SlideShare ist ein Scribd-Unternehmen logo
1 von 23
Downloaden Sie, um offline zu lesen
Context-aware mobile 
advertising: turning ads into! 
real-time engagement 
Filip Maertens 
Founder 
http://www.arguslabs.com 
filip.maertens@arguslabs.com 
@fmaertens
A CURRENT STATE OF AFFAIRS
The perfect storm called ubiquitous computing 
“ Computing is everywhere 
and anywhere. ”
Clarifying the ambient intelligence paradigm 
a pervasive computing principle that is sensitive and responsive 
Artificial Intelligence Ÿ 
Affective Computing 
Embedded & 
Networked 
Internet of Things 
Context aware 
Sensor fusion 
Personalized 
Behavioral profiling 
Adaptive 
A.I. & learning 
Anticipatory 
Predictive analysis 
Privacy 
Trust & Privacy 
UX 
Human Centric UX
Putting some numbers in perspective 
Wearables 
30B units by 2018 
Up to 10 sensors 
Connected Devices 
US$ 290B by 2018 
Up to 6 sensors 
Smart-phones 
2,8B units by 2016 
Up to 12 sensors
Context-awareness explained 
what I tell my grandma what I do 
“ We help your phone know you so 
well, it helps you to interface with the 
world in a much more natural, 
proactive, and personalized 
manner, so it behaves like a sixth 
sense ”
Engage in a context-aware manner 
Engaging at the right m o m e n t , under the right c i r c u m s t a n c e s . 
Time 
Feeling 
… 
Activities 
Habit 
Mood 
Weather 
Road type 
… 
Behavior
How context upgrades your content 
Know what you are 
listening to 
Understand the! 
circumstances you 
are listening to
“ What’s up with mobile advertising? Seriously. ”
2014. And my toaster situation. 
• Search or buy activity trigger ad-serving. 
• Conversion moments on mobile are a 
mere few seconds. 
• Retargeting hell.
Re Pre-targeting is fundamental to mobile conversion 
Re-targeting!Pre-targeting! 
Bid on users that have left the session 
High conversion at low cost 
Can’t get the real-time aspect right 
Trying to convert users after the facts 
doesn’t work on mobile 
Big data spray and pray approach 
Experimental 
Bid on users before they enter a session 
Heavily rely on behavioral algorithmic 
processing of contextual data, to better 
estimate a conversion moment 
Emerging out of recommender systems 
and contextual computing 
Small data precision targeting 
Accepted
Traditional versus full context-awareness 
Online advertising: based on explicit 
signals, expressed by humans. 
Mobile advertising: based on implicit 
signals, learned by machines. 
CLICKS 
SENSORS 
Richer, real-time and accurate 
personas 
Clicks, page views, and 
audience segments
Some fundamental challenges 
Engaging for conversion on a mobile device? 
Using stale data to understand fleeting moments? 
Using explicitly entered data from users?
Some groundbreaking opportunities 
Internet of Things Internet of Channels 
Sensors. Sensors. Sensors and behavioral profiling 
The offline channel has become connected 
Context-awareness leaps beyond location
Mobile users live in the now, man! 
Mobile terrain 
Past 
PresentFuture 
A smart-phone is an impulse device that captures the present 
where real-time and context-awareness are essential
How mobile users want to be served 
Sensed & Learned:! 
- Just woke up! 
- Walking! 
- Sunny weather forecast! 
- Had a good night’s rest ! 
Sensed & Learned:! 
- At the gym! 
- On the treadmill! 
- Busy day a head! 
- Music playing + 100BPM! 
Sensed & Learned:! 
- In traffic jam! 
- Daily commute home! 
- Had a short night of sleep! 
- End of a busy day! 
- Frown eyes, unhappy face! 
- Negative text message detected! 
- Aggressive typing text message! 
- Stress in her voice!
“ Argus Labs has created a pre-targeting platform 
capable of near real-time contextualization 
and profiling using deep learning ” 
Context w Mood w Behavior
Sensors as building blocks for attribution data 
Sensors are a device’s equivalent to possessing human-like sensing 
capabilities and allow to sense and understand contextual cues. 
Automatic gender detection, through walking patterns 
Mood detection, through mobile handling 
Sound source detection (gyroscope sampling) 
Activity detection (walking, running, sitting, …) 
… 
Automatic in- versus outdoor detection 
Mood detection, through heart rate and oxygen level detection 
… 
@arguslabs
It’s a service layer 
Access through SDK and API 
Handling > 1 million requests per second 
Ambient sensing technology (no input needed) 
Android, IOS*, Microsoft Mobile** & Tizen** 
Built for mobile and embedded devices 
Proprietary IP and patented 
Provide real-time push/profile updates to DMP 
* 
Being 
ported/tested 
** 
Por0ng 
started
Personas & Moments 
Understand, profile and predict habits 
Uncover habits, profile and predict human behavior 
Sense and understand context 
Sense and interpret the contextual cues of a mobile user 
Understand personalities and emotions 
Learn personalities and emotional states of a mobile user 
LAYER 3 
LAYER 2 
DEPRESSION SOCCER MOM 
SUSCEPTIBILITY SCORE 
LAYER 1 
BIKING SLEEPING TIMES 
RUNNING 
LOUD ACTIVE 
MUSIC 
LOCATION 
HAPPY 
LAZY SAD 
EXTROVERT NERVOUS … 
ENGAGED … 
IN MEETING IN TRAFFIC STRESSED 
INDOOR …
Privacy as a trading function 
Gyroscope 
Accelerometer 
Microphone 
Camera 
GPS 
Light 
In-App Usage 
Expected 
value 
User 
acceptance 
Wi-Fi 
Browsing History 
Calendar 
SMS 
GSR 
The more permissions are required, more added value is expected from the mobile app! 
The type and quality (“value”) of a mobile app, not quantity, determines the ad estate value!
Start to build mood- and contextually 
aware real-time mobile campaigns
Context-aware mobile 
advertising: turning ads into! 
real-time engagement 
Filip Maertens 
Founder 
http://www.arguslabs.com 
filip.maertens@arguslabs.com 
@fmaertens

