48%
42%
To brighten some of those dark spots, marketers look to cutting-edge technologies to gain an advantage.
Meaning many marketers could end up left in the dark.
72%
— Erin Rech, head of digital, Initiative
— Erin Rech, head of digital
at the IPG-owned agency Initiative
Augmented
reality
Served up contextually relevant ads next to images related to beauty and personal care.
Wearables
Virtual reality
36%
For marketers, visual content has quickly become the primary canvas for telling stories and influencing consumers.
But this surge in visuals makes it that much harder to stand out amongst countless images and videos — and avoid some brand-unsafe associations.
Fortunately, marketers don’t have to fly blind: Computer vision —
a technology that processes and understands visual information — can help them see the right opportunities in a highly visual digital world.
Looking for reach?
This tech plugs into major DSPs, so all of your buying gets visually smarter.
But it has its own share of challenges lurking on
the periphery.
Computer
Vision
41%
SEAWORLD
said it wasn’t important at all.
The challenge is the sheer scale of the images that are out there. You’re talking about [scanning through] millions of photos a day. It makes that passive monitoring very difficult.
19%
That means 88% still haven’t opened their eyes to the opportunity...
29%
Prevented ads from running on site and apps where audiences are unlikely to be interested.
360-degree video
Maybelline
80%
Placed contextually relevant ads alongside online imagery related to cameras and videography — and more than doubled the average industry benchmark.
DOWNLOAD THE GUIDE
DOWNLOAD THE GUIDE
canon
Wearables
Computer
Vision
This is how many media pros said visual content is important to their marketing strategy:
augmented social graphics
Augmented
reality
Computer vision tools utilize deep learning — that’s the tech that lets Snapchat detect human faces for dog ear filters or recognize other patterns.
Marketers deploy it in many different ways:
lack of brand awareness
Some high-profile brands are already putting the technology to use.
insufficient viewability
images & videos on owned-and- operated platforms
Discover the unseen opportunities all around you.
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Only 10% use it specifically for ad targeting.
images & videos in social posts
When you switch on computer vision, you start to...
images & videos in display ads
360-degree video
The bad news: Just 12% of marketers use computer vision today.
Virtual reality
Dick’s Sporting Goods
BOunty New balance Jaguar nike
0%
L’Oreal
— Tom Dunmore, former technology journalist and co-founder, Mediablaze
SEAWORLD
SHEDDING LIGHT ON
computer vision
Computer vision can help you build a visual index of key images that you would want to run ads next to based on what’s appearing on screen.
At this point there is nothing we’re doing that isn’t visual.
contextual irrelevance