Dive Brief:
- Brands like Clorox and Hidden Valley Ranch are trying out a new social media analtyics platform Mantii -- an offshoot of GumGum -- to spot its logo in images posted on social media.
- As much as 60% of digital impressions are now driven by images according to GumGum, but traditional analytics only track text mentions.
- For brands, nearly 85% of posts that contain a brand logo are invisible because they contain no text or no text that is relevant to the brand.
Dive Insight:
With so many image-centric social networks gaining popularity -- Instagram, Snapchat, Periscope -- it has become increasingly difficult for brands to track social media mentions.
Image recognition technology holds a seemingly limitless amount of possibility for digital advertising. It could ease or eliminate the need for identifiers like words and hashtags -- meaning social campaigns could just call for the posting of a particular image or logo. For example, with GumGum's L'Oreal campaign it can identify the color of hair in online photos of women. The technology that GumGum has created helps address that.
