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Ad:Tech Conference 2014

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The Ad:Tech 2014 conference at London

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Ad:Tech Conference 2014

  1. 1. Context-aware mobile advertising: turning ads into! real-time engagement Filip Maertens Founder http://www.arguslabs.com filip.maertens@arguslabs.com @fmaertens
  2. 2. A CURRENT STATE OF AFFAIRS
  3. 3. The perfect storm called ubiquitous computing “ Computing is everywhere and anywhere. ”
  4. 4. Clarifying the ambient intelligence paradigm a pervasive computing principle that is sensitive and responsive Artificial Intelligence Ÿ Affective Computing Embedded & Networked Internet of Things Context aware Sensor fusion Personalized Behavioral profiling Adaptive A.I. & learning Anticipatory Predictive analysis Privacy Trust & Privacy UX Human Centric UX
  5. 5. Putting some numbers in perspective Wearables 30B units by 2018 Up to 10 sensors Connected Devices US$ 290B by 2018 Up to 6 sensors Smart-phones 2,8B units by 2016 Up to 12 sensors
  6. 6. Context-awareness explained what I tell my grandma what I do “ We help your phone know you so well, it helps you to interface with the world in a much more natural, proactive, and personalized manner, so it behaves like a sixth sense ”
  7. 7. Engage in a context-aware manner Engaging at the right m o m e n t , under the right c i r c u m s t a n c e s . Time Feeling … Activities Habit Mood Weather Road type … Behavior
  8. 8. How context upgrades your content Know what you are listening to Understand the! circumstances you are listening to
  9. 9. “ What’s up with mobile advertising? Seriously. ”
  10. 10. 2014. And my toaster situation. • Search or buy activity trigger ad-serving. • Conversion moments on mobile are a mere few seconds. • Retargeting hell.
  11. 11. Re Pre-targeting is fundamental to mobile conversion Re-targeting!Pre-targeting! Bid on users that have left the session High conversion at low cost Can’t get the real-time aspect right Trying to convert users after the facts doesn’t work on mobile Big data spray and pray approach Experimental Bid on users before they enter a session Heavily rely on behavioral algorithmic processing of contextual data, to better estimate a conversion moment Emerging out of recommender systems and contextual computing Small data precision targeting Accepted
  12. 12. Traditional versus full context-awareness Online advertising: based on explicit signals, expressed by humans. Mobile advertising: based on implicit signals, learned by machines. CLICKS SENSORS Richer, real-time and accurate personas Clicks, page views, and audience segments
  13. 13. Some fundamental challenges Engaging for conversion on a mobile device? Using stale data to understand fleeting moments? Using explicitly entered data from users?
  14. 14. Some groundbreaking opportunities Internet of Things Internet of Channels Sensors. Sensors. Sensors and behavioral profiling The offline channel has become connected Context-awareness leaps beyond location
  15. 15. Mobile users live in the now, man! Mobile terrain Past PresentFuture A smart-phone is an impulse device that captures the present where real-time and context-awareness are essential
  16. 16. How mobile users want to be served Sensed & Learned:! - Just woke up! - Walking! - Sunny weather forecast! - Had a good night’s rest ! Sensed & Learned:! - At the gym! - On the treadmill! - Busy day a head! - Music playing + 100BPM! Sensed & Learned:! - In traffic jam! - Daily commute home! - Had a short night of sleep! - End of a busy day! - Frown eyes, unhappy face! - Negative text message detected! - Aggressive typing text message! - Stress in her voice!
  17. 17. “ Argus Labs has created a pre-targeting platform capable of near real-time contextualization and profiling using deep learning ” Context w Mood w Behavior
  18. 18. Sensors as building blocks for attribution data Sensors are a device’s equivalent to possessing human-like sensing capabilities and allow to sense and understand contextual cues. Automatic gender detection, through walking patterns Mood detection, through mobile handling Sound source detection (gyroscope sampling) Activity detection (walking, running, sitting, …) … Automatic in- versus outdoor detection Mood detection, through heart rate and oxygen level detection … @arguslabs
  19. 19. It’s a service layer Access through SDK and API Handling > 1 million requests per second Ambient sensing technology (no input needed) Android, IOS*, Microsoft Mobile** & Tizen** Built for mobile and embedded devices Proprietary IP and patented Provide real-time push/profile updates to DMP * Being ported/tested ** Por0ng started
  20. 20. Personas & Moments Understand, profile and predict habits Uncover habits, profile and predict human behavior Sense and understand context Sense and interpret the contextual cues of a mobile user Understand personalities and emotions Learn personalities and emotional states of a mobile user LAYER 3 LAYER 2 DEPRESSION SOCCER MOM SUSCEPTIBILITY SCORE LAYER 1 BIKING SLEEPING TIMES RUNNING LOUD ACTIVE MUSIC LOCATION HAPPY LAZY SAD EXTROVERT NERVOUS … ENGAGED … IN MEETING IN TRAFFIC STRESSED INDOOR …
  21. 21. Privacy as a trading function Gyroscope Accelerometer Microphone Camera GPS Light In-App Usage Expected value User acceptance Wi-Fi Browsing History Calendar SMS GSR The more permissions are required, more added value is expected from the mobile app! The type and quality (“value”) of a mobile app, not quantity, determines the ad estate value!
  22. 22. Start to build mood- and contextually aware real-time mobile campaigns
  23. 23. Context-aware mobile advertising: turning ads into! real-time engagement Filip Maertens Founder http://www.arguslabs.com filip.maertens@arguslabs.com @fmaertens

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