SmartFrame Technologies, which is the first to market a unique image delivery technology that is revolutionizing the photography industry, will host an exclusive launch event at a prestigious location in London for the advertising industry. To express your interest in the event and for more information, please click on here.
With the end of third-party cookies in sight, the focus has shifted to how advertisers can move from cookie-based behavioral advertising to a model that combines efficiency and regulatory compliance.
Contextual advertising appears to be the strongest candidate to fill this void, and for good reason. While cookie-based behavioral targeting relies on historical user activity, contextual targeting takes into account what a user is viewing at that time. Taking into account the online environment in which an advertisement is displayed, the user is presented with an advertisement which is likely to be much more relevant to him at that time. By increasing relevance, the chances of engagement are higher, which in turn maximizes the potential ROI of the brand in question.
Research has already indicated that such a model is a model that online audiences will be ready to embrace. A recent study published by Integral Ad Science (IAS), for example, found that 73% of users find it more attractive when an ad relates to the content of an article.
But even if the data confirms it, the mechanics of such a system still need to be addressed. How do we determine exactly what is relevant and what is not? The website and keywords may be suitable for an ad, but what about the images that accompany it? Arguably equally important, how can we be sure that such advertisements are actually seen and effective?
AT SmartFrame Technologies, we believe that images are essential for this model to have the greatest impact. While their role of illustrating an article and providing more context to the reader has always been understood, in a post-cookie landscape, they also contribute two essential elements to the success of an advertising system based on contextual relevance.
The first is positioning. Since images occupy the most important areas of the page, they are ideal vehicles for advertising. Why hope that users will notice banner ads around the content they are interested in when you can just show them in the images as viewed, in the body of the article itself? And why restrict this to a small banner covering the bottom of the image when we can temporarily occupy its entire surface for maximum visibility?
The second element consists of the data provided by the images. AI-based image recognition is sophisticated enough to give us an idea of what an image is about, but even the most advanced systems can’t do much. SmartFrame’s unique relationships with image libraries allow us to access complete metadata sets, giving us a much better idea of what is going on in an image. In a sports image, for example, this type of information might include the name of a specific player, the location in which a game is played, and even the specific game itself. Combining this level of information with the user’s (anonymized) location and device information creates a highly informed basis for contextual ad targeting.
Banner ads have long been hampered by poor placement and irrelevance, and part of the advertising system’s strength in SmartFrame’s contextually relevant image is that it directly addresses both issues. Recent research by Nielsen showed that display ads in SmartFrame images were 34% more relevant, 14% more memorable, 13% more engaging and 11% more enjoyable than a site using conventional advertising. Video advertising that was delivered in the same way was also found to be more attractive; among those who remembered advertising from a website, 57% of people said they had not interacted in any way with conventional advertising, while only 35% of people said the same for video advertising in SmartFrames image.
It’s easy to see the depreciation of third-party cookies as an obstacle to reaching the right audience with the right message, but, on the contrary, it should be seen as a blessing. Instead of trying to improve on a model that has always had its flaws, in-picture contextual advertising allows advertisers to deliver high-quality ads with the user’s current focus and interests for maximum relevance. , and with higher placement for high visibility and maximum return on investment. SmartFrame’s patented image delivery technology is revolutionizing both the photography and advertising industries.
Nielsen Digital Content Evaluation measures the impact of native, social, or branded digital content by exposing a relevant and representative sample of online panelists to campaign content. Commissioned by SmartFrame, this study assessed whether content generates better engagement for advertisers by providing a better visual experience for users. This research analyzes 1,200 responses surveyed in August 2021.