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Conquering mobile advertising holy grail: Context-Awareness matters - Dilip Mistry SEMUSI
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Conquering mobile advertising holy grail: Context-Awareness matters - Dilip Mistry SEMUSI


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  • 1. Conquering Advertising’s Holy Grail: Context Matters Dilip Mistry Co-Founder and CEO Semusi
  • 2. Be more engaging? Be more relevant? Be more smarter? Mobile Marketing
  • 3. Be More Engaging?
  • 4. 6am, I’m running in Connaught Place A happy hour SMS is not what I need I am ‘walking’ in Mumbai and lost Directions for ‘driving’ do not help! 7pm, standing in a train, going home Brands – you have my undivided attention! I am sitting at a bus stop I have a 10 min wait A notification to call my parents would be great Hey Publishers/ advertisers Understand me!
  • 5. Context Matters ! WHAT IS THE APPROPRIATE BEVERAGE? HOT? COLD? 18oc
  • 6. Humans Learn Context
  • 7. Context-Aware Systems Aware “….general class of mobile systems that can sense their physical environment, and adapt their behavior accordingly” Context Identity (Who) Activity (What) Time (When) Location (Where) Sense
  • 8. An idea whose time has come Sensors
  • 9. Hard Sensors Soft Sensors Operating System Power Management Sensor Fusion Context Builder Activity API Behavior API Motion API Anomaly API Location API Context Aware Engine me Population Pattern Recognition R&D
  • 10. Context Aware Apps
  • 11. Be More Relevant?
  • 12. Targeting with context Display Implicit Intent (Retargeting) Search Explicit Intent (Ad Words)
  • 13. Mobile Fingerprints Multi Device App Retargeting
  • 14. Targeting ‘Location’ plus Dynamic creative
  • 15. Targeting – Location ‘plus’ ? ? ? 
  • 16. Location ‘plus’ Activity
  • 17. Walking Running Travelling Sleeping Sitting Standing Physical Action Context
  • 18. Demo
  • 19. Be More Smarter?
  • 20. Biometric Context Gender Weight Height
  • 21. Behavioral Context Driving Purchasing Communication
  • 22. Mood Context
  • 23. Context-Aware as a Service
  • 24. Be more engaging? Yes -Context-Aware Systems Be more relevant? Yes – Location plus Activity Be more smarter? Yes – New Context Pipeline Summary