Let me take a selfie!
Aug 29, 2014
Consumers share 1.8 billion photos a day, and among many of these are hints about their interests and what brands they like. Advertisers and media companies are just realising the benefits of this information from social networks such as Instagram, Pinterest and Snapchat.
Mashable describes how this technology could be a game changer. Pinterest, Facebook and Google have all invested in image-based search technology that can analyse photos and target them with relevant ads. While these are in the early stages of exploring this technology, Ditto Labs is now analysing photos for Kraft Macaroni & Cheese, Cadillac and Coca-Cola. By looking at these photos, Chobani found that many consumers were putting their yogurt containers in car cup-holders, while designer handbag maker, Vera Bradley found that its products were often given as a rite of passage, especially to girls at their 16th birthday.
This research is one way these photos might be valuable to marketers, other applications contain comparative intelligence, so it discovers how many people are uploading photos of our products against our competitors products, which also adapts audience targeting.
Usually, advertisers target audiences by their demographic, but since online and social media have emerged internet-based targeting is now an alternative. Although only a small amount of photos contain textual cues such as hashtags.
The main downside to this type of targeting is that users will be quite cautious and worried. We’re all used to being shown ads in Gmail because of what we have mentioned in emails or seeing ads on Facebook for things we’ve previously searched online. But photos are a little more personal.
For now you don’t need to be worried about being targeted, unless you’re holding a branded product. As technology progresses you never know where you could find a photo of yourself. What’s even more interesting is analysing what people in your networks are up to, for example if there is a rise in Red Bull photos amongst your friends then it could be a good idea to target you with a Red Bull ad.
If you’re a consumer this could all be very strange, but if you’re an advertiser this is quite exciting.
Read the full article here, http://on.mash.to/1qMNnm4
