Recently, eMarketer published a report discussing the major takeaways from last month’s CES 2019 Conference. This event is the premier tech trade show for businesses in search of the next disruptive products, with over 180K attendees and 4.4K exhibiting companies in 2018.
In the report, eMarketer described 10 important topics featured in the event that marketers should be considering. Among these were the many new uses of AI, IoT devices, and wearables. GlassView has been innovating on campaigns with these tools for several years now, and here are a few examples to prove it:
The report showed that 70% of marketing executives believe that AI will be important to their future success. AI’s role in the future of our society, as well as in marketing, is evident. One of the many way in which GlassView is making use of it is through our Realeyes emotion-based targeting offering. GlassView has partnered with Realeyes to evaluate respondents’ emotions to branded video content through the latest in webcam AI technology.
This system leverages thousands of data points, using facial & retina recognition technology, to read the current emotional state of the consumer as they watch a video. This enables brands to target consumers based on their receptivity to a message, as well as determine the engagement levels associated with different creatives. This data can also be segmented by various demographics and allows brands to uncover insights related to both creative strategy as well as the audiences they are targeting, allowing for A/B testing at scale and in-flight optimization.
We’ve also effectively used AI through our web-scraping Quick Draw™ technology, which we wrote about last week. We harness Wall Street-style algorithms to track trending topics across the web, buying advertising against related-media ahead of trends with a focus on topics relevant to who a brand is targeting. The platform pulls data from two-thirds of the open web, including sources like Google Searches, Twitter, Facebook, Amazon, and more, which is then used to find trending keywords as they begin to appear.
A real-life use case was for Rihanna's Comme Des Garcons gown during the Spring 2017 Met Ball. Noting a spike in mentions and page views around this topic, the beta version of GlassView Quick Draw™ allowed for immediate ad placement next to stories about the dress, resulting in a spike in sales for the client.
IoT and Wearables
The other main topics discussed a future that featured the ever-growing network of connected devices. Gartner estimated 14.2 billion connected things in use in 2018 - this number will jump to 25 billion by 2021. Additionally, 81% of executives worldwide believe IoT will be important to the future success of their business, especially when aided by 5G. GlassView was an early adopter of IoT tech in the media space, delivering campaigns on wearables and IoT devices in 2017 for healthcare clients like Rush University Medical Center and Ochsner Health Systems.
We developed our IoT offering through a partnership with the University of Pennsylvania’s Wharton Future of Advertising Program, where our CEO and Founder James G. Brooks, Jr. serves on the Program’s Global Advisory Board.
While very few companies offer delivery on wearables and IoT devices, GlassView was the first in the digital video space to offer these capabilities, and our experience and the performance of our campaigns speaks for itself.
With digital advertising undergoing wholesale changes every year, advertisers must stay on-top of innovative products. Based on the takeaways from this year’s CES conference, GlassView has and will continue to do this, making us an excellent partner for a successful digital video strategy. For more info, check out our website or contact us.