The Context Graph: Addressing Moments via Mobile -- DigitasLBi SXSWi
-
Upload
jonathan-tatlow -
Category
Technology
-
view
188 -
download
2
Transcript of The Context Graph: Addressing Moments via Mobile -- DigitasLBi SXSWi
1
THEN: Content was context
Sought to reach an audience segment, inferred by adjacency
NOW: Life is context
Experience on and with a device reflects real life behavior
THE CONTEXT GRAPH™
The Context Graph quantifies real-world intent, revealing the moments that matter for brands to deliver value• Inspires the creation of brand experiences that will change peoples behavior• Evolves targeting using signals of intent to enhance media performance
Understanding what life looks like
ACTION
INTERESTS
CONTENT
SOCIAL
ENVIRONMENT
UNDERSTANDING
MOMENTSINSPIRING
EXPERIENCES
We’ll aggregate passive and active signals to quantify peoples behavior and identify what moments matter
Recognizing the value people seek, The Context Graph will inspire brand creative that is relevant in the moment and advertising that is exponentially more efficiency
WHAT IT DOES
5
6