Online Advertising Theatre; New Levels of Consumer Engagement with Semantic Advertising
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New Levels of Consumer Engagement with Semantic Advertising Damon Francis Business Development Director
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Transcript of 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
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Kin
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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 [email protected]
Office +44 (0)207 183 0305
Mobile +44 (0)7517 274206
follow us on:www.admantx.comwww.blog.admantx.c
omtwitter @ADmantX
