This year, we’ve thrown our hat into the ring for the “European Seal of e-Excellence 2012”, which rewards ICT and Digital Media companies with an excellent track record in innovation marketing.
Background on the ADmantX Semantic Advertising Display Service
The holy grail of matching ads to a page has been described as knowing “the right consumer, at the right time, at the right frame of mind”. Behavioral Targeting and Audience Buying can certainly take care of the right consumer part of the equation. IP sniffing and a few other tricks more or less take care of time and place. But if you are concerned about brand safety and improved response, you are missing a key metric: context.
When you hear “contextual” as a targeting approach remember this is really nothing more than a dressed up way of saying keywords. And keywords are notoriously bad at true contextual understanding.
The use of semantic technology to establish context is really about correcting and expanding on keyword understanding. Both correcting (disambiguating common, multi-definition words for their in-sentence meaning) and expanding (looking for the story-arc across all the content) is a classic segmentation scheme. The deeper the segments, the more potential matches, the better the accuracy of the ad match.
Take this accuracy-based approach and extend it now into the realm of emotions, buyer intentions, people, places, things, brands, standard categories and dynamic categories and you have a very rich data stream that is in fact the consumers’ frame-of-mind in the final moments before the ad match is made. Combining a semantic set of data with audience data and you will get the 40% improved engagement.
For additional information on the ADmantX Semantic Advertising Display Solutions, refer to our Website, in which we offer some additional insight into the problems that the ADmantX solves as well as practical uses for our service, and try the power of semantic targeting right now.
As you can imagine, it would be an honor to be selected from among a long list of entries for this, one of the most prestigious European and global in the digital space and online marketing (and of course should we win the award overall you will be the first to know.)
FINGERS CROSSED :-)