Weitere ähnliche Inhalte

Was ist angesagt?

Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2
Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2
Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2
Anil Rohatgi
 
Mr and Mrs Presenter
Mr and Mrs PresenterMr and Mrs Presenter
Mr and Mrs Presenter
Govinda raj
 
10 Best practices with QR codes
10 Best practices with QR codes10 Best practices with QR codes
10 Best practices with QR codes
ubiqua
 
Mobile Marketing: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Mobile Marketing: The Creative Circus Digital Trends Class: Heddy LunenfeldMobile Marketing: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Mobile Marketing: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Heddy Lunenfeld
 
ITMT Brand & Experiential Capabilities 24 March 2011
ITMT Brand & Experiential Capabilities 24 March 2011ITMT Brand & Experiential Capabilities 24 March 2011
ITMT Brand & Experiential Capabilities 24 March 2011
mfasano
 
InterTouch Media Technologies - Brand & Experiential Capabilities March 2011
InterTouch Media Technologies - Brand & Experiential Capabilities March 2011InterTouch Media Technologies - Brand & Experiential Capabilities March 2011
InterTouch Media Technologies - Brand & Experiential Capabilities March 2011
mfasano
 

Was ist angesagt? (19)

What comes after choosing your AR wearable?
What comes after choosing your AR wearable?What comes after choosing your AR wearable?
What comes after choosing your AR wearable?
 
Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2
Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2
Augmented Reality Chat214eea87baa632efb9c76be6f9eab9ea3aaffcb2
 
Sentiance Mobile Platform Introduces Realtime Contextual and Behavioral Targe...
Sentiance Mobile Platform Introduces Realtime Contextual and Behavioral Targe...Sentiance Mobile Platform Introduces Realtime Contextual and Behavioral Targe...
Sentiance Mobile Platform Introduces Realtime Contextual and Behavioral Targe...
 
