NE.R.O. – Data based Intelligence

Since 2007, Mediascale has been operating NE.R.O., our proprietary targeting system for profile-based and data-driven campaign management.

 

NE.R.O. is the smart solution for every special challenge. More than 600 different profile characteristics stored in the system enable a highly individualised target group approach, covering more than 70 % of all German online users.

 

The NE.R.O. DSPs (Demand Side Platforms) in the private marketplace enable marketer-independent targeting across all available portfolios in the German market. It is capable of using proprietary data sources as well as 3rd party data.

 

Campaigns are controlled programmatically in all common desktop, mobile-web and in-app formats. Due to auction-based centralisation of purchasing, other targeting regulations, such as frequency caps, are possible across marketers and platforms in addition to targeting.

simple

Our NE.R.O. team of specialists combine their expertise in data excellence, programmatic consulting, campaign management and creation.

 

In this way, we ensure holistic data intelligence concepts that are easily and uncomplicatedly implemented for our customers.

smart

More than 15 years of experience and technical know-how make us highly qualified specialists in data intelligence and smart campaigning.

 

We find data-driven solutions for every challenge, no matter how specific.

effective

Whether banner or video, performance campaign or awareness: we are driven by performance.

 

We monitor our campaign performance in real time, optimising it based on evidence to get the maximum for our clients. We do not compromise on quality: NE.R.O. campaigns only run in the highest quality AGOF marketer environments.

customised

We can do the standard, but we love the extra.

 

Communication solutions requirements are as individual as the businesses of our customers are. We’re happy to advise you and find a solution for your individual needs.

NE.R.O. Portfolio

Site Retargeting

Targeted re-engagement of website visitors

With classic site retargeting, a NE.R.O. retargeting pixel is implemented on our customers' website. With the help of the pixel, website visitors are marked and can then be targeted again via our retargeting campaign. 1st party data is stored in data silos and used exclusively for the campaigns of the respective customer.

Instead of pixelating the customer's website, audience data can also be transmitted to the NE.R.O. purchasing platforms via the customer's own data management platforms. The NE.R.O. Systems are compatible with all common DMPs.

Campaign Retargeting

Sequencing and gross reach optimisation

For campaign retargeting, the advertising media of the basic campaign are equipped with retargeting pixels. These tags mark users who have had contact with the basic campaign.

Subsequently, these users can be specifically addressed again, for example, in order to play them different messages in a certain order (storytelling or sequencing).

Furthermore, the targeted exclusion of people who have already had campaign contact is also possible thanks to the pixel, for example for the purpose of optimising campaign net reach.

Profile Targeting

Individual target groups

The NE.R.O. database combines data from proprietary data sources with a multitude of external and verified 3rd party data. With the help of this data, even very narrowly defined target groups can be accurately mapped and specifically addressed.

Different profile categories can be used individually or in combination: From classic demographic and interest-based profiles to industry affiliations (B2B), to dedicated purchase intent or weather-induced consumer behaviour, almost anything is possible.

Feel free to contact us about your individual enquiries.

NE.R.O. Artificial Intelligence

Contextual Targeting

With the help of a crawler, NE.R.O. scans over 30,000 new articles on the German-language web every day. In the process, the algorithm evaluates the article context using key terms, and places them in a semantic context.

In a NE.R.O. AI campaign, highly individualised target groups can be addressed via context targeting in compliance with data protection laws, even without the use of cookie profiles. Many predefined interests are available for this purpose – as well the use of custom keyword lists and product-specific keywords.

Retail

Platform based e-commerce

Advertisers who carry their products on Amazon can use NE.R.O. Retail for Amazon-specific targeting and retargeting clusters for sales campaigns.

In this way, potential customers can be guided in a targeted manner towards purchase intention and purchase. NE.R.O. Retail campaigns usually use feed-based Dynamic eCommerce Ads, meaning separate banner delivery is unnecessary.

Links are made to Amazon.de or the shopping app, where sales are tracked using the Amazon DSP and campaigns are optimised for sales based on algorithms.

Hyperlocal

Smart and ultra-granular geotargeting

Through the smart use of GPS location data, NE.R.O. Hyperlocal enables granular geo-targeting campaigns around specific points of interest.

The feed of the customer-specific points of interest (e.g. shops, sales partners, etc.) works very simply via an address list. Subsequently, by means of NE.R.O. Hyperlocal, we generate local advertising in a freely definable radius around these POIs. 

Based on the campaign, it is possible to evaluate and optimise store visit conversions.

Values Planning

Values-based user typologies

Many advertisers are saying goodbye to established demographic targeting criteria and are opting for values-based communication and target group definition.

With NE.R.O. Values Planning, target groups can be specifically addressed based on individual values and attitude profiles. NE.R.O. Values Planning is both data- and context-based: Both forms of targeting are translated into values-based user typologies through psychographic analysis.

In addition to data-based campaign concepts, the NE.R.O. specialist team also offers individual creative solutions.

Some popular NE.R.O. Ads, including live demos, at a glance:

Contact

Pierre-Michael Heck

Unit Director Audience Broking