How does… in-image advertising work?
Each week, we ask some of the industry’s most knowledgeable boffins to break down industry jargon to help you through those confusing meetings and indecipherable conferences. Here, GumGum’s Jon Stubley explains how in-image advertising works.
Perhaps unusually for our industry, in-image advertising is exactly what it sounds like. It is a digital ad overlaid on an editorial image – or more specifically, a digital ad appearing within the “frame” of an editorial image.
How does it work (the simple version please)?
The ad-serving technology relies on image recognition and language analysis to “understand” editorial images and pair them with appropriate ads. The tech is driven by AI computer vision capabilities to scan images, videos and the contextual content that surrounds them. So an editorial image of snow-covered Mount Kosciuszko becomes a place for an outdoor wear ad. A picture of a film star’s new hairstyle becomes a beauty brand’s placement – and so it goes on.