NFC Workshop Connected World Chicago Auto Show 2014
NFC Workshop Connected World Chicago Auto Show 2014NFC Workshop Connected World Chicago Auto Show 2014
NFC Workshop Connected World Chicago Auto Show 2014
 
Orion Infosolutions Number Tracking Mobile App
Orion Infosolutions Number Tracking Mobile AppOrion Infosolutions Number Tracking Mobile App
Orion Infosolutions Number Tracking Mobile App
 
Sentiance: Smart City Mobility
Sentiance: Smart City MobilitySentiance: Smart City Mobility
Sentiance: Smart City Mobility
 
Tech trends 2012
Tech trends 2012Tech trends 2012
Tech trends 2012
 
Mr and Mrs Presenter
Mr and Mrs PresenterMr and Mrs Presenter
Mr and Mrs Presenter
 
10 Best practices with QR codes
10 Best practices with QR codes10 Best practices with QR codes
10 Best practices with QR codes
 
Mobile Marketing: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Mobile Marketing: The Creative Circus Digital Trends Class: Heddy LunenfeldMobile Marketing: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Mobile Marketing: The Creative Circus Digital Trends Class: Heddy Lunenfeld
 
TEDx Leuven 2012
TEDx Leuven 2012TEDx Leuven 2012
TEDx Leuven 2012
 
Location Based Services
Location Based ServicesLocation Based Services
Location Based Services
 
Fin ring - A gesture controlled thumb ring
Fin ring - A gesture controlled thumb ringFin ring - A gesture controlled thumb ring
Fin ring - A gesture controlled thumb ring
 
Brief History of ICT and Smart City Concept
Brief History of ICT and Smart City ConceptBrief History of ICT and Smart City Concept
Brief History of ICT and Smart City Concept
 
Beacons UX door Kontakt.io's Marcin Kars op Beacon Meetup Amsterdam
Beacons UX door Kontakt.io's Marcin Kars op Beacon Meetup AmsterdamBeacons UX door Kontakt.io's Marcin Kars op Beacon Meetup Amsterdam
Beacons UX door Kontakt.io's Marcin Kars op Beacon Meetup Amsterdam
 
Gain a Mobile Presence "On the Cheap" - Sheila Carey - CHIN's Mobile Bootcamp
Gain a Mobile Presence "On the Cheap" - Sheila Carey - CHIN's Mobile BootcampGain a Mobile Presence "On the Cheap" - Sheila Carey - CHIN's Mobile Bootcamp
Gain a Mobile Presence "On the Cheap" - Sheila Carey - CHIN's Mobile Bootcamp
 
Thinking Mobile First
Thinking Mobile FirstThinking Mobile First
Thinking Mobile First
 
ITMT Brand & Experiential Capabilities 24 March 2011
ITMT Brand & Experiential Capabilities 24 March 2011ITMT Brand & Experiential Capabilities 24 March 2011
ITMT Brand & Experiential Capabilities 24 March 2011
 
InterTouch Media Technologies - Brand & Experiential Capabilities March 2011
InterTouch Media Technologies - Brand & Experiential Capabilities March 2011InterTouch Media Technologies - Brand & Experiential Capabilities March 2011
InterTouch Media Technologies - Brand & Experiential Capabilities March 2011
 

Ähnlich wie Ad:Tech Conference 2014

Ähnlich wie Ad:Tech Conference 2014 (20)

Digital Marketing First 2014 - Context Aware Computing and Cross Channel Pers...
Digital Marketing First 2014 - Context Aware Computing and Cross Channel Pers...Digital Marketing First 2014 - Context Aware Computing and Cross Channel Pers...
Digital Marketing First 2014 - Context Aware Computing and Cross Channel Pers...
 
Filip Maertens - Artificial Intelligence: Building Emotion & Context aware Re...
Filip Maertens - Artificial Intelligence: Building Emotion & Context aware Re...Filip Maertens - Artificial Intelligence: Building Emotion & Context aware Re...
Filip Maertens - Artificial Intelligence: Building Emotion & Context aware Re...
 
Mobile user experience conference 2009 - The rise of the mobile context
Mobile user experience conference 2009 - The rise of the mobile contextMobile user experience conference 2009 - The rise of the mobile context
Mobile user experience conference 2009 - The rise of the mobile context
 
When smart-phones sense how you feel: The era of intelligent mobile devices -...
When smart-phones sense how you feel: The era of intelligent mobile devices -...When smart-phones sense how you feel: The era of intelligent mobile devices -...
When smart-phones sense how you feel: The era of intelligent mobile devices -...
 
Supersense! Studio Context
Supersense! Studio ContextSupersense! Studio Context
Supersense! Studio Context
 
2009 Mux Florentstroppa Mobilecontext Small
2009 Mux Florentstroppa Mobilecontext Small2009 Mux Florentstroppa Mobilecontext Small
2009 Mux Florentstroppa Mobilecontext Small
 
A Conversation About Location - With Ruckus Wireless Smart Positioning Techno...
A Conversation About Location - With Ruckus Wireless Smart Positioning Techno...A Conversation About Location - With Ruckus Wireless Smart Positioning Techno...
A Conversation About Location - With Ruckus Wireless Smart Positioning Techno...
 
