Making of Mirrors: The AI-driven Content Detection Technology

Making of Mirrors: The AI-driven Content Detection Technology

  04:52    Silver Push

---

‘’ We’ll synchronize between TV and digital ‘’ – the words that changed the whole scenario and gave rise to SilverPush’s AI-driven contextual detection technology: Mirrors. The technology runs graphics processor units that monitor TV feeds in real time from set-top boxes. The feed from each TV channel goes to the processor which further breaks it down into audio and video. After this, the adverts are matched and the online response required is then triggered. Mr. Hitesh Chawla, the CEO of SilverPush explained this technology in a simpler way. He said that while watching IPL when the viewers will turn to your phones during the ad break, the viewers will see an ad on Facebook. It was stated that to detect an advertisement with older methods it took about 7 seconds for this process. But with this new platform launched by SilverPush, it takes 0.6 to one second for detection, and hence SilverPush patented this technical achievement. The company has claimed that it has over 100 clients and some are big names like Coca-Cola, Cisco, Spotify and more.

SilverPush has recently raised the second round of funding of 5 million dollars from FreakOut Holdings and the revenue grew over 100% in 2018 and is now targeting 25 million dollars in the next two years.  One of the campaigns that were run by them was for Coca-Cola in Thailand, during the 2018 football World-Cup. Here, the Facebook data was used to synchronize the adverts to a specific demographic. The football fans aged between 18-35 were the prime targets and the creatives were done on the most popular 9 teams of that World Cup. The Key in-game moments like a free kick, goals, half-time, etc were synced with advertisements on social media and finally redirecting to popular food app- Lineman. The technology monitored the TV feed and matched the ad it caught to trigger ott ads on a specific demographic.

Apart from TV, SilverPush has moved on to videos more broadly on the net and otherwise. It is not necessary that the trigger does not have to be an advertisement. It can be anything from a face, logo to emotions. The contextual adtargeting is taken care through this platform. SilverPush plans to expand and perform as a leading platform in the Southeast Region and is sure that with this technology getting better day by day, that day is not far.

Read More

Politics in the Digital Age

Politics in the Digital Age

  03:42    Silver Push

---

2014 elections welcomed a new age of campaigning using social media. Today, almost all political parties big or small, for the centre or for the state have found a new way to campaign- famously known as digital campaigns. It is certain that while scrolling down your Twitter or Facebook feed you have noticed the uprising presence of these digital campaigns which have actually made it easier for the parties to reach out to more people than they ever could. Catchy hashtags dig at oppositions everything has become a part of their digital campaign. But is making the campaigns enough? Monitoring the campaigns and targeting the right audience at the right time is as important as the content.  

Earlier this year, Congress launched a digital campaign #ChowkidarChorHai to which BJP launched their campaign #MainBhiChowkidar and now Congress is all set to launch an offensive against the BJP with a new campaign. Apart from social media, Congress needs to run media and outdoor campaigns, for which they have hired three agencies- DesignBoxed, Niksun, and Silverpush. These agencies have given successful results in the past making them the first choice for Congress. 

For example, Congress had hired DesignBoxed for Assembly Election in Rajasthan and Chhattisgarh where the party won ultimately. The current campaigns will focus on the promises that were not kept by the NDA government and the content will focus on issues like job scarcity, farm distress, etc. along with the response to #MainBhiChowkidaar.

Since Facebook has a bigger influence, the campaigns will focus on Whatsapp for distribution and Facebook for content uploading. The agencies hired will look after these campaigns. Niksun specializes in production, digital and branding solution while Silver push works around optimizing TV and OTT media.  Facebook, WhatsApp, and Twitter have agreed to a general code of ethics and takedown requests from the Election Commission. The war of the hashtags will continue till before the elections and the analysts from both the parties will try to swing votes in this year’s elections.

Read More

Elections and Social Media Campaigns

Elections and Social Media Campaigns

  04:32    Silver Push

---

2014, the last elections saw ‘The Modi Wave’ running throughout the whole country. But how did Narendra Modi gain this popularity? How did every person hear about ‘Ab kibaar, Modi Sarkar’? It’s simple! With the rising use of technology in our day to day lives and rampant growth of social media, the political campaigns have gained popularity like never before. Medians like Facebook, WhatsApp, etc. are a prime medium through which the political parties can reach their audience located even in the remotest area. Politics has become more than just campaigning; it has taken on digital platforms and has extended its reach through digital campaigns.

After this social media stunt pulled by BJP back in 2014, Congress has also taken the digital approach. Congress has launched its social media campaigns and has hired three different agencies- DesignBoxed, Niksun, and Silverpush. India based Silver push is an advertising technology firm that has been roped in by Congress as their election partners. The firm run by smart IITians is set to take care of Congress’ digital media campaigns. Their campaigns will basically point out the promises that were made and never kept, the services that were offered but never provided. Congress plans to hit its opposition with the campaigns that will point out the non-fulfilment of the promises made by the current government. Apart from this, they have also launched their campaign song, ‘Hindustan’.

Elections are a very important aspect of a democracy, where the people decide who they consider fit to run the country. With social media and the campaigns, it definitely has become easier to connect and influence people, launch manifestos for the people to view and later on let people decide what’s best for them. These campaigns will definitely play a huge role as a deciding factor for every citizen, as this time they will be targeted on social media. 

From working people to home-makers, everyone is on one social media or other and the plan of the agencies working on these digital campaigns is to become the voice of the Party and let people know what’s what. But at the end of the day, it is the work of the government done now or before the biggest deciding factor, and it is certain that these social media campaigns will play a huge part in it.

Read More