Context-aware mobileadvertising: 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. ”

Artificial Intelligence �  Affective Computing

Clarifying the ambient intelligence paradigma pervasive computing principle that is sensitive and responsive

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 explainedwhat 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

moment circumstancesEngaging at the right , under the right .

TimeFeeling…Activities

HabitMoodWeatherRoad 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

Pre-targeting!Re-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

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

Experimental 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!

Past Future Present

A smart-phone is an impulse device that captures the present where real-time and context-awareness are essential

Mobile terrain

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 dataSensors 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

Sense and understand context

Sense and interpret the contextual cues of a mobile user

Understand, profile and predict habits

Uncover habits, profile and predict human behavior

Understand personalities and emotions

Learn personalities and emotional states of a mobile user

LAYER 1

LAYER 2

LAYER 3

BIKING SLEEPING TIMES

RUNNING

ACTIVELOUD

MUSIC

LOCATION

DEPRESSION SOCCER MOM

SUSCEPTIBILITY SCORE

HAPPY

LAZY SAD

EXTROVERT NERVOUS …

… ENGAGED

IN MEETING IN TRAFFIC STRESSED

INDOOR …

Privacy as a trading function

Accelerometer

Gyroscope

Microphone

Camera

In-App Usage

GPS

Expected value

User acceptance

Wi-Fi

Browsing History

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!

Calendar

SMS

Light

GSR

Start to build mood- and contextually aware real-time mobile campaigns

Context-aware mobileadvertising: turning ads into!real-time engagement Filip Maertens Founder http://www.arguslabs.com filip.maertens@arguslabs.com @fmaertens