Transcript of "Online Advertising Theatre; Knowing Consumers' Frame of Mind = The Last Word in Targeting"
Knowing Consumers Frame of Mind = The Last Word in Targeting Damon Francis Business Development Director
Revolutionary Times 1950s & 1960s Today• TV radically increases marketing • Web radically increases messages marketing messages• Brands invest to reach • Brands invest to reach consumers with new medium consumers with new medium• Agencies shape messages to • Online ad technologies match make them exciting content to message - poorly
But also Challenging timesSymptoms Prescriptions• Declining CTR / Remnant Prices Falling • "When an ad is targeted properly,• Brand Advertisers Under-Represented it ceases to be an ad, it becomes important information," … WPP • On average, 82% of all campaigns evaluated showed a positive sales lift … for the brands being advertised increased by 22% … Comscore • [A] simple and effective way to mitigate the increasing risk associated with today’s digital advertising environment is to test the quality of an ad’s creative strategy and execution before 3 Confidential launching a campaign … Comscore
Semantic Tagging of Content semantic tagsPage contents are semanticallyprocessed & tagged usingmethods similar to humancomprehension in preparation forprecise selection by the ad server. Confidential 10