party often fails because customers are not willing to share their data. Relax – we have something for you: contextual with AI!

Targeting with NEUTRUM:
What is it?

Behind the cryptic word “contextual” lies a simple, convincing idea: You don’t actually need to know whether your potential customer is 35 and a Metallica fan or whether he was on bild.de 3 days ago. You just have to be in the right place at the right time to address him with something that is actually relevant and attractive to him. If he then clicks, shares or buys, you don’t care if he is a “sophisticated minimalist” with a poodle in a loft. Cookieless contextual targeting therefore uses the anonymous behavioral data of a large number of people to see where and when someone who is enthusiastic about products like yours typically spends time – and what is important to them. On this basis, you then play out your content and your advertising with precisely these arguments in these places at these times. Great for data protection. Best for the customer. Best for you. And the AI takes care of all the crazy statistics.

NEUTRUM Applications for Targeting

Traffic und Werbung im Wettbewerb
NEUTRUM

AI Targeter

In the Right Place at the Right Time

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).

  • Contextual & Semantic Targeting without Cookies

  • The right content on the right channel at the right time

  • Including competitor & advertiser analysis

Themennavigator
NEUTRUM

Topic Navigator

How does my target group see the topic? Which camps exist in the market? The TOPIC NAVIGATOR shows you the way to the best positioning:

  • Best Content Analytics Tool (Stevie Awards 2022 and 2023)

  • Your map of what the market is really interested in – and in which context

  • Reveals what activates and emotionalizes

  • Shows how brands and people are positioned

What does Targeting do for me?

  • Advertise there and then, when you are really relevant – more sense, less scatter loses.
  • Make yourself independent of cookies and the data of the advertising marketers.
  • Get by with less sensitive collection of user data.
  • Recognize the patterns in your users’ behavior and learn from them instead of just tracking them.
Targeting is like a gearbox: the best media engine with the best content fuel won’t get traction if it doesn’t reach the right people in the right environment. AI-supported contextual targeting makes you future-proof and efficient.

Success Stories

. Attack the Competition precisely

Listening to the Youth

In order to give more space to the interests of young people in media and politics, the foundation uses two applications from Hase & Igel, which use communication in journalistic and social media to determine the optimal media, influencers, occasions and times for positioning on the topic of generational justice.
Read this Story
4.3 WhatzDogs 1

Who Let the Dogs Out?

WhatzDogs wants to make life with dogs less stressful. For the successful market launch of the new app, it is important to find out what issues dog owners are concerned about in which situations, where they go for advice and how and when it is best to reach them. Hase & Igel’s tools show the way for content strategy, channels and timing.
Read this Story

Targeting

à la NEUTRUM – that's how we do it …

  • For your targeting, our solutions do not rely on cookies and marketer data, but rather measures throughout the market people who are exactly candidates for your products actually behave.
  • The “data pots” we tap into include, for example, searches, media articles (incl. social), websites, reactions to advertising and job ads, user flows on the web and in physical space – but also structural data, e.g. on population, purchasing power and weather, which help to classify developments.
  • Because we study actual behavior, our AI can precisely evaluate when and where people are really on the move in the appropriate context and what the decisive aspects are for activation.
  • Because we measure continuously, we see quickly and seamlessly where behavior is changing – so you can adjust your placements and arguments immediately, instead of building on media data or surveys from last year.

And how do I get my Targeting now?

content channel x

1 Appointment

Get a non-binding appointment right now, where we can discuss your request together. This way, we can find the optimal configuration (and, if necessary, combination) of our tools for you and create an offer.

2 Setup

If you give us the go-ahead, we will set up your solution and either provide you with the software with which you can carry out the analyses yourself, or deliver the collected and analyzed data to you in the software.
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themennavigator x

3 Conclude & Analyze

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

Frequently
Asked
Questions

  • Isn’t that just for performance marketing?

    Not at all! With our system you can include all your advertising media – from display to large-scale, from search engine to mailshot, from radio to podcast. We would be happy to show you real case studies – arrange a meeting to get to know us!

  • Do I have to bring my own historical data?

    Not necessarily. If learning from your previous targeting can be transferred to the contextual targeting approach – for example, to switching/broadcast times or topic environments – this makes the learning curve steeper. But in principle, our solutions also work extremely well with 3rd party data alone – i.e. the complete “external view”. Not least because our system also learns from your competition.

  • What specifically is different with your approach in comparison to the status quo?

    Actually, everything: Forget your personas. Forget your cookies. Contextual targeting à la NEUTRUM works entirely on the basis of time, place and topic. If you already have insights or assumptions about this, we can very well include them – but we don’t have to. The determination of the optimum is then up to the AI! How it does this: by not tracking each individual user, but by determining across many recipients where and when they are best accessible for your topic and what is most likely to trigger them. It’s new, but not that complicated: Arrange a meeting to get to know each other!

  • Is targeting a consulting project for you or can I do it myself with your tools?

    You can definitely do it yourself with our tools – that’s what they are for 🙂
    The right tool selection, the right combination and the optimal setup depend on what you want to find out and in what depth and breadth. We will work it out together in a free initial consultation.
    Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
    Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

  • What does contextual targeting cost?

    Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, you should expect a (higher) four- to five-digit amount. The drivers for costs are:

    • How many products/topics/use cases do you want to look at?

    • How many and which advertising media do you want to include?

    • How many languages are relevant and how far do you want to differentiate regionally?

    • What data do you already feed in yourself and what new data do you want to collect via our tools?

    • Do you operate the tools yourself, or should we do it for you and upload the results directly?

    These are the questions we will clarify with you in a free initial consultation. Arrange it now!

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