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Key To Making Semantic Search Real: Online Advertising. Brooke Aker CMO Admantx . Google-like Computing Power. Everywhere, all the time high speed. The Cloud. The Pipe. Recipe for Web Scale Apps. The UI. The API. Collaboration to build useful things. Simple, familiar – no training.
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Key To Making Semantic SearchReal: Online Advertising Brooke Aker CMO Admantx
Google-like Computing Power • Everywhere, all the time high speed • The Cloud • The Pipe Recipe for Web Scale Apps • The UI • The API • Collaboration to build useful things • Simple, familiar – no training
Recipe for Semantic Search Semantic Network
Then & Now in Ads 1950s & 1960s Today Web radically increases marketing messages Brands invest to reach consumers with new medium Online ad technologies match content to message - poorly • TV radically increases marketing messages • Brands invest to reach consumers with new medium • Agencies shape messages to make them exciting
Why Semantics in Digital Ads? $25 billion across spent on 400+ ad suppliers in 2010 0.3% Click Through Rate (CTR) on Ads
The Current Web Weakens Content Relationships • Audience Producer drops ad price to sell more ads. Less ad price means more cost control on quantity and quality of content. Ineffective ads generate less clicks. Less clicks means less product sold for marketer. SEO Keywords • Marketer • Producer Display, Text Ads Less product sold means less to spend supporting content generation. Less quality content means less audience.
Why Semantics in Digital Ads? "When an ad is targeted properly, 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 launching a campaign… Comscore
A Semantic Web Strengthens Content Relationships • Audience Producer raises ad price with an engaged audience that becomes captive. Better ad price means better content. Matched ads generate more clicks. More clicks means more product sold for marketer. Creativity Semantics • Marketer • Producer Engaging Ads More product sold means more to spend supporting content generation. Higher quality content means better / more audience.
Understanding Content semantic tags honor achievement business success growth award longevity duty performance Loose association w/ entrepreneurs – boring! Pages are semantically processed & tagged using methods similar to human comprehension to enrich any content with semantic information
Understanding Desires Admant
Better Ads semantic tags Admant Better association w/ entrepreneurs – Exciting !! ad server
$14 billion in added value price value of converting remnant to premium aggregate demand quantity
Ads right = Semantic Search right gas Did you mean …. gas – as in air in the room gas – as in fuel in the tank gas – as in natural gas gas – as in empty talk gas – as in the gas pedal gas – as in to poison Interface stays simple Interface interprets input giving user flexibility, feedback & clarity
Ads right = Semantic Search right What are the projected prices for gas at the pump? Interface stays simple Interface interprets input given user flexibility
Ads right = Semantic Search right action subject object GE UTC sue types suggestions suggestions suggestions Interface stays simple Interface interprets input given user flexibility
Thank Youwww.admantx.com Brooke Aker CMO firstname.lastname@example.org