TEACHING MACHINES TO SEE THE WAY WE DO
GumGum’s computer vision technology combines image recognition and contextual analysis to give us a full picture of every page we see. For instance, in the illustration above, our visual intelligence technology can pick up the various brand logos, the make of the car, the contours of the surfers' faces, the color of their hair and even the fact that there's a happy dog in the photo. Our semantic analysis delivers yet another layer of insight, scanning the surrounding text on the page to decode the story behind the photo.
HOW WE PROCESS IMAGES
GUMGUM AT THE FOREFRONT OF THE AI REVOLUTION
WHAT IS COMPUTER VISION?
From self-driving cars to the wonders of virtual reality, artificial intelligence is eating the world. And in digital marketing, no one is pushing the boundaries further than we are. At GumGum, we’re unlocking the hidden value of the images and videos consumers encounter on a daily basis -- across the web, social media and broadcast television. In doing so, we're helping marketers target their audiences, generate data insights, deliver contextually relevant messaging and understand the impact of their live events sponsorships.
Computer vision is artificial intelligence applied to the visual world. It enables us to replicate the abilities of the human eye and the visual cortex. Our proprietary technology scans millions of images and videos, allowing us to "see" what consumers are looking at on editorial websites, social media platforms and televised sporting events. By identifying objects, animals, human faces, brand logos and other images and videos relevant to brands, computer vision creates marketing opportunities.
Brand safety providers rely on text analysis only. At GumGum, we're able to identify and block all offensive content -- regardless of whether this content comes in text or image. In addition to text analysis, we can recognize unsafe imagery (nudity, guns, crashes, swastikas, etc.), and ensure that your brand doesn't appear next to it. While it is not necessary, you can also layer on third-party brand safety vendors.
WHY COMPUTER VISION IS THE FIRST LINE OF DEFENSE AGAINST UNSAFE CONTENT
GumGum offers a full suite of targeting options that enable brands and agencies to reach the right audiences across all major formats and devices. Based on the visual information we scan from the page, we target trends, events and other topics. We can even run conquesting campaigns to reach consumers while they’re looking at images that include a rival brand. And with the GumGum DMP, you can target custom audience segments using first- or third-party demographic and behavioral data, including past purchases.
OUR TARGETING CAPABILITIES
GumGum’s advertising products are a bit like the human central nervous system. We use our computer vision eyes to scan the visual content that users are consuming -- a mom interview on InStyle or a sports car review on Sports Illustrated -- and translate this information into relevant target segments. From there, our platform instantaneously fires off highly visible, contextually relevant units that are delivered where the users' attention is focused.
HOW WE PROCESS IMAGES IN GUMGUM ADVERTISING
GumGum Sports determines the value of sports signage via a sophisticated, proprietary algorithm known as Media Value Percentage (MVP). Essentially, our metric measures what it would have cost to buy an equivalent amount of reach in a different advertising medium. The MVP formula consists of six core variables: 1.Clarity – How clear is the exposure? 2. Prominence – Is the logo front and center or hidden in the background? 3. Visibility – What percent of the logo can be seen? 4. Size – How big is the logo compared to the rest of the frame? 5. Placement – Where does the logo show up? 6. Share of Voice – What other brands are in frame and how do they stack up?
HOW WE MEASURE SPORTS SIGNAGE
GumGum Sports is specially designed to help brands, agencies and rights holders measure the influence of sports signage in the social era. After all, today’s fans are just as likely to get their highlights from an on-demand streaming service or a viral social media post as they are from a live TV broadcast. With GumGum Sports, you can finally account for brand impressions that are generated by social media handles that are not owned and operated by a team or its players.
TODAY’S SPORTS SIGNAGE EXTENDS FAR BEYOND THE TV SCREEN
GumGum Sports uses our deep expertise in computer vision and artificial intelligence to decipher the true reach, engagement and quality of in-arena branding. We analyze television, streaming and social media sports content to provide a holistic view of what your audience is seeing and how your brand is being presented. When we plug this information into our media valuation algorithm, we're able to determine a media value equivalency your sports sponsorships have created across TV, streaming and social media.
A REAL-TIME SCOREBOARD FOR SPORTS SPONSORSHIPS
UNDERSTAND YOUR CUSTOMERS LIKE NEVER BEFORE
GumGum Social scans millions of posts each day to discover and analyze the images that are most worthy of your attention. Our tool surfaces social images that feature your logo, a competing brand or a subject related to your product. On top of these images, we layer on sentiment analysis and the demographic information of the person who posted it, using data visualization to show you what the photo means to your brand and how your audience perceives you.
WE RECOGNIZE THOUSANDS OF OBJECTS
GumGum Social provides a number of avenues for brands and agencies to execute on their newfound social insights. For starters, our tool has a built-in mechanism that allows you to reach your fans and acquire user-generated images in just a few clicks. With detailed customer insights, you can build new audience segments and target your customers on our partner publishers across the web. Or you can use GumGum’s influencer identification tools to create and amplify valuable brand partnerships.
TURN VISUAL INTELLIGENCE INTO SMARTER DIGITAL CAMPAIGNS
Social media users post more than 3 billion photos daily, but most social listening tools can only understand the 20 percent that are published with accompanying text. That’s where we come in. GumGum Social uses computer vision to translate social images into customer information you can use. In a set of images that are relevant to your brand, we'll find that your customers are interested in baseball, or that their favorite celebrity is Beyonce. You'll also surface valuable proof points that relate to how your products are used in their daily lives. With other social listening platforms, these insights are just out of reach.
GUMGUM SOCIAL GOES WHERE OTHER LISTENING PLATFORMS CAN’T
