Online Advertising Theatre; New Levels of Consumer Engagement with Semantic Advertising
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Online Advertising Theatre; New Levels of Consumer Engagement with Semantic Advertising

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Online Advertising Theatre; New Levels of Consumer Engagement with Semantic Advertising Online Advertising Theatre; New Levels of Consumer Engagement with Semantic Advertising Presentation Transcript

  • New Levels of Consumer Engagement with Semantic Advertising Damon Francis Business Development Director
  • Online Spend Projected to Increase
  • Money well spent?• $40 billion spent but 31% of ads never seen • Scrolled past ad • Never scrolled to ad• 4% of ads delivered to geography where the product is not available• 72% of campaigns on sites "not brand safe or are irrelevant.
  • Current Contextual Methods &
  • “State of the Art” in Online Advertising
  • “State of the Art” in Online Advertising
  • “State of the Art” in Online Advertising
  • Bad Ads Weaken Content Relationships AudienceProducer drops ad price to sell more ads. Ineffective ads generate less clicks.Less ad price means more cost control on Less clicks means less product soldquantity and quality of content. for marketer. SEO Keywords Producer Display, Marketer Text Ads Less product sold means less to spend supporting content generation. Less quality content means less audience.
  • What Is to Be Done? “You will know a word by the company it keeps” - Firth“It is one of the great marvels of life that, across languages,culture and history, it is possible, with sufficient knowledge,effort and insight, to truly understand the meanings of otherpeoples’ emotions and mental states” - Richard A. Shweder
  • The Revolution Is Semantics • Semantics (from Greek "σημαντικός" - semantikos[1][2]) establishes meaning. It typically focuses on the relation between signifiers
  • Brooke Aker – Kindergarten, 1963 Advanced Contextual Methods
  • Advanced Contextual Methods for Display Search Advertising Search Engine Advertising Marketing Display Search Keyword Ad Server Ad Server Bidding No Mistakes No Mistakes Less Obvious, Cleared Inventory Cleared Inventory Less Costly Higher Ad Prices Higher Ad Prices Keywords
  • Proof Metrics Consumer Display Ads Airlines Fashion Products Improved CTR + 200% + 140% + 160% Search Ads Admantx Google + AdSense AdSense CTR 2.63% 0.93% Click Value 0.22 Euro 0.13 Euro CPM per Page 0.65 0.13 Traffic Increase + 77% --
  • + 40% more Ad Engagement “If there is one thing the study makes exceedingly clear, it is that the combination of contextual and behavioral targeting is much greater than the sum of its parts”
  • THANK YOUDamon Francisdfrancis@admantx.com follow us on: www.admantx.comOffice +44 (0)207 183 0305 www.blog.admantx.comMobile +44 (0)7517 274206 twitter @ADmantX