Why Video Advertising is Important for Brands?

Why Video Advertising is Important for Brands?

  04:33    Silver Push

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Video offers a dynamic and vibrant form of content to people. From silent films to feature films to online videos, videos have always fascinated audiences and served as one of the best means for delivering a message to the masses.

Online video advertising helps brands to communicate their messages to consumers in a highly captivating way. The following reasons will help explain why brands should adopt video advertising by leveraging the expertise of video advertising companies -

Video is immensely popular

People love to watch videos and they are increasingly watching online videos on their smartphones, laptops, and connected TVs. YouTube is the second largest search engine after Google. Statistics show that millennials like to watch YouTube over traditional TV. As YouTube has billions of users logged-in every month, running YouTube campaigns can help marketers in promoting their brands within a short time span.  

Video offers an easy way to assimilate and share information

Video offers an easier format to understand information in comparison to text. It is more attention-drawing, and unlike text, it does not require reading and understanding words.

People love to share videos more in comparison to written content with family members and friends, and online video platforms and social media websites facilitate video sharing. Mammoth number of videos are shared regularly on various video and social media platforms. YouTube allows embedding videos on websites, emailing them, and also let users share videos on social media platforms such as Facebook, Twitter, and many others. Video sharing by users enables a video ad agency to target a vast audience.

Video is multi-device friendly

Video offers a highly adaptable format, allowing people to watch on their laptops, smartphones or connected TVs. More and more people now watch videos on their smartphones. As people have a short span of attention, video ads that are up to 30 seconds in length, help marketers to attract and engage consumers. Smartphones are best for showing these within 30 seconds ads.

Video quickly conveys a lot of information

Video allows marketers to convey a lot of information in a short span of time. For example, an ice cream cake company can show its full ice cream cake making process in a thirty seconds video ad, enticing viewers to grab their piece of ice cream cake immediately after watching this mouth-watering ad. This cannot be accomplished with ads made up of texts and images. Video serves as a very effective means for storytelling and enables brands to connect with consumers even at an emotional level.

Video increases the chances of converting viewers into customers

In comparison to image and text-based ads, video ads tend to be much more tempting and engaging. An eye-catching video ad with a strong call to action help marketers in attracting more consumers towards the products or services they are promoting and increases the chances of converting them into customers. By using contextual video advertising, marketers can greatly improve the conversion rate.

It is quite clear from the above discussion that why video advertising is a powerful tool for brands to increase brand awareness, inform consumers about their products and services, build consumer trust, and increase sales.  

 

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Which Is Better for Your Business – Manual or AI Visual Content Moderation?

Which Is Better for Your Business – Manual or AI Visual Content Moderation?

  02:55    Silver Push

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Visual content moderation is important for businesses or brands, especially if they have to deal with a lot of user-generated visual content. Any association with inappropriate content can damage their reputation, weaken consumer trust and result in decrease in sales.

Traditionally, visual content classification and moderation has been done manually. But with the advent of AI, automated content moderation platforms have emerged. These platforms make use of computer vision and provide an effective way for image and video classification and moderation.       

Whether a brand or business should moderate visual content manually, use AI-powered automated content moderation or augment manual moderation with an automated one, depends on a number of factors. These factors are discussed here below –

Source of content

In order to build brand recognition and consumer trust, more and more brands are now allowing user-generated content on their own platforms. However, user-generated content is potentially risky and can include inappropriate matter that can be highly damaging for the brands. Although brands can dictate their content posting guidelines to users, they do not have actual control over what a user is posting. Moderating such content is a must for brands. As there are high chances of user-generated visual content being inappropriate or unsuitable, brands should opt for computer vision-powered video and image classification and moderation platform.

If in case, most of a brand’s visual content is not user-generated, but is sourced internally or from highly trust-worthy third parties, then for such a brand, video and image moderation can be performed manually by hiring human content moderators and there is a lesser need for an automated system.

Volume of content

For brands that have to deal with a good volume of visual content, especially user-generated content, manual moderation does not work effectively and efficiently. They should make use of computer vision-powered image and video moderation platforms.

AI-powered systems can tackle enormous content volume with a high degree of accuracy. Computer vision technology effectively classifies and tags visual content at scale. Such automated systems are not plagued by human errors, can work continuously unlike human beings, and their algorithms get self-trained from the data they handle.

Nature of content 

An automated AI content moderation platform can effectively filter out content such as “not safe for work” images and videos, and other forms of inappropriate, offensive or dangerous content, but it falls short when it comes to filtering out misinformation. Here, human intervention from human content moderators is required.

User-generated visual content can be highly mentally disturbing for human content moderators. Filtering out such content through automated computer vision powered content classification and moderation platform is the best way to prevent ill effects on mental health.  

Hiring a large number of human moderators is quite expensive and may not be feasible for businesses with small budgets. Also, in most of the cases, as discussed above, manual moderation is less effective than computer vision powered visual content moderation.

