How Computer Vision is Transforming Ad Targeting

How Computer Vision is Transforming Ad Targeting

Since the conception of computers, we’ve been obsessed with creating a machine that can act like a human. Being able to see is one of the pieces of that puzzle and will ultimately help computers simulate intelligent, 3D thinking. Now, AI is beginning to master this, and although it isn’t perfect, it’s good enough to be used in areas like marketing. In this blog, we will discuss what computer vision actually means and how it is changing ad targeting for good. 

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What is Computer Vision and How Does it Apply to Ad Targeting?

Computer vision is what it says on the tin. It’s the ability of the computer to see an image or video and understand what is in it. But computer vision is a little more than the vision humans know because computers can see in greater detail and analyze things with depth and context that would take us longer. 

Brands like Meta, Google, and Amazon are using it in their ads to make them more relevant. To picture this, imagine you use a platform like Instagram; sure, you will sometimes interact with text that AI can read, but it needs to be able to see the images you’re actually liking and saving so the AI can learn what you are interested in. This is why computer vision is so important–humans are visual creatures, and we don’t just listen and read; we view images for enjoyment, too. With this precious information, brands can target audiences with visual ads that will actually appeal to them, with the right aesthetics and themes. 

Analyzing Consumer Behavior with Computer Vision

AI gets more in-depth than a computer simply seeing the image you are engaged with. Computer vision also includes technology like Tobii’s eye-tracking. With this technology, brands can see how long people are looking at images and how their eyes scan across them. This is vital information, as it tells brands where to put certain messaging, what parts of the ad are actually engaging the customer, and where they can cut and add elements. Facial recognition tech is another part of computer vision that most people are aware of every day. These tools can be used as security measures, but they can also tell AI the demographic of the person viewing the ad and their facial expressions when viewing it.

Brand Safety and Consumer Privacy

Computer vision is quite exciting but like most AI it poses several problems, namely privacy. It’s somewhat disturbing for the average consumer to know that everything they look at and engage with is scrutinized to such a degree, and now computers can even see them, too. Relying solely on AI without human input also puts brands in a precarious position if their ads are shown in inappropriate contexts. Ethics surrounding AI and marketing is an important discussion that should be taken seriously by all companies. 

Future Trends and Technologies

Companies like Apple and IBM are taking the future of computer vision very seriously. IBM is even working with NASA on some tech-related to computer vision that will help with climate change. Another way computer vision might be used in the future is to diagnose people based on their MRIs and other visual scans. Computer vision will also help with cars and how they view the road as they drive. 

When it comes to marketing, you need to look no further than edge computing, which is the ability to process information immediately on devices; this will make marketing lightning-fast and relevant. Plus, marketing will become more saturated with deep fakes as time goes on, and things like computer vision will help combat that by viewing ads and determining if they are real or fake. 

Augmented reality is another tech that will require computer vision; this is the ability to overlay information in the real world in real-time. In the future, this will unlock new ways to market to people. For example, imagine wearing augmented reality glasses as your toaster breaks and immediately getting recommendations for new ones. 

Computer Vision in Action

A company called Memorable is taking up the torch of computer vision to help brands stay in the minds of their customers. It does this by using computer vision and learning what people look at first and over time in ads. Based on this data, they also did studies on the retention of information. 

Unilever has a hair care brand called Sedal or Sunsilk, depending on location. They wanted to know how to stand out with their new products containing trend-setting ingredients. So, the Memorable platform looked through at least 130 assets from campaigns that had already run to see which ads would work best. And it worked. Sedal saw a 5.5% increase in ad recall, 70% in logo saliency and 67% more attention in their new product line. 

Hellman’s also used this tech to see how to shift certain aspects of their ad to make it more memorable. They discovered that changing the size of certain elements within the ad itself made a big impact on retention. 

Another way that computer vision can work in marketing products is with an example like L’oreal. They have a process where you can upload an image of yourself, which the app can analyze, and then recommend products specifically for your features. 

It’s tech like this that is going to change the way we create ads online, and make our ads more effective. 

A Vision for the Future of Advertising

Computer vision in AI will open up many new ways for us to market to people and get it right the first time, so less money is wasted on discovering what works best to find the clients and customers who need our services. But of course, all AI needs humans to look over what it is doing to ensure it reaches the goals we set. 

If you need assistance with custom content that ranks and gets clicks, improves your brand’s exposure online, increases quality traffic to your site, and converts visitors into customers, contact ClickGiant today. We are a leading digital marketing agency serving clients nationwide. 

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