5. Images Recognition: A Key Player in Ad Targeting
Just when you started getting used to keyword-based ad targeting as the king of targeted ad placement, technology steps in to shake things up. It looks like image recognition targeting is making a play for king-of-the-hill in the advertising industry. Social listening for keywords has long been the method advertisers used to get their ads in front of the right audience (think Google email ads), but one that has often been plagued by ambiguity given the varying context in which words are used. Just because the word Adirondack appeared in my email, or on a Google search term, doesn’t mean I want to plan a trip to Upstate New York. With social media constantly shifting towards a greater focus on images, GIFs, selfies, and snapshots, advertisers are diving into a new and improved way of targeting potential consumers using image recognition technology. Yup, you heard that right. Advertisers can look at the photos you post, share, like, and are tagged in to better target your ad experience. One of the companies behind this tech is Cluep. They have already been teaming up with brands like Coca-Cola, Nike, and others to help leverage public images people post on social media for targeted advertising strategies. Imagine you post a photo of running in the local 5K race… and then up pops an ad for new Nike running shoes. Or, you’re at a summer BBQ with friends and you’re tagged in a photo sipping a Diet Coke… next thing you know, you’re seeing ads asking if you’ve tried the new Coke Zero. To some, this may come across invasive, but for others (those of us who have found peace with the fact that ads are everywhere) this new tech may be the key to getting served with relevant ads. When it comes to it, do we hate ads, or do we hate irrelevant ads?