Online Advertising Theatre; Knowing Consumers' Frame of Mind = The Last Word in Targeting
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Online Advertising Theatre; Knowing Consumers' Frame of Mind = The Last Word in Targeting
- 1. Knowing Consumers' Frame of Mind = The Last Word in Targeting Damon Francis Business Development Director
- 2. Revolutionary Times 1950s & 1960s Today • TV radically increases marketing • Web radically increases messages marketing messages • Brands invest to reach • Brands invest to reach consumers with new medium consumers with new medium • Agencies shape messages to • Online ad technologies match make them exciting content to message - poorly
- 3. But also Challenging times Symptoms Prescriptions • Declining CTR / Remnant Prices Falling • "When an ad is targeted properly, • Brand Advertisers Under-Represented it ceases to be an ad, it becomes important information," … WPP • On average, 82% of all campaigns evaluated showed a positive sales lift … for the brands being advertised increased by 22% … Comscore • [A] simple and effective way to mitigate the increasing risk associated with today’s digital advertising environment is to test the quality of an ad’s creative strategy and execution before 3 Confidential launching a campaign … Comscore
- 4. Targeting… today Keyword Vs.
- 5. “State of the Art” in Online Advertising
- 6. “State of the Art” in Online Advertising 6 Confidential
- 7. “State of the Art” in Online Advertising
- 8. “State of the Art” in Online Advertising
- 10. Semantic Tagging of Content semantic tags Page contents are semantically processed & tagged using methods similar to human comprehension in preparation for precise selection by the ad server. Confidential 10
- 11. Understands Ad Desires Admant
- 12. Define AD Desire Via simple UI at admantx.com user can create the profile of Profiling the content that better fits the ad. Confidential 12
- 13. Serve better Ads Profiling semantic tags ad server Confidential 13
- 14. 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% --
- 15. THANK YOU Damon Francis dfrancis@admantx.com follow us on: www.admantx.com Office +44 (0)207 183 0305 www.blog.admantx.com Mobile +44 (0)7517 274206 twitter @ADmantX
Editor's Notes
- In the 50s and 60s a revolution changed forever the world of traditional advertisingTraditional Media became more pervasive and Television changed our way of living creating great opportunities to distribute the messageBrands started to invest heavily to have access these new opportunities to reach their target customers Creative Agencies turned the “space” made available by publishers and broadcasters into something excitingToday we are living similarly historic momentOnline Advertising is growing and has bypassed Printing AdvertisingPeople are spending more and more of their free time onlineAs it was happening in the 60s, here is where brand WANTS to be in a SMART wayWhat can online “publishers” offer today?More of the same of what newspaper and magazines and television could offer in the 60’s: space and a growing audienceOnline Advertising has started to drive the monetization of the web to dateAd agencies have the message and creativity BUT – inaccuracies and mistakes in matching ads to page contents;Degrade brandsSacrifice click throughDistract consumers elsewhereTechnology has the potential to address this issue but: “Technology isn’t exciting” it’s been up to now very difficult to use
- So that the right ad can be displayed based on the content being consumed in real time.
- AdmantX offers Publishers & Ad Networks, Brands, Ad Agencies:A simple tool to develop effective online campaign based on an intuitive interface A starting point that bypasses any complexity: just type the brand description of upload the product briefAn advanced and mature technology that does the work in the background Automatically extracts the main concepts, topics, feelings and behavior induced to the reader from the page included in the textMatches each page with the best possible campaignA social experience to share the experience and reward the individual skills to develop the best ways to reach the target customersIn order, to serve the most relevant ads for the reference web page – every time & across all types of web pages