Marketing & Advertising

ADmantX Awarded Patent for Semantic Advertising Technology

ADmantX

NEW YORK, NEW YORK — (Marketwired) — 04/10/14 — ADmantX, the next-generation contextual analysis and semantic data provider, today announced that the U.S. Patent and Trademark office has awarded patent US 8543578 B2 for its flagship semantic technology. The ADmantX technology automatically comprehends content in both advertising messages and page content to ensure brand-safe, effective ad delivery.

 

The lack of relevance between advertisements and page content continues to be one of advertising’s biggest challenges. Most providers rely on technologies that use cookies and keywords to serve ads. Because these technologies are unable to understand the meaning or context of page content, ads could be placed with inappropriate, non brand-safe content. Read more

Multi-Screen Advertising Platform EngageClick Emerges from Stealth Mode

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PALO ALTO, Calif., March 25, 2014 /PRNewswire-iReach/ — EngageClick (http://www.engageclick.com), the predictive and personalized multi-screen advertising platform that delivers superior ad engagement and performance, emerged out of stealth mode today. The EngageClick ad platform differentiates itself by applying data-driven technology that uses cognitive science, machine-learning technology and big data analytics to perform predictive segmentation, and subsequently delivers dynamic smart ads with automatic and incremental optimization across multiple screens. EngageClick maximizes advertiser ROI and increases media yield, helping ad agencies and brands increase consumer engagement and ad performance, at scale. Read more

Bring On The Marketing Experts In Social Analytics

priusLast week The Semantic Web Blog reported on hoped-for improvements in the sentiment and text analytics space, a topic of discussion at this month’s Sentiment Analytics Symposium, including making the tools and data more accessible to business users – at least to those working outside of the market research sector. Within that space, experts continue to bring value.

Speakers at the event provided examples of how expertise at social analytics matters in the marketing realm, including David Rabjohns, CEO of MotiveQuest, which offers an online anthropology approach to helping brands identify the social “tribes” who may be targets for their products or services, given an understanding of what it is those tribes are most passionate about and a way that the brand can connect with those passions.

Take the case of the company’s work with Toyota on its Prius hybrid car: Rabjohns said that MotiveQuest’s online social research for the company revealed that Toyota would be mistaken to think it was selling a car and talking to users about saving money on gas.

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Scott Brinker presents “A NEW BRAND OF MARKETING” (Free eBook)

Click to dowload Scott Brinker's "A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline"Scott Brinker, whom we have covered many times in the past because of his insights into semantic technology and marketing, has written a new short book about modern marketing trends.  The author presents “seven transformative meta-trends in modern marketing.” In the forward, he identifies these trends as “…wield[-ing] tremendous influence on the current evolution of marketing strategy and management.” The trends Brinker identifies are:

  1. From traditional to digital
  2. From media silos to converged media
  3. From outbound to inbound
  4. From communications to experiences
  5. From art and copy to code and data
  6. From rigid plans to agile iterations
  7. From agencies to in-house marketing

While he does not mention semantics explicitly in the book, knowing Scott as we do, we were curious about his thoughts on the subject. We caught up with him to ask, “So, how does this fit in with Semantic Web Technologies?”

Brinker responded, “Semantic web technologies are a great example of how technology is continuously changing what’s possible in marketing and business. But in the absence of ‘marketing technologists’ — these hybrid professionals who can translate technology capabilities to marketing opportunities, and vice versa — much of that potential remains untapped.”

“Structured and linked data can have such a tremendous impact on shaping customer experiences in a digital world. While not every marketer needs to understand the technical layer of how to make that happen, they need to have a sense of what’s possible — and they need to be able to work with more technical talent, as part of the modern marketing team, to make it happen.”

Brinker, who coined the term ”Chief Marketing Technologist,” is offering the 40-pager as a free download on his website.

 

Social Media Analytics: What’s Your ROI?

Photo courtesy: Flickr/LendingMemo

Photo courtesy: Flickr/LendingMemo

How are your company’s social media marketing efforts faring? Chances are that you don’t really know.

According to a new benchmark study from Demand Metric, “Social Media Analytics: Enabling and Optimizing Use Cases with Analytics,” almost two-thirds or organizations are using social media analytics tools to understand and enhance their social media marketing. But 70 percent of them are unable to show the return on investment of their social media efforts, typically undertaken with campaign tracking, brand analysis and gaining competitive intelligence in mind.

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Leadspace Update Provides New Predictive Company Targeting

Leadspace

MENLO PARK, Calif., Jan. 15, 2014 /PRNewswire/ – B2B predictive lead targeting pioneer Leadspace, Inc. today launched its new targeting feature that helps B2B marketers and sales teams more accurately target companies that are most likely to purchase. The new capability is included as part of the latest version of Leadspace’s SaaS predictive lead targeting platform, available today for all users. Read more

Applied Semantics Makes List of Biggest Discounts in M&A History

app

Jennifer Streaks of Fool.com recently wrote, “Applied Semantics was a California-based software producer for online advertising, domain name and enterprise information management markets. It was acquired by Google for $102 million in 2013. Google then used Applied Semantic’s technology to create its Google AdSense program, which brought in $3.44 billion in the last fiscal quarter of 2012 (or 27% of Google’s total revenue). That’s a return on investment you can get excited about!” Read more

Xyo Opens Up Its Contextual Ad Program

xyo

Dean Takahashi of Venture Beat recently wrote, “Xyo is tackling the problem of mobile discovery — finding the right app in a sea of duds on the app stores — with a search engine that makes it easier to find the mobile app that you’re looking for. And today, the company is launching a new app advertising product that lets publishers advertise their app in more than 200 natural points for discovery. The Contextual App Advertising program is now available as an open beta as an alternative form of advertising. By ‘contextual,’ Xyo means that it can dsiplay advertising where the user cares about it. Xyo believes that traditional keyword-based ads aren’t effective for mobile app discovery.” Read more

The Financial Times Opens Up a Semantic Advertising Format

FT-Logo

Lara O’Reilly of Marketing Week reports, “The publisher first started trialling ‘FT Smart Match’ in 2011. It uses semantic profiling technology from Smartology that goes beyond keyword recognition to recognise the meaning, concepts and categories behind content that appears on FT.com, to help brands appear next to relevant content in real time and avoid appearing next to inappropriate articles. There have been several high profile cases of unfortunate automated ad misplacements online over the years, such as a Red Stripe “Hooray Beer!” ad appearing next to a Reuters story about a child being charged with drink-driving and an advert for Greek holidays juxtaposed next to a Guardian story about violent riots in Athens.” Read more

24/7 Media Acquires Crystal Semantics

crystal_semantics_logo-300x63

NEW YORK, NY–(Marketwired – Dec 9, 2013) – 24/7 Media, Inc., WPP Digital’s marketing technology company which will be merging with Xaxis early in 2014, today announced its acquisition of Crystal Semantics from ad pepper media International. Crystal Semantics is an award-winning provider of semantic advertising solutions.

 

By fully integrating Crystal Semantics’ solutions into its market-leading technology platform, 24/7 Media provides its advertiser and publisher clients worldwide with a highly advanced semantic advertising and brand safety platform that is unique in the market today.  Read more

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