Spot-on Contextual Data Partner

Today’s  Agenda  §  ADmantX Business Summary §  Value Summary & Differentiators §  Use Cases §  Categorization examples §  Segment Creation §  Results and anecdote for brand lift §  Q&A

ADmantX  Business  Summary  §  20 yr. experience, MS Office grammar checker

§  Deep page-level understanding of content via NLP

§  Proactively target to and away from content §  Precise, deep algorithmic audience development &

segmentation, intuitively actionable & flexible

§  Higher accuracy than keywords and metadata…meaning and disambiguation…concepts and context

§  Measurable Reach & Lift

ADmantX  Value  Summary   Deliver the promise of brand safe environments, each campaign and message can be customized appropriately Limitless segmenting & targeting permutations Real-time mindset leverages emotions as a target, allows tie-in with creative message More accurate and scale than keyword system approaches

ADmantX Differentiators §  Logic Detection & Disambiguation = Better

understanding & meaning §  Emotions & Mood =Real-time Mindset §  Semantic Network = 10x powerful than

other systems, inter-linkage & relationships, 65 in fact

§  In-House Experience and expertise

Use  cases  for  Mindshare  

Targeting Ad Safety Emotions for Brand Ads

Targeting

Web Content

Entities 35 Types

People Brands Places Things

Companies

Emotions For Brands:

Joy Courage

Boredom Surprise

Buyer Intentions Search Find

Purchase

Categories IAB Standard

Enhanched 5 levels. Standard & custom dynamic categories

ADmantX Semantic Classifier

ADmantX Semantic Analyzer

In Turn and available in UI

Top  Categories  (Over  800)  

• arts  &  entertainment  • automo.ve  • business  • careers  • educa.on  • family  &  paren.ng  • health  &  fitness  • food  &  drink  • hobbies  &  interests  • home  &  garden  • law,  gov't  &  poli.cs  • finance  • society  • science  • pets  • sports  • style  &  fashion  • technology  &  compu.ng  • travel  • real  estate  • shopping  • religion  &  spirituality  

EnFFes**  • anniversary    • address  • animals    • company      • currency    • date  &  .me  • device  • email  Address    • event  • facility  • food  • geography  • holiday    • market  index    • medical  condi.on  &  treatment    • measure  • natural  disaster    • natural  feature    • opera.ng  system    • organiza.on    • percent  • person    • phone  number      • URL  • vehicle  

EmoFons  &  IntenFons  joy   anxiety   eccentric  

happiness   jealousy   tradi.onalist  love   offence   luxurious  

surprise   nostalgia   frugal  sa.sfac.on   disappointment   outgoing  

success   depression   spiritual  hope   exaspera.on     calm  trust   rage     relaxed  

excitement   envy     polite  pleasure   suffering     hunger  courage   regret   thirst  

pride   confusion   pain  surprise   dynamic   safety  desire   playful   curiosity  

sympathy     earnest   esteem  sadness   supers..ous   independence  anguish   passionate   power  

fear   frivolous   wealth  anger   commiFed   poverty  

irrita.on   health  fana.c   interest  boredom   dissolute   search  

stress   city  lover   find  shame   conformist   purchase  

** Not in Turn UI, however can be built out of the environment and published back into Turn for use

“When John Smith drove his

BMW on California

Highway 101 he experienced joy,

performance and prestige.”

emotions categories ideas

people places

companies brands

behaviors

motivations

car Bayerische Motoren Weke

BMW

California USA Western US

John Smith man

highway road

cars motor vehicles

transportation technology

mechanics joy

elation

exuberance exultation

jubilation

euphoria high

triumph

performance

working

actuation

job

machining

perfecting exceeding

prestige

high status

priority precedence

prominence

top billing preference

limelight

ADmantX solution can expand beyond the obvious knee-jerk reaction to classify this visitor reading an article on cars to be only categorized as car interest /intender

Content Expansion

Brand Safety-Bad ad to edit examples

Emotions for brands

Questionable, ineffective content on White-listed property

Emotions Case Study –Positive targeting

campaign target is

joy

joy

joy

Keywords only find “joy” ADmantX finds all the “joy”

“happy about new baby”

“congrats on team win”

“glamorous celebration”

Examples of categorization

http://www.beautybuzzdaily.com/10-uses-for-coconut-oil/?glamLinkTarget;csc=bss

http://www.webmd.com/beauty/skin/how-to-wreck-your-skin

http://www.clutchmagonline.com/2013/10/class-action-lawsuit-unilevers-keratin-smoothing-kit-heads-trial/

Segment creation

Hair Care

Deodorant

Brand Lift/Recall & Results

III.  When  an  ad  has  both  contextual  and  [behavioral]  relevance,  its  impact  is  even  more  powerful,  producing  a  stronger  emoFonal  response  than  either  condiFon  alone.  In  this  case,  pupil  dila.on  increased  by  an  unprecedented  40%,  indica.ng  an  impressively  high  level  of  cogni.on  of  the  ad.    …  Yahoo/Innerscope  Study  

II. Time to first fixation increases by 15% when ads are contextually relevant. This increases the chances that the ad will be stored in long-term-memory and ultimately leads to higher recall. Contextually relevant ads elicit an emotional response that’s almost 2X as high as those without.

I. When the objective is centered around building awareness, contextual relevance can help build long term memory of the brand.

Brand Awareness/Recall Study

Real-life Results •Airline Campaign: ADmantX versus competitor's contextual solution

–  Competitor .06% CTR –  ADmantX .18% CTR, 200% increase

•Fashion and Apparel : ADmantX in conjunction with BT vs. strictly re-targeting –  Retargeting .12% CTR –  ADmantX .29% CTR, 140% increase –  ADmantX engagement 40% better than retargeting effort (interacting with rich media ad)

•Luxury Automobile client: ADmantX vs. “Gold standard” Auto intender data – Exelate .06% CTR –  ADmantX .12% CTR, 100% increase

•Financial services client: ADmantX vs. 3rd party demo and interest data – Other data .04% –  ADmantX .13%, 200% increase