OMMA Semantic Ads

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Jonathan Mendez

Presentation at OMMA Global on Can Semantic Ads Save Display

Technology Business Education

Will Semantic Advertising Save Display?

Jonathan Mendez, Founder & CEO, RAMP
Eran Shir, Founder & CEO, Dapper
Amiad Solomon, Founder & CEO, Peer39

September 19, 2008

Semantic Advertising Overview

Content Database ApplicaBons TargeBng Content

Semantic Advertising Overview

Content Database ApplicaBons TargeBng Content

Semantic Advertising Applications
“RAMPS” (Relevance Ampliﬁers)

Semantic Advertising Applications
RAMPS

Semantic Advertising Applications
RAMPS - Dockers Case Study
9M Impressions served through DART
ComparaBve Metrics
* CTR: 110% LiL (.13 vs. .06)
* CPC 37% Less ($3.53 vs. $5.58)
* Engagement: 900% LiL (29,920 acBons vs. 3,401)
* InteracBon Rate: 1,100% LiL (AcBons%Imp.)

RAMP Metrics
* Interest‐to‐Intent Rate: 97% (how many people
who interacted clicked through to site)
* InteracBons per User: 7.8 (clicks in the unit per
user prior to click‐thru)

Semantic Advertising Applications
RAMPS - Solutions

• eo Relevant Content
G
• ontextually Relevant Media DistribuBon
C
(audio, video)
• etailer SoluBons
R
• erformance Branding Experiences
P
• ocial MarkeBng
S
• CRM
e

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2. Semantic Advertising Overview Content Database ApplicaBons TargeBng Content

3. Semantic Advertising Overview Content Database ApplicaBons TargeBng Content

4.

5. Semantic Advertising Applications “RAMPS” (Relevance Ampliﬁers)

6. Semantic Advertising Applications RAMPS

7. Semantic Advertising Applications RAMPS - Dockers Case Study 9M Impressions served through DART ComparaBve Metrics * CTR: 110% LiL (.13 vs. .06) * CPC 37% Less ($3.53 vs. $5.58) * Engagement: 900% LiL (29,920 acBons vs. 3,401) * InteracBon Rate: 1,100% LiL (AcBons%Imp.) RAMP Metrics * Interest‐to‐Intent Rate: 97% (how many people who interacted clicked through to site) * InteracBons per User: 7.8 (clicks in the unit per user prior to click‐thru)

8. Semantic Advertising Applications RAMPS - Solutions • eo Relevant Content G • ontextually Relevant Media DistribuBon C (audio, video) • etailer SoluBons R • erformance Branding Experiences P • ocial MarkeBng S • CRM e