Pioneering semantic advertising campaign using iSense Network wins Communication Futures category at global awards
LONDON & NEW YORK – ad pepper media was awarded first prize at last night’s ceremony for the Festival of Media Awards, a global awards program for the media industry reflecting the radical changes taking place in the communications business.
The Communication Futures category-winning campaign for kitchen appliance brand Smeg was selected from among 650 competition entries from 52 countries by judges including many influential global media and advertising industry figures. They recognized how the Smeg Retro campaign was one of the first to benefit from semantic targeting on ad pepper media’s iSense Network.
The iSense Network and sister product the SiteScreen Network conduct instant semantic analyses of pages to understand their subject matter, place online ads next to appropriate content with unprecedented accuracy, or block ads from appearing next to sensitive content respectively. Brands such as Microsoft, Fujitsu Siemens, HSBC, Shell and 3M also use the patented iSense Network to achieve precise targeting and enhance performance-focused or brand-building campaigns.
Cally Elston, brand manager at Smeg said: “We trialed advertising on online networks for the first time in 2008. Semantic targeting had the potential to reach the right audiences with strong interest in certain lifestyle categories cost effectively. We therefore used ad pepper media’s iSense Network to precisely target web users interacting with entertainment, home & garden and food & drink content across a broad range of quality editorial-led sites. This exercise was so successful in terms of click-throughs and conversions that online display advertising is now a vital activity in our marketing plans.”
Sacha Carton, President of iSense and Director of the Board at ad pepper media International NV said: “The Festival of Media Awards are the latest to recognize that semantic targeting benefits advertisers, publishers and web users who want to see relevant advertising online. The iSense Network simulates the way humans analyze the meaning of content, to ensure that ad placement is as accurate as possible. Because of the explosion in online content and the deficiencies of other approaches to targeting, semantic targeting will soon become the standard.”
Link to entry video showreel and campaign summary: http://www.creamglobal.com/casestudy.cfm?i=94
About ad pepper media
ad pepper media is one of the leading, independent international online advertising marketers. The company offers individual and efficient solutions for media agencies, advertisers and websites in display, performance, email and affiliate marketing, covering practically the whole range of online advertising. The products iLead (lead acquisition), iSense (semantic advertising) and SiteScreen Network (brand protection) are unique in their market sectors. Webgains is the fastest-growing affiliate network in Europe.
With 16 branches in ten European countries and the USA, ad pepper media is currently providing campaigns for thousands of national and international advertising clients in more than 50 countries.
www.adpepper.com
www.isense.net
