What are Words worth- In this presentation we explore the changing metrics for publishers and how the value of their content is not being fully exploited and how semantic marketing can help them to realise its potential.

1. WHAT ARE WORDS WORTH ?
How semantic technology can monetize online content
KATE OWEN
Nordic Executive Network - Stockholm, May 2010

2. Some old truths
“People don’t read ads. People read what
interests them. Sometimes that’s an ad.”
- Howard Gossage: Texter, Art Director, Author
“A wealth of information
creates a poverty of attention …
and a need to allocate that
attention efficiently.”
- Herbert Simon:
Scientist, Economist, Psychologist

3. 2001-2007: Easy Money
 Navigation and Architecture
 Manual Content Classification
 Page Views
 Big Display Networks
 High CPMs
 Click Rate as Benchmark

4. What happened?!
1. Dinosaur picture

5. Google Came Along
Search has made
information
architecture
irrelevant

8. What use is
the best web
content …
… if you
can’t find it
when you
need it ?

9. Publishers are advancing slower
than their own end users,
Come on,
guys ...
in making use of web technology
for the advertising and marketing
that finances them.

10. … Users control this medium!

11. How do you identify
markets and fulfill their
needs?
You make Display more
like Search!

12. Don’t Get Drowned!
Market Results:
More inventory = lower prices
Strategic Result:
Differentiate your content.
Make “invisible” inventory visible!

13. What do Advertisers Want?
Plannable
Measurable
Comparable
RETURN ON INVESTMENT

14. Advertiser Strategy I: Masses for Cheap

15. It’s Just Maths …

16. .. But It’s Devaluing Your Inventory

17. THEY Don’t Care About Your Platform!

18. Until This Happens
Germany‘s Worst Child Abuser
Appears In Court
Party
with the
girls?

19. Or This
Car Gutted By Flames;
Jams on Motorway

20. Your Clients Care About Misplacement.
 URL tracking, verification and
control
 Damage Assessment
 Whose Fault Is It …
 … And Who Pays ????

21. They want
YOU to!

22. Advertiser Strategy II: Aim Intelligently
Registration data
name
Demographics
age
sex
sex
address - postcode
age
purchase history
location
income TARGETING payment type
race
education
home ownership Technology
mobility
employment site
CONTEXT
frequency
click rate
on site behaviour
location

23. More Efficient Use of Your Inventory

24. Imagine …

25. But It Has To Work.
Control ad exposure and penetration within target
group, using:
 Demographic analysis (research)
.. Although this is not directly measurable
 Behavioural analysis (cookies, retargeting)
.. Although this distances an action /perceived
interest from ad delivery
 Contextual analysis (keyword)
.. Right Idea, Wrong Execution : Not good enough!

27. So what is semantics?
Semantics is the study of meaning.
„ORANGE“
Fruit Colour Mobile Mountain Texas Louisiana Provence Hi-Fi South
Telecom Bikes Equipment Africa

28. Sense Engine Taxonomy
development
28 presentation title

29. Make Sense out of content
Sense Engine receives URL
Sense Engine visits webpage
Extracts content of page
Compares content to >3000
categories in taxonomy
1. Wine holidays 219.83
Most relevant categories
2. Piedmont, Italy 197.71
identified
3. Italy 185.94
29 29 The semantic revolution

30. Recognising “Bad Content”
Alcohol  Economic Issues  P2P Unrest, Conflicts & wars
X Accidents & Disasters  Environmental Issues  Social & Political Issues Violence & Crime
Adult & Nudity  Extreme View  Swearing Weapons
Civil Unrest  Gambling  Terrorism
Drugs  Health Issues  Tobacco
SITESCREEN PROTECTED
30

31. Do You Deliver In My Language?
Completed Currently in
development
English
(US, UK & AU variants) Swedish
German Italian
Dutch Spanish
Danish
French

33. Sales Idea #1: Precise Targeting
Client Targeting a Travel & Leisure
Audiencejourneys 2. Surfing and windsurfing holidays 3. Walking and trekking holidays
1. Travel planning and
33 33 The semantic revolution

34. (Traditional Tagging is Often Irrelevant)

35. Sales Idea #2: Target Group Learnings

36. Sales Idea #3: „Own“ a subject area
GENERAL INTEREST
NEWS
BROAD SPECIAL INT.
SPECIAL
INTEREST
Anyone can book a specialized thematic site!

37. Sales Idea #4: Brand Protection
Car Gutted By Flames;
Jams on Motorway

38. Sales Idea #5: Better
optimization

39. Valuable Learnings for Clients
Actual volume split by broad topic
Best (and worst!) performing
topics at finer level

40. Sales Idea #6: Enhance Existing
Targeting
Male
18 -35
High income
Homeowner
Interests:
Travel... to Jamaica
Hotels in Jamaica
Flights & Car hire
Montego Bay, Jamaica
Pop Star Girlfriend (… Just Kidding!)

41. Some More Ideas
media planners

42. Brand Disasters Are Your Friends
Womens‘ Magazines
Slimming Products
Fitness Products
Fashion
....

43. Brand Disasters Are Your Friends
FMCG

44. Be Creative and Flexible
Vitamins
Adventure Holidays
Environment Gardening
Protecting Nature
Hybrid Vehicles
Healthy Nutrition
Cooking
Hiking
Cycling Holidays
Alternative Medicine
Bio Products
Prescription-free Medicines Yoga
Eco-Politics
Health

45. Enjoy the Surf !

46. Thank you for your interest!
Acknowledgements
Grateful thanks to the following authors, whose charts, graphics and
articles I have borrowed and adapted for parts of this presentation:
www.crystalsemantics.com
Prof. Dr. David Crystal OBE, Linguist, UK
Kate Owen Don Hamilton, Precedio Consulting, UK
Jonathan Mendez, Founder & CEO of Yieldbot, USA
Sales Director W. Europe Ian Saunders, Founder & MD, Crystal Semantics, UK
Phone: +44 (0) 207 269 1200
kate.owen@crystalsemantics.com