Conquering mobile advertising holy grail: Context-Awareness matters - Dilip Mistry SEMUSI

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McKinsey & Company

www.semusi.com

Technology Business

Conquering Advertising’s
Holy Grail: Context Matters
Dilip Mistry
Co-Founder and CEO
Semusi

Be more engaging?
Be more relevant?
Be more smarter?
Mobile Marketing

6am, I’m running in Connaught Place
A happy hour SMS is not what I need
I am ‘walking’ in Mumbai and lost
Directions for ‘driving’ do not help!
7pm, standing in a train, going home
Brands – you have my undivided attention!
I am sitting at a bus stop I have a 10 min wait
A notification to call my parents would be great
Hey Publishers/ advertisers
Understand me!

Context Matters !
WHAT IS THE
APPROPRIATE
BEVERAGE?
HOT? COLD?
18oc

Context-Aware Systems
Aware
“….general class of mobile systems that
can sense their physical environment,
and adapt their behavior accordingly”
Context
Identity
(Who)
Activity
(What)
Time
(When)
Location
(Where)
Sense

Hard Sensors Soft Sensors
Operating System
Power
Management
Sensor
Fusion
Context Builder
Activity
API
Behavior
API
Motion
API
Anomaly
API
Location
API
Context Aware Engine
me
Population
Pattern
Recognition R&D

Targeting with context
Display
Implicit Intent
(Retargeting)
Search
Explicit Intent
(Ad Words)

Mobile Fingerprints
Multi Device App Retargeting

Targeting ‘Location’ plus
Dynamic creative

Walking Running Travelling
Sleeping Sitting Standing
Physical Action Context

Behavioral Context
Driving Purchasing Communication

Be more engaging?
Yes -Context-Aware Systems
Be more relevant?
Yes – Location plus Activity
Be more smarter?
Yes – New Context Pipeline
Summary

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Conquering mobile advertising holy grail: Context-Awareness matters - Dilip Mistry SEMUSI

1. Conquering Advertising’s Holy Grail: Context Matters Dilip Mistry Co-Founder and CEO Semusi

2. Be more engaging? Be more relevant? Be more smarter? Mobile Marketing

3. Be More Engaging?

4. 6am, I’m running in Connaught Place A happy hour SMS is not what I need I am ‘walking’ in Mumbai and lost Directions for ‘driving’ do not help! 7pm, standing in a train, going home Brands – you have my undivided attention! I am sitting at a bus stop I have a 10 min wait A notification to call my parents would be great Hey Publishers/ advertisers Understand me!

5. Context Matters ! WHAT IS THE APPROPRIATE BEVERAGE? HOT? COLD? 18oc

6. Humans Learn Context

7. Context-Aware Systems Aware “….general class of mobile systems that can sense their physical environment, and adapt their behavior accordingly” Context Identity (Who) Activity (What) Time (When) Location (Where) Sense

8. An idea whose time has come Sensors

9. Hard Sensors Soft Sensors Operating System Power Management Sensor Fusion Context Builder Activity API Behavior API Motion API Anomaly API Location API Context Aware Engine me Population Pattern Recognition R&D

10. Context Aware Apps

11. Be More Relevant?

12. Targeting with context Display Implicit Intent (Retargeting) Search Explicit Intent (Ad Words)

13. Mobile Fingerprints Multi Device App Retargeting

14. Targeting ‘Location’ plus Dynamic creative

15. Targeting – Location ‘plus’ ? ? ? 

16. Location ‘plus’ Activity

17. Walking Running Travelling Sleeping Sitting Standing Physical Action Context

18. Demo

19. Be More Smarter?

20. Biometric Context Gender Weight Height

21. Behavioral Context Driving Purchasing Communication

22. Mood Context

23. Context-Aware as a Service

24. Be more engaging? Yes -Context-Aware Systems Be more relevant? Yes – Location plus Activity Be more smarter? Yes – New Context Pipeline Summary

Conquering mobile advertising holy grail: Context-Awareness matters - Dilip Mistry SEMUSI

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