Spot-on Contextual Data Partner

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

Use cases for MindshareUse cases for Mindshare

Targeting

Ad Safety

Emotions for Brand Ads

  

Targeting

  

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

Brand Safety-Bad ad to edit examples

  

Emotions for brands

  

Questionable, ineffective content on White-listed property

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”

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 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