For brands or businesses that have to handle a large amount of user-generated visual content, computer vision-based content moderation is much better than manual moderation in terms of accuracy, effectiveness and efficiency.

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  21:56    Silver Push

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Is Computer Vision the Sure-Shot Solution to Brand Safety Woes?

Today, brands are not only concerned about the return on investment (ROI) when they run an advertising campaign, but also about where their ads are appearing. They don’t want their ads to be placed against any sort of harmful, unsafe or inappropriate content, as any single placement of an ad against such content can critically damage brand image. The scale and speed at which the programmatic advertising works has made it quite difficult for brands to ensure brand safety.

Brand safety has become a major concern since few years back, when one after another disastrous ad placement issues came into light. It was found that some famous brands were unknowingly supporting terrorism by ad placement against hate videos on YouTube. Another finding that shook the video advertising world was that ads of some of the biggest brands were seen running against the videos of child exploitation.

Brand safety poses a serious challenge to brands. The placement of ads against unsafe video content not only puts a brand’s reputation at stake, but it also leads to loss of consumers’ trust in the brand. This, in turn, leads to brand avoidance and decrease in sales.   

There are some brand safety measures that advertisers have been using, but these methods are quite far from being fully reliable and effective. A keyword blacklist details words and phrases that describe content against which a brand does not want to have its ads placed. But this keyword-based brand safety method does not take into account nuances and context, thereby letting in some unsafe placements or blocking some safe placements.

Using whitelisted channels limits the reach that a brand can achieve through social media platforms. Another reason that makes whitelisted channels a less sought-after option is that this method is quite expensive.

Using manual methods for filtering out unsafe content is not feasible keeping in view the enormous volume of video content that is uploaded on an hourly basis.

By bringing in context to advertising, artificial intelligence offers a remedy to brand safety woes. Although artificialintelligence advertising solutions that use machine learning (ML), natural language processing (NLP) and semantic analysis, work by understanding the context of a webpage and automatically regarding content as unsafe or appropriate, they fail to effectively ensure brand safety, especially, in video advertising.

The true remedy to brand safety woes is provided by AI advertising technology that makes use of computer vision. Computer vision enables detection of contexts in video with high accuracy, thus allowing advertisers to display context-relevant in-video ads in a brand safe manner.  

By using computer vision, computers are able to see, identify and process images and videos just like human beings do or even better than that. Computer vision based in-video context detection technology can easily and accurately identify faces, objects, emotions, logos, activities and scenes in videos. This enables advertisers to display in-video ads that are fully in line with the video content that a user is watching, while strictly avoiding ad placement against any content that has been regarded inappropriate or unsafe by a brand.

The computer vision based in-video context detection technology provides double benefits – firstly, it displays ads against the relevant video content, thus boosting the chances of a user’s engagement with the ad, and secondly, it effectively avoids ad placement against brand unsafe content. With computer vision, brands can really play safe when it comes to displaying in-video ads on online video platforms.     

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Digital Campaigns in Sync with TV Content

Digital Campaigns in Sync with TV Content

  04:14    Silver Push

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Philippines, a country where the maximum number of people are still inclined towards linear television, it becomes difficult for the advertisers to play on-demand content and connect to the users in real time. SilverPush, the India based technology firm is offering advertisers the technology to launch ott advertising in sync with Tv content. In an interview, Mr. Kartik Mehta, CRO of SilverPush said that the company has bagged brands from clients like Unilever, Unilab, and Coca-Cola, in a span of just a year and have shown exponential growth. Because the maximum number of people are consuming content from linear television, and the multi-screening phenomenon, technology companies like SilverPush can use their technology to help brands target their audience in real time.

Contextual Video Advertising

The multi-screen Tv-sync solution provided by SilverPush is based on detecting television content and then helping their clients to prompt their digital campaigns in real time. Even if Filipinos are still inclined towards watching television as compared to the other countries, they still shift their attention to their smartphones during commercials. This technology helps the clients run ott ads on digital platforms in real time when the consumer is not paying attention to television. Because of this technology, the digital advertisements that are run upon screening of particular television content can be used by the clients as a supplement for their own television commercials or as a counter message to their competitor’s commercials.

Contextual Marketing platform

SilverPush is further planning to evolve their technology to an AI based model that will help them detect the celebrities, faces, and logos shown on screen. This technology is also able to detect human emotions, helping their clients identify these moments and prompt contextual ads that provide a relevant message for the consumers. This technology is soon going to be launched in the Philippines for SilverPush’s existing and would-be clients.

SilverPush claims that the Philippines has become their hub for innovations in Southeast Asia. The solutions of contextual marketing being provided by them in evolving every day. SilverPush runs its operation in 12 countries right now and plans to expand to other countries in near future. The company has already grown 80% to 100% in the past year, and are pretty sure that they will keep on growing in the coming quarters.

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