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

McKinsey & Company
McKinsey & CompanyDigital VP @ McKinsey | Tech Entrepreneur | ExMicrosoft Exec | IOT Health Student. at McKinsey & Company
Conquering Advertising’s
Holy Grail: Context Matters
Dilip Mistry
Co-Founder and CEO
Semusi
Be more engaging?
Be more relevant?
Be more smarter?
Mobile Marketing
Be More
Engaging?
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!
Context Matters !
WHAT IS THE
APPROPRIATE
BEVERAGE?
HOT? COLD?
18oc
Humans Learn Context
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
An idea whose time has come
Sensors
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
Context Aware Apps
Be More
Relevant?
Targeting with context
Display
Implicit Intent
(Retargeting)
Search
Explicit Intent
(Ad Words)
Mobile Fingerprints
Multi Device App Retargeting
Targeting ‘Location’ plus
Dynamic creative
Targeting – Location ‘plus’
?
?
?

Location ‘plus’ Activity
Walking Running Travelling
Sleeping Sitting Standing
Physical Action Context
Demo
Be More
Smarter?
Biometric Context
Gender Weight Height
Behavioral Context
Driving Purchasing Communication
Mood Context
Context-Aware as a Service
Be more engaging?
Yes -Context-Aware Systems
Be more relevant?
Yes – Location plus Activity
Be more smarter?
Yes – New Context Pipeline
Summary
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Conquering mobile advertising holy grail: Context-Awareness matters - Dilip Mistry SEMUSI