The Rise of AI Led Marketing Innovations
The buzz words since
the last year has been Artificial Intelligence and Machine Learning, being
mentioned in developments of each industry, as the guiding force for growth in
most of the global tech powerhouses. Owing to the emergence of these
technologies, almost all modern digital advertising platforms have been
offering never before features & customization for incorporating AI to
help advertisers achieve their goal.
Most of these
innovations have been ignoring video consumption growth, a format which has
been on the radar for marketers to leverage the universal content format for
engaging with target audience. The rise of OTT platforms validates the
importance of video format to be noticed by technological innovations powered
by AI & machine learning.
All of these OTT
platforms rely on either subscription or advertisement for revenues. The
earlier model of advertisement for video content has been shifting to OTT Contextual advertising to align viewer’s interest with brand’s
communication.
However, the advertisement
ecosystem has adapted contextual placement has the thumb rule for helping
brands with higher engagement rates. A slew of reports has proven that, contextual editorial video content dramatically
increases a consumer’s engagement and recollection of video advertising on a
web page.
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| Video Contextual Advertising |
This shift to
contextual ad placement has been the playground for technological innovations
from big tech companies & start-ups alike. SilverPush, an Indian start-up
has taken the lead with the launch of MIRRORS, AI driven context detection technology for video content with frame by frame detection of logos, faces,
objects & backgrounds in the video content. Earlier, SIlverPush has won
global laurels for their TV sync technology to align digital campaigns with
live TV, weather, financial fluctuations and pollution levels.
With the launch of
MIRRORS, the company is set to conquer new markets with their game-changing innovation,
as confirmed by the Chief Revenue Officer, Kartik Mehta, SIlverPush is aiming
for $ 25 million revenue in the next financial year. As more & more brands seek innovations for
their customer engagement, the relevance of ads will be determined by their contextual
relevance to the background content.
This approach will naturally follow to video content being watched by
customers for brands to leverage video contextual advertising for
raising engagement levels.
Going further, “user’s
experience” will be improved by this alignment of context & branded
communication, which is another buzzword in the marketing world.
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