Image Recognition and the Future of Targeting

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.