This document discusses how online advertising is evolving to better target consumers. It notes that while technologies now match content to messages, this is often done poorly. The document proposes that understanding a consumer's frame of mind through proper targeting can make an ad feel like important information rather than an ad. It cites data showing positive sales lifts and brand increases when targeting is done well. Finally, it introduces a company called Admantx that uses semantic tagging and profiling to serve more relevant ads in a cookie-less manner, with metrics showing improved click-through rates and sales over other ad platforms.

1. Knowing Consumers' Frame of Mind
= The Last Word in Targeting
Damon Francis
Business Development Director

2. Revolutionary Times
1950s & 1960s Today
• TV radically increases marketing • Web radically increases
messages marketing messages
• Brands invest to reach • Brands invest to reach
consumers with new medium consumers with new medium
• Agencies shape messages to • Online ad technologies match
make them exciting content to message - poorly

3. But also Challenging times
Symptoms Prescriptions
• Declining CTR / Remnant Prices Falling • "When an ad is targeted properly,
• Brand Advertisers Under-Represented 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
3
Confidential launching a campaign … Comscore

4. Targeting… today
Vs.

5. “State of the Art” in Online Advertising

6. “State of the Art” in Online Advertising
6
Confidential

7. “State of the Art” in Online Advertising

8. “State of the Art” in Online Advertising

9. Semantic Targeting-Cookie-less Targeting

10. Semantic Tagging of Content
semantic
tags
Page contents are semantically
processed & tagged using
methods similar to human
comprehension in preparation for
precise selection by the ad server.
Confidential 10

11. Understands Ad Desires
Admant

12. Define AD Desire
Via simple UI at admantx.com
user can create the profile of
Profiling the content that better fits the
ad.
Confidential 12

13. Serve better Ads
Profiling
semantic
tags
ad server
Confidential
13

14. Proof Metrics
Consumer
Display Ads Airlines Fashion Products
Improved CTR + 200% + 140% + 160%
Search Ads Admantx Google
+ AdSense AdSense
CTR 2.63% 0.93%
Click Value 0.22 Euro 0.13 Euro
CPM per Page 0.65 0.13
Traffic Increase + 77% --

16. THANK YOU
Damon Francis
dfrancis@admantx.com follow us on:
www.admantx.com
Office +44 (0)207 183 0305 www.blog.admantx.com
Mobile +44 (0)7517 274206 twitter @ADmantX