ad:tech conference 2014
DESCRIPTION
The Ad:Tech 2014 conference at LondonTRANSCRIPT
Context-aware mobileadvertising: turning ads into!real-time engagement Filip Maertens Founder http://www.arguslabs.com [email protected] @fmaertens
A CURRENT STATE OF AFFAIRS
The perfect storm called ubiquitous computing
“ Computing is everywhere and anywhere. ”
Artificial Intelligence � Affective Computing
Clarifying the ambient intelligence paradigma pervasive computing principle that is sensitive and responsive
Embedded & Networked
Internet of Things
Context aware
Sensor fusion
Personalized
Behavioral profiling
Adaptive
A.I. & learning
Anticipatory
Predictive analysis
Privacy
Trust & Privacy
UX
Human Centric UX
Putting some numbers in perspective
Wearables 30B units by 2018
Up to 10 sensors
Connected Devices US$ 290B by 2018
Up to 6 sensors
Smart-phones 2,8B units by 2016
Up to 12 sensors
Context-awareness explainedwhat I tell my grandma what I do
“ We help your phone know you so well, it helps you to interface with the
world in a much more natural, proactive, and personalized
manner, so it behaves like a sixth sense ”
Engage in a context-aware manner
moment circumstancesEngaging at the right , under the right .
TimeFeeling…Activities
HabitMoodWeatherRoad type…Behavior
How context upgrades your content
Know what you are listening to
Understand the!circumstances you
are listening to
“ What’s up with mobile advertising? Seriously. ”
2014. And my toaster situation.
• Search or buy activity trigger ad-serving.
• Conversion moments on mobile are a mere few seconds.
• Retargeting hell.
Re Pre-targeting is fundamental to mobile conversion
Pre-targeting!Re-targeting!
Bid on users that have left the session
High conversion at low cost
Can’t get the real-time aspect right
Trying to convert users after the facts doesn’t work on mobile
Big data spray and pray approach
Bid on users before they enter a session Heavily rely on behavioral algorithmic processing of contextual data, to better estimate a conversion moment Emerging out of recommender systems and contextual computing Small data precision targeting
Experimental Accepted
Traditional versus full context-awareness
Online advertising: based on explicit signals, expressed by humans.
Mobile advertising: based on implicit signals, learned by machines.
CLICKS SENSORS
Richer, real-time and accurate personas
Clicks, page views, and audience segments
Some fundamental challenges
Engaging for conversion on a mobile device?
Using stale data to understand fleeting moments?
Using explicitly entered data from users?
Some groundbreaking opportunities
Internet of Things Internet of Channels
Sensors. Sensors. Sensors and behavioral profiling
The offline channel has become connected
Context-awareness leaps beyond location
Mobile users live in the now, man!
Past Future Present
A smart-phone is an impulse device that captures the present where real-time and context-awareness are essential
Mobile terrain
How mobile users want to be served Sensed & Learned:!- Just woke up!- Walking!- Sunny weather forecast!- Had a good night’s rest !
Sensed & Learned:!- At the gym!- On the treadmill!- Busy day a head!- Music playing + 100BPM!
Sensed & Learned:!- In traffic jam!- Daily commute home!- Had a short night of sleep!- End of a busy day!- Frown eyes, unhappy face!- Negative text message detected!- Aggressive typing text message!- Stress in her voice!
“ Argus Labs has created a pre-targeting platform capable of near real-time contextualization
and profiling using deep learning ”
Context w Mood w Behavior
Sensors as building blocks for attribution dataSensors are a device’s equivalent to possessing human-like sensing capabilities and allow to sense and understand contextual cues.
Automatic gender detection, through walking patterns Mood detection, through mobile handling Sound source detection (gyroscope sampling) Activity detection (walking, running, sitting, …) …
Automatic in- versus outdoor detection Mood detection, through heart rate and oxygen level detection …
@arguslabs
It’s a service layer Access through SDK and API Handling > 1 million requests per second Ambient sensing technology (no input needed)
Android, IOS*, Microsoft Mobile** & Tizen** Built for mobile and embedded devices Proprietary IP and patented Provide real-time push/profile updates to DMP
* Being ported/tested ** Por0ng started
Personas & Moments
Sense and understand context
Sense and interpret the contextual cues of a mobile user
Understand, profile and predict habits
Uncover habits, profile and predict human behavior
Understand personalities and emotions
Learn personalities and emotional states of a mobile user
LAYER 1
LAYER 2
LAYER 3
BIKING SLEEPING TIMES
RUNNING
ACTIVELOUD
MUSIC
LOCATION
DEPRESSION SOCCER MOM
SUSCEPTIBILITY SCORE
HAPPY
LAZY SAD
EXTROVERT NERVOUS …
… ENGAGED
IN MEETING IN TRAFFIC STRESSED
INDOOR …
Privacy as a trading function
Accelerometer
Gyroscope
Microphone
Camera
In-App Usage
GPS
Expected value
User acceptance
Wi-Fi
Browsing History
The more permissions are required, more added value is expected from the mobile app!The type and quality (“value”) of a mobile app, not quantity, determines the ad estate value!
Calendar
SMS
Light
GSR
Start to build mood- and contextually aware real-time mobile campaigns
Context-aware mobileadvertising: turning ads into!real-time engagement Filip Maertens Founder http://www.arguslabs.com [email protected] @fmaertens