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engineering audience behavior
classify
target optimizecognitive intelligence for digital advertising
Sanzhar Kettebekov, Ph D
© 2013 Receptive cognitive intelligence for digital advertising™
Предпосылки успешного развития интернет бизнесов: Уроки Телекома в США
Testing and Adoption Program
Microsoft
telecom – consumer market
© 2013 Receptive cognitive intelligence for digital advertising™
only data & voicecharges$
customer base
=
focus on value added services
© 2013 Receptive cognitive intelligence for digital advertising™
Visual voicemail Family safety –
location services Road-side assistance
Watch TV on mobile Home security
example: Starbucks Wi-Fi
© 2013 Receptive cognitive intelligence for digital advertising™
Free Wi-Fi since 2008
competition
business directory network
© 2013 Receptive cognitive intelligence for digital advertising™
AT&T sells majority stake in Yellow Pages for $950M, following Verizon
era of ad networks
© 2013 Receptive cognitive intelligence for digital advertising™
MOBILE | TV | ONLINE
from data to intelligence
© 2013 Receptive cognitive intelligence for digital advertising™
Data is not intelligence Needs to be processed
Intelligence: who needs WHAT, WHEN, and HOW
intelligence
services
revenue
101010101010101010
data
internet business today
© 2013 Receptive cognitive intelligence for digital advertising™
Selling simply the size of your audience – does not work anymore Even if you are a facebook Twitter monetization problem
Valuation of online resources is based on the quality of the audience
retargeting intelligence
© 2013 Receptive cognitive intelligence for digital advertising™
data aggregators
retailer or competitor
ad network
telecom - big brother ?
© 2013 Receptive cognitive intelligence for digital advertising™
Available information Location & interests Gender Age Spending power Life stage and occupation Shopping behavior Character
Internet: privacy related litigations will only make the collection methods evolve
today’s problem
© 2013 Receptive cognitive intelligence for digital advertising™
1billion users on the internet daily Each user browse through 10’s of pages Media groups storing Petabytes of data
Plenty of data but not enough intelligence WHAT you visited - but not WHY and HOW WHEN you visited - but not WHEN you will do it AGAIN
Technical issues of analyzing and somewhat in managing
selling audience Bring level of traffic to min 1 mil uniques per
month Where at least 30 % return visitors
Increase inventory to include must-have ad formats (leaderboard, skyscraper, ad cubes, road block)
Start selling your audience characteristics Psychographics and demographics
© 2013 Receptive cognitive intelligence for digital advertising™
45 - 54
35 - 44
25 - 34
18 - 24
12 - 17
19%
23%
28%
21%
9%
Age Income Gender
consumer funnel
© 2013 Receptive cognitive intelligence for digital advertising™
brand building
decide
consider
branding
retargeting
search advertising
disp
lay
adv
ertis
ing
$15B
$11B
Growing annually at 27% (US) and 45% (Russia)
real-time auction
RTB – 20% of ads traded now, 50% expected by 2016
RTB- auction model
300x250
728 x 90
300x250
ad unit
bids
ad exchangeadvertisers(DSP, trading desk, ad network)
quality of viewership premium audience
receptive view™
publisher
bid price optimization effective spend
© 2013 Receptive cognitive intelligence for digital advertising™
advertising industry
© 2013 Receptive cognitive intelligence for digital advertising™
Luma partners LLC
what is next?
© 2013 Receptive cognitive intelligence for digital advertising™
Integrated media & communication services Ad network growth & audience selling ecommerce Smart home environment
