With the rise of
Instagram and Pinterest, the Internet has become increasingly visual. While
text-based targeting is still relevant, the recent shift in how consumers use
the Web has brought image recognition technology to the forefront.
Companies, such as Cluep
in Toronto, have developed engines to scan public images, recognize a brand or
product, and then determine the consumers’ interests or lifestyles. This
presents an amazing opportunity for advertisers.
The CEO and co-founder
of Cluep, Karan Walia, reports that even beta tests of the platform are
receiving significant increases in conversions and click-through rates.
Coca-Cola utilized an
image recognition engine for a recent Gold Peak campaign. By serving ads to
Instagram, Facebook, and Twitter users who had posted photos containing iced
tea, Gold Peak creative click-through rates increased four times their usual
rate.
Image recognition allows
brands to not only target potential consumers but also research their
lifestyles and preferences. DigitasLBi, the digital agency for Miller Lite,
scanned Instagram for photos containing beer to provide a new perspective on
beer drinkers.
Even Pinterest has
tapped into image recognition technology. For the past year, Pinterest’s
related pins have been selected based on visual similarities to previous pins.
Digiday reports that
while many social platforms do not allow advertisers to utilize their image
recognition capabilities, brands can still drive sales through image-based
targeting by partnering with companies that have their own engines and servers.
