How can AI help brands to understand what will visually work

MUMBAI: For a brand to survive and succeed, reaching out to the readers and the non-readers -- young or old -- is critical. There is a section of the consumers who may not want to read, but they could look up and notice -- at least. And, enjoy -- may be. 'Visual' seems to the new norm in the communication strategy of all advertisers and strategists.

Can artificial intelligence really help brands to understand what will visually work with which types of consumers to make which buying decisions? Logograb CEO Luca Boschin recommends use of AI (Artificial Intelligence) to unlock the new visual age.

In his presentation, Boschin said that there is a social change in the way one shares and consumes content nowadays.

We have converted information into a commodity so that we could keep our businesses going and make them successful, said the Logograb CEO.

Gutenberg had invented the printing press. The purpose it served was manifold -- from storytelling to reading. And, from books to reading on mobiles. However, in the last four years, there has been a massive change in how we read and where. Today, we are bombarded with content from multiple platforms. And, additionally, it's a visual age.

Although there is a lot to see and read on multiple avenues, Boschin said, “Teen non-readers have tripled in numbers in the last two years as a result of visual-age. He said that 4000 million images are shared on social media every day.

63 per cent social media is made up by visual; about 83 per cent images on social media are talking about brands, that's because consumers are communicating visually. Boschin concluded that the visual age has arrived and "visual is the new norm."

Brands should make sure that they act on this trend and not ignore it.

Another speaker on the Day one at Zee Melt 2017 presented a session on ‘You are what you measure’. Google India apps and display product lead Neel Murty shared some interesting insights.

Murty said: "Sometimes we have the numbers but one thinks that we could do more. But, how could we define success? We can achieve more by thinking about the metrics that we are measuring with. He spoke about three major things that is setting goals and measuring success.

Measuring for success in the app world and pitfalls in measurement: Vodafone -- Using universal app campaigns to drive downloads of their MyVodafone app, to improve customer experience and reduce customer service call volumes.

Result: 19 of overall app downloads across all marketing channels are driven by UAC (universal app campaigns), surpassing original target by 373%

On an average 20 per cent of users drive 70 per cent of business, and so one needs to focus on LTV instead of short term. Use metrics for long term instead of short term.

The last speaker for the session was Kantar Media APAC MD Nick Burfitt who spoke about TV to TV that is from television to total video. Today, there is a greater need than ever for clear standards of audience measurements. This data is critical input to understand media investment.

Latest Reads
Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign...

MAM Media and Advertising Ad Campaigns
Performics.Resultrix bags digital mandate for NIIT

NIIT has entrusted its digital mandate to Performics.Resultrix, the digital end-to-end solutions company under Zenith India.

MAM Media and Advertising Account
FIHL hands media mandate to Carat India

Franchise India Holdings (FIHL) has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.

MAM Media and Advertising Account
Madhusudan Gopalan becomes MD, CEO of P&G India

P&G India has announced Madhusudan Gopalan as the company's new managing director and CEO. He will take charge on 1 April 2018.

MAM Media and Advertising People
How Cadbury perfected its communication in India

MUMBAI: What comes to your mind when you hear ‘kuch meetha ho jaaye?’ If you’ve been in India for the last two decades, you would instantly blurt out Cadbury. But the popular Indian chocolate has a 100-year-old history.

MAM Media and Advertising Ad Campaigns
India’s online retail market to hit $100 bn by 2020: Kantar IMRB report

Kantar IMRB has launched a report on India's shopping scenario in 2017 that provides comprehensive insights on buying behaviour of India’s online shoppers. The study is conducted among active internet users in urban India covering a vast range of categories.

MAM Marketing MAM
Livon extends salon-in-purse proposition in latest campaign

Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought - Salon Nahin Livon.

MAM Marketing MAM
Flags Communications bags social media mandate for Tata Power DDL

Media agency, Flags Communications, has bagged the social media management mandate for Tata Power-DDL (a joint venture between Tata Power and the Government of NCT of Delhi).

MAM Marketing Brands
FACES launches #12ZodiacFaces with WATConsult

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Canada’s leading international cosmetic brand, FACES Canada have collaborated and launched a digital campaign called #12ZodiacFaces.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories