Brooke Aker -PPT

farmpaintlickInternet and Web Development

Oct 21, 2013 (3 years and 7 months ago)

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Key To Making Semantic Search Real:
Online Advertising

Brooke Aker

CMO

Admantx

Recipe for Web Scale Apps

Recipe
for
Semantic Search

Then & Now in Ads

1950s & 1960s


TV radically increases
marketing messages




Brands invest to reach
consumers with new medium




Agencies shape messages to
make them exciting

Today


Web radically increases
marketing messages




Brands invest to reach
consumers with new medium




Online ad technologies match
content to message
-

poorly

Why Semantics in Digital Ads?


$25 billion across spent on 400+ ad suppliers in 2010



0.3% Click Through Rate (CTR) on Ads


Audience

Marketer

Producer

The Current Web Weakens

Content Relationships

Keywords

SEO

Ineffective ads generate less clicks.

Less clicks means less product sold

for marketer.

Display,

Text Ads

Less product sold means less to spend

s
upporting content generation.

Less quality content means less audience.

Producer drops ad price to sell more ads.

Less ad price means more cost control on

q
uantity and quality of content.

“State of the Art” in Online Advertising (1)

“State of the Art” in Online Advertising
(2)

“State of the Art” in Online Advertising
(3)

Why Semantics in Digital Ads?


"When an ad is
targeted properly
, 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 launching a
campaign


Comscore

Audience

Marketer

Producer

A Semantic Web Strengthens

Content Relationships

Semantics

Creativity

Matched ads generate more clicks.

More clicks means more product sold

for marketer.

Engaging

Ads

More product sold means more to spend

s
upporting content generation.

Higher quality content means better / more audience.

Producer raises ad price with an engaged

audience that becomes captive.

Better ad price means better content.


Understanding Content

semantic

tags

h
onor

a
chievement

b
usiness

s
uccess

g
rowth

a
ward

l
ongevity

d
uty

performance

Pages are semantically processed & tagged
using methods similar to human comprehension
to enrich any content with semantic information

Loose association
w/ entrepreneurs


boring!


Understanding Desires

Admant

ad server

semantic

tags

Admant


Better Ads

Better association
w/ entrepreneurs


Exciting !!

quantity

price

a
ggregate demand

v
alue of converting

remnant to premium

$14 billion in added value

Ads right = Semantic Search right


Interface stays simple


Interface interprets input giving user
flexibility, feedback & clarity

gas

Did you mean ….


gas


as in
air in the room


gas


as in
fuel in the tank


gas


as in
natural gas


gas


as in
empty talk


gas



as in the
gas pedal


gas


as in
to poison


Ads right = Semantic Search right


Interface stays simple


Interface interprets input given user
flexibility

What are the projected prices for gas at the pump?

Ads right = Semantic Search right


Interface stays simple


Interface interprets input given user
flexibility

subject

action

object

suggestions

suggestions

suggestions

types

sue

GE

UTC

Brooke Aker

CMO

baker@admantx.com

Thank You


www.admantx.com