Presentation G- 12 Humss-WPS Office.pptx
Presentation G- 12 Humss-WPS Office.pptxPresentation G- 12 Humss-WPS Office.pptx
Presentation G- 12 Humss-WPS Office.pptx
 
The Mobile of Everything
The Mobile of EverythingThe Mobile of Everything
The Mobile of Everything
 
Mobi hoc panel_arpanpal
Mobi hoc panel_arpanpalMobi hoc panel_arpanpal
Mobi hoc panel_arpanpal
 
Unlocking New Todays: Artificial Intelligence and Data Platforms on AWS
Unlocking New Todays: Artificial Intelligence and Data Platforms on AWSUnlocking New Todays: Artificial Intelligence and Data Platforms on AWS
Unlocking New Todays: Artificial Intelligence and Data Platforms on AWS
 
Earables for Personal-scale Behaviour Analytics
Earables for Personal-scale Behaviour AnalyticsEarables for Personal-scale Behaviour Analytics
Earables for Personal-scale Behaviour Analytics
 
IoT 3.0 : Connected Living in an Everything-Digital World
IoT 3.0 : Connected Living in an Everything-Digital WorldIoT 3.0 : Connected Living in an Everything-Digital World
IoT 3.0 : Connected Living in an Everything-Digital World
 
10 Location Tracking Apps for Pinpoint Accuracy
10 Location Tracking Apps for Pinpoint Accuracy10 Location Tracking Apps for Pinpoint Accuracy
10 Location Tracking Apps for Pinpoint Accuracy
 
The path to personalized, on-device virtual assistant
The path to personalized, on-device virtual assistantThe path to personalized, on-device virtual assistant
The path to personalized, on-device virtual assistant
 
Context is King: AR, AI, Salience, and the Constant Next Scenario
Context is King: AR, AI, Salience, and the Constant Next ScenarioContext is King: AR, AI, Salience, and the Constant Next Scenario
Context is King: AR, AI, Salience, and the Constant Next Scenario
 
The sixth sense
The sixth senseThe sixth sense
The sixth sense
 
Possibilities and perils of the data-driven world.
Possibilities and perils of the data-driven world.Possibilities and perils of the data-driven world.
Possibilities and perils of the data-driven world.
 
Mobile Prototyping
Mobile PrototypingMobile Prototyping
Mobile Prototyping
 
TEDx UHasselt Salon 2013
TEDx UHasselt Salon 2013TEDx UHasselt Salon 2013
TEDx UHasselt Salon 2013
 

Mehr von Filip Maertens

Mehr von Filip Maertens (15)

Startups.be Tech Days 2014
Startups.be Tech Days 2014Startups.be Tech Days 2014
Startups.be Tech Days 2014
 
On Mining Bitcoins - Fundamentals & Outlooks
On Mining Bitcoins - Fundamentals & OutlooksOn Mining Bitcoins - Fundamentals & Outlooks
On Mining Bitcoins - Fundamentals & Outlooks
 
On Leadership
On LeadershipOn Leadership
On Leadership
 
FLYSE Kick Off Event Presentation
FLYSE Kick Off Event PresentationFLYSE Kick Off Event Presentation
FLYSE Kick Off Event Presentation
 
Mobile Premier Awards 2013
Mobile Premier Awards 2013Mobile Premier Awards 2013
Mobile Premier Awards 2013
 
LeWeb 2012 Paris Startup Competition Pitch
LeWeb 2012 Paris Startup Competition PitchLeWeb 2012 Paris Startup Competition Pitch
LeWeb 2012 Paris Startup Competition Pitch
 
VOKA BRYO Keynote Speech
VOKA BRYO Keynote SpeechVOKA BRYO Keynote Speech
VOKA BRYO Keynote Speech
 
Fail Con 2012
Fail Con 2012Fail Con 2012
Fail Con 2012
 
Apps Marathon 2012
Apps Marathon 2012Apps Marathon 2012
Apps Marathon 2012
 
ECSA Cyber Security Conference 2011
ECSA Cyber Security Conference 2011ECSA Cyber Security Conference 2011
ECSA Cyber Security Conference 2011
 
