Tips for Marketers: New forms of advertising-images embedded ads

Website sponsorship is very popular with the brand owners, the main reasons are two: first, the site for the brand in the page to provide a significant location; If the concept of content ownership also applies to pictures, such as a particular style of car, or a celebrity, and the image can be sponsored throughout the network, how would that work?

Image embedded ads, also can be called picture tag ads, allowing the brand to put the relevant pictures and the entire campaign to match, so that the static picture into an interactive advertising experience. The advertisement itself has many forms, from the banner advertisement, to the Flash unit, then to the brand text advertisement, can operate. A picture embedded ad network is like a broker in a trade, offering a platform and partner to advertise. In addition to establishing connections between brand names and related images, this type of advertising has the potential to make advertising clicks above average. Some companies say their ads are more than 20 times times more likely than traditional advertising networks.

So how is this activity created? First, advertisers can call an embedded network of images, such as GumGum, Luminate (formerly Pixazza), Image space Media, and so on, informing them of their activity needs. The network uses its branding techniques to identify images-either related to the activity itself, or interested in the target audience of the event, and identify the images on the collaborative website. As consumers seek out, they see more than just a picture, but a highly correlated, interactive overlay of advertising.

For a thriller TV series broadcast on a major cable network, GumGum recently targeted the actress for the show. As long as there are hundreds of blogs and websites in GumGum's distribution network, including Hearst, Scripps, Glam Media and Time Warner's leading actress photos, they will be accompanied by an interactive banner ad. "We're going to note each photo with a keyword-oriented explanation that will help marketers track their location." "GumGum chief executive Ophir Tanz said. The automated process, he says, includes image recognition, semantic analysis, image classification, and upcoming search traffic.

After the user clicks on the ad, they will see the TV show's video clips and various links, including the show's official website, Facebook page and Twitter information. According to GumGum's data, nearly 90% of those who saw the ad clicked to see the promo, and 60% watched the entire video.

Image Space Media (recently acquired by artistic mood advertiser giant Vibrant media) also employs a similar approach-advertisers can choose to add personalized overlay ads, banner ads, text messages, or flash to their images. Photostitial. In the case of Google Venture company Luminate, consumers can identify the interactive picture by using the Luminate button found in the corner of the picture. Move the mouse over the picture, and you'll see a menu of interactive options in the picture, such as sharing the photo in Twitter, the original information of the person appearing in the image (such as the data of a famous athlete), watching videos or listening to music clips.

By embedding ads in images, advertisers can effectively have a picture, an object, or a style associated with a business, so that no matter where their target audience is online, they can be linked to the brand through pictures. This can be considered a real advantage when competition in a particular industry or business unit is fierce. While for entertainment companies, advertising through star images is not an extension of viewers ' interest in films, it is a very appropriate way for carmakers, cosmetic companies or food companies. For a car company eager to dominate the transition market, they can advertise in a variety of tent-car pictures. The sunscreen brand can be attached to a variety of pictures of beach people with banner ads. Fast consumer brands can quickly enter the pasta market by placing advertisements on many of the pictures of noodles in food blogs.

Over the past few years, advertisers have been trying to dominate content, social media and mobile platforms. It is strange that they should have taken so long to turn to the image channel. If in the minds of consumers, the value of the picture is not equivalent to the text content, then certainly the same. If advertisers can "have" the relevant pictures on the Internet, then it can have its own image.

(Original starting on March 15, 2012, compiled: Zeng Cui)