AI to Bridge the gap between TV and Digital Devices in Real Time

AI to Bridge the gap between TV and Digital Devices in Real Time

  00:22    Silver Push

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The scenarios have changed! Today when someone watches television, he or she is also glued to their smartphones that are constantly in their hands. Thus, creating some serious challenges for the marketers, who despite spending too much cost on TV ads are not being able to reach their potential customers in real time.  Capturing the viewers' attention when it shifts from one screen to another in real time is the prime target for advertisers and marketers. This is where SilverPush steps in. Founded in 2012, SilverPush helps brands reach their target audience in real time by real-time TV tracking and synchronization from Tv to digital through contextual marketing.

Contextual Video Ads

SilverPush intends to expand in Southeast Asia to help the brands operating there, facing the problem of reaching their multi-screening clients effectively with digital contextual advertising on multiple screening platforms. Kartik Mehta, CRO of SilverPush, said in one of his interviews that Southeast Asia has become SilverPush’s topmost priority as it has become one of the top leagues of the world with one of the world’s highest internet and mobile penetration rates. A report released by ‘We are Social and Hootsuite, the internet penetration rate of Southeast Asia was 58% as compared to the world average of 55%.

SilverPush has expanded from India to 12 different countries when it first entered this market in 2017 and began operations in Thailand. Some very big brand names like Unilever, Nestle, KFC, Coca-Cola, Samsung, Ford, and also, some regional brands have been associated as clients with SilverPush. For a very long time TV has been the dominant platform for the advertisers to reach out to their customers. But, now the gap between smartphones and the TV has been narrowed, making it a challenge for the advertisers to reach their potential clients in real time. The ‘TV Sync’ technology was pioneered by SilverPush in India, three years ago. SilverPush has also patented video fingerprinting and content recognition technology. SilverPush’s real aim is to further develop real time solutions and help brands create contextual video ads and normal ads, to raise audience engagement.

Digital Contextual Advertising

According to SilverPush, the real challenge for the brands today is where to put their resources like money, time and people. The immense amount of money spent on TV ads today, doesn’t seem as effective as it used to a few years back. Zenith, a multinational media specialist has predicted that according to them mobile advertising will overtake TV by 2021, with the current growth rate of 21% every year, and since smartphones have become the first point of online access for millions of users, this prediction could possibly be true. Whenever a commercial comes up on television, the viewers quickly shift their eyeballs from the TV to their mobile phones. This is where SilverPush uses the data along with the AI and connects the advertisement seen by the consumers on the TV to an engagement option on the viewers’ mobile phones at the right time, in the form of an interactive advertisement or a content that the viewers can share on social media. This is the ‘Moment Marketing Strategy’.

To provide insights about this technology, Mr. Mehta explained that AI detects ‘triggers’ on TV like when a team scores a goal, AI driven video context detection, will select pre-prepared social media messages with client representations like logos, etc to help the brands be there when the viewers interact with the triggers. 

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Mirrors; AI-powered context detection technology by Silverpush

Mirrors; AI-powered context detection technology by Silverpush

  23:59    Silver Push

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The world today is cluttered with advertisements making it difficult for the advertisers to target the right audience. To solve this problem, Silverpush- the leading global platform for cross-screen marketing technology has launched the company’s artificial intelligence (AI) driven context detection technology; Mirrors. Mirrors is able to identify logos, emotions, objects, and faces in the videos by using AI with computer vision. It detects the context in a video that helps the advertisers in contextual targeting. As video is predicted to become the next universal format for content, Mirrors is Silverpush’s response to the industry problem of random ads placement in videos.

Mirrors identifies objects and persons in the video content with its powerful detection technology and AI, and then assists in the implementation and placement of contextual advertising. Relevant ads are shown in context to the content that is being consumed by the people, strategically showing them the context that they might be interested in. This helps the advertisers in enhancing the user experience and targets their messages more efficiently.

contextual video ads

Mr. Kartik Mehta, Chief Revenue Officer of SilverPush, said, “Mirrors is the culmination of years of research to understand how users are engaging with brands when watching online video content. With Mirrors, we are creating endless contextual possibilities and are exploring every possible avenue to elevate the user experience for consumers; while helping established and emerging brands operating in APAC target their messages more effectively.” Mr. Mehta also added that this technology, although is a B2B solution for contextualin-video advertising right now, it can possibly reach a stage where consumer interactions start taking place, as well.

contextual marketing platform

The internet and smartphone penetration rates are rising with each passing day, letting people consume more online video acrossthe region. In this scenario, where brands are looking to interact with consumers in a better way and initiate contextual ads, Mirror’s technology will be one relevant platform for that. According to the data analytics, the forecasted worth for pay-tv and OTT video will be worth $77.4 billion by 2021.

(SilverPush has been recently awarded the Best Cross-Platform Campaign at The Drum Digital Trading Awards APAC 2018 for their work with Unilever. They also won Smarties Bronze at MMA APAC awards for Coca-Cola.) 

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Contextual Marketing Lessons from the Times Gone By

Contextual Marketing Lessons from the Times Gone By

  03:19    Silver Push

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Now and then, every few years a piece of cinema excites audiences from not just its entertainment value, but with some takeaways applicable to various industries or professions. 2017’s hit musical drama “The Greatest Showman Ever” turned out to be one such piece of cinema, that should be watched by every marketer, who appreciates the importance of a pop culture references during a pitch or presentation.

Contextual Video Ads

The film follows the journey of Phineas Taylor Barnum, the story of an out of job journalist in the mid-19^th century, while he establishes one of the most successful circuses of all times, by recruiting Phillip Carlyle with a pitch that was not only first of its kind, but also better than everything else seen in modern advertising industry. While the fictional character of Philip was born in aristocracy, his ambitions were unlike any of his kith & kin. PT Barnum sensed that and got him on board, after presenting his business as Philip’s launch vehicle to achieve his worldly ambitions.

Now let’s see what is one of the main concerns for advertisers nowadays, which without doubt is getting the attention of audience without coming across as a forced or intrusive approach.  Here comes the word contextual, which off-late has become the buzzword for advertorial communication as a guiding light for planning & strategies for any crucial launch or other such important instances requiring an efficient campaign. Various tools & platforms claiming to facilitate context-based campaigns are still being seen as intrusive & unwanted by users glued to their devices like smartphones, tablets & laptops.

Also, the importance of the fact, that video watching has reached at its highest in 2018, is very crucial to any contextual marketing plan or campaign. The users are either binge watching (either in sessions or for hours at a stretch) or they are simply browsing for discovering something interesting.

In such a scenario, contextual video advertising comes up as the most effective solution for every brand. But, then again comes the factor that viewers’ tendency to skip random in-video ads because of their intrusive nature, which is completely taken care of by innovative platforms like MIRRORS by SilverPush, a patented technology that tracks faces, brand logos, objects & emotions to serve contextual video ads.

Contextual Display Advertising

MIRRORS followsPT Barnum’s trick of sensing a need & then serve an ad basis that need. For e.g. a viewer watching a random video is primarily interested in it, either because of the most prominent face or the topic, both of which are aligned with MIRRORS’ core strengths of tracking face & objects to serve in-video ads. Same is the case with binge watching, where an ensemble cast & the story retains and also builds their interest. MIRRORS tracks these faces to align the ads with the viewer’s interest & ultimately make it a win-win situation for both viewers & advertisers.

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