Mobile Banking Channel Security - Cyber Security Conference 2011
Mobile Banking Channel Security - Cyber Security Conference 2011Mobile Banking Channel Security - Cyber Security Conference 2011
Mobile Banking Channel Security - Cyber Security Conference 2011
 
Cyber Security Lecture at Rah Rah 7
Cyber Security Lecture at Rah Rah 7Cyber Security Lecture at Rah Rah 7
Cyber Security Lecture at Rah Rah 7
 
Media Marketing Days 2011
Media Marketing Days 2011Media Marketing Days 2011
Media Marketing Days 2011
 
SCADA Security Presentation
SCADA Security PresentationSCADA Security Presentation
SCADA Security Presentation
 
Digital Evidence in Computer Forensic Investigations
Digital Evidence in Computer Forensic InvestigationsDigital Evidence in Computer Forensic Investigations
Digital Evidence in Computer Forensic Investigations
 

Kürzlich hochgeladen

Why Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businessWhy Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire business
panagenda
 

Kürzlich hochgeladen (20)

Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
 
Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
 
TrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
TrustArc Webinar - Stay Ahead of US State Data Privacy Law DevelopmentsTrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
TrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
 
DBX First Quarter 2024 Investor Presentation
DBX First Quarter 2024 Investor PresentationDBX First Quarter 2024 Investor Presentation
DBX First Quarter 2024 Investor Presentation
 
Powerful Google developer tools for immediate impact! (2023-24 C)
Powerful Google developer tools for immediate impact! (2023-24 C)Powerful Google developer tools for immediate impact! (2023-24 C)
Powerful Google developer tools for immediate impact! (2023-24 C)
 
Axa Assurance Maroc - Insurer Innovation Award 2024
Axa Assurance Maroc - Insurer Innovation Award 2024Axa Assurance Maroc - Insurer Innovation Award 2024
Axa Assurance Maroc - Insurer Innovation Award 2024
 
2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...
 
How to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected WorkerHow to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected Worker
 
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?
 
Why Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businessWhy Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire business
 
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
 
Real Time Object Detection Using Open CV
Real Time Object Detection Using Open CVReal Time Object Detection Using Open CV
Real Time Object Detection Using Open CV
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
 
Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...
Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...
Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...
 
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
 
AXA XL - Insurer Innovation Award Americas 2024
AXA XL - Insurer Innovation Award Americas 2024AXA XL - Insurer Innovation Award Americas 2024
AXA XL - Insurer Innovation Award Americas 2024
 
Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
Polkadot JAM Slides - Token2049 - By Dr. Gavin WoodPolkadot JAM Slides - Token2049 - By Dr. Gavin Wood
Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
 
TrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
TrustArc Webinar - Unlock the Power of AI-Driven Data DiscoveryTrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
TrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
 
ICT role in 21st century education and its challenges
ICT role in 21st century education and its challengesICT role in 21st century education and its challenges
ICT role in 21st century education and its challenges
 
GenAI Risks & Security Meetup 01052024.pdf
GenAI Risks & Security Meetup 01052024.pdfGenAI Risks & Security Meetup 01052024.pdf
GenAI Risks & Security Meetup 01052024.pdf
 

