Oreo’s now-famous Super Bowl Tweet set the bar for adaptive marketing in 2013, but applying that kind of quick wit to media strategies that have been in place for months is easier said than done. Since then, other brands have been working to devise their own approach for how to capitalize on real-time media and marketing opportunities.
Mindshare North America has been leading the charge into the next era of adaptive marketing, so we were thrilled when they invited GumGum to become an Action Partner in THE LOOP. As an Action Partner, GumGum joins several high-profile digital advertising providers who will help Mindshare clients identify the right combination of paid media products and services to apply at culturally dominant moments that are relevant to their audiences.
We can think of no better use of our in-image advertising technology. Through our deep contextual understanding of images on a keyword and category basis, we’ll be able to identify relevant photos surrounding cultural touchstones, such as celebrities, sporting events, music festivals and more. We’ll be able to identify the most popular images as they are trending and isolate those that are most appropriate for Mindshare clients to apply their marketing messages in real time.
As our image recognition technology continues to improve, we foresee being able to provide partners like Mindshare with even deeper insights about how brands are represented in photos and how they are shared socially and by whom. Until then, we’re just happy to be in Mindshare’s “loop” and look forward to being part of helping our new partner shape the future of adaptive marketing.