Today’s AgendaToday’s Agenda ADmantX Business Summary Value Summary & Differentiators Use Cases Categorization examples Segment Creation Results and anecdote for brand lift Q&A
ADmantX Business SummaryADmantX 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 SummaryADmantX 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
Web ContentWeb Content
Entities35 Types
People BrandsPlaces Things
Companies
Entities35 Types
People BrandsPlaces Things
Companies
EmotionsFor Brands:
JoyCourage
Boredom Surprise
EmotionsFor Brands:
JoyCourage
Boredom Surprise
Buyer Intentions
SearchFind
Purchase
Buyer Intentions
SearchFind
Purchase
CategoriesIAB Standard
Enhanched 5 levels. Standard & custom dynamic categories
CategoriesIAB Standard
Enhanched 5 levels. Standard & custom dynamic categories
ADmantX Semantic ClassifierADmantX Semantic Classifier
ADmantX Semantic AnalyzerADmantX Semantic Analyzer
In Turn and available in UI
joy anxiety eccentrichappiness jealousy traditionalist
love offence luxurioussurprise nostalgia frugal
satisfaction disappointment outgoingsuccess depression spiritual
hope exasperation calmtrust rage relaxed
excitement envy politepleasure suffering hungercourage regret thirst
pride confusion painsurprise dynamic safety
desire playful curiositysympathy earnest esteem
sadness superstitious independenceanguish passionate power
fear frivolous wealthanger committed poverty
irritation health fanatic interestboredom dissolute search
stress city lover findshame 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.”
“When John Smith drove his BMW on California
Highway 101 he
experienced joy,
performance and prestige.”
emotionscategoriesideas
peopleplaces
companiesbrands
behaviors
motivations
car BayerischeMotorenWeke
BMW
CaliforniaUSAWestern US
John Smithman
highway road
cars
motor vehicles
transportationtechnology
mechanics
joy
elation
exuberance exultation
jubilation
euphoriahigh
triumph
performance
working
actuation
job
machining
perfecting
exceeding
prestige
high status
priority
precedenceprominence
top billingpreference
limelight
ADmantX solution can expandbeyond the obvious knee-jerk reaction to classify this visitorreading an article on cars to be onlycategorized as car interest /intender
Content Expansion
Emotions Case Study –Positive targetingEmotions Case Study –Positive targeting
campaigntarget is
joy
joy
joy
Keywords only find “joy” ADmantX finds all the “joy”
“happy about new baby”
“congrats on team win”
“glamorous celebration”
http://www.clutchmagonline.com/2013/10/class-action-lawsuit-unilevers-keratin-smoothing-kit-heads-trial/
III. When an ad has both contextual and [behavioral] relevance, its impact is even more powerful, producing a stronger emotional response than either condition alone. In this case, pupil dilation increased by an unprecedented 40%, indicating an impressively high level of cognition 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