Ad:Tech Conference 2014

  • 1. Context-aware mobile advertising: turning ads into! real-time engagement Filip Maertens Founder http://www.arguslabs.com filip.maertens@arguslabs.com @fmaertens
  • 2. A CURRENT STATE OF AFFAIRS
  • 3. The perfect storm called ubiquitous computing “ Computing is everywhere and anywhere. ”
  • 4. Clarifying the ambient intelligence paradigm a pervasive computing principle that is sensitive and responsive Artificial Intelligence Ÿ Affective Computing Embedded & Networked Internet of Things Context aware Sensor fusion Personalized Behavioral profiling Adaptive A.I. & learning Anticipatory Predictive analysis Privacy Trust & Privacy UX Human Centric UX
  • 5. Putting some numbers in perspective Wearables 30B units by 2018 Up to 10 sensors Connected Devices US$ 290B by 2018 Up to 6 sensors Smart-phones 2,8B units by 2016 Up to 12 sensors
  • 6. Context-awareness explained what I tell my grandma what I do “ We help your phone know you so well, it helps you to interface with the world in a much more natural, proactive, and personalized manner, so it behaves like a sixth sense ”
  • 7. Engage in a context-aware manner Engaging at the right m o m e n t , under the right c i r c u m s t a n c e s . Time Feeling … Activities Habit Mood Weather Road type … Behavior
  • 8. How context upgrades your content Know what you are listening to Understand the! circumstances you are listening to
  • 9. “ What’s up with mobile advertising? Seriously. ”
  • 10. 2014. And my toaster situation. • Search or buy activity trigger ad-serving. • Conversion moments on mobile are a mere few seconds. • Retargeting hell.
  • 11. Re Pre-targeting is fundamental to mobile conversion Re-targeting!Pre-targeting! Bid on users that have left the session High conversion at low cost Can’t get the real-time aspect right Trying to convert users after the facts doesn’t work on mobile Big data spray and pray approach Experimental Bid on users before they enter a session Heavily rely on behavioral algorithmic processing of contextual data, to better estimate a conversion moment Emerging out of recommender systems and contextual computing Small data precision targeting Accepted
  • 12. Traditional versus full context-awareness Online advertising: based on explicit signals, expressed by humans. Mobile advertising: based on implicit signals, learned by machines. CLICKS SENSORS Richer, real-time and accurate personas Clicks, page views, and audience segments
  • 13. Some fundamental challenges Engaging for conversion on a mobile device? Using stale data to understand fleeting moments? Using explicitly entered data from users?
  • 14. Some groundbreaking opportunities Internet of Things Internet of Channels Sensors. Sensors. Sensors and behavioral profiling The offline channel has become connected Context-awareness leaps beyond location
  • 15. Mobile users live in the now, man! Mobile terrain Past PresentFuture A smart-phone is an impulse device that captures the present where real-time and context-awareness are essential
  • 16. How mobile users want to be served Sensed & Learned:! - Just woke up! - Walking! - Sunny weather forecast! - Had a good night’s rest ! Sensed & Learned:! - At the gym! - On the treadmill! - Busy day a head! - Music playing + 100BPM! Sensed & Learned:! - In traffic jam! - Daily commute home! - Had a short night of sleep! - End of a busy day! - Frown eyes, unhappy face! - Negative text message detected! - Aggressive typing text message! - Stress in her voice!
  • 17. “ Argus Labs has created a pre-targeting platform capable of near real-time contextualization and profiling using deep learning ” Context w Mood w Behavior
  • 18. Sensors as building blocks for attribution data Sensors are a device’s equivalent to possessing human-like sensing capabilities and allow to sense and understand contextual cues. Automatic gender detection, through walking patterns Mood detection, through mobile handling Sound source detection (gyroscope sampling) Activity detection (walking, running, sitting, …) … Automatic in- versus outdoor detection Mood detection, through heart rate and oxygen level detection … @arguslabs
  • 19. It’s a service layer Access through SDK and API Handling > 1 million requests per second Ambient sensing technology (no input needed) Android, IOS*, Microsoft Mobile** & Tizen** Built for mobile and embedded devices Proprietary IP and patented Provide real-time push/profile updates to DMP * Being ported/tested ** Por0ng started
  • 20. Personas & Moments Understand, profile and predict habits Uncover habits, profile and predict human behavior Sense and understand context Sense and interpret the contextual cues of a mobile user Understand personalities and emotions Learn personalities and emotional states of a mobile user LAYER 3 LAYER 2 DEPRESSION SOCCER MOM SUSCEPTIBILITY SCORE LAYER 1 BIKING SLEEPING TIMES RUNNING LOUD ACTIVE MUSIC LOCATION HAPPY LAZY SAD EXTROVERT NERVOUS … ENGAGED … IN MEETING IN TRAFFIC STRESSED INDOOR …
  • 21. Privacy as a trading function Gyroscope Accelerometer Microphone Camera GPS Light In-App Usage Expected value User acceptance Wi-Fi Browsing History Calendar SMS GSR The more permissions are required, more added value is expected from the mobile app! The type and quality (“value”) of a mobile app, not quantity, determines the ad estate value!
  • 22. Start to build mood- and contextually aware real-time mobile campaigns
  • 23. Context-aware mobile advertising: turning ads into! real-time engagement Filip Maertens Founder http://www.arguslabs.com filip.maertens@arguslabs.com @fmaertens