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Ako zabojovať o relevanciu v novodobom cookieless svete

Novinky27 October 2023
Zdieľať

Inovatívny digitálny formát, s ktorým zabojujeme o relevanciu v novodobom cookieless svete

Éra 3rd party cookies, ktoré zadávateľom umožňovali cieliť digitálnu reklamu na to najrelevantnejšie publikum na základe užívateľského správania, sa pomaly ale isto blíži ku svojmu koncu.

Pred nami tak stojí neľahká úloha zachovať relevantnosť digitálnej reklamy pre užívateľov aj vo svete, kde o nich nebudeme prakticky nič vedieť. Na to, aby to v realite fungovalo, musíme zmiešať zopár kľúčových zložiek.

Hlavná ingrediencia: parádna technológia.

Napríklad taká s AI algoritmom rozpoznávania obsahu, ktorá inteligentne zalternuje relevanciu cookie cielenia, na ktoré sme si tak radi zvykli. AI je naozaj šikovná vecička. A keďže dokáže spoľahlivo rozpoznávať obsah, tak dokáže ochrániť značku pred spojením s jej háklivou podobou. Bezpečný obsah je pre nás kuchárskym štandardnom.

Ingrediencia číslo dva: neotrepaný reklamný nosič.

Optimálne taký, ktorý nie je preťažený reklamnými formátmi. Umocní tak možnosť byť videný. Za takýto unikátny priestor považujeme redakčné fotografie a fotogalérie. Užívateľ na ne upiera zrak, pretože mu vizualizujú a kompletizujú obsah, ktorý číta.

Ingrediencia číslo tri: Plaťme len za 100% viditeľné reklamy.

Ak vieme splniť parametre vyššie, nemôže byť problém s kvalitatívnymi parametrami.

Ostáva už len celé to zmiešať a teda zintegrovať do jedného originálneho produktu.

Vo výsledku predstavujeme nový IN-IMAGE formát, ktorý previaže reklamné posolstvo s relevantným vizuálnym obsahom. Inteligentný algoritmus dokáže v obrázkoch identifikovať až 15.000 druhov objektov vrátane ľudských emócií a rôznych špecifických situácií. Vytvorí si tak presný obraz toho, čo sa na každej jednej fotografickej predlohe nachádza a na základe vyhodnotenej relevancie zobrazí na 25% plochy podkladového obrázku klientov produkt alebo message.

Vo finále tak dokážeme prepojiť výrobcov kulinárskych ingrediencií s fotkami jedál, kozmetické produkty s lifestylovými fotkami, či nápoje so spoločenským životom a pozitívnymi emóciami.

A čo poviete na spomenuté benefity cielenia vy?

Radovan Pišný

Head of Digital & New Biz Development
Wavemaker Slovakia

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