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Key To Making Semantic Search Real: Online Advertising. Brooke Aker CMO Admantx . Google-like Computing Power. Everywhere, all the time high speed. The Cloud. The Pipe. Recipe for Web Scale Apps. The UI. The API. Collaboration to build useful things. Simple, familiar – no training. - PowerPoint PPT Presentation
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Key To Making Semantic Search Real: Online Advertising
Brooke AkerCMO
Admantx
Recipe for Web Scale Apps
• Simple, familiar – no training
• Collaboration to build useful things
• Everywhere, all the time high speed
• Google-like Computing Power
The Cloud
The Pipe
The UI
The API
90% +Precision
4 MB per Minute Speed
<10-6 Access Time
35 Entity Extractio
n Types
600+ Categori
es
Recipe for Semantic Search
Semantic Network
Then & Now in Ads1950s & 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
KeywordsSEOIneffective 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.
“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
SemanticsCreativityMatched ads generate more clicks.More clicks means more product sold for marketer.
EngagingAds
More product sold means more to spendsupporting 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
semantictags
honorachievementbusinesssuccessgrowthawardlongevitydutyperformancePages 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
semantictags
Admant
Better Ads
Better association w/
entrepreneurs – Exciting !!
quantity
price
aggregate demand
value 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 roomgas – as in fuel in the tankgas – as in natural gasgas – as in empty talkgas – as in the gas pedalgas – 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 suggestionstypessueGE UTC
