online advertising theatre; new levels of consumer engagement with semantic advertising

New Levels of Consumer Engagement with Semantic

Advertising

Damon FrancisBusiness Development Director

Online Spend Projected to Increase

Money well spent?

• $40 billion spent but 31% of ads never seen

• Scrolled past ad• Never scrolled to ad

• 4% of ads delivered to geography where the product is not available

• 72% of campaigns on sites "not brand safe or are irrelevant.

Current Contextual Methods

&

“State of the Art” in Online Advertising

“State of the Art” in Online Advertising

“State of the Art” in Online Advertising

Audience

Marketer

Producer

Bad Ads Weaken Content Relationships

KeywordsSEO

Ineffective ads generate less clicks.Less clicks means less product sold for marketer.

Display,Text Ads

Less product sold means less to spendsupporting content generation.Less quality content means less audience.

Producer drops ad price to sell more ads.Less ad price means more cost control onquantity and quality of content.

What Is to Be Done?

“You will know a word by the company it keeps”

- Firth

“It is one of the great marvels of life that, across languages, culture and history, it is possible, with sufficient knowledge, effort and insight, to truly understand the meanings of other peoples’ emotions and mental states”

- Richard A. Shweder

The Revolution Is Semantics

• Semantics (from Greek "σημαντικός" - semantikos[1][2])

establishes meaning. It typically focuses on the relation between signifiers

Advanced Contextual Methods

MORPHOLOGICAL

GRAMMATICAL

LOGICAL

DISAMBIGUATIONBro

oke

Ake

r –

Kin

derg

arte

n, 1

963

Search Engine Marketing

Search Advertising

Display Advertising

Advanced Contextual Methods for

Display Ad Server

No MistakesCleared InventoryHigher Ad Prices

Search Ad Server

No MistakesCleared InventoryHigher Ad Prices

Keyword Bidding

Less Obvious,Less Costly Keywords

Proof MetricsDisplay Ads  Airlines Fashion

Consumer Products

Improved CTR + 200% + 140%

+ 160%

Search Ads Admantx + AdSense

Google AdSense

CTR 2.63% 0.93%

Click Value 0.22 Euro 0.13 Euro

CPM per Page 0.65 0.13

Traffic Increase + 77% --

+ 40% more Ad Engagement

“If there is one thing the study makes exceedingly clear, it is that the combination of contextual and behavioral targeting is much greater

than the sum of its parts”

THANK YOU

Damon Francisdfrancis@admantx.com

Office +44 (0)207 183 0305

Mobile +44 (0)7517 274206

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