version ii - admantx deck
TRANSCRIPT
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