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