1. New Levels of Consumer Engagement
with Semantic Advertising
Damon Francis
Business Development Director

2. Online Spend Projected to Increase

3. Money well spent?
• $40 billion spent but 31% of ads never
seen
• Scrolled past ad
• Never scrolled to ad
• 4% of ads delivered to geography
where the product is not available
• 72% of campaigns on sites "not brand
safe or are irrelevant.

4. Current Contextual Methods
&

5. “State of the Art” in Online Advertising

6. “State of the Art” in Online Advertising

7. “State of the Art” in Online Advertising

8. Bad Ads Weaken Content Relationships
Audience
Producer drops ad price to sell more ads. Ineffective ads generate less clicks.
Less ad price means more cost control on Less clicks means less product sold
quantity and quality of content. for marketer.
SEO Keywords
Producer Display,
Marketer
Text Ads
Less product sold means less to spend
supporting content generation.
Less quality content means less audience.

9. What Is to Be Done?
“You will know a word by the company it keeps”
- Firth
“It is one of the great marvels of life that, across languages,
culture and history, it is possible, with sufficient knowledge,
effort and insight, to truly understand the meanings of other
peoples’ emotions and mental states”
- Richard A. Shweder

10. The Revolution Is Semantics
• Semantics (from Greek "σημαντικός" - semantikos[1][2])
establishes meaning. It typically focuses on
the relation between signifiers

11. Brooke Aker – Kindergarten, 1963
Advanced Contextual Methods

12. Advanced Contextual Methods for
Display Search Advertising Search Engine
Advertising Marketing
Display Search Keyword
Ad Server Ad Server Bidding
No Mistakes No Mistakes Less Obvious,
Cleared Inventory Cleared Inventory Less Costly
Higher Ad Prices Higher Ad Prices Keywords

13. 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% --

14. + 40% more Ad Engagement
“If there is one thing the study makes exceedingly clear, it is that the
combination of contextual and behavioral targeting is much greater
than the sum of its parts”

15. 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