For display advertising, it's more than just semantics

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What happens when semantic and behavioral technologies are introduced to display advertising? The medium can achieve the relevance and performance of search engine marketing.

That's the opinion of Paul Knegten, head of marketing for Dapper. His firm is in the business of creating what they call “mash­up ads,” or ads that map live offers, such as “Orlando flight sale,” to the publisher context and consumer behavior cues.

“By showing live product offers that are targeted semantically via context, behav­ioral, geo or demo input, the right offer is shown to the right consumer at the right time,” said Knegten.

It is at this point of intersection of con­sumer intent and merchant offer that a brand interaction or sale occurs. Publishers and advertisers both win in this new model, noted Amiad Solomon, founder and CEO of New York-based Peer39.

“Semantic advertising enables savvy publishers and advertisers to prosper even during challenging times, and is poised to become the new standard in online content monetization and advertising,” he said.

Further, Solomon added, direct market­ers using his firm's technology have seen “a noticeable increase in ROI, because a more relevant ad gets greater response.”

Media planners also will be eager to hear that this new dynamic ad technology is less burdensome from both a planning and creative production perspective.

This means you don't have to make multiple creatives anymore, Knegten said. “With our product Dapper Ads, this can all be done with one creative that dynamically adapts itself each time it's shown based on context of the publisher, behavioral or retargeting cues, the location of the user or user demographics,” he said, stressing that the creative auto-optimizes each time it is shown.

So in addition to being effective, the time savings renders the medium more effective, but more efficient for the marketer.

“Direct marketers using Peer39 technol­ogy see a noticeable increase in ROI because a more relevant ad gets a greater level of response,” said Solomon.

The results are overwhelming. Jonathan Mendez, founder and CEO of Ramp Digital, recently achieved a 110% lift in click-through rate and 37% in cost per click for a Dockers campaign, as compared to a control ad. The ad also had high marks for interest-to-intent as well as interactions with the brand.

“These are not [traditional] ads, They are helpful and useful content,” said Mendez. “We just set the bar higher."

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